Similar to the 2010 Winter Olympic Games in Vancouver, IMI International’s syndicated 2010 FIFA World Cup Sponsorship Study is now available and highlights key consumer responses from eight countries around the world.  Countries include the USA, Canada, Mexico, Argentina, Spain, UK, Ireland and Australia.

Complete perspective and context on the property, sponsoring brands, fan engagement and more is available with the following topics covered in depth:

• Sponsorship Highlights and Executive Summary
• Property Engagement and Viewership
  • Planned (March 2010 – NA Only) vs. Actual
  • Intended viewership for 2014
• How the World Cup was Consumed
  • Behaviour with various mediums
  • Behaviour when consumers couldn’t watch live
• Thoughts on the World Cup
  • Words that come to mind, favourite moments, favourite athletes
• The South Africa Effect
• Sponsorship Attitudes & Feelings
• Sponsoring Brands
  • Effect on Purchase Intent and Favourability
  • Winners and Losers of Sponsorship
    • Awareness, linkage, effect on consumers, themes that resonated
• Sponsor and Promo Tracking Case Studies

For more information on this study and its highlights, please contact Tim Bishop by phone 416-440-0310 ext 341 or 1-800-784-5757 ext 341 or by email at tbishop@consultIMI.com.

The panel topic, “What Will Appeal to Tomorrow’s Shopper: Learn from Representatives Across All Sectors of the Shopper Marketing Industry” is sure to create an active discussion regarding the future of shopper marketing.  

It will be interesting to hear what the panelists have to say, given their varied experience and backgrounds in the experiential, consulting, snack food and research spaces. 

IMI International has extensive experience with shopper marketing and views shopper marketing as the management of the full path-to-purchase cycle.  When done correctly, shopper marketing is a compelling, integrated approach to meeting consumer wants and needs and instilling a sense of confidence from the moment a brand first starts interacting with consumers. 

To learn more about Shopper Marketing and how IMI International can help your brand or agency meet its goals, please contact Dan Hunter at 416-440-0310 ext. 233 or email at dhunter@consultIMI.com.

Category:          Financial Services

Date:                February 2010 

Tactic:              Advertising, New Technology 

Visa Activates Around 3-D Subway Station Video

Description:

Visa is launching a month-long initiative in New York City’s Grand Central Terminal, covering the subway corridor with 3-D video with audio plus static images from the company’s global Olympic-themed “Go World” advertising campaign. 

An estimated 3 million people will pass through Grand Central Terminal’s subway corridor during the 28-day campaign period.

Street teams will hand out 3-D glasses that will allow commuters to view the 3-D commercials during selected times.

Visa is also launching social media campaigns to promote its “Olympic Winter Games Trip for Life” sweepstakes.  On YouTube, Visa will introduce a complete redesign and content refresh of the “Go World” channel and feature six new commercials prior to air on television.

Source:  

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121671

This Canadian consumer insights module conducted in autumn 2009 looks at a number of topics, including:

• How consumers viewed the recession during 2009
• The effect of the recession on various marketing tactics
• The changing attitudes of consumers and how these can explain the change in marketing tactic effectiveness
• Brand health with 85 brands ranked based on consumer responses
• Brand-specific examples of good and bad tactics used over the last 2 years
• Keys to your marketing success in 2010

This module provides a look into how consumers are thinking, what tactics will work the hardest for you and how brands have utilized these to their advantage.

For more information on ConsumerTrack™ Insights, please contact Tim Bishop at 416-440-0310 ext. 341 or by email at tbishop@consultIMI.com.

IMI International’s latest consumer research, on behalf of Experiential Marketing Forum (EMF) members globally, reveals that experiential programs that include a push to web can drive stronger conversion to purchase by extending the live experience and brand conversations to online.  

In fact, the EMF / IMI International study shows that brands can actually drive a 30% lift in purchases according to recent marketing program evaluations.  This is key for long-term brand gains, especially beyond the cluttered retail environment. 

