YMA and Scotiabank Present: The Insight Revolution

“Big Data” is a term coined to describe the copious amount of information about today’s consumers that is at the fingertips of modern day marketers. It is no longer enough to rely on one’s creative instinct to develop a business model or marketing initiative as all marketing and branding decisions are now driven through the collection of consumer insights. With the rise of digital and social media platforms there has been a major surge in the amount of information that is available to companies as they collect, analyze and evaluate who you “like”, who you follow and where you “check-in”. YMA’s conference titled “The Insight Revolution” aims to answer how this information is collected, the trends that it develops and, ultimately, how various companies and brands are applying this new information to their business models.

“The Insight Revolution”, sponsored by Scotiabank, Colgate-Palmolive, American Express and TalentEgg, promises to be an engaging event where delegates will have the opportunity to network with a variety of industry representatives from our sponsoring companies as well as P&G, Maple Leaf Foods, General Mills, and many more. In addition to the conference, Colgate-Palmolive and YMA have partnered to develop a case competition for 2^nd and 3^rd year delegates. Winners in 3^rd year will receive a guaranteed interview, and 2^nd years will be granted special consideration for subsequent years.

Join the Revolution on January 18^th, 2013

Price for YMA Members: $50

Price for Non-Members: $60  

Interested in registering?

YMA Executives will be in the Schulich Marketplace from Tuesday November 27^th – Thursday November 29^th from 9:30am – 5:00pm.

YMA will be awarding a prize connected to “The Insight Revolution” every week for all registered attendees! The sooner you register, the more chances you have at winning a prize! This week’s prize is a $50 AMEX gift card!

If you would like to PAY ONLINE follow the instructions below:

1. Please fill out the registration form and submit tiny.cc/ymaconferencereg. Your registration will not be complete until you return to this page to process your payment by following step 2!
2. Click the Buy Now button below to pay using PayPal. Be advised that there is a $2 standard processing fee for registering online. Your registration will NOT be considered complete unless you complete this step!

Contact us at conference@yorkmarketing.ca if you have any questions or concerns!

5 Tips For Making the Most of Your Time at Market Yourself 101!

By: Max Fang, YMA Corporate Account Manager, 4th Year BBA, 

Market Yourself 101 is fast approaching and as always, there’s going to be some great panel discussion and even a keynote by Lauren Friese, the founder of TalentEgg! That being said, I’m sure majority of you are attending for a different reason: the opportunity to have a 1-on-1 networking session with the many company reps and alumni we have in attendance or the chance to hear great job search tips from our keynote speaker, Lauren. If you are in your 2^nd or 3^rd year, this event is the perfect opportunity to get face-time with employers before recruitment season hits in the spring. So to make the most of this 1-on-1 time, I’m going to give you 5 tips going into the event to help you out!

1)      Take It Seriously

Yes, the dress code is business casual. Yes, these are not real interviews. However, you should still be taking these sessions seriously. These are real company representatives who could have a say in your employment in the future, so you want to be at your best when meeting with them. What does this mean specifically? This means showing up on time for your interview slot. This means refreshing your interview skills before the event. Lastly, this means preparing questions to ask so you leave having learned some valuable tips.

2)      Make Each Session Unique

If you are signed up for the speed networking sessions, you know that you will have a couple 1-on-1 meetings at the event lined up for you. Why do the same thing at all of them? Try asking different questions. If all your sessions go exactly the same, you’ll likely get the same feedback from all of them. Take the opportunity to make each session unique to make the most of the fact that you have a couple sessions.

3)      Ask For Feedback and Take Notes

This is somewhat self-explanatory. Many times people walk away from these sessions and say to themselves, “That went pretty well, I think she really liked it when I showed off my dance moves or said that funny thing.” Usually, they are sorely mistaken...usually. You have the chance at these sessions to get real time feedback on your interview style/resume/cover letter so why not take advantage of it? Remember to ask for feedback and take notes on it. Write it down.

4)      Network!

I’m going to say this again: these are real reps from big companies who could have a say in your future employment, so network with them! The majority of you already know the importance of this, but I’m sure a lot of you actually don’t know how to go about it. Despite what you might think, giving them your business card is not enough. Here’s what works for me whenever I’m at an event where there are networking opportunities.

Step 1: Before approaching them, figure out what will make you memorable to them. For me, this is usually a unique question that nobody else will ask.

Step 2: Introduce yourself, ask your question, and be ready with follow-up questions. How awkward is it when you approach someone, ask one question, get a short answer, and then there’s silence? Very awkward. Also, if you did not have a unique question, maybe their answer is unique and you’ll just have to remember it.

Step 3: Exit the conversation smoothly. Example: “It was great meeting you! I’d love to stay in touch in case I have any more questions. Do you have your business card?/Is there an email I can reach you at?” 

Step 4: Keep in mind that not all speakers will have business cards on them or feel comfortable giving out their contact information, so remember to please respect that and thank them for their time regardless. If you do get their information, email them within 24 hours of the event and connect. The email should include what made your interaction with them unique so they will remember you. E.g. “Thanks for answering my question on the connection between chickens and marketing!” Make sure you ask another question (possibly a follow-up question) in the email. Disclaimer: Don’t ask about chickens, that was a joke. Ask a legitimate question.

5)      Have fun!

Yes, very cliché. That does not make this tip any less relevant. Although the first tip was to take it seriously, make sure you enjoy yourself at the event and be relaxed during the session and meeting the company reps. Nobody wants to work someone who they can’t imagine hanging out with.

In closing, follow these 5 tips and you will be sure to make the most of your time at Market Yourself 101 on Thursday November 15th. The event starts at 5:30pm and there are limited spots for the speed networking sessions. If you haven’t signed up already, do it now! You can register HERE. 

Regardless of your attendance at the event, I hope there were lessons here that you can take and apply elsewhere!

The Marketing Games: Round 1 Recap: P&G Pantene Sales Pitch

By Janice Park (@janice_h_park)

The day began like any other ordinary day. Business students of all years streamed into the Seymour Schulich Building, dressed in business casual and with eager, yet slightly sleep deprived, faces. Although it seemed like a regular day of classes, it was far from ordinary. October 26^th marked the official commencement of the Marketing Games. These weren’t just business students; they were marketing tributes.

Round One of the Marketing Games took place last Friday and all of Schulich was watching. Forty tributes in teams of two were selected from districts 2013 – 2016. They were given one week to prepare a solution for a P&G Customer Business Development (Sales) business case.

Case Topic & Task

Each team took on the role of P&G account reps for Hair Care at a mass merchandiser, and had to create and present a solution to complete the sell of six new Pantene items for the “Fragrance” line.  A week of intense case analysis, market research, product investigations, and presentation training culminated in the three-minute elevator pitch each team would deliver to P&G marketing professionals. Stakes were high as only half the tributes would survive and advance to Round Two.

The Games began at 9:30 AM when all forty tributes gathered in the SSB arena and drew their presentation order. As the judges took their front row seats, the Capitol’s broadcasting of the Games to all of Schulich began, as the first live tweet from @yorkmarketing was sent. Excitement and tension filled the air as the first team took their place at the front, projected their presentation slide, and waited for the judges’ signal to begin.

Recapping the Battlefield: Presentation Summaries

As each team of tributes presented their solution, the competition became fiercer and it became clear that the crowning of the champions would be a difficult task.

Every team followed the “P&G 5 Step Persuasive Selling Model” suggested by the sponsor. Below are some of the “big ideas” presented by tributes:

Tributes from Team Covergirls proposed to sell P&G’s new fragrance line, Pantene Esscents, to new mass merchandizers by reducing Prestige’s shelf space, while tributes from 50 Shades of Cray recommended leveraging P&G’s Febreze technology and fragrance expertise by launching Pantene PurAroma. Team Super Marketers didn’t beat around the bush; they proposed to maximize profits by increasing shelf space and decreasing TRESemmé’s shelf space by using in and out deals. Team Chelle & Belle approached the arena with a unique strategy to decrease the supply of Garnier in the East and decrease the supply of Prestige in the Midwest.  Tribute 360 introduced Pantene’s Fragrance Line with three distinct scents to be available on a volume discount in two months. Team OJ attacked the competition with the creative idea of hair wig demonstrations to highlight the benefits of Pantene versus its competitors. A conditional proposal was presented by Team Victorious Secret: shelving what sells and featuring the new items on separate shelves to ensure the campaign “is worth every scent”. Team OREO proposed joint value drivers, including price promotions for consumers, increased profit margins for shareholders, and push money tactics for employees. Twelve other tribute teams showcased their marketing skills in the arena, including teams SYF, ACElift, Idealab, Spider Pig, Rocket, Leave a Legacy, Tracker Jackers, AdVenue, Dynamix, Tribute 360, un(EMPLOYED), and Brio.

