This article originally appeared in the Spring 2023 issue of strategy.
Written by Will Novosedlik
There seems to be more upheaval and uncertainty than ever as we head into planning. How are ads on streaming services changing the offering? What about DEI efforts and sustainability? What impact will the recession have? So many questions… We wanted to better understand the priorities guiding their thinking and decision-making, so we asked Bob Park of GE Appliances Canada, Nicole German of Tangerine Bank and Julie Gelinas of Les producteurs de lait du Québec for their top marketing priorities.
Bob Park, chief brand officer, GE Appliances Canada
Streaming services: We’ve been engaged in the evolution of streaming services as it pertains to our soccer sponsorships. Apple TV recently partnered with Major League Soccer to offer streaming and we’re working through what that looks like from an advertising perspective. I think it comes down to two simple components: The first is obviously providing the consumer with content in the way they want. The second is finding ways to integrate brands in non-traditional ways as streaming does away with the usual “30-second spot.”
DEI: The real emphasis isn’t on DEI campaign or promotion but rather change through action. Brands today must be more genuine in their involvement on any level. It’s much more than painting your logo rainbow during Pride week. I’d like us to get to a point where our brands represent true DEI in all of our communications and sponsorships, right down to our own corporate mandate.
Consumer centricity: High inflation and the looming recession have made it difficult for anyone to think about a kitchen renovation. So we’ve been laser-focused on a consumer-centric strategy. The age-old way to look at an appliance sale has been a standard “white-box CPG” approach. Today we’re pushing those boundaries, mapping the end to end consumer experience. Most recently we launched our GEappliances.ca website to sell direct to consumer.
Nicole German, chief marketing and digital experience officer, Tangerine Bank
Consumer centricity: We need to ensure we are right beside Canadians in the changing landscape they are managing through – from inflation, layoffs, recession and volatile markets as well as saving for life events and the future, while balancing everyday life needs. We’re focused on presenting the best financial products and services coupled with tools and financial wellness advice.
Modernization and optimization: These are priorities in our marketing technology stack and data strategy to prepare for the cookieless future. We aim to ensure relevance for prospects and customers alike – the best message, in the best channel, at the best moment.
Enhance self-service capabilities: In a world of increasing mobile adoption and digital natives, we are focused on empowering our customers and prospects to have the autonomy and control right from the mobile device in their hand – from acquiring a new product, to learning about financial wellness, to preventing scams, to investing, savings, borrowing and spending.
Julie Gelinas,
director of marketing, Les producteurs de lait du Québec
Marketing mix: Fragmentation of targets over multiple media channels and social platforms has forced PLQ to rethink its approach in order to obtain a complete picture of the impact of our marketing efforts. In this day and age, ads are increasingly ignored or avoided altogether.
Serious about sustainability: Making more responsible decisions also means acknowledging the environmental footprint of our marketing strategies and working to reduce it. It’s critical that we listen to our consumers as we navigate an economic climate where the values of citizens and organizations take precedence. This is a top priority for 2023 and for many years to come. The challenge is to balance the needs of both stakeholders and consumers.