What a busy year it’s been for the hps group Masterclass programme. With nine morning-long sessions focusing on topics ranging from social media to future marketing trends, we passed on more nuggets of gold than a Hatton Garden jewellers.
Highlights included the ‘Brand Partnership’ session when we took over Bounce Ping Pong Club in Holborn Circus to bat around some interesting thoughts on the evolution of sponsorship. The impressive array of guest speakers included Chris Murray, Head of Marketing at Williams Formula 1, Matt Leopold of British Gas and Usama Al Qassab, PlayStation’s European Head of Marketing.
Hosted by hps Jardine, who have a long track record of delivering successful brand partnerships for clients like Camel, Land Rover, Nissan, PlayStation and Petronas, we explored the importance of meaningful two-way partnerships between a brand and rights holder (brands in their own right).
Next, field marketing specialists, hps Retail7, took the lid off the ever-changing retail environment in our next Masterclass, ‘Retail Uncovered’. Our presenters examined the evolving role of the store and explained why it’s now more important than ever in today’s shopper journey. We also highlighted how evolving technologies are generating data that can lead to killer insights for any retail business.
Things took a darker turn with the ‘Video Voodoo’ Masterclass hosted at the Groucho Club in Soho by our animation and graphics motion specialists, Breakfast of Champions. The session gave attendees good reason to plan a video marketing strategy rather than dropping money on ad hoc projects. We also talked about controlling an organisation’s branded environment and how best to promote video content.
Research and insight specialists, hps MM-Eye took to the stage a month later to consider how we can set about ‘Improving customer journeys with insight’. The starting point for discussions was an interesting delivery gap: 80% of brands claim to offer superior experience, whereas consumers say that only 8% of companies deliver on this.
More data has been collected in the last two years than in the history of civilisation and, before investing in expensive new research, attendees were encouraged to check that they were making the most of all the data already sitting within their organisations.
2018 masterclass programme
Next year promises to be even more enlightening for hps Masterclass attendees with a newly-refined programme to look forward to. Topics to be covered include:
Knowledge, as they say, is power, and we invite you to use our free-of-charge Masterclasses to help turbocharge your marketing expertise to the next level. For full details of our 2018 programme and how to attend, please click below.
ARTICLE BY EMMA FISHER
A passionate marketing prof, trend and innovation watcher, Associate Director @TheHPSGroup, oh and my best job, a Mum. Love life, fam, fitness and sausages (the dog variety)