May 27, 2008
Sydney, Australia--Adam and Beryt Nisenson, co-owners of Active Imagination, were invited to present at the Sport is Fantastic International Conference held in Australia May 27-28, 2008.
The Sport is Fantastic Conference brings together leaders in the sports marketing field and facilitates the sharing of best practices. Held annually, the conference aims to inspire its attendees to explore different approaches to sports marketing and open themselves to new strategic thinking.
Adam and Beryt delivered a break-out session titled “Unleashing the Power of Story Telling To Win Fan Loyalty and Build Brand Value” which focused on the importance of branding and how to use storytelling to build fan loyalty. The presentation explored the importance of using stories to make a deeper connection with fans, engaging them on a level where a team’s wins and losses are not necessarily the only important thing.
As a marketing firm specializing in sports branding and sponsorship activation, Adam and Beryt have extensive experience in the sports field. Active Imagination has worked with several professional sports teams and sponsors including the Houston Astros, NBC Sports, Seattle Seahawks, Houston Texans and Reliant Energy. The presentation encouraged audience participation and highlighted the “Steps to Storytelling” and how to effectively use stories in sports marketing.
Adam and Beryt drew on their firm’s proprietary BrandStory Process, which is employed to define a client’s unique brand identity. This process also is used to identify what drives your audience and how best to communicate it through a sports sponsorship.
“We really enjoyed presenting, as well as attending the other sessions. The key note speakers were impressive and the break out sessions created an intimate learning environment, which is hard to find at conferences,” said Beryt.
In addition to the break-out presentation, Beryt was the moderator for two panel discussions during the conference: Will you still love me when you are 64-Making sure members stay members and Generation Y. The first panel focused on keeping season ticket holders interested year after year and explored the challenges experienced by marketing professionals around the world.
“They kept me on my toes,” said Beryt. “It was really interesting to the see the similarities that sports marketing departments in different countries face when it comes to maintaining relationships with their members (season ticket holders).”
Adam was a panelist during the Generation Y discussion and shared his experience of developing marketing materials for the Dew Action Sports Tour and making a connection with members of Generation Y, the Tour’s target market.
“I was able to share my experiences, but the best part was learning from what others in the field had done to market to Generation Y,” said Adam. “It is difficult, as marketers, to find new ways to keep the attention of Generation Y beyond simply a fad stage. “
