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Digital Sports Activations In The COVID Era And Beyond

Whistles blow (then are quickly sanitized), sneakers screech an ex-ballroom-parquet, and broadcasters emphatically argue a holding call from thousands of miles away, but sports are back.

As it has with many other industries, COVID has spurred innovation and creative problem solving this summer in the sports world, leading to the delivery of some atypical but surprisingly engaging broadcast demonstrations.  Just as in-game atmospheres have grown with the times (gone is the cigarette-smoke filled old Boston Garden where an NHL player once beat a fan with his own shoe), so too must the elements of broadcast.  And while look and feel may be different, the canvas for marketers to engage with fans and generate value for brands is now more expansive than ever.

A Jumping Off Point

Professional leagues around the world have done everything in their power to prevent their products from appearing lonely and silent - most leaning into digital enhancements.  When the Premier League returned in May, producers borrowed audio stems from the FIFA video game to add crowd noise to make broadcasts feel more natural (and drown out mouthy players). A few months later the NBA followed with an even bolder auditory demonstration and virtual fans lining the (branded) courtside.  The MLB is serving digital display ads in foul territory and even the pitcher’s mound.  And the NHL has filled its two bubble arenas with “mega screens” meticulously developed to serve an immersive visual experience with 12 new camera angles (NHL).  These new opportunities will only offer more creativity in the space, which has already seen its fair share of genius.

Why Should Advertisers Get in the Game?

AMP published an article in May postulating about what the COVID sports solutions would look like and raising the question of whether $2.5B in lost ad dollars could be saved in a condensed fall slate.  While we don’t yet have an answer, brands, properties, and talent alike have reached into their respective bags of tricks to try and make the most of the circumstances.  But what makes the sports world such a valuable platform for advertisers?  The answer is quite simple: a captive audience.  In the "olden times" four TV stations with a few hit shows dominated the airwaves.  Viewers needed to be in their seats at 8pm sharp, millions locked into their favorite program at the same time guffawing at Marcia Brady.  A marketer’s dream.  Today’s content consumer, however, is able to tune in and out of a Pandora's box of entertainment options, flying through ads on their favorite pre-recorded sitcom, and deftly transitioning from Hulu show to Twitter video during an ad break.

Sports are considered to be a last bastion of the engaged, connected viewer.  These events must be watched live, else one risks water cooler ostracization.  The connection between viewer and  competition also creates an especially powerful association with partners and sponsors who share the screen with a fan’s favorite players and teams.

Furthermore, sports highlights are gluttonously consumed long after a game’s result is known.  This is especially true as more leagues allow their content to be freely shared on YouTube and Instagram in an effort to make their products more accessible to an interconnected global audience. The benefit to marketers is not immaterial, as stadium display assets, logos, and broadcast clips will likely serve millions of additional impressions after the final whistle.

Making The Most of Playing Time

Smart digital players can find a multitude of ROI opportunities across the sports industry value chain -- A fan watching Tuesday night's game will likely be simultaneously following along the conversation on twitter, bleacher report, and fantasy sports apps.  74% of fans under 35 watch sports on a smart device and 66% use mobile apps to supplement gameplay with additional content according to Immersiv.  These individuals are engrossed in a vast ecosystem of fandom, and marketers can add immense value to brands and customers alike when they can seamlessly offer relevant content and facilitate relationships across these platforms.  According to research from Cap Gemini, 70% of fans say emerging technologies have enhanced their overall viewing experience and 92% say if they enjoyed their tech experience, they would spend more on online subscriptions. Brands that embrace this digital transformation will create economic benefits and acquire high LTV consumers while powering a new chapter of fandom.

