Below are five of the top sports sponsorship, experiential and grassroots opportunities we’ve covered over the last 30 days.
These opportunities are with brands growing marketing pillars in which your expertise could help plant the seed for success. These are by no means DailyVista’s only predicted opportunities within these categories, just simply five of the largest.
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Opportunity: Most recently with its “Be the difference” campaign, the retailer is finishing the year with some serious football-focused marketing, despite seeing football sales down in the quarter compared to a year ago, mostly due to the World Cup in Brazil boosting its performance in the year prior.
But as far as an opportunity ahead, look out for new product launches of new boots, shirts and a tournament ball, at the tail end of the year that will be key to Euro 2016 tournament marketing and advertising activity next year.
You’ll want to start talking to them now to secure any part of this.
Marketing Strategy: They have a particular focus on digital (who doesn’t) and recently made the €225m acquisition of Runtastic to connect with a highly engaged athlete user base.
The company also seems to have pretty much given up on its golf business, having seen sales fall 26 percent in Q2 and 9 percent in Q1. Decision-makers have since hired Guggenhiem Partners bank to find a buyer for brands including TaylorMade, Adams and Ashworth.
With this decision, Adidas can now refocus its marketing spend on other priority markets, such as a recent focus on women athletes, having just launched Adigirl, a collection designed specifically for teenagers, in late July.
Accompanying marketing campaigns include in-store, digital and social elements, as well as grassroots consumer events. This may also be a good sponsorship and social media opportunity as Adidas seeks to reach a younger crowd and connect adolescents with well-known athletes.
Opportunity: The energy drink maker, distributed in the UK through Coca-Cola, says that they are still forming a strategy for their Concentrate brand, after launching The Monster Energy Valentino Rossi drink and Mega Monster brands into EMEA markets this year.
Monster Beverage Corp.’s Rodney Cyril Sacks, chairman, chief & principal executive officer, said on an earnings call this week that both Coke and Monster marketing teams are working on these brands in Europe, but they have yet to come up with a strategy and form a strategic brand direction. Maybe your call will be exactly what they need…
Marketing Strategy: Note that consumers are increasingly looking for lifestyle, healthier and more natural products, which Monster must get on board with if it wants to make it in this market.
Redbull has been successful in its experiential and sponsorship marketing strategies, while Coca Cola has had to launch healthier products in order to meet with consumer demand.
It is often important for you to check out what a brand’s competition up to, so you have an idea of where a brand needs to be or is pressured to live up to.
As far as we can tell, Red Bull is a leader in the industry in many markets and has a grounded marketing strategy.
However, Monster has the funds for more partnerships and growth, and this completion of the Coca-Cola deal could boost its position greatly. Other competitors are Lucozade and Starbucks energy drinks.
Meanwhile. Britvic Soft Drinks is one of the two leading soft drinks businesses in GB, producing over 1.4 billion litres annually.
The company distinguishes its core markets between ‘at home’, which includes all the major supermarkets and ‘out of home’, which includes tens of thousands of small local shops, restaurants, pubs, hotels and cinemas.
Opportunity: Following the June start date of Mike Wells as the new group chief executive, the insurer is off to a great start due to strong performance in the UK and Asia with a 7 percent increase in its first-half operating profit.
Looking ahead the company has been pretty clear of its growth targets, as it has a particular focus on the aging British population.
With the retirement market expected to grow £50bn a year by 2023, Prudential has a substantial long-term opportunity to enhance its offerings of retirement services to British Baby Boomers, including ways to save on their own.
This is a long-term opportunity as people are living longer and there are 77 million Baby Boomers planning to retire over the next 20 years.
Marketing Strategy: Sponsorship and ads targeting adults over the age of 55 (Baby Boomers) who are planning to retire soon or have already done so is key to Prudential’s success. Mintel reports that Baby Boomers respond to marketing that relates to their financial and health concerns.
Companies within the financial services sector are typically the largest spenders in the sports sponsorship area, as the audience is so broad and usually highly engaged during an event. The insurer recently hosted the Prudential RideLondon-Surrey 100, a cycling event.
On a digital level, Prudential’s ads were prevalent among sports and finance publishers over the last year, while mobile ads have been active daily every month since Apr. and video ads made more of an impact in Feb. and Mar. this year.
Also, since it has been over five years since an agency shift and a new CEO just began, which usually leads to a CMO appointment within nine to 12 months following, these accounts may be in jeopardy.
Opportunity: Three months after securing £43.65 in a Series D funding around to go towards a rapid global expansion, James Dimitri Fletcher joins as a digital marketing and operations manager based in London.
The company believes it has an “explosive opportunity within the enterprise flash storage market space,” and said it would double its employee base to scale up operations and expand its reseller channel “to satisfy the rising demand in Europe and Asia,” when it received said funding.
Marketing Strategy: Their CMO, Narayan Venkat, was appointed last June, joining from Violin Memory.
His experience has all been in the States, so he may have the last say, but he won’t have the first opinion on matters in the UK.
He likely relies on EMEA Marketing Director Naresh Chouhan’s say so on these matters, especially now that he is nine months into his role.
Mr Chouhan has 20+ years of international marketing experience and has been working on Tegile’s marketing strategy since December, including digital, social, marketing automation, demand generation, channel marketing, sports sponsorship and activation.
Prior to his current role, he was with leading global brands such as Nokia, Vodafone, Ubiquity and Orange Plc. He has a tight knit relationship with Formula 1 and other sports sponsorship teams, having negotiated contracts, key brand and marketing activation with Tuphone for the last 2.5 years. His experience also spans across ATL, BTL, online, mobile and experiential marketing, as well as directing agencies.
Wyevale Garden Centres
Opportunity: The company has now added its food and beverage operations to its retail operations, following the launch of three restaurant brands, Botanic Kitchen, Coffee Ground and Garden Kitchen Restaurant, and introducing Costa Coffees into centres in December.
Harry Evans will remain as head of F&B planning and be supported by Tracey McCormick and Sarah Thornton, who are transitioning to a newly created role, concept implementation manager.
The new marketing team, operating strategy and plan to target a younger demographic should emphasise Wyevale’s need to start advertising on a digital and experiential level.
Marketing Strategy: Wyevale’s 2014 financial year showed that catering made up 16 percent of its turnover and and increase in restaurant transactions year-over-year.
This year the company planned to launch its full multi-channel offering that includes home delivery and Click-and-Collect in order to attract a new customer demographic to the business and drive organic sales.
The Garden product market industry is expected to grow approximately 24 percent over the next 5 years, according to Mintel. Wyevale plans to attack its largest opportunity market with this confidence in mind, taping into the younger demographic. Retailers in the industry are expected to participate in heavier marketing, persuading consumers to come in store rather than shop just online.