For more information on the EMF, visit www.experientialforum.com where you can join to receive regular updates on the latest experiential news, research and insights.  The EMF / IMI International research articles are also available for viewing on IMI International’s Downloads page.

For less than the cost of a focus group, you can stay current on consumer trends plus leverage IMI International’s latest insights on brand activations. 

ConsumerTrack™ is a proprietary Syndicated product and has provided quantified learning for brand activation optimization since 1994:

Benefits

• Monitor market success – past, present and future
  • Broad on consumer insights and deep on key sub-groups
• Make more fact-based decisions
  • Leverage attitudinal and behavioural brand activation insights
• Build better programs
  • Deliver insight on existing programs and foresight for optimizations
• Win more business
  • Know more than your client does with timely, relevant insights
• Cost effective
  • Syndication ensures pooled costs and shared resources

Syndicated Research Reports & Interpretation Support

• Easy-to-read management research report in Microsoft PowerPoint
• IMI insights allowing for easy interpretation of results
• Ability to incorporate information into client pitches
• Phone support to answer questions on research findings and insights

For more information on ConsumerTrack™, please click here or contact Tim Bishop at 1-800-784-5757 ext. 341 or by email at tbishop@consultIMI.com.

Key topics of the September 14, 2009 session included understanding the impact of the global economy and the effects of these turbulent times on mobile consumer habits, the latest in mobile marketing trends including mobile apps and best practices for marketers using or considering mobile. 

Highlights from the presentation showed interesting insights for mobile marketers: 

• While a majority of Canadian (and global) consumers were delaying spending on non-essential items, mobile phone usage continues to grow with more and more consumers saying they would give up coffee, beer, chocolate, Facebook, television, fast food, and other frequent luxuries versus not having their cell phone for a week.
• When participating in mobile marketing campaigns, the key driver for consumers that brand marketers must keep in mind is the “what’s in it for me” factor.  Brand information (received via campaign opt-ins) including discount codes and coupons plus offers with prizing all deliver towards meeting consumer’s personal interests and are therefore more motivating than unsolicited brand messaging.
• Ensure that when developing mobile marketing campaigns, ensure that they are properly supported as part of your overall marketing mix.  Mobile marketing for the vast majority of brands will not be effective if it is the only method of consumer communication, rather it should be complementary and continue a branded experience.  However, brands can and should experiment with this new and exciting medium to find how it can best meet their business objectives. 
• Finally, it’s critical to remember that in our fast-paced, attention-depraved world, you’ve got to be better than Twitter… 140 characters is still way too many.  Get your message out there – succinctly. 

Tim Bishop, Business Development at IMI International, was featured in an online video blog by OneDegree.ca, which provides the “inside scoop on digital marketing and social media” in Canada and outlines the latest with mobile apps and mobile marketing in a larger media context.

IMI International has consumer-validated insights and case studies from around the mobile marketing world to help you optimize your marketing plans. 

Contact IMI International now to learn more.

Country:      United States 

Category:    Entertainment  

Date:          August 20, 2009 

Tactic:        Advertising, New Technology 

CBS, Entertainment Weekly Introduce First Video-in-Print Ads to Paper Magazine  

Description:

Readers will soon be watching video commercials on the pages of a magazine when the first-ever video advertisements hit Entertainment Weekly’s print edition in September.

The video-in-print (VIP) ads will appear in select copies of Entertainment Weekly’s business magazine on Sept. 18, exclusively in Los Angeles and New York.

This will be made possible by inserting a slim LCD screen within the magazine’s page.  It will be similar to the size of a mobile phone display, and will measure 2.7mm thick, with a 320×240 screen resolution.  

The advertisement will be activated as the magazine reader turns the page. Each chip can store up to 40 minutes of video, with a rechargeable battery lasting 70 minutes.

Clips from CBS’s fall line up including Two and a Half Men as well as NCIS Los Angeles and a Pepsi Max ad will be seen.

Source: