經歷整整三年「疫」轉各行各業、全球重新「洗牌」的一場危機後，今天我們為大家歸納 2023 年的推廣和營銷趨勢。 （1）七大吃香產品及服務優勢不再 疫情改變全人類生活模式，促使對某些產品及服務的需求大增，但當疫情緩和又會出現新常態。根據行銷研究公司 IntoTheMinds ，七類本來受惠的 commodity 於 2023 年銷量將回落，包括電腦、電玩、書籍、電商、到府送貨服務、DIY 產品，以及家用器材（如健身、裝修、廚具等改善「家中」生活質素的用品）。這些產品及服務的需求，本因人們長時間逗留家中而衍生，現在人們「重出江湖」，加上疫情期間因恐慌購買而過量積存，新銷情自然並不樂觀。 （2）元宇宙和NFT？真正重要的是創意和人性 大家搞清 metaverse（元宇宙）和 NFT（非同質化代幣）是什麼了嗎？各大品牌如 LV 和 adidas 等率先參一腳，就連信用卡迎新禮品也有NFT，一大群連 blockchain（區塊鏈）也不太明白的消費者被迫「硬食」新概念，結果就是屢傳NFT泡沫的消息。對於針對 Gen Z 數碼一代的 marketer 來說，以

It's not that no one reads books. It's no one really writes nice things then publish it as a book - without a promised monetary return or ROI. Okay, that's fine. We know it sounds old-fashioned, or kinda remote for a sports marketing agency to publish a book. But we just do it because, the end of the day, you do what you BELIEVE IN. Then, it's all up to luck or destiny or whatever if it gets people's attention, or 'goes viral', so to speak. Publishing the autobiography-cum-st

They say “scores don’t matter”, but Marco Fu’s 147 maximum break crafted in the Hong Kong Masters 2022 Semi-final does matter. A lot. During the deciding frame of the first international sporting event since pandemic in Hong Kong, local favourite Marco Fu fired in the tournament’s first and only 147 run and secured his pass to the Final. The entire Hong Kong, every heart, every soul, lighted up right at that exact moment. Literally. It’s not about the maximum break – of co

一上車，前方椅背有個貼紙，還可以掃QR code？對，它就是環境廣告（Ambient Advertising）！ 廣告種類五花八門，小至IG post、大至紅隧口，各式推廣無孔不入；其中一種最有效的叫「環境廣告」（Ambient Advertising）。 什麼是「環境廣告」？ 顧名思義，「環境廣告」是在一個特定環境下才看到的推廣和營銷工具。例如機上雜誌（inflight magazine）、椅背廣告等。 而大家最常見、也最容易有印象的環境廣告類別就是──OOH Advertising（Out-Of-Home）。 OOH又稱「戶外廣告」（Outdoor Advertising），指踏出家門才會見到的廣告，通常置於戶外（如紅隧口、SOGO或大樓牆身LED、叮叮車身等），也有不少是在室內的（如飛機小摺枱、地鐵扶手梯／月台／幕門等）。 OOH雖然比較「土豪」、設置費用高昂，但最大優點是接觸面廣，受眾人數龐大，也不受年齡、性別、階層等因素局限，而且監管較嚴謹──相比社交媒體或網上廣告，大型戶外廣告的內容審批嚴格很多，較少虛假信息，也沒有網絡洩漏個人私隱的

With new infections mounting to 10,021 as of 5 Sep , it may sound perfectly ‘normal’ for the government to impose new measures curbing the gathering of large group of people. Will ‘one size fits all’ cancel all the sports events? Let’s take a closer look and the considerations could be more than your imagination. 中文版 You’ve heard of the news about how the short-notice 500-people cap have led to the cancellation of Tin Shui Wai 10K run, and Hong Kong Open Badminton Championsh

This festive season will be even more festive with what else but the Qatar World Cup. What makes me wonder is this 22nd edition of World Cup in its 80-year history is such a first-timer - the first-ever World Cup to be held in northern hemisphere winter, in a Middle East country, in fully air-coned stadiums, no alcohol allowed in stadium stands, and it would be the most expensive one ever (it is reported that Qatar is going to splurge an estimated US$200bn). What is the room

Sports leagues mainly receive income by selling media rights for broadcasting, commercial and advertising, and match day revenue. However, event and game restrictions have dampened most sports teams’ sources of income. For example, sports teams mostly rely on broadcasting income, with 60% of their revenue coming from sports media rights. Because there are limited sports games broadcast over the past few years, their broadcasting income decreased. Now that restrictions are e

