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Featured New Member: Shane Lynch, Centra Retail Marketing Manager, Musgrave Retail Partners Ireland

Posted By The Marketing Institute, 14 April 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues. 

  

SHANE LYNCH, CENTRA RETAIL MARKETING MANAGER, MUSGRAVE RETAIL PARTNERS IRELAND 

Shane Lynch recently took up the role of Retail Marketing Manager for Centra, after holding a number of positions over his 11 year career with Musgrave. Having joined Musgrave on the graduate programme in 2005, Shane has since held positions of Assistant Brand Manager, Brand Manager and Senior Brand manager across the SuperValu and Centra brands.

During Shane’s time with Musgrave, he has seen seismic changes in the Irish food retail industry as well as experiencing great challenges across both Centra and SuperValu brands – challenges Shane has learned so much from in such a relatively short period of time. The crowning achievement to date for Shane, was winning the Marketing Team of the Year award at the AIM Awards 2015 - a vindication of all the hard work and effort the team in Musgrave has put in over the past number of years.

During Shane’s years with Musgrave, he has been part of delivering  award winning communications campaigns, highlights include the launch of the Own Brand, ranges across both brands. 

As Ireland started to turn a corner in 2015, the company saw that the shopper was looking for higher quality and healthier foods, while value for money remained a constant shopper expectation. The company has stayed close to shoppers and that has allowed them to launch major brand activities in 2015 - SuperValu Good Food Karma and Centra Live well. From a communications perspective, the brand has also seen an incredible pace of change with the growth of social and digital media, the trend of personalisation through CRM, the advances in shopper marketing and the need to excite and engage better at point of purchase. 

Centra is Ireland’s leading convenience food retailer with 465 stores nationwide and annual sales of €1.54 billion. All Centra stores are owed and managed by local food entrepreneurs who are passionate about the community they serve.

Shane holds a Bachelor’s Degree from CIT and a Master’s Degree in Food Marketing from UCC.

READ ABOUT OUR OTHER FEATURED MEMBERS HERE


 

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Vizeum Case Study: IKEA There’s No Bed Like Home

Posted By Vizeum, 12 April 2016

HEADLINE/REASON WORTH SHARING 

We needed to shift consumer attitudes about IKEA and bedrooms – IKEA wasn’t number 1 choice for bedrooms. We wanted to reconnect with lapsed consumers. We needed to see a positive shift in 3 brand metrics: Desire, Quality, & Variety.

HOW THE WORK MEETS BRANDS IDEALS

IKEA already had a reputation for being storage experts. We needed to address the perception that they weren’t whole BEDROOMS experts. We set out to position IKEA as the bedrooms experts by showing how we can help you craft the perfect bedroom for you. A bedroom is not a one size fits all model so every mattress, pillow, lamp, and blind needs to be picked out specifically for you, and IKEA can help. The IKEA brand ethos is about championing the ‘The Wonderful Everyday’ so we set out to make the bedroom and sleep portion of this even better.

CHALLENGE 

Going into IKEA’s Fiscal Year 15 (Sept ‘14 – Aug ‘15) we had aggressive growth targets. From sales growth and increased footfall, to driving quality related brand metrics, we had our work cut out. Up until recent years, we’ve been able to live off the ‘honeymoon period’ – the excitement that lingered from IKEA finally arriving in Ireland and more and more people opting to shop there over more established brands (more established in Ireland anyway). The question now was where could we drive this growth from?

INSIGHT AND STRATEGY 

Our research showed us an insight that people feel more tired earlier on in the week and at different times in the day.  With that insight in mind, we developed a targeted comms strategy that would not only position IKEA as the bedrooms experts, but also demonstrate practical solutions to help you improve your bedroom and sleep better. To achieve all this, we established a strategy that would follow two tiers: “INSPIRE CHANGE” and “ENABLE."

EXECUTION/SOLUTION/INNOVATION

We kicked off with a major AV campaign running across TV, VOD and YouTube. On TV, we bought spots around habitual environments for our audience, focusing heavily on evening time. For Inspire, we ran a targeted radio campaign over 7 weeks focused to evening drivetimes.

The key media of our ENABLE strand was Outdoor. We designed our site list to tightly target areas most likely to be seen by commuters.  We used a variety of large and small scale formats to gain mass awareness with a wide selection of formats targeted primarily to major commuter locations.

Not only did we pick our display based on key websites for our audience, we specifically looked at the type of sites people check first thing in the morning.
Sites like Daily Mail featured massively on the plan with large impact formats to drive maximum cut through. All of these high impact formats were interactive so you could swipe or scroll through all the tips.

