The KMAC Group attended the ‘Knowledge @ Degroote cocktail event: “Tech Disruption: Your career and your company can’t wait” on Feb 15th, 2018 at the Ron Joyce Center (Burlington, ON).
Keynote speaker: Alfredo Tan; WestJet’s Chief Digital & Innovation Officer, and former Facebook Exec.
Alfredo’s presentation was extremely insightful as he revealed why every role, every company, and every industry will be affected by technology. He challenged the way we think about technological change and disruption.
The four points he addressed within the technological platform were:
- Macro Changes Globally
- The Consumer Shift
- Change is Accelerating
- Culture being the most important focus
Tan was able to demonstrate the rapid growth of technology happening around the world at an astonishing pace. He used very convincing stats to showcase this reality:
- 76% of the internet population in on Facebook
- 99% of people in the Philippines are on Facebook; No hot water, but mobile devices and Facebook – The importance of connectivity.
- Netflix wanting to partner with or have Blockbuster purchase them; Now Blockbuster no longer exists.
- 2 Billion! There are more mobile phones than people in the world today and that number is growing 5x faster than the human population.
Tan stated, “the truth of today will not be the truth of tomorrow”, well how can it be with expansion and change happening this rapidly? With Augmented and Virtual Reality, we are now able to have experiences that trigger reactions and it’s only the beginning. Who knows where technology will bring us if it already has the power to make us react to something we KNOW is not real?
“Culture eats strategy for breakfast!” Facebook’s internal culture followed these ‘office rules’ and open concepts in order to create an environment that has the capability to keep up with the changes and take risks to innovate and succeed:
- Focus on impact – measure the things that matter!
- Be Bold! Failure is a part of success.
- Be Open! – Receive information to help make better decisions and to have a better impact
- Move fast and build things – If you wait for perfection the world WILL pass you.
- Nothing at Facebook is anyone else’s problem!
- What would you do if you were not afraid? Accept challenges and take risks!
Alfredo did an amazing job explaining and demonstrating why culture is so important to an company and how culture can impact their direction and future “you fail at 100% of the chances you don’t take.” Don’t be afraid of failure. Be bold, take risks and continue to innovate and accept change because it is not going to wait for YOU to catch up!
On Your Mark – Get Set – Go – and Keep Going!
Are you as excited as we are? You should be!
Because KMAC’s NEW book ‘On Your Mark’ is coming soon! February 2018.
Keep a lookout for your chance to get your hands on a copy! Pre-ordering options will be available shortly. Stay tuned.
For any questions or inquiries, please do not hesitate to contact us!
Two Simple Concepts for Satisfying Customers
By George E.L. Barbee One of the original Batten fellows at The University of Virginia Darden Graduate School of Business
Strategy and Business, March 20, 2017
Do you know who your customers are?
You may not always know your customers as well as you think you do and that is why customer relationships and experiences are so important. You should spend the time to get to know them and these 2 simple concepts can help:
- Get to know your highest-volume customers, especially the heavy users. They buy your products in high quantities and are worth 5-15% more than the casual customer; brand loyalty!
- Fill the satisfaction gaps. Make your experience better than the competition, giving them what they want instead of just merely satisfied. Always observe and take notes because this is where business opportunities lay.
For years, KMAC has taken in-store shopping experiences to a new level. For example, bringing the dental office to the store shelves; having dental experts educate customers about the benefits of a brand’s Oral Care products; being able to answer questions, share deeper insights and tips, and help recommend what might be best for them right at the point of purchase creates an impactful, new and exhilarating experience for shoppers! This experience helps eliminate questions and hesitation shoppers may have while trying to make a purchase with so many competing products.
KMAC is a 25 year old Business Management Consulting firm. We are People. Process. Productivity. Organizational Performance and Business Excellence are what we love. We get hired because we get things done. Drawing upon our experiences from the F500’s and the world of professional sports where we’ve worked with many of North America’s highest profile athletes, sport properties and sport franchises we help people and organizations reach new heights.
Click here for the full article: Two Simple Concepts for Satisfying Customers
On Sept 24/14, at the Pep Supplier Summit in Cincinnati, KMAC was awarded the 2014 Innovation Award. This award is presented to a supplier based on capability innovation, time and cost efficiencies, responsiveness, adaptability and flexibility to work in partnership with Pep to deliver outstanding customer service.
Here’s to hard work that pays off.
The 2014 Sochi Winter Olympic games can be remembered as a lot of things, a controversial whirlwind surrounding preparedness, security, gay rights laws and even biased Olympic judging; but we as Canadians will remember it as the time where we rallied together to win more than just medals.
