Clare James, Chief Operating Officer at creative brand experience agency, N2O

At N2O, we’re dedicated to helping brands build meaningful relationships with their target audiences through relevant brand experiences.  Through our long-standing expertise in working with brands such as Tesco and Superdrug to create Pride campaigns, we understand the importance of connecting authentically with the LGBTQIA+ audience and strive to help brands move beyond tokenism during Pride month.

However, we acknowledge that the decision to create a targeted experience at Pride is complex, so we felt compelled to explore the subject further and provide our clients with practical guidance through our white paper, “Standing Proud at Pride – and Beyond.”

We assembled a dynamic panel of industry experts and diverse community members whose collective perspectives and insights fuelled our research. Using our own data and insights from sources such as GWI and YouGov, the resulting white paper provides a comprehensive and digestible understanding of the LGBTQIA+ audience and how brands can support them. It highlights the importance of being a year-round ally and the potential pitfalls to avoid when activating Pride experiences. Download your copy of the white paper here Brands at Pride White Paper – Standing Proud at Pride and Beyond

Our research also led to an in-depth webinar with IPM, where our Strategy Director, Steven Workman, Art Director, Emily Shahaj, and panel contributor, Sade Giliberti, shared illuminating and authoritative advice based on our findings. The webinar is available here Institute of Promotional Marketing

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We are delighted to let you know that, on March 15^th 2023, IPM member Mando is launching a new white paper with YouGov “Understanding Loyalty in Europe”. The first of its kind, this study explores loyalty membership, appeal and impact across 24 European countries. It also introduces a new loyalty metric the Loyalty Gauge^TM – which ranks the countries for loyalty engagement and features in-market and programme case studies from 10 expert contributors. The paper will be available to download from www.mando-connect.co.uk and if you have any questions please get in touch with Charlie.Hills@mando-connect.co.uk.

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Mando-Connect’s latest research conducted with YouGov provides yet more evidence that Rewards are the number 1 factor for Brits to join Loyalty programmes. 60% are motivated by discounts and offers with 28% looking out for partner offers.

The results demonstrate that the impact of loyalty programmes are stronger than ever. They help brands engage in a completely unique way and cut through the noise of a crowded advertising and marketing landscape. Once a programme is in place, brand appeal among users increases. Then, as users needs naturally evolve, the challenge is to keep innovating in the right direction and keep pace with these changing requirements as they happen.

For the full whitepaper, please head to the Mando-Connect website 

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Mando-Connect and Ogilvy hosted one of the first face-to-face loyalty events since 2019 to celebrate the launch of Mando-Connects latest whitepaper: ‘What the British want from Loyalty Programmes 3.0’. It was a hugely successful afternoon with a joint presentation from the Mando-Connects head of strategy, Charlie Hills, and YouGov’s data team, led by Nick Fishbourne. On top of this, we also heard a fascinating talk on applied behavioural science in loyalty from Ogilvy’s Maddie Croucher and an insightful panel discussion hosted by Isobel Finlayson with representatives from Vodafone (Camilla Cooper), Lidl Plus (Tina Hansom) and Marriott Bonvoy (Katie Cox).

The event certainly highlighted some challenges ahead for those working in the loyalty industry. There is, however, a lot to be positive about. Peter Kerr (director of the IPM) introduced the event by recognising the increased scope for loyalty in new sectors ”with emerging digital and multi-media channels, loyalty opportunities are becoming increasingly accessible to every sector’‘. We’ve also seen how with data and a better understanding of how your customers think and feel, you can adapt your programme to engage your users and give them the rewards they really want. On this topic the overall findings and recommendations were very clear:

• Firstly, focus on offering really great rewards – it’s Number 1 for driving Brits to join a programme. And it’s Number 1 for maintaining engagement. 
• Secondly, bake a strong sustainability ethos into your programmes. 71% of us think loyalty programmes should help us to live more sustainably, so understanding how loyalty can contribute to creating a more sustainable future is key. 

The event and research shows that the impact of loyalty programmes has never been stronger.  They cut through the noise of a crowded advertising and marketing landscape and help brands to engage in a completely unique way. Just by having a programme, users will find your brand more appealing. The challenge for us then is to keep innovating in the right direction and ultimately to try and keep pace with changing user needs as they happen.

For the full whitepaper, please head to the Mando-Connect website 

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Mando-Connect are excited to announce that they will soon be launching a new white paper “What the British want from Promotions”, developed with YouGov. Exploring what Brits want from promotions, what types of promotions are most common in the UK, what mechanics and rewards Brits’ desire and the impact that promotions have on Brits’ attitudes and behaviours. The research hasn’t been released yet, but we were delighted to discover that 80% of Brits think promotions are a great way for brands to reward customers and 66% take part in promotions. Watch this space to find out more!”

