ON YOUR MARK has launched!
The KMAC Group is excited to announce that Keith McIntyre’s, KMAC’s Founder and CEO, new book On Your Mark is now available for purchase. On Your Mark can be purchased as a hard copy or the e-book version is also available.
Read below to find out a bit more about On Your Mark and how Keith and the KMAC Group are trying to help people (businesses/individuals) reach new heights and unlock true value. It all starts with self analysis; to figure out your true passions and goals!
Don’t forget to leave us a review!
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
Is Retail a Good Business Model?
Are Brick and Mortar Stores dying?
These were some questions posed to leading Canadian retailers at the recent Retail Council of Canada Store 2014 Retail Conference.
Recent press brings to light the perils about the challenging competitive retail landscape in Canada, so why would anyone even want to be in retail in Canada?
RECENT PRESS HEADLINES
Headlines across Canadian media say it all. The retail landscape in evolving, quickly and there is a new competitive reality. The arrival of giant US retailers such as Saks, Target, Nordstrom are pushing Canadian retailers to the limits. Mergers and acquisitions are streamlining the competitive landscape. The growth in ecommerce and online shopping is a market disrupter making it easy and convenient for shoppers so they don’t have to visit a brick and mortar store. There’s pricing pressures as customers aggressively search for the best prices. There’s pressure to create a seamless customer journey converging digital with brick and mortar. Customers are adapting to mobile shopping and expectations from retailers for service and knowledge are at an all time high. Competition is not just other retailers, it’s anyone/anywhere where customers can spend their dollars and customers only have so much money to spend so how does a retailer get that share of wallet?
Forget the Headlines, “It’s Our Time to Lead the World!” Michael Medline recently stated.
A grim scenario? Some think so BUT not Michael Medline , President of Canadian Tire. So how are Canadian retailers surviving? What are they doing to adapt and change to attract customers to their stores to buy? Here’s Michael’s take on the retail environment in Canada and more importantly, what retailers can do to adapt, survive and thrive.
“The Future of Retail? It’s not the future of retail, the future is here, it’s really the present of retail, the future is here and you’ve gotta live it” Michael Medline, Canadian Tire’s President empathically stated at the Retail Council of Canada’s conference last week in Toronto.
Our world has seen continuous innovation in e-commerce, consumer shopping behaviour is evolving and consumer expectations are changing. But Medline warns “don’t underestimate the innovations in bricks and mortar”. He acknowledges there’s a massive sea change of how people shop, live their lives and defining what they expect from brands, stores but that’s where opportunity lies.
Digital retailers like Amazon are “market disrupters” noted Medline. He went on to suggest that bricks and mortar retailers need to disrupt their own business. Change is very difficult and people don’t like change.
Net, on the surface, retail may not look like a great business model and as noted in the headlines above, it appears to be a bad time to be in retail and invest in retail real estate. Mobile, e-commerce and a confluence of other factors such as lowest prices, paper and online digital flyers are clearly disrupting the current retail business model. Either retailers adapt or they die.
(New South China Mall 7mm sq ft/Ohio Randall Park Mall sitting empty)
Medline likened Canadian Tire and the ways Canadian Tire has to evolve to a golf swing. He stated “ put your feet in both worlds and shift weight from the back leg to the front … in the old world and new world … if your swing is too slow it’s a problem, if it’s too fast it’s a problem, you must shift at the right speed and you better be shifting period.” Retailers in Canada need to embrace change to new world. This will make it a more efficient and productive industry and Medline stated retail is a great business for winners and survivors — or those who dream big, act quickly and embrace the future.
Years ago, you would be hard pressed to find retail headlines in the press. That’s changed. Retail is big business in Canada employing over 2.1 million, there are many new types of retailers and the battle ground for technological breakthroughs is stronger than ever.
So, what does it take to survive and succeed in this ever changing landscape?
According to Michael Medline, surviving and growing in today’s landscape requires four major shifts based on key learning over the past few years.
- BE NIMBLE
- DREAM BIG. ACT FAST.
- BE PERSONAL – personalized experience
- SHIFT CULTURE – people are the most important piece of your business.
Companies can’t analyze every change being made. That will paralyze the organization and by the time the change is implemented, it will be obsolete.
