You searched for new era cap – Page 18 of 31 – The Martin Group
With its evolution into online operation and the needs of its customers changing by the day, banking institutions are always looking for new ways to connect with customers—and stand out from the competition.
At this time of year—as home improvement projects are conceptualized, and many look to purchase a new or their first home—banks have an ideal opportunity to attract customers in need of a home equity line of credit (HELOC) or mortgage support. Assisting with these very relatable, home-focused life events provides financial institutions with plenty of impressive testimonial opportunities of how they’ve transformed lives with their fiscal capabilities, superior support, and ability to enable a central picture of the American dream.
While the current lending climate isn’t ideal for those who’ve decided this is the year for their long-awaited new home or kitchen, there are still plenty of ways to elicit consumer interest and engagement. But with increased competition and so many ways to reach consumers, how can banks cut through the noise to both promote their offerings and earn new customers who could utilize a wide range of consumer banking services?
Over the past few years, The Martin Group has worked with numerous banking clients to identify digital marketing tactics that meet their consumer banking goals. Intent-based strategies—such as search engine marketing (SEM) campaigns focused on mortgage/HELOC products—have had resounding success. Here’s how we addressed each of the issues facing financial institutions with the power of paid search.
Competitive, wavering market
The desire to buy a first home or improve one’s longtime residence doesn’t ebb and flow with the fluctuations of our financial markets. These wants arise when they arise—but this year hasn’t been ideal for those looking to fund, either.
According to Deloitte, from 2023 to 2024, rising interest rates have grown to be one of the top three global macroeconomic concerns. The average HELOC interest rate passed 10% in November 2023, which is the highest rate in over 20 years, making it increasingly difficult for borrowers in need of home equity loans, lines of credit, and mortgages.
But “difficult” isn’t “impossible.” In recent years, The Martin Group has launched multiple SEM campaigns for banks eager to link with interested consumers, and lead them to learn about its HELOC applications, credit offerings, and the particulars of current interest rates.
Being top of mind while customers are searching with the intent to purchase has proven to be an effective method for banks to generate new top-of-funnel leads, which can be nurtured toward future products and services; promote awareness of offerings; and ideally, capture long-term clients amid a crowded marketplace.
Difficulties with new customer acquisition
New customers are the lifeblood of any banking institution. With every home-buying season comes a fleet of individuals looking for financial guidance, presenting golden opportunities for banks to answer mortgage inquiries—and with superior service, possibly score long-term customers in the process.
With this considered, The Martin Group has run mortgage-lending SEM campaigns for banking clients—complete with established buyer personas, market analysis, and keyword research—with the stated goal of increasing the number of general inquiries regarding mortgages. Once inquiries are fielded, banks can share more about home buying, mortgage services, and related products, and connect customers to mortgage officers to learn more about their unique, personalized options for each customer.
This allows for banks to learn who their customers are—and know how to best serve their needs. Plus, with interest rates changing daily, and general confusion about how and why to utilize certain banking products, customers are looking for help. Whichever bank provides the best customer experience is the one most likely to earn customer loyalty.
Inability to reach customers with purchase intent
With customers continuing to navigate high interest rates on credit lines and mortgages, many are looking for ways to both save money—and maybe even earn a little more while doing it.
One way to do this is through high-yield savings accounts, which are currently bringing in large dividends due to the higher-than-usual Federal rates. A high-yield account can be the ideal place to keep money that you may not need immediately, but still want access to—and is perfect for those planning on buying a home or making renovations to their current abode. High-yield accounts offer higher returns than most traditional savings accounts, and are a low-risk investment since deposits are federally insured for up to $250,000.
In recent years, The Martin Group has utilized paid search campaigns for our banking clients to recruit prospective consumers who have shown intent or interest in opening new high-yield accounts. These SEM campaigns have nudged consumers to visit the bank’s landing page to check out the current rates and product offerings. The end goal was to increase the number of high-yield accounts opened; but as a byproduct, the effort also promoted additional brand differentiator messaging to prospective customers, such as convenient products, award-winning service, or specialized insight into various financial matters.
And whether remodeling your basement or buying a home with an already-fantastic family room, knowing everything you can about your neighborhood bank is never a bad idea.
To learn more about The Martin Group’s extensive work with financial organizations, click here.
You searched for new era cap – Page 18 of 31 – The Martin Group
Not-so-hot take: We’re now living in a time of seemingly endless exercise options.
State-of-the-art fitness centers are in every town. Full-body workouts can be conducted through an app on your phone, and strength training suggestions are fed throughout our endless scrolls down Instagram and TikTok. It’s all so accessible…and more within our control than ever before.
But when it comes to our fitness regimens and how we navigate our days, there’s one thing we can’t control: the weather.
Regardless of how strict our routines, the weather—and the seasons that bring it—can alter everything. Sunnier days lure us outside, even if our indoor regimens of treadmills, spin bikes, and yoga adequately carry us through the wind and snow of winter. After months of captivity, we need to escape—and we’ll always look for ways to do it.
The Martin Group staff is no different. Across our four offices of fairly fit associates, there are plenty of us already adjusting our routines from indoor to outdoor for the summer months ahead. Weight training will transition to swimming and longer dog walks. Cardio in a musty gym basement will make way for exploring cities by bike, one mile at a time. And for members of our company’s annual Buffalo Marathon relay team, deadlifts and kettlebell curls at our neighborhood gym will soon be complemented by our 26.2-mile jog up and down Queen City streets.