We ran 100% mobile in the mornings to ensure we reached those commuters heading into work. Then in the evenings, we also implemented retargeting tactics to reach those tired consumers again, but this time with different tips.

RESULTS/BUSINESS EFFECT

Over the course of our campaign we increased store visitation by a massive +21%. This led to a huge increase in our sales +37% (Mattresses), +27% (Bedrooms), and even benefitted the store in sales in other departments. The overall sales increase was +21%.And, the campaign delivered a stunning €12 Return on Investment.

This post was originally published on vizeum.ie.


ABOUT THE AUTHOR

Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

www.vizeum.ie


 

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Guinness Head 2016 Sports Sponsorship League, Says Onside Q1 Irish Sponsorship Market Review

Posted By Onside, 11 April 2016

Guinness has topped the league of Ireland’s most appealing sports sponsors among Irish adults so far in 2016, while the level of new deals activity reported has slowed this year, according to the quarter 1 Irish Sponsorship market review by sponsorship advisors ONSIDE.

The latest ONSIDE QSR (Quarterly Sponsorship Review) notes that since January, sixty-four different sports sponsors effectively competed to varying degrees of success for the admiration of the Irish adult public, with 3 in 10 adults identifying either Guinness or Heineken sponsorship as best in class this quarter.  

The next line of stand-out sports sponsors identified by ONSIDE’s Sponsorship Tracker for Q1 2016 included 3 Mobile as sponsors of Irish Football and Rugby, provincial rugby sponsors Bank of Ireland and AIB, whose GAA support peaked in March with the Club championship Finals and their ground-breaking TV initiative ‘The Toughest Trade’.

Strong results for other GAA sponsors that scored in the ONSIDE research were achieved by Allianz (League sponsors) and Super-Valu, while a noteworthy start was achieved by Lidl as they launch a €1.5m spend as sponsors of Ladies GAA.  Other sports sponsors singled out by the Irish public for stand-out recognition last quarter included brands active around the landmark event of the period, namely the 6 Nations, including Aer Lingus, Aviva, Canterbury, RBS/Ulster Bank and Sony.

Commenting on the wider Irish sponsorship market dynamics at play in their quarterly monitor, John Trainor, Founder and CEO of ONSIDE notes that “the number of reported new sponsorship deals is some way behind those reported the same time last year. January was a particularly slow month for new sponsorships when compared with 2015, with a sharp drop in the reported deals.”

9 in 10 of all deals done were sport-related, with significant new deals reported in the quarter including CityJet’s official airline partnership with the FAI as they prepare for the Euro’s and Kellogg's official sponsorship of Team Ireland for 2016 Olympic Games.  New ambassadorial deals included the Budweiser link up with Conor McGregor and KPMG’s sponsorship agreement with Ireland’s rising golf star, Paul Dunne.

The ONSIDE consultants are anticipating a more positive quarter 2 for Irish sponsorship investment generally with a mix of significant new sports sponsorship deals on the horizon and the Euro Football Tournament stimulating some game changing forces within the wider industry.


ABOUT THE AUTHOR

John Trainor is the CEO and founder of ONSIDE. He has been a contributing member and Fellow of the Marketing Institute of Ireland for over 20 years. The team of ONSIDE consultants provide industry-acclaimed benchmarks and unique insights to more intelligently understand sponsorship across Ireland and Europe. http://www.onside.ie


 

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6 Content Distribution Strategies You Could Be Overlooking

Posted By Kantar Media, 08 April 2016

The way we consume content has changed, giving communications pros the opportunity to look more closely at all important touch points across the consumer journey.

But content overload has become a concern. Everyone is creating content. 400 million tweets and 4.75 billion items are shared across Twitter and Facebook every day, which of course, impacts an audience's attention span. How can brands engage with their target audience over an on-going period of time?

DON'T PUT ALL YOUR EGGS IN ONE BASKET 

The good news is that technology and data are maximising opportunities for new distribution tactics. Today you can connect with your audience beyond press coverage, blogs, newsletters, or social shares. Earned, Paid and Owned Media are converging and communications pros now look at media with a more holistic view, utilising the new content distribution tools available.

USE A PLATFORM'S ALGORITHM CHANGES TO YOUR ADVANTAGE 

Native paid advertising is transforming the way content is distributed. Well-executed content-driven native ads can engage audiences by getting the right content to the right people at the right time. The information is relevant to the users’ needs and can be a great way to extend the reach of positive PR.