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Research released today (Thursday, 14th January 2021) from the EACA Knowledge Centre of Effie Europe winners reveals 7 salutary lessons on how marketing communications enable premium brands to thrive during a recession.

Titled the “The worst of times, the best of times: how communications enable premium brands to thrive in tough times” the research has been conducted by marketing effectiveness experts – The Effectiveness Partnership, who have analysed data from EACA Effie Europe winners from 2008- 2019.

Contrary to industry commentators’ expectations that premium brands are the ones most likely to suffer the worst in recessions, The Effectiveness Partnership found Premium Brands can best weather recessions through adhering to these 7 lessons: 

1. Communications have the potential to drive the strongest business effects for the premium than non-premium brands, both in and out of recessions
2. The most successful campaigns for premium brand in recessions balance volume growth with value growth
3. Continually reaching and persuading new users is the strongest driver of large business effects for premium brands, in and out of recessions
4. Successful premium brands focus on one audience segment to give communications strategies more focus, although the impact is often felt belt beyond that particular segment
5. Most successful premium brand campaigns in recessions support new product launches
6. Emotional campaigns are even more effective when you are a premium brand in a recession
7. Broadcast and narrowcast channels work hand in hand for success

The EACA Knowledge Centre for Effie winners divides brands into 5 categories Superpremium; Premium; Midmarket; Value; Other/Not-for-profit brands. Premium brands which are the focus for this study are defined as brands which command a price premium, brands which are desirable and brands that have a reputation for quality. This whitepaper will be available to download free of charge from www.eaca.eu, www.effie-europe.com or www.theeffectivenesspartnership.com from 5.30 pm CET on Thursday, 14th January.

Authors from The Effectiveness Partnership, Donald Pirie and Gurdeep Puri will delve deeper into the findings as part of the launch of this whitepaper at the Effie Europe 2020 virtual gala from 4 pm CET on the 14th January.

Following a short presentation of the findings, Donald and Gurdeep will be joined by Effie Europe co-chair of Judges – Claudia Kuhn, Brand Building and Integrated Communication Manager, Procter and Gamble; and Brian McCarter, Chief Strategy Officer, EMEA, Ogilvy to explore the implications for client and agencies. To join register here: https://www.effie-europe.com/awards-gala/

Says Gurdeep Puri, co-founder The Effectiveness Partnership and co-author of this report:

“The Effectiveness Partnership was delighted to be able to conduct this rigorous research into Effie Europe winners from the EACA and offer these rays of hope to premium brands – showing that communications can help premium brands not just survive but thrive in a recession.”

Says Tamara Daltroff, Director General, EACA:

“We were pleased to see that with the right growth strategy and using communications as an accelerator, premium brands can achieve growth in the toughest of times, as well as times of economic growth. This creates some optimism and hope for our industry.”

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August 2020, ZEAL Creative, the UK’s most effective brand activation agency, has issued a new white paper to support grocery brands to plan activation for the next 6-12 months in a rapidly changing and uncertain environment.

Whilst it is difficult to know what the rest of the year holds, with analysis of current shopper behaviour ZEAL has created a model that identifies four emerging shopper mindsets that will help brands to ‘COVID-proof’ their brand activation.

Largely shaped by the impact of the epidemic and its effects on the economy, these four temporary mindsets – ‘Inspire Me’, ‘Offer Support’, ‘Make It Special’ and ‘Help Me Cope’ – will enable brands to cater to current and future shopper behaviour.

The second white paper in ZEAL’s ‘Brand Activation in the Age of COVID-19’ series, the latest key findings include:

• Purchasing patterns have changed across channels, establishing new distribution points – big weekly shops, local convenience shopping and engagement with direct-to-consumer models continue to dominate
• Value is prized – on-pack promotions will build brand equity across retailers and drive competition with own-brand equivalents but can also add value and offer affordable opportunities for treats and pampering at home
• Localism and community continue to matter – presenting opportunities for brands to help citizens to help each other
• Concerns around food waste have not diminished – 38% of shoppers are engaged with the topic of food waste¹ and a third less food is being thrown away²
• In-home and virtual experiences elevate social connection – from restaurant home cooking kits to live digital music and virtual travel experiences, creativity offers a point of difference

Strategies to win in the current retail environment:

• Continue to ‘activate’ your brands – investment in brand building and strong activation to support shopper decision-making
• Innovation, testing and learning to create new engagement opportunities
• Focus on e-commerce and digital acceleration, developing more routes to market
• Maximise social occasions from the ‘at-home restaurant’ to seasonal parties
• Clarify purpose to avoid ‘purpose fatigue’
• Deliver value in this period of ‘pandemic purgatory’
• Plan for potential future lockdowns but support shoppers to enjoy as ‘life goes on’

Callum Saunders, Head of Planning at ZEAL Creative, comments: “2020 has certainly shown us that it is impossible to predict the future, but at the same time, brands who delay or forgo planning could miss key engagement opportunities and suffer losses. Data has proven that activating brands in difficult times can foster long-term shopper loyalty, so it is not an area to put on hold. Yet, when traditionally much of brand engagement has centred on the sporting calendar, festivals and seasonal events, it is understandable that brands will be hesitant to fix activity too tightly.