However, everyone’s plan is different. For the following five team members, fitness histories and favorites may differ—but when the weather turns from an albatross to idyllic, each makes it a point to alter their exercise plans.
First (exercise) love: Hot yoga Favorite all-season exercise: Yoga How to sweat through winter: Hot yoga, mat Pilates, weight training, and cycling Summer routine: Walking outside with my dogs, paddleboarding, and swimming
For seven years, Bayley has leaned on yoga for exercise, calm, and a thankful disconnect from chaos. The change of seasons doesn’t change this. But once the temperature starts to rise, the Rochester-based yogi adds as many outdoor activities as she can—including accessing her gym’s outdoor pool—to an ongoing routine of Peloton classes (hello, Cody Rigsby), and a new treadmill desk that aids her daily quest to 10,000 steps.
Bayley says: “When the weather changes, I want to be outside, and I rarely want to spend time inside at the gym or in my house.”
First (exercise) love: Football Favorite all-season exercise: Running How to sweat through winter: More running Summer routine: Running and cycling—along with lawn mowing and kid chasing
It’s not easy to replace the competition and pace of college football. Dan—who played quarterback while at Hobart—has replaced the gridiron rush with everything from hockey to basketball to flag football. However, his most consistent activity continues to be long-distance running. This is how he connects the seasons; and this year, the East Aurora resident will add to a marathon resume that includes New York City and Rome, Italy with his sixth run of the Buffalo Marathon.
Dan says: “The event I’m most looking forward to is the Buffalo Marathon. I haven’t run a full marathon since 2019, so I’m very excited to do it again this year.”
(Click here if you’d like to support Dan’s run and Kaleida Health’s best-in-class cardiac care.)
First (exercise) love: Horseback riding Favorite all-season exercise: Group fitness classes How to sweat through winter: Spin and strength/conditioning classes Summer routine: Lots of spinning—and a little pickleball
As a spin instructor at Revolution Buffalo, you’d think Jessie is all set with her churn-and-burn specialty, no matter the season. But for the Buffalo resident who’s been a competitive horseback rider since elementary school, there’s never been just one way to ride. Whether jumping fences, guiding sweat-drenched cyclists under pulsating beats, or trading her winter’s strength and conditioning classes for a spot on Larkin Square’s pickleball courts, Jessie’s game—and just likes to keep things moving.
Jessie says: “In the summer months, I like to stick with my routine at Rev (Revolution Buffalo), but I like to mix in some outdoor activities—and explore my new love of pickleball.”
First (exercise) love: Basketball Favorite all-season exercise: BODYPUMP classes How to sweat through winter: Full-body workouts Summer routine: Power walking and running through parks across New York City
A devoted baller from youth leagues to her club team at Providence College, Maggie might never be able to replace the earned exhilaration of nailing a three-pointer. But after moving on to The Martin Group’s New York City office this past year, she’s been excited about swapping the grind of her daily workouts at the New York Sports Club for walking and jogging routes throughout New York’s five boroughs. This way, she can finally take her fitness outside, all while absorbing the thrill new sights and sounds can bring.
Maggie says: “Running and walking is a great way to explore new parks, areas, and waterfronts! My favorite parts [in and around NYC] are Williamsburg, Greenpoint, Flushing Meadows–Corona Park, and Bryant Park.”
First (exercise) love: Surfing Favorite all-season exercise: Swimming How to sweat through winter: Skiing and snowboarding Summer routine: Kayaking, paddleboarding and jet skiing
Growing up in the coastal resort town of Bournemouth, England, it makes sense that Neil’s first fitness love (surfing) would be something connected to the sea. Now living in New York’s Capitol Region, he still finds water in the winter, swimming indoors at his local YMCA between ski runs at local spots like Gore Mountain and Jiminy Peak. But when the weather turns, he finds New York’s lakes to host his favorite activities—and to reconnect to his waterfront roots.
Neil says: “We’re lucky to have a camp on Saratoga Lake, and look forward every spring to getting the dock in, enjoying activities on the water—and joining friends around the fire for some cocktails and BBQ.”
Want to learn more about the fitness routines and away-from-work interests of The Martin Group? Meet the whole team here.
You searched for new era cap – Page 18 of 31 – The Martin Group
Nicole M. LaVoi, Ph.D. is a Senior Lecturer in the area of social and behavioral sciences in the School of Kinesiology at the University of Minnesota where she is Co-Director of the Tucker Center for Research on Girls & Women in Sport. She is program manager for the Tucker Center’s program, Coaching HER which aims to help youth sports coaches tackle unconscious bias. Her seminal research includes the annual Women in College Coaching Report Card which is aimed at retaining and increasing the number of women in the coaching profession, and a groundbreaking book Women in Sports Coaching (2016).
The following interview is edited for length and clarity.
You are one of the leading researchers on women in coaching. What drove your interest into this particular area? What has the research shown about women in coaching?
I was a college athlete in tennis, and then I parlayed my love of tennis into coaching at Wellesley College in my early 20s. I loved seeing that I could make a difference in the lives of the women I coached on my team. That really got me interested in how we can make a difference for millions of girls and women around the world through empowering more women to be coaches, by reducing the barriers and supporting women in coaching.
As a young coach, I experienced a lot of sexism, discrimination and harassment, but at that time, I didn’t know what I was experiencing. I just knew it made me mad or uncomfortable. Now, I have the language to talk about it. From that experience, I became interested in the intersection of gender, sport and coaching science and went to the University of Minnesota to study with Dr. Mary Jo Kane at the Tucker Center when it was just getting off the ground.