EMBRACE THE NEW ERA OF DISTRIBUTED CONTENT 

Content consumption is changing with content being delivered to the audience rather than having the audience come through your own website or platform. It’s a huge shift known as native or “distributed content”. Content producers and publishers are getting their content “into the stream” , engaging growing mobile audiences. It started with Facebook Instant Articles and has opened doors to a variety of platforms and formats…

How can communications professionals seize the opportunity offered by these fast growing content distribution channels?

This article was originally published on Kantarmedia.ie.


ABOUT THE AUTHOR

Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include; analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.

www.kantarmedia.com


 

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CKSK's Head of Strategy, Graham Nolan, Explores The Effect Of Social Media On Politics

Posted By Graham Nolan, 08 April 2016
 
Leonardo Da Vinci created many brilliant things - the Mona Lisa, the idea for scuba diving gear and blueprints for the world’s first helicopter 500 years before it was invented. He is also responsible for saying “Where there is shouting, there is no true knowledge” - an expression that political campaign strategists would do well to heed in 2016 - year of the US elections, Brexit referendum and Irish General election Part 1. I say Part 1 because its gone down so badly that we’re already pretty much guaranteed a second election before the year is out.

President Obama is widely accredited with running the first successful “Social Media Election” in 2008, turning a media channel only four years old into a massive donation collection machine in the process. This single event sent party political strategists into meltdown around the world and experts were dispatched to Washington to learn the tricks of this new and emerging media craft to replicate. Overnight, our public representatives opened Twitter accounts, learned what a Facebook emoji meant and faked they knew what a Reddit AMA was. And some of them became quite good at it, using social media to overcome complex election communication problems.

The Tories in the UK used social successfully to target marginal seat constituencies in the 2015 General Election; good use of the precision targeting capabilities of the medium. Rather than a blanket one size fits all content approach, they were able to prioritise content in each region against the voter priorities identified in local polling. Labour set out its stall to make Ed Miliband a YouTube star for the voting generation, sitting him down beside Russell Brand in front of a camera and pumping the video content on Youtube and Facebook. And the Liberal Democrats social media win was ultimately reserved until their complete defeat was confirmed with the handle @paddys_hat opened seconds after Ashdown had confirmed he would eat his hat if the exit polls turned out to be true. They were right and the handle today still has over 9,000 followers.
 
For all of the noise, complex content plans and push posting, one of the biggest strengths of social media is being ignored - the ability to listen. In the recent Irish general election campaign, the incumbent government slogan of “Keep The Recovery Going” was meant to capture a spirit of optimism as Ireland exits the recession of the last decade and begins to think how to manage fiscal growth again. But it backfired in a big way, none more so than on social media. The slogan became the target for an electorate broken by austerity and they used social channels to send back their response - “What Recovery?”. Realising the misjudgement in the public sentiment, two days before the election vote the Irish Prime Minster posted social content about a lighthouse and how his government wanted to bring the light back into every home in the country.
 
Overnight, 900 comments were posted in reply on Facebook. Unlike the typical response to political posts which normally range from expletives to childish and immature comments, these responses were different. Story after story was posted in clear and plain language explaining to the Prime Minister how the light had already gone out in homes around the country because of austerity measures. Stories of emigration, job loss, house evictions and homelessness were told in heart breaking authentic language.
 
Social media hasn’t changed how we vote, but it changes the dynamic for how we relate to our voters. The mistake political parties are making is to approach social media as the next advertising channel. Its not that simple. In fact its biggest strength is not the ability to shout loudest, its the ability to listen, learn and understand. Politicos say that all politics is local, but on social media its more than that, its deeply personal and we would do well to learn from this before we plan to pump political money into shouting louder than anyone else.
 
Listening on social media can help us understand the motivations behind voter migration to Donald Trump. Help us see how People Politik candidates like Bernie Sanders and Jeremy Corbyn are making real connections and take a temperature for the electorate before we create over confident campaign slogans.
 
I tell you who has done it right though. President Frank Underwood. A man who has never had to go to the Electorate for Presidential office and owner of the finest political campaign hashtag ever.
ABOUT THE AUTHOR

Graham Nolan is Head of Strategy at CKSK. Graham has 19 years experience working in the marketing strategy & communications industry, I specialise in building brand strategies for the digital age and delivering growth via digital experiences, online communities and brand content strategy through social media. 

As Head of Strategy in CKSK, his role is to lead the strategic function across our client base in Ireland and the Netherlands, influencing and optimising website, mobile app, social media and company wide digital capabilities.

Throughout his career Graham has worked across most industry verticals with both Irish and global brands such as Heineken, Coca Cola, Diageo, Three Mobile, VHI, Sony Playstation, Unilever, William Grants, Kerry Group PLC, McDonalds and Rabobank.


 

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