Farm Frites’ Post

🇩🇪 Who outside Germany has noticed? Ambush Marketing at its best. Now that the European Championship in football is over, at least for Germany, we have to say that the clear winner is Check24. It was the marketing coup of the year. For all those wondering what I'm talking about. In the run-up to the European Championships, Check24 gave away 5 million free shirts, which look like a Germany jersey but, of course, with Check24 as the sponsor. This jersey was ordered millions of times because it cost nothing except the personal data you had to pay with. That was the first goal: millions of personal data. In addition, this jersey was worn everywhere and was accordingly present in all media, including the "sponsor" Check24. Goal number 2: endless reach. And because Check24 was not an official sponsor of this event, the whole thing is called ambush marketing. "...is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers." Incidentally, the jerseys are now being offered on eBay. Goal number 3: These jerseys will be around for years to come. We should copy the concept for the next major event, such as Aquatech Amsterdam 2025. I'll think of something. Who's taking part? PS to all non-marketers: Spain, France, England, and the Netherlands are in the Semi-finals. Who will win the trophy? #water #technology #marketing Photo credit: JOERG CARSTENSEN/AFP via Getty Images

It seems like the pace of change is accelerating in every industry, and keeping a pulse is more critical than ever. Case in point, SUSSNER ‘s commitment to being absolute cutting-edge trailblazers in the private golf club industry. Check out the research collaboration we at Sprocket helped with which highlights the importance of #brand for private clubs. #playsmartwinbig #playtowin #golfinsight #brandinsight

Cannes is not the only cool thing happening this summer. Euro 2024 is unfolding right now with 24 teams fighting for the cup and eternal bragging rights. This event is actually a great case study in what good brand building and marketing execution looks like. Each nation has a unique positioning, though often a bit tongue in cheek and stereotypical. Each nation has a clearly defined set of distinctive assets (from colours, accessories, music, to national foods) and a large group of mostly well-behaved brand ambassadors (the fans). The distinctive brand assets are closely aligned with the positioning, reflecting each nation’s history, culture, religion, and people. They are obvious and memorable. The brand ambassadors activate the positioning in creative, wild, and weird ways which can go viral, leveraging the distinctive brand assets. It is really wonderful to watch as each nation brings to life its positioning through the fans and the distinctive assets. Take for example an Austrian fan breaking a baguette in half in front of French fans, who playing their role to amplify their own nation’s positioning, respond with exaggerated horror and chest clutching. Or the wonderfully on brand Tartan Army, Scottish fans sporting kilts and pumping out ‘Scotland the brave’ with bag pipes that were carefully packed for the trip to Germany. And my favourite thus far (below) was the Dutch fans slow march to watch their team play in Hamburg, a sea of orange moving in unison and waving flags. So what can we learn from the fabulous chaos of Euro 2024? Make your positioning simple and obvious, but strongly differentiated. That makes it easy for people to learn about you and remember you. Invest in building up a strong set of brand assets, and think beyond visual codes. What else can you make your own? Have fun with your brand assets in the marketing. Think about how you can leverage your assets in creative, new, and different ways. Be brave. Do something different. A little bit of tartan in an unexpected place (Scotland). A Roman helmet used in a new way (Italy). Your brand ambassador should be a seamless extension of your brand. They should amplify your brand. They should bring your brand to new audiences. They should never make it about themselves.

Coming March 2024 #CovueCocktailsAndConnections This is something I’ve been wanting to launch for quite some time. We will be rolling out a series of events throughout the year. Please follow our page for event updates and registration. https://lnkd.in/g6smQTxG #covue #japanesemarket #marketaccess #marketentry

Olympics Non-Alcoholic Sponsorship: A Groundbreaking Move in Global Sports Marketing New York, NY - In a historic move, Anheuser-Busch InBev (AB InBev), the brewer behind Bud Light, has become the first-ever beer sponsor for the Olympics, introducing a non-alcoholic brand, Corona Cero, as the face of this new partnership. This Olympics Non-Alcoholic Sponsorship marks a significant shift in sports marketing, aligning with the growing trend of responsible consumption. AB InBev's decision to promote Corona Cero globally through the Olympics sponsorship signals a pioneering approach. It's not just about introducing a non-alcoholic beer to the billions of Olympic fans worldwide; it's a statement of commitment to responsible consumption by both the company... https://lnkd.in/gT6xFq-f

