For brands, sponsoring major events like the Olympics and the World Cup can bring benefits that are hard to ignore. Adidas attributed a boost in sales to its sponsorship of London 2012. Coca-Cola created more than 120 pieces of content as part of its London 2012 sponsorship activity.
Sponsorship gives brands a chance to enter new markets, while promoting the brand on a global scale. Yet when they sign up to sponsor international events, they don’t just get the benefits. They get the politics, too.
The 2008 Beijing Olympics saw sponsors targeted for their association with the event, with protesters putting pressure on them over China’s human rights record. When people took to the streets in Rio over the Brazilian Governments preparations for the 2014 World Cup, the media turned to the sponsors for their response.
Now, at the start of Sochi 2014, some sponsors are finding it impossible to escape political questions over human rights and the government’s controversial law banning so-called gay ‘propaganda’. These are brands that simply signed up to sponsor one of the biggest events in the world, and presumably support the ethics of the Olympics movement (including ‘Principle 6’ of the Olympic Charter which opposes all discrimination).
How, then,... Read more
Milk, it does a body good. We all know this to be true. But what does it really mean? Well, if you think about it, it’s a saying that could be easily transferred to the PR industry. Making milk a staple of your daily diet is just as important as embedding strategy and goal-oriented results into your PR “diet.” As digitally savvy and progressive as the PR industry has become, there are still so many PR agencies that define success (for their clients) by the sheer number of items checked off as “completed” each month. And that can often result in empty “wins” that do nothing to drive the client’s long term business goals, both from a brand awareness and lead generation/nurture perspective. To me, that’s the sign of a lazy PR agency. But to point the finger blindly at lazy PR agencies isn’t fair either.
As someone who sits in-house within a brand to oversee the PR and communications strategy, it’s up to the PR agency’s clients to hold them accountable, identify multiple goals and results that actually align with the caliber of media outlets relevant to the industry and lay out a roadmap to grow the client’s PR ROI.... Read more
Earlier this month, our US team hopped on the plane to attend Forrester’s Forum for eBusiness and Channel Strategy Professionals. Oh what a ride it was. The exhibit hall and session rooms were packed with some of the biggest brand and executive names in finance and retail – all there to roll their sleeves up and get serious about tapping into the power of digital to make great things happen for their brands and for their customers. Amidst it all, there were several inspiring moments and visions shared that reiterated just how ‘ugly’ the road to digital revolution can be with a few bloody noses and battles along the way. As far as we’ve come in this Age of the Customer, brands still have a ways to go before they can tout a badge of customer-obsession. So we decided to give you a glimpse into some of the inspiring digital trends and dialogue that dominated the event.
Expect a few bloody noses.
On the very first day of the event, I had the chance to sit in on a session about leading the digital revolution. In this session, Forrester Research analyst, Martin Gill, was very matter-of-fact in his comparison of cultural revolutions... Read more
Last Sunday, November 10 marked the 238th birthday of the United States Marine Corps. On November 10, 1775, Captain Samuel Nicholas formed two battalions of Continental Marines in Philadelphia as Naval infantry, and the Marine Corps has since become well known for its proud traditions and strategic theory and practice of warfare. Here are a few lessons content marketers can learn from one of the most respected fighting forces in the world.
Remain Faithful to Your Readers
The Marine Corps motto Semper Fidelis means always faithful in Latin and signifies the loyalty of all Marines past and present to the Corps and the United States. Good content marketers should remain always faithful to their readers when it comes to generating good content. Content marketing at its core is about providing readers with useful, timely and relevant material – not selling or self-promotion. Keep content focused on reader benefits, not boosting SEO or sales. If you’re content is good, increased visibility and sales will happen organically.
Deploy Content Through Multiple Channels
The Marine Corps’ success lies in its ability to rapidly combine air, land and sea forces to achieve every mission. The Marine Air-Ground Task Force is a term used to define how the Marines... Read more