These multi-device aficionados are the future of sports/entertainment consumption: introducing a “second screen” creates more dynamic broadcast opportunities and enlightens new formats and fan interactions that blur the line between advertising and content. Data points towards a desire for new types of engagement as well -- Tech Radar research indicates that four out of five consumers expect their sports streaming platform to offer “different” ad experiences.  Advertisers have begun to find native opportunities in the “Last 5 Minutes Presented by Rocket Mortgage” or “Free Throws sponsored by Alaska Airlines” (a logo & broadcast deal with the WNBA’s Seattle Storm that will also donate one million airline miles to the “Free Throws for the Future” program benefitting various youth organizations), but there is a blue ocean of non-disruptive creative activations.  When messages are integrated into the broadcast and serve to present, rather than interrupt, brands are able to avoid such negative correlations, and even embed themselves into the popular culture lexicon.  Sports viewers also understand the financial importance of advertising to their favorite clubs, and the positive correlation these deals (both broadcast and sponsorship) have with their team’s ability to pay the most talented players. 

Increasingly, sports gambling plays a part in the viewing experience, which only enhances the need to see every second live.  These activities also shorten the psychological distance between sporting event and commercial transaction, and thus purchase intent -- this may open the door even more for brands to tie in offers natively to the vast ecosystem of a sports fan’s content consumption.

Because of this inherent value to sports marketing, the vertical has been a hub of digital invention for years and is now entering a new era thanks to advancements in technology and a rapidly changing entertainment environment.  The best of such concoctions, whether they be from brands, teams, or leagues put user experience first and allow personalization and control for every fan’s unique preferences.  More connected, fluid viewer engagement can only lead to better leads and customer relationships for sponsorships and advertisers, creating a space where incentives are aligned to make fandom ever more exciting. 

Best In Show

Here are 4 cases from the past decade that showcase exemplary digital marketing activations in sports, and some postulation of what we can learn from these efforts.

Burger King & Stevenage FC

fifa BK

https://www.sportbible.com/australia/football-gaming-news-burger-kings-genius-marketing-strategy-to-team-up-with-stevenage-20200924

On Saturday evenings, Broadhall Way lights up for 2,700 supporters to watch Stevenage Football Club play League 2 football.  Nestled into the borough of Hertfordshire 29 miles north of London, the team currently sits a respectable 5th in the table, and would be largely unknown to the general population had it not been for a prescient $50,000 shirt sponsorship investment from Burger King in 2019.   Why would a brand invest (admittedly frugally compared to Fly Emirates $70M deal with Real Madrid) in such a property?  For digital marketing purposes of course.  Knowing their logo could be served to many more if gamers in the much anticipated FIFA 20 release chose to play as Stevenage, Burger King devised a campaign to invigorate a sizeable portion of the 10 million FIFA 2020 players to choose to compete with the club: The #StevenageChallenge was born, a promotion in which gamers unlocked special Burger King deals & prizes, such as “A Nutmeg for Nuggets,” when they shared highlights of their goals using the club on Twitter. 

The effort became a viral sensation as bloggers and casual gamers alike delighted in “vundergoals” from their new unlikely heroes.  During the week-long campaign over 25,000 goals were shared, the club became the most used team in Career Mode and on Twitch (serving exponentially more impressions), and for the first time in club history, team shirts sold out (The Sun).  This activation showcases the mutually beneficial relationship brands and sports properties can have.

Matisse Thybulle – Brand Building Through Content

The 3 and D specialist from Philly was a rookie on the court, but a clear veteran of digital media off of it.  His masterfully edited YouTube series on life in the NBA bubble was an instantaneous viral success.  Thybulle’s videos invited viewers to an intimate behind-the-scenes of NBA life in Disney World, and profoundly catalogued many of the invaluable discussions happening around the NBA’s continued support in the fight for racial justice.  Matisse was the MC of the NBA world to millions who tuned into his channel to experience a season unlike any other.  This position grew his brand immensely (although he had already begun to turn heads as a Tik-Tok extraordinaire), landing him a (distanced) interview on Jimmy Kimmel, and setting up a new series of videos about life away from the team during the off-season. 

Matisse is an incredibly gifted natural storyteller and videographer, but athletes everywhere can, and have taken note (see copycats in the NHL and elsewhere in the NBA) of how to use these platforms and their positions as community leaders to share their experiences and raise awareness about important issues.

