conference Archives - IPM Bitesize https://www.promomarketing.info/tag/conference/ The Institute of Promotional Marketing Fri, 21 Jun 2019 09:58:10 +0000 en-GB hourly 1 https://wordpress.org/?v=6.7.4 https://www.promomarketing.info/wp-content/uploads/2019/11/cropped-Bitesize-Favicon-32x32.png conference Archives - IPM Bitesize https://www.promomarketing.info/tag/conference/ 32 32 IPM CONNECT 2019 Round-up https://www.promomarketing.info/ipm-connect-2019-round/ Fri, 21 Jun 2019 09:55:19 +0000 https://www.promomarketing.info/?p=4976

Gurgina Sandhu, Social Media and Content Coordinator at the IPM, summarises their biggest thought-leadership and networking event that took place this week. On Wednesday 19th June, we had our biggest thought-leadership and networking event of the year,  IPM CONNECT 2019, which was kindly hosted by Field Day and sponsored by Worldwide Special Risks. The event included a morning session featuring a […]

The post IPM CONNECT 2019 Round-up appeared first on IPM Bitesize.

]]>

Gurgina Sandhu, Social Media and Content Coordinator at the IPM, summarises their biggest thought-leadership and networking event that took place this week.

On Wednesday 19th June, we had our biggest thought-leadership and networking event of the year,  IPM CONNECT 2019, which was kindly hosted by Field Day and sponsored by Worldwide Special Risks. The event included a morning session featuring a series of presentations from industry and regulatory opinion leaders examining various aspects of ‘trust and transparency’, and providing practical tips on how to address it. In addition, the IPM’s agile market research partner, Zinklar, did a live, real-time research project throughout the day.

The day consisted of 6 guest speakers who each gave different viewpoints on the issue of ‘trust and transparency’:

Speaker #1: Penny Power OBE, Founder of Ecademy, pioneer of Linkedin and author of ‘Business is Personal’ – The Open One

Her talk consisted of the importance of mental health, and personal vulnerabilities and how brands and personal brands should consider being open about these insecurities. She suggests that this humanises the brand and that enables audiences to connect and trust it.

“Learning how to be transparent as an individual starts from understanding how to be open yourself. We are in an open, connect world where the only way people can trust you is to be open and trustworthy around your vulnerabilities, your errors, your mistakes, your life.”

Speaker #2: Shahriar Coupal, Director of the Committees, CAP & BCAP – The ASA James Bond

Shahriar Coupal shared a regulator’s view on the issue of ‘trust and transparency’ and spoke about the public’s confidence in online advertising. As a director of CAP, Shahriar shared that they banned 10,850 ads due to breaching the ASA standards of advertising being legal decent, honest and truthful.

He also spoke about the lack of transparency in influencer marketing, stimulating thought around to what extent audiences consider influencers to be truthful.

Speaker #3: Julian Davies, Global Marketing Manager at Bombay Sapphire – The Millennial Branding Hater

Julian Davies shared a brand’s view on the issue of ‘trust and transparency’, specifically talking about the gin industry. He talks about the concept of marketeers distorting the truth and shares how brands now have to be wiser than marketers as a result.

“We have to be wiser than the marketeers – there was a class action against Tito’s as they distorted with words such as gluten free even though 99.9% of alcohol is gluten free.”

He also shares the distortions in research bias in millennial branding and shared an example that stated 66% of millennials believe that the earth is flat – which of course is not true.

 

Speaker #4: Karen Fraser MBE, Director of Credos Think Tank Advertising Association – The Research Specialist

Karen Fraser MBE shared an industry view on the issue of ‘trust and transparency’ with a unique presentation from the advertising association that looked at the good, the bad and the troubling in advertising. She shared consumer favourability on advertisements and whether they found them believable. Of course, it was found that consumers believed those adverts they generally liked.

Speaker #5 Iain G Morrison, Chief Marketing Officer at University of Greenwich – The Man who’s middle name letter ‘G’ stands for ‘Gin’

Iain Morrison shared an educator’s view on the issue of ‘trust and transparency’ and specifically looked at the importance of building a trusted industry to attract the best young talent from higher education.

“Over the last 5 years we are 14% down on attracting UK students to this creative course set, EU and international are up 17% and 25%.”

He also spoke about the importance of mental health, and shared some personal stresses he faced. He then went on to express how brands need to start waking up to what this means for their staff and consumers.

“I think a lot of sectors are slowly waking up to the ticking time bomb of staff absence days over mental health and how serious that can be. Slowly brands are considering what that potentially means especially for their consumers.”

 

Speaker #6: Stewart Hilton, Co- Founder & Creative Partner at Zeal Creative – The Stuart Show

Stuart Hilton gave an agency’s perspective on ‘trust and transparency’ and shared 21 tips for building trust with clients. One tip he mentioned was honesty with clients as well as the team. He said that being honest and owning up to mistakes and errors in the first instance so that collectively the team can work on the error together to make it right.

“You made a mistake, and even if it wasn’t your fault, just apologise. Clients appreciate honesty and are more likely to trust you for it.”

 

Panel Discussion

The panel discussion featured the six guest speakers where audience members asked questions that ranged from political advertising, to the use of technology, to whether agencies should also take the blame for upheld complaints about advertisements.

During the event, IPM research partner from agile marketing specialist, Zinklar collected consumers perspective on ‘trust and transparency’ using their real-time market research platform. It was found that most people were undecided about whether they found advertising they saw last night believable or realistic.