If you can recall 6 weeks ago, we began on our quest to evaluate leading global brands implementing Olympic sponsorship best practices. Now that the Olympics are over, we can reveal what impact these efforts have made on both their brand and bottom line.
First, let’s review our 12 Best Sponsorship Practices one last time.
- Sponsorship Practice #1: Deliver a simple, clear, compelling message.
- Sponsorship Practice #2: Connect with your audience emotionally
- Sponsorship Practice #3: Take an integrated, holistic approach
- Sponsorship Practice #4: Market your core strategy through sport…don’t just create a sports related message;
- Sponsorship Practice #5: Innovate – always add value to existing ideas and platforms
- Sponsorship Practice #6: Engage your audience
- Sponsorship Practice #7: Get in the game, in real-time
- Sponsorship Practice #8: Consummate innovative strategic partnerships
- Sponsorship Practice #9: Bring the Olympic Game experience to those who can’t attend the Games.
- Sponsorship Practice #10: Build a strong, proactive PR program. E.g. Dealing with negative press and activists.
- Sponsorship Practice #11: Gather best practices; reapply the key learnings as you progress
- Sponsorship Practice #12: Demonstrate executional effectiveness consistently across many markets in the short and long term.
At the top of the pack is Procter & Gamble. Many of you might be wondering what P&G did differently compared to the London 2012 Olympic Games that has kept them relevant after the games? Well, they simply executed sponsorship best practices to the tee, oh yeah, and did I mention they started early?
P&G not only reapplied their key learnings from their last “Thank You, Mom” campaign, but amplified and lead the Olympic marketing charge with their early release of TV commercials, resulting in achieving the largest proportion of positive conversation online throughout the games (Engagor, 2014). By capturing the emotions of their audience rather than bluntly trying to sell them products has really paid off, as their ads have been viewed over 18 million times, solidifying their place in the marketplace, and more importantly in their consumers’ hearts.
Next is BMW Group Canada. This high-performance, power driven automobile brand partnered with the Canadian Olympic Committee as well as chose to sponsor 6 athletes, both new and returning Canadian Olympians to be the face of their ‘Powering Performance’ Campaign, also known as Team BMW. These picks helped drive the momentum of their campaign forward…because when your athletes win, you win. Five out of six members of Team BMW scored medals and created the opportunity for BMW to harness the feel-good nature of a win and connect it effectively to their brand consistently across all markets.
They have all in some capacity implemented these sponsorship best practices to reach their goals.
HBC. The COC and adidas Canada embarked on an innovative strategic partnership for this years Olympic Winter Games, revolutionizing the way sponsorship partnerships are shaped. Together they brought the Olympic experience closer to Canadians who couldn’t actually be there, by helping them feel like an Olympian. HBC created stylish Canadian themed gear that was also worn by the Canadian Olympic team during the opening, closing and medaling ceremonies, while adidas created Olympic themed training gear so that us Canadians would be able to share in that Olympic training feel while being active. We strongly believe that this type of sponsorship will catch fire and soon be implemented for future Olympic games amongst some of the most powerful brands in the world. These guys really win for pioneering this dual sponsorship strategy.
Canadian Tire Corporation delivered a clear message, hoping to connect with their audience through a holistic approach involving all aspects of social media, while weaving it into their bigger picture strategy. Did they succeed? We’re leaving it up to the audience to decide. Did they resonate with you?
Lastly, we have Coca-Cola Canada. Despite international turmoil regarding gay rights and digital backlash, they are still standing tall through their proactive PR program and really focusing their marketing efforts on what matters most, their frontline in-stores where sales are made actually made. By continuing to activate through mass retail chains throughout the country with Olympic themed messaging and artwork, they continue to remind Canadians of their support for these Olympic athletes, and how they wish to inspire them to win like Patrick Chan and Marianne St-Gelais did, winning their silver medals in figure skating and short track.
Practice makes perfect, well sometimes.
With all preparation, comes execution. These sponsorship best practices mean nothing if they are not implemented correctly. We realize some companies are just beginning their Olympic marketing journey, and some are seasoned vets who are expected to outdo themselves year after year, but with these sponsorship best practices, they can help you maximize the return on your investment!
- More than 19 million Canadians watched the Opening Ceremony on TV
- The CBC Olympic app has been downloaded over 1 million times
- 2.5 million people have streamed more than 1.4 million hours of coverage
The Olympics. An event that is so well known worldwide that simply mentioning the name will spark images of the 5 rings, memorable moments and favourite athletes in people’s heads. As an event that takes place every two years, it is something that most people look forward to and some even train for. But how is it that the Olympics have such a global reach?