✍ Weekly round up of a few stories I covered for Checkout Magazine this week – find more on the website. ✂ Tesco Ireland had a few news stories, but I was interested in its network expansion, opening its 171st, 172nd and 173rd Irish store in the same week - two in Dublin, one in Laois. 🤖 Irish food tech company Senoptica Technologies received FDA approval to start trials in the US. This new technology helps manufacturers, retailers and consumers see what food has gone off to take the guess work out of stocking, and which aims to dramatically reduce food waste in the process. A timely development following the UN's report on the "global tragedy" of excessive food waste despite food scarcity. https://lnkd.in/eZbgb4rU 🐮 Marks and Spencer have developed cattle feed to reduce the amount of methane released into the atmosphere as part of its sustainability goals. While this development is fascinating on its own, I was especially taken with CEO Stuart Machin's attitude towards the changes. He said, “By turning our obsession with innovation towards climate change and tapping into the entrepreneurial spirit of our suppliers, we can turbocharge our drive to be a net-zero business across all our operations and entire supply chain by 2040." I love the idea of entrepreneurial innovation inspiring climate-conscious business and I expect we'll see more of it in the future. https://lnkd.in/eCR4YpFC 🌱 Strong Roots Foodservice has strengthened its partnership with McCain Foods which will see the Dublin-based company continue its global expansion. With its focus on vegetable-forward food and sustainable practices, the green wave is coming in more ways than one 🇮🇪 https://lnkd.in/eSEiwYA5 🏐 It's technically from last week, but Lidl Ireland's support for Ladies Gaelic Football Association and the research done into match attendance has remained at the front of my mind. "59% of Irish people said they would prefer to watch men’s sport on TV than attend a live female sporting event." What!! I love that this knowledge is being brought to the fore and inspiring real thought about our own behaviours and biases. https://lnkd.in/eWBii3_H 🎉 Cheers to the weekend and another week of interesting stories!

Guinness, the London bus and me.   I was in London’s Piccadilly meeting up with friends when a bus passed me.   I was struck – not by the bus 😊, but by the Guinness ad running down its side.   It got me thinking and several thoughts came piercing through my consciousness:   Guinness has been brewed since 1759. It is an instantly recognisable product. Most of us have tried at least once.   And yet, they still need to advertise.   Why?   Because they need to constantly remind us, across as many marketing channels as possible, that they still exist.   Crucially, they need to maintain their position in a very competitive market.   So it would follow that, if the Guinness brand needs to keep promoting itself, then surely, we all need to do the same.   Before you all ask; yes, I did have a great time and; yes, I did drink some Guinness!   Thank you for reading. Enjoy your day.   #LeadGeneration #RelationshipBuilding #MarketingCommunication

Lidl recently unveiled unprecedented new research into support for female sport in Ireland ahead of the commencement of the 2024 Lidl National Football Leagues. The research examined the public’s attitudes towards attending female sports, with findings revealing that 59% of Irish people have never attended a live women’s sporting event.     The research commissioned by Lidl and carried out by Red C in December 2023 has also revealed that, despite 42% of people stating an interest in attending a female sporting event and three quarters (74%) thinking it is a shame that people don’t attend, more than half (59%) of the population admit they have never attended a live female sporting event compared to just over a quarter (29%) having never attended a live men’s event. More findings can be read from the report on www.ladiesgaelic.ie The LGFA and TG4 have confirmed live coverage of 13 fixtures, via linear TV and the Spórt TG4 YouTube page, commencing with the Dublin-Kerry clash from Parnell Park THIS Saturday January 20th, throw in 5:15pm. Tickets for the big game can be purchased via this link https://bit.ly/48txI85 Staycity Aparthotels Lidl Ireland #GetBehindTheFight #LIDLNFL24 #COYGIB

Stay in the know, every step of the way! With our new SMS notification feature for cancelled events, you'll receive instant updates, ensuring you're always in the loop and ready to adapt your plans. Learn more at: https://lnkd.in/gXugcSgm #boxofficeplatforms #events #ticketing #ticketsearch #ticketingsystem #ticketingsolution #eventsindustry #onlineticketing