 

Real-time users were also asked what brand they think is honest, reliable and acts responsibly?

Duncan Wood, Managing Partner from Ingenuity shared what Ingenuity are about and spoke more about the new partnership with the IPM for the agency referral scheme. Stay tuned to the IPM for more updates on that…

That is a wrap of what happened at IPM CONNECT 2019. Thank you to all our speakers for sharing their perspectives and speaking with us yesterday and to Worldwide Special Risks for sponsoring, Field Day for hosting, and Ingenuity London for facilitating.

The post IPM CONNECT 2019 Round-up appeared first on IPM Bitesize.

]]> Partnership Marketing: the perfect blend https://www.promomarketing.info/partnership-marketing-the-perfect-blend/ https://www.promomarketing.info/partnership-marketing-the-perfect-blend/#respond Fri, 06 May 2016 10:43:47 +0000 http://www.promomarketing.info/?p=1018

Jo Coughlin of Mediator Communications reports back on the IPM’s first ever Partnership Marketing Conference, Creating the Perfect Blend In an ever-changing marketing landscape, brands are looking at alternative approaches to engage a hard to reach consumer. As a result, we’re seeing the growth of Partnership Marketing, as it earns its place amongst the marketing […]

The post Partnership Marketing: the perfect blend appeared first on IPM Bitesize.

]]>

Jo Coughlin of Mediator Communications reports back on the IPM’s first ever Partnership Marketing Conference, Creating the Perfect Blend

In an ever-changing marketing landscape, brands are looking at alternative approaches to engage a hard to reach consumer. As a result, we’re seeing the growth of Partnership Marketing, as it earns its place amongst the marketing mix as a more engaging, effective and innovative tool.

This was the subject of the IPM’s recent conference, Creating the Perfect Blend, which took place on Friday 22nd April 2016. Organised in conjunction with the UK Partnership Panel and chaired by Mediator Communications’ Managing Director, Tara Honeywell, speakers from British Gas, Warner Music, Comic Relief, NOW TV, Cinema First, LiveNation and Fusion Festival discussed the pros and cons of Partnership Marketing, talked through case studies and drew on their own experience to talk about trends and best practice.

Everyday, consumers buy into brand propositions; often, those that resonate most are where great brands, retailers and common causes come together to create the perfect match. The conference saw those at the forefront of shaping the future of partnerships share their views on why partnerships has become so important in today’s marketing mix as well as demonstrate the powerful combinations that have grown brands.

There can be some ambiguity around what is meant by ‘Partnership Marketing’ and its scope. Tara Honeywell began the day’s proceedings by outlining the definition that was created by the UK Partnership Panel, whose role is to raise the profile of PM across the industry.

This definition states:

“Partnership Marketing is the discipline of brands working together to co-create ideas that are collectively more effective for their businesses and more compelling to their consumers.”

Matthew Leopold of British Gas then shared how the energy giant’s sponsorship with British Swimming created a ‘new world’ model of marketing partnerships, focusing on the depth of the ‘fanship’ rather than on the more activation-led approach which they had previously applied to the sponsorship.

By engaging people who care about the sport, British Gas was able to help British Swimming grow the fanbase and increase participation in the sport and in turn trigger likability, affinity and consideration of British Gas over the long term.

This deeper engagement and a more meaningful association helped change the way the customer felt about British Gas outside of a standard sponsorship badging exercise. Truly integrating the partnership and sharing objectives created a more credible association.

For Ciara Godley at Comic Relief, having clear objectives and working together has been the secret ingredient in Comic Relief’s hugely successful and long term partnership strategy.

Sainsbury’s has partnered with Red Nose Day for years and is their biggest partner outside of the BBC. Not only does the retailer raise a lot of money for charity, but it has also benefited itself – ‘Red Noses’ have driven footfall into stores and engaged with shoppers on a much deeper level. For Comic Relief, a flexible approach to a partnership and having passion and belief has reaped rewards for the charity and all involved.

Tanya Easterman from Cinema First took us through the journey of how Meerkat Movies changed the game of movie partnerships by applying a full business response to the partnership with significant investment that built the momentum.

For Cinema First, it was important to re-invigorate the ‘Orange Wednesday’ proposition and evolve the partnership. It was important for them when choosing a new partner that this was a genuine partnership that promoted the industry and would drive incremental business for all parties. For the cinema industry, the partnership has opened the offer up to multiple day visits and are looking at a family offering and for Compare the Market they’ve retained customers as well as impacting customer perceptions.

Tara Honeywell closed the day with a round-up of the outtakes, from movie and charity partnerships to sponsorships and music collaborations there were three clear aspects required to create the perfect partnership:

  • Strategy first;
  • Collaborative approach;
  • Clear KPIs and evaluation metrics.

The IPM’s Managing Director, Carey Trevill concluded: ‘We decided that Partnership Marketing as a discipline needed a spotlight – an important part of any marketers tool kit, this first Partnership Conference started to explore the future thinking of the industry. We were delighted to work with the Partnership Panel on this and look forward to a close working relationship in the coming year.”

If you are looking to use partnerships to help your brand grow take a look at the Partnership Panel’s Best Practice Guidelines.

Jo Coughlin is New Business Director of partnership marketing agency Mediator Communications. She can be contacted on jo.coughlin@mediator.co.uk

The post Partnership Marketing: the perfect blend appeared first on IPM Bitesize.

]]> https://www.promomarketing.info/partnership-marketing-the-perfect-blend/feed/ 0