Each team approached the arena with bright ideas and perfected elevator pitches. However, only ten teams would continue onto Round Two, and the other ten would end their journey short and return to their districts.

Round 1 Winner

After some deliberation, Team SYF (third year duo Ksenia Bulgakov and Ivana Radunovic) was awarded first place as they managed to impress the P&G judges the most. Their solution leveraged the needs of Pantene’s stakeholders and aligned them with those of the buyer.

Although the day seemingly began like any other day, it couldn’t have been any less ordinary. 40 tributes entered the Games, ready to battle for ultimate marketing glory, but only 20 came out as survivors for the next round. All of Schulich was watching, and the tributes did not disappoint as they put on a spectacular show, displaying competitive and creative marketing ideas.

The ten teams were recently announced at our YMA Halloween Scream for SCENE event, and all of Schulich now patiently waits to see who will win the second round, sponsored by Maple Leaf Foods. The fight for the Apprentice Marketing Games title continues. May the odds be ever in your favour!

Important Dates:
Round 2 - Friday, November 9
Round 3 - Friday, November 30

For a full album of the first round, click here!

Janice Park is External Director of the York Marketing Association. She is in her final year of the BBA program, and is specializing in marketing and strategy with passions for corporate communications and public relations. Having recently returned from exchange to Seoul, she plans on someday becoming a globetrotter and a professional Instagram photographer (@janice_h_park).

Win The Apprentice: 10 Practical Tips on Preparing & Presenting Marketing Cases

Donna Li, Apprentice Coordinator and winner of last year’s competition (along with Victoria Pham) shares tips she’s learned through competing in other marketing competitions including Schulich RISE Case Competition and  Canada’s Next Top Ad Exec.

5 Prepping Tips

1)    Patronize the numbers included in the case / use the appendix.

These resources are included for a reason – don’t overlook them because you think marketing is solely based on creativity. Many trends and market opportunities are carefully hidden behind these figures. Thus, thorough analysis is highly recommended.

2)    Become the expert: conduct thorough secondary and primary research

Give your judges reasons to believe you by backing up your idea with facts from credible library sources (e.g. Marketline, Euromontior, etc). Don’t stop yourself there – go the extra mile and conduct primary research. Whether it be an on-site analysis or surveying 50 people from your target market –judges will be impressed with your insights that competitors likely won’t have.

3)    Practice your presentation prior to presenting

“Practice makes perfect.” This tedious task will inherently hone your presentation skills. Also practice staying within the limit. Getting cut off in a presentation does not leave a strong lasting impression.

4)    Anticipate potential questions and prepare answers in advance

You can’t escape from the Q&A session, but you can do your best to prepare. Think about what judges would ask if you were in their shoes. Practice your presentation in front of friends and listen to their questions. There is a good chance the questions will be similar.

5)    Continuously challenge yourself to do more.

Always ask yourself: “Is there anything I can do to further improve my idea?” Committing yourself towards constant improvement will push your limits, allowing you to reach your maximum potential. Whether it’s conducting a store analysis, creating a survey, making a prototype (e.g. product, webpage, coupon, video, etc.) – these “extra elements” always give you that extra edge against your peers. Don’t be afraid to execute a great idea just because it’s difficult. Follow Nike’s slogan: “Just Do It.”

5 Presentation Tips

1)    Confidence is contagious – make sure you have it!

Standing up straight, making eye contact, and  voice are just a couple signs which display confidence. The more confidence you show, the more convincing you’ll be to judges.