Who is the title sponsor of the Hong Kong most famous marathon? Who is/are the title sponsor(s) of the Hong Kong Rugby Seven? Who is the apparel sponsor for the Hong Kong Olympian teams? The global sports sponsorship market was worth an estimated 57 billion U.S. dollars in 2020 and is expected to grow to almost 90 billion U.S. dollars by 2027 . The industries responsible for generating the largest revenue within sports sponsorship include financial services, technology, and t

It’s not about K-pop, it’s about the how-tos of creating connections with your potential target audience. Yup, it’s way more than music, dance, looks and promotional tricks. They say BTS is an undeniable global phenomenon, from meeting a president at the White House, giving a speech at the UN, becoming the first winner of the same kind in an array of westerner awards, contributing to half a percent of South Korea’s entire economy to making millions of people learn Korean. So

Sports day. Is it something from your primary or secondary school memory? When was the last time you fought hard and competed with each other for your team? When did you last join a sports day? Corporate Sports Day, the best post-pandemic team building solution. Shake Off the Pandemic Toll It’s been two years of countless online meetings and messaging; now, slowly but finally, we are getting back on our feet - and office life. But did you recognise right away the faces of you

Sports KOL Marketing has never been this everywhere. Let us explain what, why and how it is. With the scattered and fragmented platforms, channels and media for gathering information by different generations, KOL has become the ‘universal key’ for marketing people when it comes to promotional campaigns. No matter what you are promoting, more often than not you will have a list of KOLs or micro-KOLs that you would like to use - and it only gets even more often when the top ath

I have written on the predictions of the impact of COVID-19 on the Sports industry . We now can see how many of them have come true and what are rather the eye-openers. Have you watched any EURO 2020 games this year? When Hungary was playing against Portugal at Puskas Arena, Budapest (see photo), I thought I was watching the replay of some game from the past if there was no "LIVE" watermark on-screen – the game was full house (more than 60,000 attendance) and almost no one wa

They say beauty is in the eye of the beholder. But what if you can't... eye it? Forget about NFTs . It's the era of Gen Alpha; no digital natives should raise eyebrows at Salvatore Garau 's Io Sono ('I am'), an immaterial sculpture sold for HKD140,000 (€14,820) at the Italian auction house Art-Rite in May 2021. "Intangible sculpture to be placed in a private residence in a place free of encumbrances," the lot description went on, "Variable dimensions 150 x 150cm circa." An

Like how I can never explain what a poet/writer does at work, I can’t preach enough the importance of giving every campaign a STORY. But you know I know. Clients never care about the story. Look at those funny 'About Us' of some corporate websites. Okay, the term ‘story’ may sound a tad daunting or obscure; how about gimmick, PR angle, brand ID or UX ? A brilliant tagline, a theme for an event, a fun app game for the launch of a loyalty programme… whatever you envisage, the

The COVID-19 has resulted in a shift away from classroom to online meetings, training and learning. But can we learn a sport via ZOOM, or any other online tools? The answer is simple - we cannot. We can learn all the theories, concepts, drills, tips and game rules of a sport, but you can’t say you have learnt the sport until you’ve physically grabbed the ball, racket or club to practise, to play in the game or even competition. Take golf as an example, you can learn from all

My name is Daphne Li and by day I am a full-time Senior Account Executive at Yello Marketing and after work and on weekends I am an athlete training for the 2021 World Lacrosse Women's World Championship. Sports have always played an important role in my life. I started out as a swimmer at the age of eight and also took part in cross country and track and field events. I first picked up lacrosse when I was 14 years old, as part of an extracurricular activity while studying i

What is Creativity? · Creativity is an art - it's like the cherry on the top, fancy, but kind of unnecessary. Why would an office person or a scaffolder need creativity, BTW? · Creativity is frivolous, wild talk - you know, those quirky, if not shocking, ideas, all packaged in exaggerating narratives and showy visuals. · Creativity is an innate talent - only the gifted are creative. Look, I’m not fast or on fire. I can't draw. I don’t wear a cardigan like a skirt. I'm just...

While the world is still tackling covid-19, precautious changes are already on their way in the sports scene. So what else will happen? Here are my 10 predictions in the post-Covid-19 sports marketing field: TV and Online viewership will gain more weight than ticket sales. Only half of the seats will be available for sales for world-class events, including the World Cup and Olympics. Higher ratio of closed door tournaments will be organised. More 3D match viewing options and

What's the effectiveness on suspending sports event on slowing down the COVID-19 transmission?

A crisis is not, or not yet, a disaster. If handled properly and timely, a crisis could sometimes turn into an opportunity.