When I first started focusing my research on women in sport coaching around 2010, I distilled all the literature around the barriers that women face – whether it was societal around stereotypes, gender bias, homophobia, racism, ableism, or at the organizational level, where it’s about people in positions of power, pay inequities, and family-unfriendly policies. They’re treated differently because they’re women, and that impacts their self-perceptions, their confidence, their choices to coach or to leave coaching. What we also know from the research is that there are not many supports for women coaches.
We now know what the barriers are, so my focus and the focus of many of my colleagues is taking we’ve learned from women who have survived and thrived in coaching and using them to create supports for the next generation.
What do you wish more people understood about the importance of women in coaching roles?
Much of the work that we do in the Tucker Center is to dispel false narratives around women coaching with data, not opinions, because there are a lot of opinions about women and coaching. “They don’t apply for jobs. They won’t move for jobs. They don’t like to coach as much as man. They only get jobs because they’re women.” There’s a long litany of things that we hear about women, which I call “blame the women narratives.”
What I want to stress is that women are just as interested in coaching as men. They’re just as qualified if not more so than their male counterparts. What they need to be given is the opportunity to coach both women and men because they’re qualified, competent, amazing women, who often don’t get the opportunity in a system that doesn’t value and support them.
The biggest message is that if you hire women and give them opportunity, it is a good return on your investment. Women coaches matter. Same identity role models matter. Girls and women want and need that. Opposite gender role models matter too for boys and men because it changes their ideas about gender and leadership and can result in them respecting and valuing women to a greater and different level.
The latest project from the Tucker Center, Coaching HER, notes that coaches’ unconscious gender biases and stereotypes are often a reason girls drop of sport as teenagers. What are some of those unconscious gender biases and stereotypes and how can those be addressed?
Coaching HER is a free online digital platform for coaches of girls to self-guide themselves through an evidence based, research tested curriculum that helps to upskill coaches to recognize girls’ identities, support their needs, and increase their awareness of and reduce their own gender bias stereotypes in their coaching.
A lot of what we know about coaching girls is people think that “coaching girls is different than coaching boys” because many coaches unconsciously, and maybe consciously, have gender bias. They’ll say that girls are moody, girls are more emotional, girls are less competitive than boys. Girls take everything so personally. They’re sensitive. They’re less tough, they’re less aggressive. These are all gender stereotypes, which are not true for all girls.
We also want coaches to realize that if they internalize these gender stereotypes about girls, it probably impacts how they coach and teach. This may lead girls to feeling like they’re not valued, that they’re not competent, that they aren’t as talented, sport is not for them, and they may drop out a sport because of it, which is what we don’t want. What we’re trying to do with Coaching HER is address with coaching science how we interrogate gender stereotypes around coaching girls, and get coaches to realize they may be coaching in ways that are harmful to girls.
You have been part of the Gatorade Women’s Advisory Board. Through that role, how have you seen companies change the way they invest in women’s sports? What can other brands and businesses learn from big-time sponsors that they can apply in their own sponsorship strategies?
One of the other areas in the Tucker Center where we’ve carved out a niche is looking at the academic literature around the business of women’s sport, which honestly, in the last five years has exploded. Nobody was talking about this, except for very few of us. And now every time you get a media alert, it’s around the business of women’s sport, which is amazing.
The good news is that with this most recent data 9% of media spend, has gone to women’s sport in the last year. Now, you might say, 9%, that’s horrible. But it was 1% a couple of years ago. So, we’ve gone a long way in a little bit of time.
What I think that people should know, is that investing in women’s sport is a value proposition. When you invest in women’s sport, the return on investment is far greater than any investment you would make in men’s sport, because of the nature of the fan of women’s sport is highly loyal. They’re digital natives. They’re tech savvy, they’re highly engaged, and they support brands that support women’s sport. The data has proven that out. I think it’s a very exciting time to be following the business of women’s sport.
What’s next for women’s sports? What’s flying under the radar that we should be paying attention to?
Well, it’s not flying under my radar, but maybe for other people who are not immersed in this in this world, is how brands and private capital and venture capital is now investing in women’s sport. That’s a game changer.
As we like to say, follow the money. And people that are savvy investors and care about women’s sport, are changing the game by supporting, investing and sponsoring women’s sport.
I also think another thing to keep our eyes on is women or former high-profile women athletes and celebrities investing in women’s sport. We’ve had Billie Jean King for years being almost the lone advocate in terms of female athletes’ advocacy and investment. Now we’re seeing other women athletes – Serena Williams, Alex Morgan, Megan Rapinoe, Sue Bird, and others – using their social and athletic capital and actual monetary capital to invest in women’s sports in ways we haven’t seen in the past.
You searched for new era cap – Page 18 of 31 – The Martin Group
Three years ago this month, New York officially passed the Marijuana Regulation & Taxation Act (MRTA), legalizing adult-use cannabis across the state. Since then, the Office of Cannabis Management has opened in Albany; more than 80 legal dispensaries have opened across the state; and work to aid communities disproportionately affected by years of cannabis criminalization is ongoing.
Despite this perceived progress—and the dramatic increase in people who have tried cannabis and support legalization—the industry is still struggling to find its footing across New York markets. Among the chief reasons responsible for these difficulties include prevailing cultural stereotypes, which continue to undermine business more than a year after the state officially opened its legal market. Negative perceptions by some individuals in power are preventing operators from securing things like commercial real estate and accessing traditional business services like banking and insurance, and in doing so, are ignoring cannabis’s actual operating reality.
