SMCC Toronto - Breakfast Forum - December 14th

  • December 14, 2016

What is the role of influencers in marketing? We explored that and more at the last of 2016‘s informative breakfast forums. The audience heard from a panel moderated by A&C Vice-President Deborah Belcourt, which included Diego Moratorio, Coca-Cola Canada’s Director of Marketing; Erica Ehm, CEO & Creative Director of Ehm & Co; and Rob Jack, President of Alomar Sports Inc.

To frame the idea of influencers of our digital age, Intact Senior Marketing Consultant Tanya Thomson presented the Market Watch and highlighted some key campaigns and influencers we’ve seen as of lately. Think Grumpy Cat, Boston Red Sox’s Mom Approved Campaign and the power of celebrity (e.g. Leonardo DiCaprio). What other influencers can you think of?

So exactly how are we incorporating influencers into our campaigns? The reality is that the art of being influential has not changed, but the landscape of marketing has. Audiences care less about what marketers have to say and more about influencers because they choose to listen to them.

As a marketer, choosing your influencer can be an overwhelming feat. Thankfully, Ehm & Co. gave us some real truths to consider when picking an influencer.

#1: It’s all about who you know. Find a creative partner with the right voice and audience.
#2: An influencer should care about their audience first, and then you. Your brand should come second.
#3: The story matters. Create compelling and engaging stories.
#4: The stories don’t matter if you don’t amplify them.
#5: It’s hard work, but it’s worth it. Invest time and effort in the process.

And once you choose an influencer, the partnership can be invaluable. Coca-Cola’s partnership with iiSuperwomanii Lilly Singh is a prime example of how the influencer effect can become the influencer network effect. As a result of this partnership with a Canadian born internet star, Coca-Cola has unprecedented organic access to a large fan base across all key digital platforms: Twitter, Instagram, YouTube, Facebook, Snapchat and Vimeo.

And if you’re looking to gain an influencer to amplify your brand in the future, Alomar Sports’ Rob Jack gives us some questions to consider for future partnerships:

#1: Where does the influencer come from?
#2: What is their statement of purpose?
#3: Are they ambassadors or brand builders?
#4: What is realistic vs. what is obtainable? 

Thank you to our moderator, panel and Market Watch presenter for their insights into the role and importance of brand influencers.  And thank you to you, SMCC members, for your continued support of our monthly education events. Remember: we’re always interested to know what topics you’d like to discuss so be sure to let us know! We’ll see you at the next #SMCCBF in January 2017.

And we’d be remiss if we didn’t mention the exciting news about our organization’s leadership.

SMCC is proud to announce that Bonnie Hillman, President & Owner of A&C, will be stepping up as incoming Chair of the Board. We have reached new heights under the leadership of Tyler Mazereeuw and cannot thank him enough for SMCC’s recent growth and unique initiatives such as Activate, for his innovation and leadership and for his infectious positive energy. And thankfully, Tyler won’t be leaving us completely! He will continue to help shape this organization as a Member of the Board.

Bonnie - you are a force of the industry with extensive leadership experience and a passion for driving things forward. We are thrilled to have you on board and look forward to all of the incredible things we will accomplish under your leadership!

Congratulations to our new appointments to the Board of Directors:

Paul Joliat, AVP, Philanthropy & Sponsorship, Global Marketing, SunLife Financial
Ryan Bullock, Vice-President, Marketing, The Keg Steakhouse & Bar
Laura Amantea, Marketing Director, Wrigley Canada
Brian Collins, Senior Manager, Sports & Entertainment Properties, Molson Coors
Matt McGlynn, Vice-President, Brand Marketing, RBC
Kelly Fawcett, Director, Sponsorship Strategy, TELUS
Steven Lewis, Co-Founder and President, XMC
Hubert Richard, Partner, Effix Marketing
Ryan Hudecki, Vice-President & Executive Director, Canadian Hockey League Properties (CCMC) 

Thank you to the following outgoing directors for their invaluable contributions:

Dan Alvo, Wrigley Canada
Bart Given, TORQUE Strategies
Marlene Hins, Lowes
Dan MacKenzie, NBA Canada
Geoff Robins, Live Nation
Kim Saunders, Canadian Tire Corporation
Hari Sihvo, Molson Coors