MLB Road to The Show

ampagency_work_mlb_desktop_image07In 2013 AMP Agency supported Playstation’s effort to own Opening Day.  The campaign began months before the season opener, however, with a simulated season, projections, and highlights to spur debate among ultra fan "seam-heads” about BABIP regression and wRC+.  Geotargeted "hype" videos for each team, powered by the game's graphics engine, gave fans the opportunity to share highlights before a single pitch was thrown, and a real-time content studio during Opening Day games distributed celebration footage for the victors to share and bask in. The activation culminated in the creation of lifelike digital baseball cards for influencers on Vine which were shared out the next day to command attention and expand the network of impressions after the games.

Unibet Live Odds and Match Insights

Unibet

Sports fans are some of the most knowledgeable data junkies out there.  Ever since “Moneyball” led to the proliferation of quantifiable performance metrics, major sports leagues and teams have invested heavily in real-time movement data collection, not just for teams to make personnel decisions, but to share with interested fans via broadcasts and beyond, in no small part due to the potential gambling applications.  Message boards are filled with spreadsheets painstakingly created to analyze exit velocity patterns or player impact estimates, and fans happily spend hours consuming such investigations to base their wagers on. 

Unibet taps into this knowledge-seeking endeavor by using display advertising that engages in a real-time data conversation with the customer.  Especially with sports gambling, the odd data anomaly and hint at arbitrage spawns an instantaneous interest.  A simple click thru to Unibet’s Match Insights widget then presents access to an entire sports data suite, a persuasive tool to convert this user into a new Unibet customer.

Orlando Magic App

Orlando Magic

Even in the pre-COVID era, sunny Orlando was also a hub for the NBA’s inventive digital capacities.  In 2014 the Magic launched the Fast Break Pass (a tiered monthly ticketing subscription program as opposed to single game/season ticket packages) along with an advanced mobile app developed by VenueNext that gave fans more choice and personalization than ever before. 

Through the app, individuals can upgrade their seats in-game, use location tracking to receive turn-for-turn directions within the stadium, order in-seat concessions, and convert unused tickets into “Magic Money” for concessions, merchandise, and even parking.  A whopping 90% of season ticket holders use features of the app, which allows the team to personalize communications and distribute demographically relevant and timely offers to each of these valuable fans.  That platform is also a meaningful advertising platform and drove $500k in ad sales in 2016 to FanDuel and Sun Pass (Florida’s prepaid toll program). 

This model is also used by the NFL’s San Francisco 49’ers, who sold $750k of advertising packages to eSurance during the 2014 season according to Mobile Sports Report.  These numbers have likely grown in the years since as usage expands.

Now What?

Now that we’re all thoroughly convinced of the efficacy of digital sports activations, here are some parting learnings to inspire your 2021 campaigns:

  • Real Recognize Real -- Giving something of standalone value (chicken nuggets) as opposed to worthless trinkets (think branded foam fingers) can drive user participation.  Keep customer lifetime value and acquisition costs in mind. 
  • Leverage the Nuances of Each Platform -- A knowledge of customer usage patterns is imperative.  Brands must know why the consumer is there in the first place if they are to communicate productively.  Free agency news is almost always broken on Twitter while trick shots are gobbled up on Tik Tok.  Not only does it inform the context in which a brand meets a consumer, but it also can indicate the type of advertising fans are likely to partake in: Challenges on Tik Tok, hashtags on Twitter, and photo-sharing to Instagram.  Campaigns should always be tailored to take advantage of the network effects specific to each desired action.
  • Remember the Game -- The best digital sports activations are based on the endemic capacity for sports to exhilarate and connect.  If an activation does not involve the thrill of victory, agony of defeat, or inspire a collective pride you may have wasted your $$$.  These emotions are hard to construct in the commercial world, so do your best to harness that passion!