2)    Exhibit a strong team dynamic

It’s not rocket science: don’t interrupt each other, take turns answering the questions, and pay attention to your partner when they’re presenting! We also like showing our unity through matching outfits – judges always notice it! Strange to say but audiences always have affinity towards teams that work well together and exhibit strong friendships.

3)    Emotionally connect with your audience

It takes practice to connect with your audience and relate to them emotionally. Make eye contact, tell personal stories, and take pauses to let them think and digest what you are saying. The more they can agree with you, the higher you’ll score in your presentation.

4)    Avoid Using Filler Words

“Like, Uhs, Umms” during presentations are extremely distracting to the judges. Instead of these filler words, simply breathe and take a pause. Your train of thought will flow more seemingly and you'll naturally display more confidence.

5)    Present your idea with excitement!

If you aren’t excited, who will be?! This points back to the first tip on confidence. Confidence and charisma is key to winning after you have a well thought out presentation.

Were You SCENE @ YMA?

This past Thursday, YMA hosted an event you wouldn’t have wanted to miss: our WANNA BE SCENEster event sponsored by SCENE and CampusPerks.

The turnout was (movie) fan-tastic!  With a jam-packed “theatre” of students from all years, you were unlikely to miss out on tons of free food, prizes and GIVEAWAYS including Toblerone, Ferrero Rocher, Lindt Lindor chocolates, candy, gift cards and wait for the best…FREE SCENE movie passes! Students’ marketing knowledge was put through the test in our interactive games: “Marketing Jeopardy” and “Can you spot this brand/company?” embedded in various movie clips, new and of course, oldie classics!

As for all you who love social media out there, our Twitter hash tag, #YMALovesScene, instantly went viral off-the-screen. After looking at the results, we congratulated our top tweeters: @patriknarbs and @yoonjeehuh!

After a long, hectic and not to mention, stressful week of midterms, YMA’s “WANNA BE SCENEster” event provided (at a movie rating of 5 out of 5)  fellow Schulich-ers and York students a way to unwind, de-stress and share some good laughs over marketing knick-knacks!

So, to keep the movie reels going and the SCENE points coming, we ask that you remember to sign up yourself, friends, and family for the FREE SCENE points card!

Step 1: Fill out the information and press submit (https://www.scene.ca/enrollmentprofile.aspx) 

Step 2: After registering, click on this link: http://prod.mtcontent.com/SCENEster/ 

Enter the email address you used to sign up for the card and use the SCENEster code "16" to enter a draw to win a free movie ticket!

Remember, the convincing success of our event, along with YOUR HELP will help YMA qualify for Round 3 of the contest. Allow us to throw you an even bigger and better SCENEster celebration!

The Best and the Worst of TIFF 2012 Sponsorship Activations

This past Sunday the 37th Toronto International Film Festival wrapped up by awarding the Blackberry People’s Choice Award to the Jennifer Lawrence and Bradley Cooper starrer The Silver Linings Playbook. While tourists will be heading home and Torontonians returning to their daily lives, TIFF sponsors will be heavily reviewing their sponsorship activations and business impact.

As a loyal TIFF-goer, I took the opportunity to check out their activations in between the twelve films I saw over the last week. Here’s the scoop on the best and worst activations.

Best Pre-Movie Ad: RBC

RBC decided to continue with their ‘Uncle Marv’ spots which started last year. The new editions of ‘Not everybody has an uncle in the biz’ commercials were unique, funny and well-acted. As one of the many TIFF regulars who saw numerous films over the course of a week, I found these clips stayed fresh and were still able to garner chuckles from audiences well into the latter days of the festival.

This TIFF 2012 ‘Not everybody has an uncle in the biz’ spot perfectly highlight RBC’s reasoning for supporting emerging filmmakers

Most Annoying Pre-Movie Ad: L’Oreal Paris

What do you get when you take a group of unknown models, too much hair flipping and one too many provocatively whispered cinema clichés? The L’Oreal Paris’ TIFF 2012 ad received more groans and boos than any ad I’ve seen in my four years of attending the fest. As this blogger noted: “this is a commercial that prompts most of its viewers to want to get up and leave — before the film they’ve come to see even begins.” Definitely not one to recycle for next year’s festival.