Medline referenced the Sport Chek lab activation at Yonge and Eglinton in Toronto as an example of being nimbler. Historically, at Canadian Tire the idea would be analyzed, taken to the board, if approved a retail city built and tested, if tested well roll out to a test market where no-one can see what you’re doing , and if it worked worked then roll out another test another market, and if that worked, then roll out across markets – in otherwards, analyze the idea to death – change is coming slowly but if you don’t change you will run out of time warns Medline.
Canadian retailers may be considered large by Canadian standards however Medline reference it’s really a David and Goliath picture when you compare the size and scope of Canadian retailers to the giant US and global players. So be nimble, it’s a competitive advantage and don’t take on the giants with scale – that’s a game they will win so be nimble, approach your business as guerrilla warfare, try and learn and try and learn again. Don’t be be scared of mistakes and failure. Learn quickly and move quickly.
Medline discussed that Digital is not an opponent to Canadian Tire, rather it allows Canadian Tire to be more nimble. Canadian Tire prints 650 million flyers a year or the equivalent of 26 billion flyer pages per year and Medline noted that flyers used to be an amazing weapon, but tie your hands because you need to plan months ahead, commit to product, source product, guesstimate about the weather, net, paper flyers are not efficient. Things will change and are changing. Canadian Tire tested digital flyers, originally placing pictures from the flyer online but that didn’t work. Sport Chek evolved the test and learn by putting the flyer online, took pictures of products and placed online via Facebook, Google, Instagram, tools used to push products in more flexible manner. Digital flyers in this manner allow a retailer to be seasonally and socially relevant.
It is hard to do this? Yes. It’s hard cultural change and pushes a company out of it’s comfort zone but retail is about meeting customer needs and driving sales. “This is game we play” quipped Medline.
DREAM BIG. ACT FAST.
The death of bricks and mortar has been greatly exaggerated commented Michael Medline. He went to state that brick and mortar retailers want ecommerce capabilities and digital capabilities while ecommerce and digital retailers want brick and mortar capabilities. Canadian Tire and retailers need to be good at both. It’s a convergence of traditional with new technology and passionate, knowledgeable staff are the glue that binds theses capabilities together.
Medline elaborated that people still love to go shopping, it’s a social activity, part of life – a very important part of life and online will not replace brick and mortar. To win in today’s hyper competitive retail market, retailers need to excite customers, draw customers to their stores, create personalized experiences and be passionate about the service customers want and need .
Examples of retailers embracing change reference by Medline are Burberry on Regent Street in London UK using RFID technology. (http://www.vogue.co.uk/news/2012/09/13/burberry-regent-street-flagship-opens) Products on the table can be scanned to a screen, details and accessories about the product are immediately available and staff using tablets can access customer purchase history instantly valuing their customers time and making the experience more enjoyable.
Digital only part of story though and there are other ways to excite customers and draw them to your store. Bass Pro Shops present an emotional connection with customers making them feel like they are in the outdoors. Customers can try products and feel what’s going on.
Lululemon’s staff are community ambassadors. People (staff) are more important than ever and more expected than ever. Team members must be able to talk about products knowledgeably and be in a conversation with customers versus selling product features and benefits.
Medline asked the question “what does the competitor of the future look like? “ He went on to define the competitor of the future as best in class brick and mortar and best in class ecommerce. The best in class competitor of future will be a convergence of what customers need and want.
It’s a new world and people are more important than ever. To be the best, you need exemplary service, product expertise and community commitment. Consumers expect trusted brands to be there when needed and aligned to their values and aspirations. Canadian Tire’s competitive advantage is that it has roots across a vast country and can help out when in time’s of need. That’s what’s expected, community involvement is necessary – not a nice to have, and builds emotional connections. Consumers are your new brand ambassadors.
Huge cultural change is needed to survive. And it start’s with leadership. Leadership that embraces change, endorses a test and learn culture and keeps on trying things.
It’s a disruptive time in retail but the new formula is DISRUPTION = OPPORTUNITIES. Medline’s final message “change before you have to.”
IT’S OUR TIME TO LEAD THE WORLD.
Michael Medline, President, Canadian Tire Corporation
Michael Medline, Canadian Tire Corporation (CTC), is responsible for overseeing the operations of all CTC business units, including Canadian Tire, Financial Services, FGL Sports and Mark’s, as well as Corporate Affairs and Technology.