“By considering the emerging shopper mindsets we have modelled, brands can build strategies to meet their needs and form flexible plans that deliver. Now is also a prime time for grocery to embrace the digital potential for “pandemic-friendly” engagement. Grocery brands, especially from the snack, confectionery and drinks categories, can save social interaction for consumers with new occasions to enjoy beyond the Zoom Quiz. Digital activity will also increase presence online and build more brand resilience as eCommerce spend grows.”

For a copy of ‘Brand Activation in the Age of COVID-19: Winning with Shoppers in ‘The New Normal’ please contact ZEAL’s co-founder and creative partner, Stewart Hilton: Stewart@zealcreative.com

About ZEAL Creative

As the UK’s most effective brand activation marketing agency, ZEAL Creative delivers multi-award-winning campaigns for brands includingNestlé, Kellogg’s, Arla, McCain, Dr Oetker and Warburtons.

With unrivalled insight and expertise, ZEAL Creative helps bring brands to life, with campaigns that engage, inspire and motivate consumers into action at key moments on the path to purchase.

www.zealcreative.com

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London, UK (Wednesday, 15 July 2020) — Revealing the truth behind the impact of Covid-19 in their benchmark report, Liveforce gives a voice to the event and promo staffing industry. Following a survey sent to over 6,000 event professionals, this report measures the business impact of coronavirus, analyses recovery strategies and forecasts the future for UK event and promo staffing agencies.

“No longer able to sit by and wait for things to unfold, our team at Liveforce wanted to provide a degree of certainty in an uncertain time – even if those certainties have a negative starting point!” Greg Lusk, Co-founder, Liveforce

Covid-19 has had an impact on every part of our lives and its lasting effects are a concern for everyone. The events and promo industries have been hit particularly hard, with 55% of event staffing agencies predicted to run out of cash within the next 6 months. Despite generating an estimated £70bn to the UK economy and providing 700,000 jobs, the industry as a whole is in a phase of uncertainty.

“We are not in the same boat. We are in the same storm! But very different boats!” Michael Wyrley-Birch, CEO, TRO

The aim of the report is to benchmark the industry with a fact-based, emotion-free indication of how professionals in the industry are coping, what has helped thus far and what the future may hold. Find out when the industry is predicted to return to “normal”, how event and promo staff feel they’ve been treated by their agencies and who is likely to go out of business before the market returns.  It’s not all doom and gloom!

“78% of staff still want to work in the Events and Promo sector despite the effects of Covid-19”

Armed with knowledge Liveforce truly believes it will be possible to weather this storm. The report is available for download from https://bit.ly/32g7xm9.

Launched in 2019, Liveforce is an end-to-end staffing platform built for event and promo agencies to streamline the recruitment, management and scheduling of their temporary workforce. Their innovative processes cut through unnecessary admin time, bringing direct savings to the hundreds of staffing agencies worldwide that currently rely on their platform. Newcomers Liveforce quickly established themselves as a market leader as they aim to further revolutionise the event staffing industry. For more info please visit https://liveforce.co.

If you would like more information about this survey please call Mark Walls at +44 7951 205432, or email mark@liveforce.co.

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‘The Generational Game’ is the latest in a series of whitepapers Blackhawk Network has created to investigate to investigate current consumer trends, with the aim of understanding today’s hobbies and interests, and how they’ve changed.  How can you use consumer’s passion points to develop brand value and retention?

This research showcases what’s currently popular, the type of activities that are beginning to trend and the barriers to participation. Our goal is to allow our clients to better understand the UK consumers and demonstrate why the concept of choice should be a dominating factor in the way in which we engage one another.

Blackhawk Network delivers branded payment programs to meet our partners’ business objectives. We collaborate with our partners to innovate, translating market trends in branded payments to increase reach, loyalty and revenue. With a presence in over 26 countries, we reliably execute branded payment programs in over 100 countries worldwide. Join us as we shape the future of global branded payments.

For more information please contact Matthew Smith at matthew.smith@bhnetwork.com

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