The cannabis industry is a now-legitimate trade built on collaboration and invested in its host communities. It’s one of hard-working entrepreneurs eager to educate the public and contribute to neighborhood vitality. It’sa great story—and the cannabis community needs to do a better job of telling it.
Enter the narrative skills of public relations professionals.
It is now essential for cannabis companies—whether it be dispensaries, growers, or processors—to consider PR operations from the start. The long-standing federal prohibition on cannabis has limited what brands can say or do in paid advertising and on social media, so in many ways, earned media is the best way to shape clear narratives and build trust with new audiences.
But sharing your story in a complex and highly stigmatized space like what cannabis occupies isn’t easy. Brands are smart to seek help from communications professionals early on when it comes to developing key messages and finding ways to secure quality media coverage.
Since the start of legalization, we at The Martin Group have witnessed an industry in its infancy move from the margins to mainstream. And since then, we have immersed ourselves in this evolving business sector and have worked with professionals across the cannabis industry to communicate their story in an authentic, engaging and informative way. From grand openings and cannabis growers’ showcases to navigating the communications challenges posed by government red tape, we’ve provided high-level counsel and winning strategic guidance when our clients have needed it most.
Answer cannabis concerns with expertise and transparency
Legalized recreational cannabis is a brand-new industry. And like any new industry, it needs to answer plenty of questions—and from plenty of different parties.
Politicians. Community leaders. Neighborhood associations. Concerned parents and curious consumers. All are vastly different personas, but all need distinct and specific answers to shape their evolving understanding. Since legalization began in some states across the U.S., cannabis consumption has surged across diverse demographics, with nearly half of Americans having tried it. It is a broad audience that spans recreational users, connoisseurs, health-conscious individuals, “canna-curious,” and the aforementioned policymakers and inquisitive public.
Because of this, PR professionals are tasked with addressing these various audiences with insightful, honest answers from an industry rising from the ground up. It’s the start of a communicative relationship between consumer and purveyor—and like any relationship, it needs to be built on trust.
Educate the public
From decades of social taboo to scenes from the government-produced Reefer Madness, cannabis use comes with generations of misinformation and historical baggage.
The 2024 reality? Attitudes about cannabis are changing, and legal cannabis is one thing Americans agree on—perhaps more than anything else. Stigmas are breaking down, and it’s clear to us education is the differentiator and will be key in continuing to bridge the gap between misperception and objective reality. By positioning our clients as cannabis educators and advocates for change, we are creating true leaders in this space who are poised to change the narrative for good.
It’s this education that will allow us to create a society in which cannabis is not simply tolerated, but appreciated for its myriad capabilities.
Assist (and educate) reporters
Journalists inform our days, impact our daily decisions, and serve as a messenger on the issues of the moment. Unfortunately, when it comes to cannabis, some still rely on old tropes to facilitate a changing discussion.
Once again, this illuminates the need for PR specialists to also be educators—for everyone. Yes, there are some reporters on the cannabis beat or taking a special interest in reporting on it, but most reporters we work with don’t have that luxury. A vast majority of journalists are now generalists, with no beat or specialization. While the onus is always on us to assist them in their work and be collaborative partners in their storytelling, we also have another opportunity: to provide informed guidance that can facilitate a greater understanding of a new topic.
And through their reporting, possibly change the public perception of a plant, its benefits, and its affiliated culture.
Stay current on industry news and the regulatory landscape
Keeping informed on current events and evolving regulations in the cannabis space is fundamental in our commitment to education and transparency, helping us anticipate industry trends and craft communications that are precise, credible, and compliant. By staying informed on the legal and regulatory changes in cannabis messaging, we can identify and mitigate potential risks and safeguard both our clients’ interests and reputation, thus reaffirming our position as trusted advisors.
It also helps us see potential issues before they arise, or seize opportunities for positive exposure.
As New York’s cannabis landscape evolves, so too does our role in shaping its narrative. Our dedication to this growing industry has provided us with a level of expertise that we believe positions us to drive meaningful change. And with every story, a more inclusive and informed discourse surrounding cannabis in our communities.
You searched for new era cap – Page 18 of 31 – The Martin Group
Technology can move quickly, and change dramatically, over the course of a career. When Courtney Jeffries graduated from the University of Washington in 2004, social media wasn’t even part of the conversation for most sports organizations. Building on her own curiosity toward emerging business trends and her resume of experience – including VP of Business Operations for the New York Rangers – she now serves as CEO of VRTL, a digital platform that is easily scalable to connect brands, teams, and fans around the world in creative and meaningful ways.
The following conversation is edited for space and clarity:
Walk me through your company and the cutting-edge ideas that VRTL is bringing to sports marketing, sponsorship, and fans.
VRTL is changing how brands connect with their global fan base. As of late, there’s an over-indexing of focus on putting butts in seats – for selling tickets and driving fans to games, concerts, or events. We’re not going to suggest there isn’t value in that, but it greatly limits exposure to the majority of your fan base. Part of that is because there aren’t any tools to meaningfully engage fans globally.
Social media is really a content distribution channel at this point. There aren’t fan engagement platforms flexible enough for an entire brand to execute across the whole consumer funnel. We set out to build a platform that trends on behaviors we recognize as best practices – things like live autograph sessions, panel discussions, community group experiences – and deliver them on a platform that gives a brand ultimate flexibility.