Michael has had an impressive 13-year career with Canadian Tire, having played a significant role in helping the Company stay on offense through innovative thinking and strong industry knowledge. He has extensive experience in building and transforming businesses, brands and customer experience to drive growth and value, and has led the Company in a number of high-profile projects, including the successful acquisition and subsequent integration of Mark’s Work Wearhouse in 2001 and the restructuring of Canadian Tire Retail’s Automotive unit in 2009. Michael is also the driving force behind FGL Sports’ growth strategy for its key banners, including: Sport Chek, Sports Experts, National Sports, Pro Hockey Life, Intersport and Atmosphere – which incorporates an aggressive five year store expansion plan.
Prior to his current appointments, Michael held a number of progressively senior roles with the Company, including President of Canadian Tire Automotive and Dealer Relations, Chief Corporate Officer and President for Diversified Business and President of Dealer Relations and Diversified Business.
Michael holds an MBA from the College of William and Mary in Virginia, an LL.B. from the University of Toronto, and a BA from the University of Western Ontario. In addition to his leadership roles, Michael is on the Board of the Retail Council of Canada and has been a board member of Canadian Tire Bank, Jumpstart, and Pan Asia Paper Company.
For over 22 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, project activation and execution, consumer engagement, strategic partnerships and live retail event activations, we help companies like Procter & Gamble and General Mills increase sales performance.
So what does this mean for the rest of us?
According to some, not much. Aside from Loblaw gaining an inner-city advantage, access to the gold mine that is the Shoppers Optimum database and the increase in size and scale for the promotion of private-level productions, it really hasn’t made them more competitive in the marketplace.
We can’t deny that this merger will change the Canadian retail landscape, but they’ve still got a long way to go to compete with giants like Wal-Mart and Target. I guess you could say it’s a ‘Canadian’ step towards becoming more competitive.
For us consumers, we’ve been told that this merger will not affect competition… but the truth is…. the further you consolidate companies into one, the less competition exists. Just look at the media, insurance and oil industry… it’s becoming a monopoly, and the ‘free market’ seems to be nothing but a distant memory. Are we going to be the ones that will be negatively impacted by this?
What we CAN look forward to as consumers, are more locations with an enhanced mix of products that contribute to our health, better customer service and potentially cheaper prices, that’s if they do it right.
What are your thoughts on the merger and how do you think this will affect YOU as a consumer?
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.
Burlington, ON, November 13, 2012 /CNW/ –
“An idea is worth nothing if it has no champion to bring it to life, so don’t wait, activate.”
We live in uncertain times. These times are challenging and will continue to be challenging. For YOU – Challenging? Yes. BUT Opportunities to Grow? Even more so.
STOP: THINK ABOUT YOUR BUSINESS NEEDS.
The challenge is doing more with less and getting ideas turned into action. Good ideas are common – what’s uncommon are people who’ll work hard enough to bring them about. That’s what THE KMAC GROUP does.
IT STARTED 21 YEARS AGO.
THE KMAC GROUP has evolved as a partner helping enterprises stay on top by empowering decision makers with the ability to get more done while keeping focused on one thing – their core business. KMAC GROUP President Keith McIntyre commented “It’s been a fascinating journey since we opened our doors in 1992. The Leafs were in the playoffs and the Jays were winning a World Series. Things have changed and so have we. We’ve refreshed our look to reflect our commitment of helping clients move forward and we invite you to take part in shaping KMAC’s future by tapping into our experience and resources to capitalize on opportunities for growth. One thing that’s not changed is our common purpose — to grow your business. We focus on your non-core business challenges so you can keep your focus on your core business.”
Let’s Get it Done
, our mantra for 2013 is energetic, aspirational and versatile. McIntyre notes “This phrase tells the story of getting a project off the ground, moving it forward, delivering results, empowering you to get more done. We do this through innovation (actionable ideas), established communities and networks, efficient process, and enriching value.” THE KMAC GROUP website has also been completely revamped to provide valuable insights and content. We invite you to “Discover” deeper insights into the world of sponsorship, experiential marketing and strategic partnership activation while offering fresh, inspirational content and resources from leading global technology and design firms.
ABOUT THE KMAC GROUP
THE KMAC GROUP is recognized by Fortune 500 companies for getting complex ideas and programs up and running seamlessly, quickly, effectively and efficiently. With over 740 projects activated for 15 Fortune 500 companies, 15,000 in-store events executed and a community of 1,500 specialized field consultants, KMAC has mastered the science of activating ideas. KMAC brings deeper, more meaningful relationships and connections to your business providing expertise in sponsorship, spokespersons, shopper marketing, experiential marketing and strategic partnerships. You focus on your core business, we’ll take care of the rest.