Coolest Physical Activation: L’Oreal Paris’ Beauty Complex
Despite the poor pre-movie ad, L’Oreal gets major thumbs up for what looks to be the biggest physical activation in TIFF’s recent history. Free product, food and drink, product demonstrations and mani pedis had women lining out the door most days of the festival. Its location right by Roy Thomson Hall meant that visitors to the complex got to share in the glamour of the red carpet arrivals every night at 6 and 9pm.

L’Oreal Paris’ two story ‘beauty complex’ was a great attraction, with lines of women out the door on most days of the festival

Coolest New Media Activation: Bell ‘O Cinema’ Augmented Reality 

Bell commissioned five artists to create five different film-themed murals. If you held up your smartphone (with the right app of course) to the mural, you could see a 30 second time-lapse video of the mural’s creation. As Marketing Mag put it, Bell’s implementation of augmented reality was ‘quick, light and visual’ - just what good AR should be.

Bell ‘O Cinema’ mural artists at work before the festival 

Most Recycled Activation: Bell Fibe Commercials and Booth

As the festival’s most devout sponsor (proven by 18 years of support and the naming rights to the TIFF lightbox), Bell is completely entitled to recycle some elements now and then. However, the choice to reuse last year’s Fibe TV ad and booth set-up by Roy Thomson hall came across as tired and uninteresting. The protesters surrounding their Fibe activation didn’t help either.

Best New Sponsor: Grolsch Beer

This is Grolsch’s first year as the official beer of TIFF and it made quite a splash. In addition to a film content app The Grid, they launched a comprehensive online and OOH media campaign. Despite not being one of the major sponsors, they definitely managed to catch my eye as one of the most strategically present sponsors throughout the festival. So it wouldn’t surprise me if they’re rewarded with great post-fest recall/recognition as a result.

Next Big TIFF Sponsor: Target?

Target has no open stores in Canada yet they are already creating buzz amongst Canadian consumers. They took over the new Templar Hotel to create a branded lounge for bloggers, influencers and Canadian film talent. Even Bullseye, the brand’s mascot made an appearance. If Target is looking to make a splash when they open their first stores next spring and summer, becoming a major partner of TIFF may be one way of doing so.

About the Author: Telly Carayannakis is the York Marketing Association Co-President. Former Starbucks barista. Twin. Film fanatic. Reality TV junkie. Board game geek. Cat lover. Proud Torontonian.

YMA Welcome: 2012-2013

Well, ready or not, the start of the 2012-2013 academic year is just around the corner with classes kicking off tomorrow! The York Marketing Association (YMA) Executive Team has spent the summer diligently preparing for a fantastic upcoming year full of marketing awesomeness. 

Some exciting things we wanted to share with you...

Our New Website!
The YMA website has a fresh new look with photos, opportunities, our events and more to come! Check it out to learn more about what YMA has in store this year...

Becoming a Member!
Interested in marketing and thinking you'd like to learn more about the industry, make valuable connections and have fun? For only $20, you can register at our booth at the Schulich Club Week or Yorkfest (more info below) to receive all membership benefits, as well as a sweet swag bag! 

Club Week!
York Marketing Association will have a booth in the Schulich Basement for Schulich Club Week on the following days:

• Monday September 10th - 8:30am - 5:30pm
• Tuesday September 11th - 8:30am - 5:30pm
• Wednesday September 12th - 8:30am - 5:30pm
• Thursday September 13th - 8:30am - 5:30pm

There will also be a YMA booth set up on Campus Walk during The Yorkfest Village, on the following day:

• Wednesday September 12th - 8:30am - 5:30pm

Come visit the YMA Executive team members whenever you can on these days to get more information and sign up to become a member!

We're Hiring!
We will be looking to hire new members for the following positions:

• Finance Director (1)
• First Year Representative (1)
• Promotions Committee  (Several)

Applications will be available at both booths during Club Week (and will likely circulate via email-outs to members as well).

Connect with Us!
If you aren't already connected with us, check out the YMA on:

• Twitter
• Facebook
• Pinterest 

There will be a social media contest going on during Club Week so if you plan to become a member, keep tabs of our tweets and posts to potentially win your membership free! 

