Matt Salandra on LinkedIn: Topgolf signs eight-year deal with Pepsi for pouring rights at domestic… (2024)

📊 Data-driven decision-making is critical for successful brand partnerships.If you couldn't make our Brandweek panel today, here are 4 takeaways, you don't want to miss!-Clear Objectives are Key: In large partnerships, clarity in objectives is crucial for both sides. Transparent goal-setting is essential for measuring success effectively.-Data Drives Partnerships: Data and measurement depth are vital for brands entering marquee partnerships. The example of BMO's excitement to work with Los Angeles Football Club (LAFC) due to data showcases this.-Leverage IP: Marquee sports partnerships go beyond stadium signage. Brands should maximize the use of Intellectual Property (IP) for maximum impact. 🥊-Conversion from Awareness to Consideration: Generating billions of impressions is one thing, but the real focus should be on converting even a small percentage of those impressions into brand recall and consideration, as discussed by Katrina Palanca & Katie Keating from & FrostData can be overwhelming. Learn more about defining your partnership objectives before diving into data intelligence here. >>https://bit.ly/3AhbQh0

“Hard working” doesn’t have to be a euphemism for “Boring”. Being in-house for the past 3 years, after spending the previous 15 at external agencies, has been a masterclass in understanding actual business needs.I’ve gotten to see what’s most important to marketers, and how to do creative work that serves those goals first and foremost.Having learned all that I’ve learned at PepsiCo – seeing our PopCorners “Break Into Something Good” campaign recognized by the #Effie Awards as one of the most effective and transformational pieces of work of the year is a really special achievement.It’s proof that outstanding creativity that’s also been recognized by shows focused mainly on concept and craft (like Cannes, Clios, The One Show and ADC) can also have a very real impact on the success of a brand and the bottom line.If you’ll be at the event in NY and want to talk about the NBA Playoffs, hit me up. Special thanks to Christie Clark and Dan Sipes for taking on the bulk of the entry process for this, which is not for the faint of heart.And the rest of the team Katheryn Renfroe Sadie Caparelli Melody Macaluso Rhasheda Boyd Chris Bellinger Brett O'Brien Joanna Stubbins Sara Cusumano Mylena Sordelli Lauren Kozar Dan Cohen Dan Watson Christjan Jordan Jake Swartz INTERROGATE INC The Den Editorial Ketchum JSM Music Joel Simon#effie #awards #popcorners #breakingbad #campaign #creative #effectiveness #advertising #inhouse #marketing #craft #entertainment #brand #brandbuilding #creativity

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I've spent the last 12+ years helping mega sports brands build and grow fans.But this last year has reinforced one key thing... This past year has taken me from working with just sports teams and leagues to businesses of all kinds. From working with hospitality service companies, logistics and supply chain tech companies, CPG brands, even restaurants...At its core, fandom is about people serving people. If you boil it down to core first principles...You can apply the knowledge to any business in any industry.

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In a world of brands, how do you make yours stand out? Molson, the new sponsor for the Professional Women's Hockey League, is sponsoring the space above the PWHL’s shirt numbers, which is usually covered by the player’s hair.This is how Molson launched the “See My Name” campaign to kick off a multi-year partnership with PWHL. 🏒 By putting Molson’s logo to the top, and moving the names below the number, it’ll be now easier for fans to identify the players, even though it makes it harder to see Molson’s.However, most people will automatically look there first. That’s what you call a clever marketing strategy! 🎯 #SeeMyName #Innovation #marketing

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Love this announcement 👏🏻Recently, I posted about - and applauded - Delta Air Lines’s hiring of a C-Suite executive from outside the airline industry ✈️ Now, let’s applaud Taco Bell for elevating one of its own to CEO - why?1️⃣ We need more diverse leaders at the helm of global organizations 👨🏾2️⃣ It’s about time brand owners got their moment in the spotlight ✨ In 2020, Spencer Stuart’s CEO Life Cycle research found that over the past 20 years 85% of S&P 500 CEOs come from four roles: CFO, COO, Divisional CEO, and leapfrog leaders. 👨🏼💼In fact, at the time of research, 9% of promoted CEOs had previously served as a CFO - twice as many as in 2000. 💵 Certainly being business savvy and having a firm grasp of the numbers is a critical skillset of successful CEOs…… but the CEO also has to be the number one evangelist of your vision, mission, and values across all internal functions of the company and for all external audiences 📣 Who better than a brand owner to be the top dog? 🐶 Brand owners:✅ Know your market✅ Understand your customers✅ Collaborate cross-functionally ✅ Inspire other employees✅ Impact your bottom line Besides, your brand is arguably one of the most important assets of a business …… so whoever is responsible for the brand, should be more than trustworthy to be responsible for everything else 🤷♀️#leadership #brandmatters #marketing