For further information, please contact Keith McIntyre:
Back-to-school (BTS) is one of the busiest times of the year for retailers. Families spend huge amounts of money to prepare children for the upcoming school year by purchasing notebooks, pencils, computers, calculators, and so much more. Parents of students predict that they will spend around $30.3 billion on BTS items in 2012 and parents of college students will spend around $53.45 billion! Back-to-school has evolved over the years from an actual shopping event to an overall spending mindset. This mindset has been nourished and encouraged by retailers and marketers alike, placing importance on back-to-school as a time of change – change for students, parents, employees, etc. By using universal change, retailers are able to market essentially anything that offers change to a large population. For example, a music store could market BTS as a time for anyone to learn a new instrument or a hardware store could market BTS as a time to re-decorate a room. In this shopper marketing segment, we’re going to analyze some of the largest BTS marketing campaigns for 2012 and offer insights into what they’re doing right.
Apple is arguably the largest electronic retailer for BTS, usually offering great savings on computers for students. This year, they’re giving away $100 iTunes gift cards with the purchase of a computer. This campaign, however simple it may be, brings in a massive group of shoppers because Apple products rarely go on sale. Even though the actual product isn’t discounted at all, the iTunes gift card is a useful promotional item – allowing students to download music, movies, and games onto their new computer. By perfectly pairing their products with promotions, Apple continues to leverage itself as the electronic powerhouse of BTS.
Staples is the king of BTS supplies in Canada and they appear to have it down to an art. With Wal-Mart as their main competitor, Staples has shifted their campaigns to focus on variety instead of trying to compete with Wal-Mart’s low prices. Approximately 78% of BTS shoppers stated that variety of products is the most important factor when selecting a shopping destination, whereas price was listed by 48% of shoppers. Even though Wal-Mart offers a lower price, Staples has a greater range of products.
“Value is always a top of mind factor in back-to-school shopping, but we understand that consumers want a wide variety of products – everything from essential supplies to the latest tech products and fun accessories,” said Steve Matyas, president, Staples Canada. “Students of all ages are required to have specific products, and more than ever, parents want the convenience of finding them all in one place. As the back-to-school leader, Staples equips parents, teachers and students with a wide assortment of products at affordable prices. Our commitment to a huge variety of products at outstanding prices covers the back-to-school season and the entire school year.”
Wal-Mart offers the most diverse variety of BTS products, ranging from school supplies to clothing, dorm accessories to electronics. Wal-Mart competes with product specific stores by marketing itself as the BTS one-stop shopping trip. By offering extremely low prices year round, Wal-Mart can continue to push BTS products without discount and still compete with other BTS retailers. It will be interesting to note Wal-Mart’s BTS campaign next year with the opening of Target stores across Canada, their main competition in the States.
Gap is one of the largest retailers for school uniforms, an incredibly popular item during BTS. Retailing uniforms is a tricky thing to do. It’s necessary for some students, bringing in lots of revenue, but completely isolates those students who don’t require a uniform. It can also be difficult to market a uniform against competitors who are essentially selling the same product. This year, however, Gap is offering a 30% discount on their uniforms and backpacks, encouraging parents to choose their store over other clothing retailers. This won’t encourage non-uniform students to start wearing uniforms, but the backpack discount may encourage them to choose Gap for all their BTS apparel needs.
Recently, there has been a shift in how BTS shoppers are buying. They are waiting till after the first week of school to purchase, afraid of buying the wrong trends and hoping to pick up some post BTS deals. This postponement has created some tension among BTS retailers and has created one of the slowest BTS spending seasons we’ve seen. Major BTS retailers will have to adjust their campaigns in the future to accommodate this new type of shopper and maximize the season’s potential revenue.
Back-to-school is time for change, potential, and new beginnings. It’s a time for retailers to evolve and adapt their marketing campaigns and create new, unique ideas to capture shoppers. BTS is a time for potential revenue and to try out new techniques before the Holiday shopping season. It’s one of the biggest shopping seasons of the year and retailers should take full advantage of that.
Sponsor Profile: Procter & Gamble
- Sponsor: Procter & Gamble (P&G)
- Brand Promise: Touching Lives, Improving Life. Inspired by Purpose.