Bookmark this blog for cool and interesting marketing-related posts to be released throughout the school year as well!

We hope you had an amazing summer and we can't wait to welcome you back at Club Week! 

YMA Presents....A Workshop Speaker!

YMA welcomes Alannah Virtanen, Consumer and Shopper Lead for The Nielsen Company, to the Marketing YOUniverse! 

Alannah serves as an Analytic Lead for The Nielsen Company in the practice area of Segmentation and Targeting. Alannah is Nielsen Canada’s in-house ethnic expert and helps manage Nielsen projects for both retail and CPG clients that contain an injection of consumer insight across all areas of the company, including real estate, store planning, direct marketing, in-store execution and category management.  Alannah has, in the past, worked in the Consumer Panel Services team of Nielsen Canada, including a role on-site at Wal-Mart Canada.  Prior to this she worked in the Financial Services industry in marketing research roles and in total has 12 years of marketing experience, particularly focused on demographic strategy and targeting.  Alannah has a BA in Geography from the University of Western Ontario and also has a Masters from the University of Waterloo specializing in consumer segmentation and marketing geography.

Alannah's workshop, titled "Tea for Me Strategy: Precision Marketing", will explore how a company like Nielsen turns to comprehensive consumer data to create very focused, precise targets with specific end goals in mind. In a day of limited marketing budgets, its important to determine not just how to best and most cost effectively reach people, but also intelligently determine just who should be targeted in the first place.

YMA Presents....A Workshop Speaker!

YMA is proud to welcome Shannon Kelly the Marketing YOUniverse! Shannon is the Social Media Manager at the Toronto Real Estate Board, In-Game Host for the Toronto Rock and a featured CFL commentator on 3rd and Long (a CBC Sports Podcast).

Shannon attended York University, graduating with Honours in English, before attending Centennial College for Corporate Communications and Public Relations. She works as a Social Media Manager and with any other free moment, in Sports Broadcasting. Over the past 5 years, Shannon has been a Toronto Argonauts Cheerleader, and currently hosts the 2011 NLL Champions, the Toronto Rock. She also is on a CFL Podcast called 3^rd and Long, on CBC Sports.

 

Shannon will be discussing “The Power of You: How to Leverage Your Brand”

As a recent graduate, it was hard to find my footing in the “real world”. That is, until I found my brand. I positioned myself in a way that was marketable to the freelance sports world, and leveraged that experience to land myself a professional gig. Learn why YOU need to create a personal brand, and how that can give YOU the edge.

Welcome the Marketing YOUniverse Shannon!

See you at the Conference!

YMA Presents.....A Workshop Speaker!

YMA is excited and honoured to welcome Kendra Hum, Account Exectuive at Google Canada to the Marketing YOUniverse!

As an Account Executive at Google, Kendra works with brand marketers, along with creative and media agencies to provide integrated, cross-platform communication plans to reach consumers at all touch-points on the path to purchase. Prior to joining Google, Kendra spent the last 7 years on the creative agency side in Toronto working on various consumer packaged goods and retail businesses including Frito-Lay, Kellogg, Cadbury Adams and Wal-Mart. Kendra completed her BComm at the University of British Columbia, and has an MBA from Queen’s. In her spare time, she enjoys yoga, snowboarding, documentary films, and despite having left Vancouver almost a decade ago, still loves her Vancouver Canucks.

Kendra's workshop will incorporate a discussion about ZMOT! Not sure what that is? ZMOT stands for Zero Moment of Truth and more information can be found by following this link:  http://www.zeromomentoftruth.com/

Welcome to the Marketing YOUniverse Kendra!

See you at the Conference!

YMA Presents....Our Closing Keynote!

YMA is proud to welcome Jason Dubroy, VP of Shopper Marketing at DDB Canada to the Marketing YOUniverse! Jason is one of North America's most recognized shopper marketing experts. He leads the shopper marketing practice from the Canadian office of DDB, one of the most creatively acclaimed, internationally awarded marketing communications agencies in the world. He and his team are charged with helping their North American client base realise brand relationships with both retailers and shoppers, as well as keeping abreast of the latest trends in shopper marketing, consumer engagement, marketing integration, retail execution and promotional innovation from around the planet.