It’s presence may be attributed to the millions of dollars companies spend on advertising, or the sheer excitement behind the large sporting stage, but do you ever stop to think that it also may be due to the widespread coverage of the games? With some companies spending in excess of $1 billion for exclusive coverage rights, we are able to sit at home or on the train and watch the drama unfold before our eyes; which if we’re honest is what we really want.
In August of 2012 it was announced that the Canadian Broadcasting Corporation (CBC) would have exclusive rights to broadcast the 2014 Winter and 2016 Summer Olympic Games after winning the bid from CTV (who broadcast the 2010 and 2012 Games). With this announcement, CBC will extend their history with the Olympics that dates back almost 60 years and a total coverage of 19 games.
When CTV announced in 2011 that they would not be submitting a bid for the 2014/2016 Olympic broadcasting rights (due to scheduling conflicts and financial priorities), CTV saw the opportunity to return to the world of Olympics and provide the coverage that so many Canadians crave. CBC initially sought out a partnership with Bell Media to provide coverage for the Games where they submitted 2 joint bids. After having both of these rejected, CBC announced that they would no longer be making joint bids with Bell for the media rights and that their next bid would be individual and cost-neutral. Although the final amount was not disclosed, it was announced that the accepted bid was financially responsible and cost less than half of the $153 million that CTV paid for the 2010/2012 Games.
In an effort to provide the most amount of coverage for a Winter Games, CBC sublicensed rights to Bell Media stations including TSN, Sportsnet, and RDS. This agreement will result in a total of over 1,500 hours of coverage across multiple digital platforms topping 729 hours in Torino however still falling short of the 4,500 hours broadcast in Vancouver in 2010. With coverage available on TV, mobile applications, and online, fans will be able to stay connected to the Games no matter where they are. Also, as a national supporter of the Canadian Olympic Team, Bell (who owns the sublicensed stations) will be providing CBC’s coverage on demand through Bell Mobile TV and the Bell TV app.
Generally, broadcasting stations look at the Olympics as an opportunity to showcase to the nation the extent of their ability to cover sports. By bringing the worlds biggest sporting stage to millions of screens across the country and connecting us with the gold medal moments, stations are able to make a connection with viewers. They clearly see value in this because every two years companies battle to hold the exclusive broadcasting rights.
But with an Olympics where all the action happens 9 hours ahead of most Canadians, the question gets asked as to why broadcasters still place such importance on TV coverage, especially with all of the available live mobile coverage.
There are three main reasons for this.
- Many Canadians, much like myself, are eager to be up to date on what is happening in the Olympics. This means that results are constantly being checked throughout the day. The only problem though is that a lot of people only have time for the 10 seconds it takes to refresh the app or log on to the website; they don’t have time to actually watch the gold medal performances. This is where the primetime TV coverage plays such a crucial role since it gives people who are too busy during the day a chance to catch up on all the action that happened earlier on.
- There are some people who will watch the Olympic primetime coverage even though they were up at 3 that morning to watch the same event live. These are the people who eat, sleep and breathe Olympics and like to re-live every moment possible.
- One of the major reasons people are tuning into the Olympic primetime is because of CBC’s athletes in review. CBC has gone behind the scenes to tell you all about the life of some of your favourite athletes. Detailing many milestones in their lives and showing you what they have done to be where they are today provides a deeper connection with our athletes and our country at the Olympics. This content is not available online or on mobile devices which is helping to drive more traffic to TV coverage and provide higher viewership numbers for CBC.
Although the IOC maintains that the broadcasters should break-even from hosting the Games, there is still a desire to make a connection with viewers, which CBC is doing through their coverage. By being able to provide content at all hours of the day, on demand no matter where the viewers are is what tells people that you are a reliable source of sports coverage. So even though CBC will likely not make any money off the deal, they will promote their brand and showcase their abilities as a top news and sports broadcaster.
As long as CBC continues to provide the coverage Canadians crave, with multiple options on how to view it, their 20th Olympic broadcast should be a success.
For over 21 years, The KMAC GROUP has worked with some of the world’s best-known companies to help them grow their sales. Using our experience in strategic sales, key account management, sales training, project management, consumer engagement and live retail event activations, we help companies like Procter & Gamble and General Mills increase sales performance.
Are you wondering why year after year, big brands are spending millions of dollars to advertise with one of the most watched sporting events in the world?
The answer is, because it works.
CBS has sold all of its’ advertising inventory for the broadcast of Super Bowl XLVII, going for as high as $3.8 million per :30 sec. spot. Pepsi, Volkswagen and Budweiser are some sponsors to name a few, along with half time appearances by celebrities such as Dwayne “ The Rock” Johnson, Kate Upton, Usher and Beyoncé.
