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Unlocking Insights: SPX Academy @ Grey Cup Festival
SponsorshipX
November 29, 2023
Unlocking Insights: SPX Academy @ Grey Cup Festival
Last weekend's SPX Academy, held alongside the 110th Grey Cup, transcended the ordinary, bringing together industry professionals and enthusiasts for a transformative experience. The event showcased a blend of main sessions and workshops, each contributing to a tapestry of knowledge and insights. Here, we delve into the highlights of the workshops led by industry leaders, building on the earlier versions of this narrative.
Trend Monitoring for Business Success | Tali Remennik's Insightful Session
Tali Remennik, the founder of Granularity, set the tone with her session on the critical role of trend monitoring in business. Acknowledging the potential overwhelm of trend spotting, Remennik proposed a practical approach—integrating trend monitoring into day-to-day operations by assigning it to a specific role and dedicating 30 minutes weekly. Businesses, she emphasized, don't need to be trendsetters; they can contribute meaningfully to the ongoing conversation. |  |
Navigating the Metaverse for Brand Activations | Nathan Lindberg's Dive into the Digital Realm
Nathan Lindberg took center stage to unravel the mysteries of the Metaverse, emphasizing its role as a social destination. Lindberg stressed that brands should not merely replicate the physical world but create unique, immersive experiences exclusive to the Metaverse. Crafting experiences that resonate with the Metaverse audience goes beyond displaying logos—it requires a profound understanding of the digital realm's unique dynamics. |  |
The Art of Negotiation: Emotion First, Logic Second | Hugh Lawson's Insights into Successful Negotiation
Hugh Lawson shared a wealth of insights into negotiation, highlighting the importance of navigating human emotions. His five-step approach prioritizes emotions before logic, providing a versatile framework applicable to professional and personal contexts, whether negotiating sponsorships or household chores; understanding and addressing emotions first can pave the way for successful outcomes. |  |
Insights from Industry Professionals | Learnings Shared by Attendees
The diverse group of attendees brought forth additional vital learnings:
Purpose in Partnerships: Jill Schnarr from TELUS highlighted the recurring theme of purpose-driven partnerships. Understanding the importance of purpose for successful collaborations aligns initiatives with values and contributes to positive outcomes. |  |
Data as the King: Bond Brand echoed Tali Remennik's emphasis on the significance of data. In a rapidly advancing technological landscape, falling behind without leveraging data poses a significant risk.
Sponsorship Landscape Study: Norm O'Reilly's presentation on the 17th edition of the Canadian Sponsorship Landscape Study offered a comprehensive overview of industry trends, strategic priorities, and future outlook.
Metaverse Conversations: Beyond Nathan Lindberg's session, discussions on the Metaverse extended to its potential for sponsorships and its role in the video game industry, making it a hot topic among attendees.
Innovation Workshops: A Deeper Dive
Amidst the broader sessions, specific workshops led by industry leaders added depth to the insights gained during the SPX Academy. Some notable workshops & presentations stood out:
Ryan Grippo & Mike Miura: Generating Big Ideas in Record Time
Ryan Grippo, MLSE's head of Partnership Commercial Strategy and operations, and Mike Miura, Manager of Commercial Marketing Strategy, shared their invaluable experiences at the 2023 Cannes Lions International Festival of Creativity. Winning gold in the Young Lions Marketing Competition, they faced a daunting challenge—responding to a brief within 24 hours.
Grippo and Miura were able to generate a groundbreaking idea within eight hours and then spend the next fifteen hours developing a presentation that secured victory. Now, they offer an interactive workshop for others to delve into the art of generating big ideas quickly. Participants can explore problem-solving, uncover insights, identify opportunities, and expand ideas to make them engaging. The session promises to equip attendees with new strategies and techniques to quickly unleash creativity and generate impactful ideas.
Unleashing the Power of Brand Fans with Jessica Liut, Mitch Sharma, and Natalie McGlynn
Jessica Liut, Director of Brand at Baffin, Mitch Sharma, Senior Manager of Sports Sponsorships at TD, and Natalie McGlynn, Manager of Events and Sponsorship Marketing at Purolator Inc., came together to explore "Unleashing the Power of Brand Fans." The session delved into the universal pursuit of brands—building a devoted fan base.
Participants gained insights into what fans can do for a brand that customers cannot and discovered the strategies to cultivate deep connections and loyalty through passionate advocates. Real-world partnership examples were showcased, illustrating how to nurture a fan base. The power of fans and their capacity to propel a brand to new heights was brought to life, emphasizing authentic connections that transcend traditional customer relationships.
Ruth Todd's ROI Emphasis at KPMG
Ruth Todd, the Regional Managing Partner for KPMG LLP's Eastern Canada business unit, brought a unique perspective to the importance of demonstrating Return on Investment (ROI) to partners at KPMG. With over 30 years of experience at KPMG, Ruth has held various leadership roles and is recognized for her contributions to volunteerism and mentorship. |  |
Her emphasis on showcasing ROI underscores the evolving sponsorship landscape, where measuring the impact of partnerships becomes increasingly crucial. Todd's insights resonate in the corporate world and the broader community, where she has played leadership roles in organizations like Community Care of St. Catharines and Thorold, the Niagara Community Foundation, and Ridley College.
In Conclusion: A Tapestry of Insights and Wisdom
As the SPX Academy concluded, the workshops added a layer of practical knowledge to the broader insights shared during the main sessions. The vital skills emphasized were the ability to generate impactful ideas swiftly, cultivate brand fans, and measure ROI. The industry leaders and their workshops collectively contributed to the rich tapestry of knowledge and wisdom the SPX Academy provided its eager attendees. The echoes of these sessions will undoubtedly resonate in professionals' minds as they navigate the dynamic landscape of sponsorship marketing.
In a final note of appreciation, the benefits of the partnership between the Hamilton Tiger-Cats, Grey Cup Festival, and the CFL with the SPX team created enjoyment for all in attendance. The collaborative effort orchestrated an event that not only celebrated the spirit of the Grey Cup Festival but also fueled the passion for innovation and excellence in the world of sponsorship marketing.
Until the next SPX, the industry will undoubtedly be buzzing with the application of newfound insights and the anticipation of what lies ahead.
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