He began his career in various roles at the Quaker Oats Company (now PepsiCo). Throughout his career he has worked in progressive positions at a number of leading marketing agencies, and has provided marketing insight to tier-1 organizations across North America including Adidas, American Express, Apple, Colgate-Palmolive, Revlon, Johnson & Johnson, Kraft, Starbucks, Loblaw Companies Ltd, Microsoft, Molson-Coors Brewing Co., Universal Studios, and Unilever.

Jason is a frequent speaker and international industry panellist on shopper marketing, consumer insight, promotional marketing, and recessionary retailing. He sits on a Canadian Marketing Association council, and is on the board of the Canadian Shopper Marketing Forum conference.

Session Description

Why We Buy: The Power of Shopper Insight

The best consumer marketing in the world fails to deliver if products aren't purchased, and the gatekeeper to each purchase is ultimately the shopper. This simple truth has led to shopper marketing becoming the fastest growing advertising vehicle in North America in the past 5 years. 

So why have so many people never heard of it? Some wrongly believe that shopper marketing is simply in-store communication. In reality it is far more complex, and in fact starts before the shopper even consciously knows that they need to buy anything! It uses every element of the advertising mix, and done well can influence brands to have better relationships with their retailer partners and ultimately sell more to their shoppers.

This enlightening and entertaining look at shopper marketing will introduce you to shopper insights: why you need them -and how they affect why you, your family and your friends buy the things that you do.

You will also see best-in-class examples of shopper marketing from around the world, including digital, social, retail, merchandising, and mass communication.

YMA Presents....A Workshop Speaker!

YMA welcomes Jeff Chan, Senior Product Manager at RedFlagDeals.com to the Marketing YOUniverse!

Jeff will be representing RedFlagDeals.com as a Workshop Speaker at YMA's 2012 Conference. He guides the marketing efforts for RedFlagDeals.com, Canada's largest shopping, deals and coupon site. He joined RedFlagDeals.com in 2010 after the site was acquired by the Yellow Pages Group. Prior to RedFlagDeals.com, Jeff spent 6 years at Dell in various roles including, Mobile Manager and a Senior Marketing Advisor for Dell.ca. His past experiences also include roles with BMO, Nesbitt Burns, Ontario Power Generation and Magna International. He's a graduate from the University of Windsor with a B.Sc in Computer Science

See you at the Conference!

Register Here! - http://www.yorkmarketing.ca/index.php?option=com_content&view=article&id=84&Itemid=67

YMA Presents...Our Workshops and Sports Marketing Panel!

Conference Itinerary

YMA is proud to release our current itinerary for the Marketing YOUniverse Conference happening next week from Thursday January 19th - Friday January 20th! With our major sponsors being Scotiabank and Colgate-Palmolive, YMA has put together an exciting conference featuring a wide variety of brands who will take part in workshops and networking sessions along with three Keynote presentations.

Our workshop presentations will be held by:

• Kirsti Stubbs, Program Manager, Staffing Canada from Starbucks 
• Shannon Kelly, Social Media Manager for the Toronto Real Estate Board 
• Kendrum Hum, Account Executive from Google Canada
• Jeff Chan, Senior Manager at RedFlagDeals.com 
• Alannah Virtanen, Consumer and Shopper Insights from Nielsen.

New to YMA's conference this year is the Sports Marketing Panel! We are proud to welcome: 

•  Lou Ragagnin, SVP & COO 100th Grey Cup Festival, CFL (Also the former COO of the Canadian Olympic Committee) 
• Mark Halliday, Director of Marketing & PPV from UFC Canada
• David Corelli, Manager, Consulting Group, from TrojanOne 
• Jordan Vader, Director, Corporate Partnerships, Maple Leaf Sports and Entertainment

We weren't lying when we said a "wide variety of speakers from a variety of brands"!! We hope you are just as excited as we are for Marketing YOUniverse. 

Interested in buying tickets? Follow the link to our website - http://www.yorkmarketing.ca/ 

See you at the Conference!