- Olympic Exclusive: Personal Care (Health & Beauty), Household Products
- Sponsor Since: 2010
- London 2012 Campaign: “Thank You, Mom”
- Campaign Cost: $100 million TOP Sponsorship with estimated $300-$400 million activation fees globally.
- Campaign Time: April to end of August
- Campaign Scale: Global with regional markets customizing “Thank You, Mom” Campaign for relevant local activations (ie. UK, US, Canada)
Procter & Gamble (P&G) is one of the largest companies in North America and their Olympic campaign matches their size. With campaigns for 34 separate brands, a global “Thank You, Mom” program, sponsorships for more than 150 global athletes, and a replication of London landmarks in California, P&G’s 2012 Olympic marketing is the most far-reaching campaign in P&G’s 175-year history.
“It’s the largest multi-brand program we’ve ever done,” says Marc Pritchard, global marketing and brand building officer at P&G.
With over 34 separate brands receiving their own campaigns, P&G is going to have a dominant presence at this year’s Games. Campaigns include Gilette’s “A Great Start Every Day”, Tide’s “Proud Keeper of Your Country’s Colors”, Pamper’s “Celebrating Babies’ Unique Spirit of Play”, Pantene’s “Keep Shining”, Head & Shoulder’s “Wash in Confidence”, and last but not least, their largest campaign, “Thank You, Mom” which is a P&G corporate brand initiative and not specific to any one brand.
P&G’s “Thank You, Mom” Campaign sought to bring over 60 moms of competing athletes to the Olympic Opening Ceremony. The campaign recognizes and celebrates everything that moms do to support and encourage their athletic children.
“We are so excited to be sharing in this memorable event with so many amazing moms,” said Marc Pritchard, P&G Global Brand Building Officer. “They have done so much to help their children succeed, and it is only fitting they should be here celebrating this moment.”
It is the biggest campaign in P&G’s history and will be released physically, in retail locations, and digitally, over a variety of media. P&G will release a number of Olympic-themed branded products in millions 3.5 million of stores around the world, as well as launching several commercials and YouTube features. Their first commercial, “Best Job” shows a montage of mothers around the world supporting their children as they grow up to become Olympians. Their next commercial “Thank You, Mom“, drives home the point of their campaign: to thank moms around the world for supporting and encouraging their children. The newest commercial P&G has released is called “Kids“. This ad shows children entering, preparing, and competing in the London games. The final lines of the ad describe how mothers will always see their children as kids instead of Olympic athletes that we all know them as. This series of commercials is the main medium of the campaign and has already received traction as one of the best Olympic advertisements of 2012. Apart from these commercials, P&G also has approximately 60 short videos documenting various Olympic athletes, their moms, and their journey to the Olympics. These videos, called “Raising an Olympian”, range from about 3-6 minutes and feature Olympians from P&G’s sponsored team. As a part of the “Thank You, Mom” campaign, P&G will be raising $5 million to support local youth sport programs around the world.
P&G has built a “P&G Family Home” in London, meant to give Olympians and their families a place to call “home away from home”. The home will be available to the moms and families of more than 10,000 Olympians from all over the world.
Apart from their numerous campaigns, P&G will also sponsor 150 global Olympic athletes. They have sponsored 9 Canadian athletes, but definitely have a focus on American Olympians, sponsoring 24.
“We are delighted to introduce P&G’s family of athletes to the world. The world-class Olympians we’re sponsoring embody the dedication, passion and commitment that inspires us as a company,” said Marc Pritchard, P&G’s Global Brand Building Officer.
P&G will also turn a California Walmart into a re-creation of London, complete with iconic landmarks such as Big Ben, the London Eye, and even double-decker buses. It took their crew of 8 around 36 hours to construct the 535 square foot re-creation and it was formally unveiled on July 28th.
“The display celebrates our dedicated athletes and creates a unique in-store shopping event that customers will remember for years to come,” said Stuart Heflin, P&G’s brand manager, Walmart Global Consumer Team. “P&G is behind the Olympic Games and our athletes 100 percent. We want to give people who can’t travel to Europe the opportunity to feel some of the excitement of the Games here at home.”
Why It Works
The Olympic sponsorship allows P&G to both create a big idea that unites all of their brands under a P&G umbrella, such as the “Thank You, Mom” campaign, as well as develop Olympic-themed ideas around individual brands.