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Lessons from Dr. Pooja Lakshmin on Burnout & Boundaries

Last week I had the opportunity to attend Ad Club’s Women’s Leadership Forum. It was inspiring to hear so many accomplished women share their knowledge and experiences with us. As a young female professional, early on in the grand scheme of my career, it was refreshing to hear about a topic nearly everyone is impacted by but few speak about: burnout. The session, poetically called The Betrayal of Burnout, was led by Dr. Pooja Lakshmin, a psychiatrist and author specializing in women’s mental health.   Burnout is a word that feels all too familiar to many of us — especially in this past year and a half during the pandemic, where it’s been challenging to separate work life from home life when they are taking place in the same space. Dr. Lakshmin poignantly suggested the term ‘burnout’ itself exonerates a system that does not do enough to support mental health, working parents, or child care. According to Dr. Lakshmin, the most frequent response to an individual expressing burnout is “Are you going to therapy?”, or “Are you doing self-care?”. This, she claims, places the burden of responsibility onto the person, and not onto a system that is evidently flawed. Faux self-care practices like yoga, meditation and spa retreats will not solve the problems that come with burnout. Those are privileged solutions that many people do not have access to, and oftentimes are not long-term solutions. The only thing that worked for her was learning how to say no and setting proper boundaries. Below are a few important lessons that Dr. Lakshmin shared to help women set boundaries in their professional lives. The outcome? Increases in quality of work and client satisfaction are just a few of the benefits that stem from women in the workplace setting boundaries and avoiding burnout. No one is going to make the choices for you and your best interest — you must make those for yourself.  As women, Dr. Lakshmin says, we tend to put ourselves last. She warns that getting into a “martyr mode” comes with a cost. In order to truly prioritize your mental health, you need to make space for yourself. Whether it’s setting your Slack status to “Away” to take that midday walk that gives you a mental reprieve, or declining to take on a new project that would strain your already tight bandwidth  — these are the decisions we can make for our own mental health that help make us more focused while we are working and more easily unplug when we aren’t. Communicate your priorities to the people in your life.  Dr. Lakshmin encourages women to decide what your values are in your current season of life. Different seasons bring different priorities. Some seasons, she suggests, are for prioritizing your family, and some are for your professional work. You can communicate those to the people in your life. For example, if it’s important to you to have dinner with your family, then let your colleagues and clients know that you’ll be offline at 6pm. Setting those expectations creates clear boundaries your team and clients can respect. Sharing these priorities also humanizes us and can encourage our team and clients to do the same, creating a more empathetic workplace for all.  Feeling guilt does not mean you’re making the wrong choice.  Dr. Lakshmin recognizes that sometimes when we set boundaries as women, we feel a sense of guilt for putting ourselves first. In a society that conditions women to be the caretakers, this is an all too common reaction. She instead offers to think of your guilt as a faulty check engine light: just because you feel guilty does not mean something is wrong or that you’re making the wrong choice. Reframe it as building up your muscle to tolerate self-care.  Most importantly, Dr. Lakshmin reiterates, when you’re feeling burnt out, try to remind yourself this is a systemic issue. This is not something that we as women are creating for ourselves; instead, we are simply reacting to it. We must remember self-care is a verb, not a noun, and the real work is internal. We need to get our feelings out in a trusted space whether that’s with our partner, mentor, or friend. Holding those feelings inside will only work against us. Just like Dr. Lakshmin, when you take the risk to advocate for what you need and want in the workplace, you're empowering the women that are coming behind you as well as making yourself a better employee and partner to your clients. 