Traditionally, you might have a basic standard 8×10 table and pipe-and-drape, in-person meet and greet. That’s the way it’s always been done – and that’s the challenge. There are legacy best practices that don’t account for new technologies. We’re trying to be that technology at the intersection of best practice engagement and fan base. It sounds very altruistic because sporting events are becoming less and less economical for many fans to attend live. But really, brands are leaving money on the table. If you’re not properly executing against your business model for the global fan base, you are leaving the lifetime value of most of your fans on the table while also failing to generate future fans since the people who can physically get there are only a small piece of the pie.
How would you describe the current climate for women in leadership positions in the sports industry? And how’s that changed over your career?
It’s better than when I started. I had the benefit of working for the Oakland Raiders in the early 2000s under Amy Trask. She was very rare in her field as a CEO leading a sports team. So, it has absolutely improved in the sense that you can look around and see other female executives, not only in C-Suite positions but also in presidential roles. Even the Raiders have carried on the legacy with their new president, Sandra Douglass Morgan. But we’re still not where we could be.
What’s encouraging is the greater female representation in revenue-generating roles, as opposed to the typical assumption of women in marketing or customer service roles. These are real strategic business development and business intelligence roles, which is encouraging, but we have a long way to go.
I certainly benefited from the generation that came before me and I’m grateful for those female executives who changed how things were done. I think the landscape now lends itself to including more females at the top levels. It doesn’t feel like, “Hey, there’s only one seat here. So, it’s going to be me.” I’m not going to call it female-on-female hate in the office, but there was something to be said for feeling that this was my spot and I want to make sure I don’t lose it. I think that’s changed quite a bit. It’s no longer about having a woman in the room for the sake of checking a box. It’s having people with experience, who have demonstrated loyalty, and who are trying to bring innovation to the company. We can make more space for women in the room.
Starting with the Raiders and then with the New York Rangers and MSG, what are some of the things that you learned from those experiences that you carried into your own company?
I really undervalued the power of diplomacy; I didn’t really have it. I have to work very hard at being diplomatic. That’s not because it’s not the right thing to do, but I just see a clear path and want to say let’s go do it. What I learned along the way is leveraging graceful and effective diplomacy makes things go so much quicker.
I played softball in college, and I played for some baseball players who explained to me they were trying to put together a winning hand. That doesn’t necessarily mean they’re going to have face cards every time. A winning hand can be made up of a mix of cards. It’s your job as a leader to put together a winning hand with what you have. So, diplomacy isn’t “rah-rah” and “you’ve got to be better than what you have.” It’s more like, “I know that you’re gonna give me X amount. I need to make sure that I get all of that. And I’m going to put that into this into this larger machine and make the whole thing work.”
That was a huge skill set I learned andI think it’s really shaped how I lead a team. It makes room for different types of talent, and different types of experience. It makes it much more of a “we’re in this together” atmosphere as opposed to a table of cool kids or all alphas. It’s a collective effort that everybody can be proud of, which is important.
The more tactical things I learned are how different departments have overlapping goals and they aren’t necessarily congruent with the company’s goals. That can be driven by bonuses and different incentives, and that was a challenge for me to understand. Not everybody sees or wants to see the big picture. It goes back to diplomacy and how I’m going to get you on board.
Here’s a great example. At the time I worked for Madison Square Garden in the sports division, there were three different teams – the Knicks, the Rangers, and the Liberty. I was the vice president of retention for all three of them. It’s the same company, and yet all three teams within the same company had their own culture, style, and individual goals. Anybody who worked across all three units had to morph and adjust. If you’re not into that, it’s probably going to be a short tenure, so to speak.
I’m curious about the virtual experience for fans as it pertains specifically to fans of women’s sports.
Our platform creates a much more economical opportunity for teams to engage in any kind of activation. It allows for repeat, serialized, and constant engagement that you otherwise could not execute in person. So when it comes to sports that perhaps don’t have the deep pockets and funding that maybe an NFL team has, we become a very compelling solution for fan engagement that doesn’t sacrifice the event.
For us, and this is true across sports, it allows for a lot more creativity. If you are paying to present something in person, you are most likely relying on elements that you know will be successful, drive attendance, and yield the expected ROI based on the KPIs you have set for that event. Our platform allows for you to have that event because it’s not as expensive as hosting an in-person event. It’s a much more economical platform.
It’s fun to watch our clients push the boundaries. For example, we’ve launched an autograph experience with a mystery player. Would you do that in person? Maybe, but would you risk people not coming because they don’t know who is going to be there? That risk is dramatically mitigated when it comes to an online platform.
So, explain for a minute how autograph sessions work on a virtual platform.
It’s a very abstract concept until you experience it. If you were the celebrity on the platform, while we are video chatting, you would use a touchscreen device, such as an iPhone or iPad, and use a stylus to autograph a pre-selected, pre-loaded action shot. The fan on the other end, sees it coming through in real-time.
Not only that, but we can have the signature over a video clip as well, so it’s not just a static moment in time. We know that sports are very emotional and people remember moments. When Brandy Chastain scored the game-winning goal in the 1999 World Cup, that was a very real moment for me as a sports fan, particularly as a woman witnessing her raw reaction to such an exceptional play and her tearing off her jersey and sliding. That video clip could be autographed and I could now have that moment preserved with Brandy’s autograph on it.
From a consumer standpoint, it also seems to lower that barrier of entry to be a fan.
We’ve had 100 different countries represented on our platform. We’ve had our platform translated into nine different languages. We’ve had translators on the platform to facilitate a conversation on behalf of a player that doesn’t speak the same native language as the fans. It really is reducing the physical gap, all in the name of pulling those fans deeper into your consumer fan funnel. How can brands create opportunities that are representative of the brand not just featuring an athlete, but really pulling the curtain back and bringing fans behind the scenes? That drives more loyalty around the organization and creates generational fans.