When P&G changed their marketing focus to purpose-inspired centered on serving people, the brands were forced to gain a deeper understanding of their consumers lives and give them the products that they want to make their lives better.
Pritchard has stated, “Brands need to uncover human insights, define the essence of those human behaviour, the truths, motivations, intentions that must be solved by benefits of brands.” From these insights, the brands need to create big ideas, “this is the currency of industry that lift the entire brand and make it relevant in peoples lives.”
Ideas need to be engaging, surprising and invite people to participate in the brand community. This incorporates and generates PR advocacy and digital engagement. The net result is participation, which ultimately means purchases. People become personally associated with the brand, therefore, becoming loyal members of the community and advocates and ambassadors of the brand.
Facebook has been a key partner in helping P&G launch their “Thank You, Mom” campaign where timing was important to build momentum. The campaign was launched in April to give individuals time to utilize apps and read through user guides to learn how to write messages to their mom and cheer on athletes through their news feeds.
For the 2012 Olympics, P&G has been timely and strategic about their placement of their “Thank You, Mom” campaign, utilizing real-time advertisements and social media to drive the brand message. During the gold medal match for women’s volleyball, P&G aired an ad featuring Kerri Walsh (U.S Olympic beach volleyball team) praising her mom. This was followed by a commercial for Pampers (Walsh’s sponsor) all tied together by Facebook posts and tweets sent to cheer her on.
Another clear example of their strategy is when they took the mother of China’s Wu Minxia (who is a Pantene sponsored athlete) to the 3-meter springboard event and took photos of her as her daughter was winning gold. They then distributed the pictures and video on social media meidums in China such as Tencent and Weibo.
P&G is evolving a corporate branding campaign – until recently, only those in the CPG business, trade and financial industry, knew what P&G represented. The first P&G Corporate Campaign was built to demonstrate what’s behind the company, what it stands for, what it cares about, it’s values and allows people to discover and feel better about the company and it’s brands. So, why sponsor the Olympics?
The Olympics touch people. The process started with agency Wieden+Kennedy presenting to P&G 7 tips to make Olympics work. They told P&G, you will be judged. The program brief stated that the big idea had to unite P&G’s purpose with purpose of Olympics.
P&G: Touch lives, improves life
Olympics: Make life better through sport
Their big idea was discovering the parallels between the Olympics and P&G. Every Olympic athlete has a mom and P&G is in the business of helping moms. She is the unsung hero and P&G wanted to recognize her for that and thank her. The idea, “Thank You, Mom”, comes from deep human insight – to their moms Olympic athletes will always be kids. During the 2010 Winter Olympic Games in Vancouver, P&G updated the campaign with real time brand building with moms of the athletes cheering their kids onto victory. The real big idea was an act of generosity for a lifetime of dedication. Families and athletes couldn’t get together while at games in the past, so P&G facilitated by bringing moms to the Olympic Games and by offering services from the P&G lounge such as the oral care smiles centre, a grooming spa and laundry services.
The results of the “Thank you, Mom” initiative have been huge. It’s become part of Olympic conversation with 2 billion impressions from P&G, 1 billion digitally and built sales $130 million.
P&G is expecting around $500 million in sales from the campaign, an increase from $130 million sales they received during the Vancouver 2010 Olympic Games. The Olympic platform provides a huge opportunity for P&G to continue building a global presence, to continue developing their purpose inspired marketing initiatives, to go deep and connect with communities on an emotional level and to create more big ideas which will drive sales through key customer retail activations. This is where the rubber meets the road – P&G is going through challenging times and will need to continue to drive product innovations to grow shares. The Olympics are a great vehicle for P&G to showcase to the world their new innovations and to connect with consumers on a deeper, emotional level.
About “The Business of the Olympics”
The Olympics are one of the most watched events in the world. With so much potential revenue at stake, what makes a successful campaign? How can businesses launch marketing campaigns that are creative, innovative, and universal? THE KMAC GROUP’s “The Business of the Olympics” blog series answers these questions by analyzing select Olympic sponsors, on a global and domestic scale, highlighting their campaign successes and areas of improvement, as well as taking a look at key marketing practices during the Olympics such as “ambush” marketing, Olympic clothing licenses, and the risks involved with marketing during the Games. KMAC has advised and executed Olympic programs with sponsors for the 1998, 2000, 2002, 2004, 2006, 2008, 2010, 2012 Games.