Most Popular House Plants Based On Search

We have all had different coping mechanisms since the pandemic began. Stuck inside, many of us realized how lifeless our living spaces were. Some of us opted to adopt a living, breathing, loveable dog (see Sean Adams’ article on the top quarantine pooches), but for many who were not ready to take that plunge – we chose another way to bring life inside. Yes, I’m talking about houseplants. Houseplants became a newfound passion for many during their days in quarantine, and existing plant parents only seemed to expand their brood. Time seemingly has ground to a halt for the past year, and new leaves on my plants remain one of the only ways I am convinced that any time has passed at all.  To a pedestrian, keeping a plant alive may seem like child’s play. However as many of us new plant enthusiasts have learned, it is anything but. Many plants are sensitive, needy, and dare I say dramatic (looking at you, polka-dot plant!). As always when in doubt about really anything at all, troubled Americans turned to Google for help in their plant-parenting journey. THE MOST POPULAR INDOOR PLANT DURING THE PANDEMIC: BATTLE OF THE PLANTS We pulled historical data for the most searched houseplant keywords to see if the supposed quarantine plant craze is real (it is), and after that we set out to determine the ultimate pandemic plant. What was the most popular indoor plant during quarantine? Read on, reader. N.B. We have done our best to account for data related to Seth Rogan’s new business “Houseplant”   First, to prove I am completely normal for acquiring over thirty plants since last March, we looked at thousands of the most searched queries for the past several years that contained the phrase “houseplant” or “house plant” (yes, it makes a difference to Google). You can see plants were enjoying some popularity in 2019, but their moment in the sun truly arrived right as quarantine began. They saw some drop off over the winter, but are on the rise again this spring. This may be because plants don’t do as great in the winter, or because this winter was particularly depressing and we could all barely take care of ourselves, let alone our plants. All in all, house plant queries increased 97% between February and May 2020, when they began to total over half a million searches per month.  So, lots of folks decided that watching plants grow was more entertaining than anything else they were doing. Any millennial could have told you that. We wanted more; we wanted to know the absolute hottest quarantine plant. We wanted to know, if put to the test, who would prevail in a(n epic) battle of the plants? MOST POPULAR HOUSE PLANTS To start our investigation, we first gathered a list of common houseplants and plugged them into our search listening tools to find out the most searched plant types. We didn’t stop there, because we wanted to know not only the most Googled house plants in general, but the one that saw the biggest spike in popularity during quarantine. Of our list of 60+ common plants, the only one that did not see an increase in search interest between March and May of 2020 was aloe vera (go figure).  The most searched overall during May of 2020 -- the height of the plant craze -- was lily of the valley, followed by orchid and snake plant.      HIGHEST QUARANTINE SEARCH INTEREST   When we looked at which plant had the most dramatic change of search volume from the pandemic, certain plants stood out.        Although searches for lily of the valley skyrocketed during quarantine (+307% from March to May!), other plants made it out better with sustained interest post-spike. Notably, snake plants (+124%) and philodendrons (+124%) have held onto their newfound popularity quite well. Begonias (+233%) and hostas (+307%) and the lily of the valley both enjoyed lots of spring interest, but searches fell off in the winter. Today, they are rising once again to easily beat 2019 numbers.  Why are people searching for these particular plants? We took a deeper dive to see what questions people ask Google about their photosynthesizing friends.   ARE LILY OF THE VALLEY POISONOUS? You may be asking yourself: How cool even is lily of the valley? In short, it’s cute, smells good and will bloom in the off season if you keep it inside. Sounds good on the surface level, but we found there may be a dark side to this sweet lil’ plant.  https://s7d1.scene7.com/is/image/terrain/53318663_000_a?$zoom2$    It turns out the most searched question related to Lily of the Valley did not have to do with their soil preferences or water schedule. Instead, searchers wanted to know: Are lily of the valley poisonous? (yikes!) Well, are they? Yes! Lilies of the valley are very poisonous to humans, dogs and cats. Do not, we repeat, do not chop up some lily of the valley for your next summer salad. If you don’t have kids, pets or you are just trying to go full Breaking Bad, Lily of the Valley might be the perfect fit for you. If your life is otherwise fulfilling and you don’t want to casually keep poison in your home, maybe consider another plant.   HOW OFTEN TO WATER SNAKE PLANT? Ah yes, the forgiving snake plant, also known as “mother in law’s tongue” (rude!), is a favorite among those who struggle to keep a pet rock happy. First-time snake plant owners want to get down to basics, (probably hoping to keep a plant alive, for once) so their most popular question was how often to water a snake plant? Snake plants like dryness and do not need much water at all. In fact, it’s more likely you will overwater your snake plant than the chances it will perish of thirst. Adjust accordingly, but a snake plant really only needs to be watered once every two weeks. Make sure you give it a good drink!    