For teams and brands trying to build that fan base, how do they turn memorable moments into something sustained?
There is a best practice playbook for fan engagement and the majority of those best practices are based around male-dominated sports – like the NFL and NBA. My recommendation would be to have those best practices, but to create your own best practices playbook, too. You want to follow a path that resonates with your fan base.
An example is there used to be this derogatory motto in women’s sports apparel, “shrink it and pink it.” You take the same men’s shirt, make it smaller, and then just put pink and rhinestones on it. Alyssa Milano changed the game after she basically said she didn’t want to wear that. She created her own line of sports fan wear (Touch by Alyssa Milano) and did a great job of changing fan engagement.
What’s your advice to young women who want to work in the sports world?
I typically dispense three pieces of advice. The first one is that you need to understand in a sports organization there are revenue-generating roles and the rest is overhead. So, if you can figure out how to get into a position that is a revenue-generating role, you’re paying for yourself. You’re extending your lifetime at that organization. It also allows you to infiltrate and understand more about the organization to determine which direction you want your career path to go. That doesn’t mean you have to stay in sales. I’m not suggesting a lifetime of indentured servitude inside a sales room, but it does allow you to get your foot in the door. And sales skills are transferable; use that as a springboard to explore the rest of the organization.
The second piece of advice I usually offer to young people is that your job probably doesn’t exist yet. When I worked for the Oakland Raiders, there was no Twitter. There was no strong engagement on social media. There was Facebook, but nobody really understood how to make that into a sports tool. Today, you wouldn’t think of launching any brand without a social media manager or maybe even a social media director, who oversees that entirely. That’s a big deal to consider how these technologies can progress. Understand that the more flexible or transferable your skill sets are will probably tee you up to take advantage of those new jobs and those new positions.
The third thing I would say is to constantly be curious about things. It goes back to what we were saying about falling into old-school best practices – by staying curious and engaged with new trends, you’re going to be ahead of the game when it comes to what is the next job that might come into play. You can start asking how you can create an opportunity for yourself based on the importance of this new trend.
One last thing – if there’s a position that you have in mind that somebody has, and you think, “that’s my dream job”, see if you can get in front of those people and find out what jobs they said yes to and why they said yes to them, as well as what jobs they said no to. It doesn’t mean that’s the exact path you have to follow, but it’s going to help you navigate the opportunities that might be put in front of you. If somebody has this role that you’re into, and that’s the direction you want to take, find out how they got there and start piecing together your path. That doesn’t mean you have to take it, or that it’s the only way to get there, but it can help take some of the guesswork out of where to start. You want to learn from somebody else’s mistakes.
And by the way, I’m happy to be one of those people. If you’d like to talk to me, hit me up. Other people helped me understand the path to take. I’m happy to pass it on.
You searched for new era cap – Page 18 of 31 – The Martin Group
With decades of creative and entrepreneurial experience, Lauren helps counsel The Martin Group and our clients regarding various growth and new business opportunities. The former owner of an award-winning, boutique design firm, she offers an unparalleled enthusiasm and dedication to delivering for both clients and the many communities our agency serves. Active outside of the office, Lauren is involved with several leadership and civic organizations, including the Forum for Executive Women of the Capital Region (FEW) and the “50 Group” of Albany-area business leaders.
You searched for new era cap – Page 18 of 31 – The Martin Group
Another big game is in the books, and we’ve seen plenty of day-after assessments of the ads interspersed throughout on-field action (and suite shots of Taylor Swift).
But how many of these analysts took THREE WHOLE WEEKS to let these ads re-air, worm their way into the public consciousness, and age in a way that could elicit more well-rounded critique?
We here at The Martin Group decided that, this year, we’d take our time (see: procrastinate) and, for our agency’s most complete analysis, eschew the typical hot-take breakdown. Instead, I tabbed the expertise of Creative Director Frank Conjerti, made him drive through a snowstorm to Spot Coffee in North Buffalo, and settled in for a casual assignment of awards for this year’s cavalcade of hilarious and heartwarming ads.
Against the backdrop of one of the Queen City’s favorite caffeine purveyors—and over a small coffee and whatever fancy drink Frank ordered—here’s what we came up with.
Best Retread of an Old Campaign – E-Trade
Babies talking finance is always hilarious. The ad minds working with E-Trade/Morgan Stanley know this, so they dusted off this concept which first debuted in 2008, inserted the modern competitive craze of pickleball (aka whiffle tennis), and delivered a 30-second spot that was both nostalgic and new.
Frank says: “It was well-written and played off the popularity of pickleball—but most importantly, babies are funny. It’s such a simple joke, but one that still works so well.”
Worst Retread of an Old Campaign – Robert F. Kennedy, Jr. for President
Borrowing campaign concepts from 15 years ago for a crowd of growing millennials? Sure. Reworking a campaign commercial and jingle from nearly 65 years ago that ignores this sought-after demo, all while alienating your famous family to connect with a narrow slice of the American voters? Wasteful—and not that creative.
Frank says: “[The concept was] just a very old reference for a wide-ranging demo. If I didn’t watch Mad Men, then I wouldn’t have recognized it at all.”
Best Mistreatment of Cartoon Characters – Paramount +
This year’s ads were certainly not bereft of live-action celebrities. But football-shaped cartoon characters intermingling with starship captains and leggy cops, all while backed by the faux-inspirational bombast of Scott Stapp? Paramount+ went the extra mile to show off their streaming wares—and lodge Creed’s “Higher” in ears across the globe.
