Managing Uncertainty in the Events Industry

April 29th, 2020 | Francis Dumais, Associate, Elevent

The entertainment industry has been deeply affected by the disruptions cause by the global COVID-19 pandemic, and its repercussions will continue to be felt in the short to medium term.

Thankfully, sponsorship agreements often have cancellation and postponement clauses, but they are rarely used and some could benefit from a little clarification.

Within this context, how can partners agree on the best course of action to minimize the negative consequences of this global crisis? What follows are some topics of discussion to help you analyze your legal obligations and think beyond the contract so you can find solutions that are favourable for all parties involved…

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Guidelines For Conducting Research During COVID-19

April 21st, 2020 | Joe Spencer, VP Innovations & Research Solutions, Hotspex

The leadership team at Hotspex has been carefully monitoring the COVID-19 situation and after thoughtful consideration of the context, research respondents and client needs, has prepared the following guidance on conducting market research during the crisis. These are guidelines only and are not necessarily absolute truths.

Our field partners are informing us that survey demand (clients fielding projects) and supply (respondents participating) are holding steady, with no loss of response quality. Our own experiences fielding online research remains unaffected – including fielding in China at the peak of the crisis, which likely bodes well for fielding in the coming weeks elsewhere in the world…

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How Brands Are Helping In The Covid-19 Crisis

April 7th, 2020 | ACA Team, Association of Canadian Advertisers

As the world grapples with the growing COVID-19 pandemic, many marketers have hit the pause button on new campaigns and product launches. However, that doesn’t mean they’ve gone completely dark.

Across sectors, brands are putting their talents and resources into the fight against COVID-19. Brewers and distillers are retooling their manufacturing facilities to make hand sanitizer; global fashion brands are making masks and gowns for healthcare workers; and grocery stores are feeding kids who are out of school—to name just a few.

While lending a hand in this crisis is unequivocally the right thing for brands to do, consumers also increasingly expect companies to make a positive difference in the world. Numerous studies show…

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Why Online Ratings & Reviews Matter So Much for Brands 

March 23rd, 2020 | Denis Hancock, Vice President, Strategy, Brandspark

Increasing brand value is a key objective for most marketers. While the exact metrics used can vary, the ultimate objective does not – strengthening the brand to make it more likely that your product or service is selected by shoppers over available alternatives. Do that successfully, ideally including an increase in brand trust and advocacy, and business success will typically come.  

New technologies and platforms are continually evolving that change the way shoppers evaluate brands, and how marketers can influence them – thus impacting brand value. Of these, at BrandSpark we believe online ratings and reviews are among the most important, and often don’t get the attention they deserve.  

The reason they are so important is that they’ve fundamentally altered the brand value calculation – particularly by eroding the functional product and service quality cues that brands used to convey, and in turn taking much of the brand trust calculation out of marketers hands. Both online, and thanks to smartphones at the store shelf as well.  

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Why Online Sample Source Matters: Not All Panels Are Created Equal

March 11th, 2020 | Ed Morawski, President & COO, Angus Reid

In today’s digital world, online panels are a cost-effective and often essential method of gathering data through online surveys for primary research purposes. One defines the characteristics of the population one wishes to understand (the “universe”) and number of respondents appropriate for the objectives at hand and a survey is launched targeting said sample. For example, a sample of a few hundred Canadians will give marketers an answer that is representative of the country. Unfortunately, things are not so simple and the process is increasingly fraught with danger…

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The Secret Sauce to Creating an Influential Brand

February 27th, 2020 | Jessica Yared, Digital Marketing Manager, ACA

In a packed room of almost 400 marketers at The Globe and Mail Centre in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.

“They are dominant, persuasive, important and prominent. They go beyond simply being a brand, as they possess the exceptional ability to connect with Canadian consumers,” explained Levy of the brands that made the list.

Now in its 9th year, Ipsos Most Influential Brands study was conducted in 16 countries and evaluated over 100 brands. A representative sample of almost 35,000 people worldwide were polled, with 6,000 of those being Canadian.

Here are the top ten Most Influential Brands in Canada of 2019:

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