Not only is this a star-studded event with the biggest stars and most popular brands, but it’s also a platform where strategy and creativity can be amplified into conversation… and ultimately into altering purchase decisions.
A program of this magnitude provokes thought, inspiration and community. The automotive, film, fast food, snack and beverage industries rely on TV proprieties such as this one because of changing viewer habits focused on the Internet and or a DVR. The Super Bowl works for a variety of brands to help build brand awareness, initiate product launches and new campaigns in the marketplace through exposure to a large and focused audience.
NBC also plans to webcast the Super Bowl live (first legal internet broadcast of the game) which will open the floodgates to an even larger audience. Mobile devices such the smartphone or tablet will allow viewers to tune in on the web, giving the ability for audiences to view the game with multiple devices, deepening their involvement through the use of digital media.
So its not a surprise that brands are capitalizing on this event by ramping up their in-store displays, tweeting and posting multiple times a day on Facebook, and implementing game day related contests to utilize the publicity and marketing reach this type of event attracts.
Super Bowl advertisers these days are following the trend and are pre-releasing their TV commercials, or at least a sneak peek online, which arguably takes away from the impact of a reveal and the allure of a surprise. Others believe that by doing this they are maximizing their brand exposure and gaining free publicity. The debate goes on, but the bottom line is that they are all advertising using the Super Bowl as their platform.
Super Bowl advertising will probably always be a big deal; however as we know, it will continue to evolve…and we believe it will become more imaginative and experiential….. keeping things fresh and exciting for future generations. What works now might not work in 20 years.
Check out some pre-released Super Bowl Ads here.
Former professional hockey player Shayne Corson talks about his experience living with Ulcerative Colitis as a part of an awareness initiative for Colitis Awareness Month. In his in-depth interview, Corson shares his most intimate stories of his struggles with the disease from when he was diagnosed at 15, to life after his longstanding professional career in the NHL.
In addition to suffering from the inflammatory bowel disease, Corson battled anxiety and panic attacks throughout his career. During his early years with the disease, he recalls an embarrassing moment of him not being able to make it to the washroom in time, quoting “it [was] tough, and that [was] as a teenager.”
The majority of the public was unaware that he had ulcerative colitis for a long time, particularly when he was playing hockey. He could recall his worse flare-ups occurring when he was playing hockey.
Since retiring from the NHL, Corson has managed to keep the disease under control, noting that it was imperative to have a good support system in place and to manage stress levels to stay healthy.
The KMAC GROUP had the pleasure of working with Shayne Corson on this program helping raise awareness for Ulcerative Colitis, and we were able to capture exclusive behind the scene photos of his video shoot and interview. Check here to watch more about it, directly from Shayne!
Congratulations to Tennis Canada, Rogers and all sponsoring partners of the 2012 Rogers Cup for executing another successful stop on the ATP world tour. This past week, the Rogers Cup wrapped up after a series of solid matches and spotty weather, crowning Novak Djokovic the champion on this stop of the tour.
Since 1881, the best men’s tennis players in the world have showcased their skills on Canadian courts. Only Wimbledon and the U.S. Open have longer histories than the major Canadian stop, which is acknowledged by the tennis world to be one of the best-run tournaments on the Tour. Classified as a Masters 1000 event on the ATP World Tour tournament calendar, Rogers Cup presented by National Bank offers more than $3 million in prize money and attracts the biggest stars of men’s tennis year after year.
When big names like Andy Murray, Andy Roddick, Milos Raonic, Roger Federer and Rafael Nadal show up to play, sponsors put up big money to be associated with them. Below you will see how sponsors like National Bank, Buick, Grey Goose, Rolex, and Lindt activated their sponsorship this past week.
- Average age of attendee is 41 years old
- 50% of attendees are male and 50% are female
- A surveyed 89.5% of attendees plan to return the following year
Presenting sponsor National Bank along with Tennis Canada and Rogers set up an experience for people passing by Dundas square in Toronto. At the National Bank flagship location there was a mini tennis court, ice cream samplings and giveaways as well as multiple screens to watch the men’s and women’s tournaments. Rogers also set up a “connected zone” where fans could go and interact with other fans and players in the Montreal event through video feeds. In doing this, Tennis Canada made sure that fans wouldn’t miss any of the action while providing a comfortable and fun environment to watch both the men’s and women’s tournaments.
Tennis Canada is committed to the development and growth of our game by stimulating participation and excellence in tennis. Like the sport itself, Tennis Canada has a long and proud history. One of the largest and longest-operating national sport associations in the country, Tennis Canada was formed in 1890 and is a full member of the International Tennis Federation (ITF).??Tennis Canada is a non-profit, national sport association responsible for leading the growth, promotion and showcasing of tennis in Canada.