Frank says: “Hilarious and kept my attention, all while highlighting characters from content that I didn’t know they had—like Hey, Arnold and Reno 911.”
Best Use of Celebrity Surname – CeraVe and Michael Cera
Many of the most effective ad ideas aren’t very complicated. Sometimes, they’re right in the product name—as long as that name is the same as a popular actor’s surname. CeraVe skin cream saw this opportunity via the Arrested Development and Superbad star, and with Cera at the helm, carried it through for hilarious results.
Frank says: “It was a one-note concept, but the way they structured it—how they had him so confident in the idea, and how he seemed so in on the gag—made it work.”
Best Use of a Rocky Alum – Skechers
In one corner was Carl Weathers, the Balboa foe-turned-friend from the film series’ first four installments, joining with former NFL tight end Rob Gronkowski for FanDuel. In the other, Rocky III’s Clubber Lange, Mr. T, sliding into a pair of Skechers. All due respect to the recently deceased Weathers, but merging the mohawked T with the shoe brand’s concept fit perfectly.
Frank says: “I wish they would’ve spent more time setting it up, but it was a clever way to address the perceived misspelling of their name—and sell plenty of slip-ons in the process.”
Best Reunion for the Under-40 Set – Mountain Dew
To push their turbo-charged soda to the most cherished ad demo, Mountain Dew called on one of the most beloved comedies of the late-aughts (Parks and Recreation) and its two most delightfully cantankerous character actors, Aubrey Plaza and Nick Offerman. The result: Solid reunion—and plenty of dry sarcasm.
Frank says: “It was funny and well-executed. Both picked up their popular, deadpan characters and played them against the message [of “having a blast”] perfectly.”
Best Reunion for the Over-40 Set – State Farm
Could State Farm have produced a series of ads around guest pitchman’s Arnold Schwarzenegger’s inability to pronounce the word “neighbor”? Sure. Most of 1990’s Kindergarten Cop was built on this gag. But instead, the insurance giant turned Arnold’s accent into an opportunity for an onscreen reunion no one knew they needed—much to the delight of ‘80s film fans who did.
Frank says: “[The Twins reunion] made that spot. Plus, as a rule, Danny DeVito is awesome in anything.”
Best Flip of Stereotype to Strength – Kawasaki
Close your eyes and envision a gang of dudes on all-terrain vehicles (ATV). What do you see—and more importantly, does this vision accurately depict reality? Maybe, maybe not. But this year, the ad minds behind the Kawasaki brand decided to lean into the hirsute generalizations of their clientele, connect it to their product, and have plenty of fun while doing it.
Frank says: “It was lighthearted enough to not make fun of their target audience, all while bringing that same audience in on the joke.”
Best Brand-for-Brand Exchange – Verizon and Beyoncé
One needed to communicate the strength of its 5G network. The other needed to remind those outside the Beyhive of her prominence—and tease an unexpected country twist to her ever-evolving brand. Both got what they wanted, all within an ad that sent people to their phones to decipher a global icon’s next move.
Frank says: “It worked as a nice bit of codependency. Each brand was able to help each other’s cause, but within the construct that was entertaining and equally beneficial to both.”
Best Break from Celebs and Stupidity – Dove
This year’s majority of in-game ads employed a formula comprised of comedy + celebrities = success. Most brands veered away from heavy material, but that may be because emotionally connecting with viewers is no easy task. Dove just makes it look that way, with imagery and messaging that’s consistently impactful amid the jokes and star cameos of its ad contemporaries.
Frank says: “So few ads were serious because it’s so hard to walk that line between poignancy and preachy. Dove does it well, highlighting universal themes we can all get behind.”
Best Use of Suits – Elf
How is a cancelled cable comedy (off the air since 2019) now so popular that its cast members were featured in not one, but two Super Bowl ads? Ask a Meghan Markle fan. But even without her involvement, Suits cast members Gina Torres, Sarah Rafferty, and Rick Hoffman (Elf) joined Patrick J. Adams and Gabriel Macht (T-Mobile) to rep the re-run fave, all while hawking make-up and cell service.
Frank says: “I don’t understand the popularity of Suits, but guess I’m in the minority. Its stars resonate with viewers, so tapping them for these two spots was a smart move.”
Want to learn more about The Martin Group’s diverse array of work in the ad world? Click here.
You searched for new era cap – Page 18 of 31 – The Martin Group
Sometimes, our food acts as boring, necessary fuel to keep us upright, cognitive, and moving forward. It’s not exciting or adventurous; it’s utilitarian, with meals void of the creativity necessary to make it into something special.
But not always. Thankfully.
With its myriad flavors and infinite possibilities, food can be a source of excitement, entertainment, or genuine salvation, with tastes that can wrestle us from the grips of despair. Sounds dramatic, but have you ever had a meal that turned around your day or implanted the deepest sense of satisfaction in your soul (or stomach)? This is its power, and every year, culinary professionals and home chefs alike are eager to find new ways to vary the impact of mere morsels.
This year is no different. New trends abound, ready to expand menu possibilities—and provide regular escape from our bland oatmeal and sad turkey sandwiches. Compiled by our in-house research team, here are some of the food trends we’re watching in 2024.