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KEEPER OF THE BRANDThere is no way to overstate the positive impact of Molson on my career, and even my personal life. I know there are many who can say the same.The first event of my marketing career was the opening of the Molson Amphitheatre. I went on to lead the PR for Molstar Sports and Entertainment, then to one of Molson’s agencies, then freelancer for Molson, was CMO of one of the many sport associations they sponsored and eventually worked for and ran agencies owned by a Mr. Molson. I estimate that in some way – Molson has been somehow linked to approximately 80% of my marketing career. In upcoming posts, Molson will be repeatedly mentioned. I couldn’t possibly cover all my amazing experiences and learnings from Molson – but two stand out: 1.I learned to to be the “keeper of the brand”. Something I am passionate about to this day, and work with organizations and individuals to understand the power of. Whether person, product or service, brand is an entity that needs to be cultivated and cared for – if you do, it’s a superpower.2.I learned hard work can be fun and fulfilling and give you something that can last a lifetime – friends. My “Molson Years” gave me something that I’ve come to realize a lot of people don't get from their career - true, long-lasting friends. From the many people I am privileged to call my pals to my very best friends, many are linked to Molson. Many of us met at a time when the beer industry (especially Molson) was leading in engaging brand marketing that took chances, delivered excitement, interrupted the norm and brought people together to have fun. From snowboard tours, to car and speed boat races, hockey and lacrosse games, the closing on Maple Leaf Gardens, the opening of the Molson Amphitheatre, football, Olympic games, Rivalry Trains, Wing Aways, Blind Dates, Best Seats in the House, Canada’s most exclusive and largest concerts and the very first Raptors game – we were there. We worked hard and we had a lot of fun. We learned about “team” and were all team players. And we forged friendships that have lasted decades. Cheers to Molson! Label-out everyone. #Keeperofthebrand#molson#collaboration#teamwork#brandmarketing

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Good to see a multinational chain understand that brand strategy is the catalyst by which customers understand, purchase and eventually come to rely on your product. Chose the right man for the job. #brand #strategy #tacobell #brandstrategy #brandstrategymatters

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🤝 SponsorUnited, a Stamford-based sports and entertainment intelligence platform, has hired Eric Mastalir as senior vice president of brand partnerships. This is a significant development for the company. Click the link below to find out more about this appointment.#BusinessNews #SponsorUnited #EricMastalir #BrandPartnerships #ManagementNews #CorporateNews #BusinessLeadership #PartnershipStrategy #BusinessStrategy #BrandStrategy

Sure... we were your Grandparents steakhouse. BUT I'm focused on being your Grandkids steakhouse. Our team worked with Lids on an apparel collaboration for NBA All-Star Game. This was the first time Lids has ever created an apparel collaboration with a restaurant. AND as a group, we crushed it.This was never a priority to drive revenue through this licensing deal. That said, when we had an initial conf call with Lids team, including their President Bob Durda, I immediately said "YES!" We looked at this as a huge marketing and PR opportunity for both iconic Indy organizations. Genius idea on their end!-> Culturally relevant event that skews young-> Supports NBA and community partners to drive visibility for this event-> IT was FUN and is generating a ton of earned media even prior to launch-> Authentic & on-brand! We could have hired models but preferred to feature our St. Elmo Steak House stewards. Marketing teams that are spending everything on transactional activities that only effect short term sales are playing checkers. Long-term brand building activities that build brand first and drive sales as a subsequent goal = chess.LET'S GO INDY!!!(No, I can't actually play chess)

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How many iconic products work together, within a single company’s portfolio? 👉 When 2 brands are self explanatory & make a great match (i.e are complementary) they could potentially gain from each others consumer base 👉 Bonus? Double impact for the same cost Often, multiple brands within a company’s portfolio is seen cracking big sponsorships, running sampling/freebie promotions together but hardly seem to come together in a communication campaign.Love PepsiCo’s simple, yet incredibly creative communication here, about 2 of their big brands - Pepsi and Lays. Wonder why this is so under leveraged 🤔#marketing #creativeadvertising

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