Down on the (urban) farm
In many areas of the U.S., urban neighborhoods—once dotted with corner grocers or pop-up produce stands—have become food deserts with vital, nutritional sustenance absent from where it’s needed the most. Enter the trend of urban farming with residents and restauranteurs pursuing produce grown everywhere from community gardens to apartment building rooftops and cultivated in responsible, sustainable ways.
Escape to the islands
If entrée flavors can provide an escape from the daily grind, where better to be transported than to a beachfront table in the islands? Whether within traditional dishes and small plates or ones with exotic flair, ingredients like pineapple, passionfruit, and toasted coconut plan to imprint orders with a sought-after Caribbean vibe throughout the calendar year—and provide an edible paradise for awaiting 2024 tastebuds.
Fire up the (international) BBQ
Are Carolina, Kansas City, and Texas barbeque all still a must-taste? Of course—but this year, culinary dynamos will be looking to expand their grilling specialties to meet the needs of customers now accustomed to international tastes. According to the food trend-focused Cozymeal, spice profiles from the Middle East, Mediterranean, and South America will be on the rise, alongside an expansion of Korean and Thai BBQ favorites.
Tastes so retro
We’ve seen it with fashion, music, and film—so why not with food? Yes, what was once passe is now on-point (if people still say that) when it comes to culinary trends. FoodBytes’ annual breakdown notes that methods like in-house pickling, mini dessert plates, and cocktail throwbacks like the once-chic espresso martini have rejoined the chat and are bringing plenty of Generation X flavor to the Gen Z table. Can the return of pizza-flavored snacks or red ales be far behind? Stay tuned (and hungry).
Plant-based goes mainstream—in a good way
According to a recent report from Nestle, 70%of the U.S. population now consumes plant-based foods, up from 66% in 2023. This is no longer a small percentage; this is most of American consumers, and they’re now familiar—and fans—of these options in all their creative iterations. (See: plant-based seafood.) And now that a “flexitarian” younger generation has joined an aging population eager to pursue a healthier diet, selections once earmarked for vegans and vegetarians are now for all—and growing more delicious by the day.
Want to learn more about The Martin Group’s work in the food and beverage industry? Click here.
You searched for new era cap – Page 18 of 31 – The Martin Group
Imagine you’re the captain of a massive ship. You wouldn’t wait for a storm to hit before figuring out where your life jackets are, right? Or if there are enough for everyone on board?
Being ready was the key idea behind a recent disaster preparedness exercise The Martin Group facilitated with National Fuel, Western New York’s leading energy supplier of natural gas. The company knows that the unthinkable is possible in the high-stakes industry and could impact millions of people, which is why they conduct yearly crisis simulations for their team.
According to PwC’s 2023 Global Crisis and Resilience Survey, 96% of organizations have experienced a crisis in the past two years, and most report experiencing at least one disruption other than the pandemic. According to this same report, three-quarters of the nearly 2,000 business leaders surveyed say that disruptions have had a significant negative impact on their operations. And unfortunately, business leaders overestimate their preparedness for disruption.
But if crisis comes knocking, National Fuel has every intention of being ready. They took this annual exercise to the next level, enlisting The Martin Group’s public relations, public affairs and crisis management experts to conduct specialized and immersive corporate training. With a narrator driving the minute-by-minute updates that included internal and external forces, this carefully choregraphed exercise simulated a hypothetical scenario – a pipeline explosion.
Crafting a realistic simulation
Our team worked with National Fuel’s corporate communications, safety and security ring leads for months to design the simulation for 50 of National Fuel’s key players across all operations. The room was buzzing with everyone from the company CEO to various key executives and department leaders as we tested their nerve, decision-making skills and ability to collaborate under extreme circumstances. The exercise incorporated elements such as time pressure, uncertainty and the need for decisive action. This lifelike scenario challenged the leadership team’s ability to respond and created an environment where the stakes felt real, eliciting authentic reactions and revealing areas for improvement.
Leadership under pressure
The immersive exercise unfolded in a simulated crisis command center where the group learned for the first time that they would need to navigate a pipeline explosion. With the clock ticking and challenges escalating, they were tasked with making quick decisions on everything from emergency response to communicating with stakeholders and allocating resources. The intensity of the exercise put their crisis management protocols to the ultimate test, revealing strengths and weaknesses with their existing disaster plans.
Fostering collaborative decision-making
Crisis management is a team sport. When dealing with something serious, you need all hands-on deck, and this immersive exercise forced departments to break down silos and work together. The experience emphasized the importance of collaboration and will serve these teams well in any real-world challenges they face.
Effective communication in crisis management
In a simulation like this where there are so many affected groups, effective communication is a must. The simulation placed a spotlight on National Fuel’s communication strategies, testing their ability to deliver clear, timely and transparent messages to internal and external stakeholders and the media. Effective communication goes a long way in maintaining stakeholder trust and protecting reputation. This emphasis on communication excellence was a critical component not just for the company’s corporate communications team but every department and provided valuable insights into enhancing team protocols for the future in a potential real-world event.
Learning from the Experience
A comprehensive debrief is currently underway at National Fuel, which will allow company leadership to reflect on what worked, what didn’t and how to evolve their existing crisis management protocols. The lessons learned will be integrated into National Fuel’s broader crisis management plan and strategy, ensuring that the organization is ready to respond effectively.
Our biggest takeaway from this and other scenarios we’ve planned – speed and communication are key, and those factors alone can determine success or failure.
In the high-stakes industry in which National Fuel operates, being prepared for the worst isn’t just a safety net – it’s a strategic move. National Fuel’s willingness to face the unexpected head-on is a testament to their self-awareness and forward-thinking leadership.