https://www.thespruce.com/thmb/3ZzeafMMYBupme3O5dodMz3uoxI=/2048x1545/filters:no_upscale():max_bytes(150000):strip_icc()/snake-plant-care-overview-1902772-04-3f69d04885af4613bf2eda197704fe20.jpg    HOW TO GROW BEGONIAS?  Begonias are hideous (I said it) yet still somehow achieved huge popularity during the initial months of quarantine. Yes, they have beautiful flowers. Yes, they come in a huge variety of size and shape. However, if you aren’t ready to wait for it to bloom (could be years if you are a mediocre plant parent), you’re gonna get real sick of looking at those misshapen crinkly hunks of leaves. Trust me.    https://images-na.ssl-images-amazon.com/images/I/91awtOV4jTL._AC_SL1500_.jpg They happen to look pretty cool in this picture.   Popular questions searched about begonias are quite innocuous compared to the deathly lily of the valley. In fact, one of the most popular questions was simply how to grow begonias? To which I would say, the only thing you have to remember is to not water it too much. Or too little. Also, it needs a good amount of sun, but also do not put it in a window with too much light. Oh, also, I’m sure you’ll do great at the whole plant thing, but don’t forget to fertilize it. But be very careful to not over fertilize! Prune it in the summer, but not too early. See? Plant parenthood is a piece of cake.    HOW TO PROPAGATE PHILODENDRON?  Philodendrons are the standbys of the plant world. Picture any plant right now, and there’s a good chance it's some variety of philodendron. Some of them have vines, some grow straight up and collectively they are all the craze. There are so many varieties, all seemingly unrelated to the next. There are the ultra-trendy monsteras, with their huge swiss-cheese leaves. Then there’s its cousin, the silver philodendron, that has shiny metallic patches on its leaves that cascade down vines.   http://cdn.shopify.com/s/files/1/0150/6262/products/the-sill_silver-satin_variant_small_grant_terracotta.jpg?v=1621860945 https://www.gardeningknowhow.com/wp-content/uploads/2014/03/cheese-plant.jpg  Seriously, how are these plants related?!   Philodendrons are living in their golden age; everyone wants a piece. So it’s no wonder one of the most popular questions was how to propagate philodendron? To propagate a philodendron, the primary thing you need is courage, especially if it’s your first time (listen, I know it is scary chopping up your babies). With clean scissors or a knife, you’re going to need to lop off a leaf node from somewhere on your plant. Anywhere a leaf grows out of is the magic spot that needs to come with your new plant cutting so it will grow new roots and can be healthy by the time you gift it as a thoughtful housewarming present to your friend. Once you’ve secured a chunk of plant that includes a node, it will have to be placed in soil or water until it grows those oh-so-important root systems. Usually after a few weeks your plant cutting will grow roots and can be replanted!   SO WHO WON THE BATTLE OF THE PLANTS? We officially decree a tie between lily of the valley and snake plants as the ultimate champions of quarantine plant battle. Although lily of the valley had stronger overall interest during the height of the plant craze, the snake plant has managed to hold on tight to its increased popularity and benefitted the most from our collective suffering. Essentially, the winners are “poison” and “an outdated joke about mothers in law.” Congratulations! Now, only one question remains: will these two plants reign supreme in 2021? We’ll have to wait and see.   A BIT ABOUT AMP SEO Every day, there are 3.5 billion Google searches about everything under the sun (including plants). Google is everyones’ most trusted adviser, strategist, and confidant. To know what people search for is to know their true concerns. After all, why would you lie to Google? And if enough people search for the same thing, our search listening tools can pick it up, and we can analyze the inner workings of American minds. By utilizing our Search Intelligence services, AMP can help you unlock a trove of valuable market intelligence data sourced directly from the Google queries of your customers. If you have an interest in analyzing search data to drive brand & business decisions or in monitoring search data on an ongoing basis for up-to-date audience insights, you may want to learn more about our SEO agency services.

Takeaways from The 2021 Women's Leadership Forum

On the eve of AMP’s quarterly mental health office closure, a group of AMP’s female associates virtually gathered to attend 2021 The Women’s Leadership Forum hosted by Ad Club. The tagline of this year’s event, Nevertheless, She Persisted, was a foreshadowing of the primary theme throughout each session: persistence. By extension, this stands out as a reflection of an AMP core value: growth.  Fighting Invisibility   Gender and ethnicity also served as contextual backdrops for the stories told within each session. Award-winning author Gish Jen discussed her experience of becoming a novelist as an Asian American woman and the outside responses this frequently evoked. Being questioned as to why she wasn’t writing stories set in China was a common occurrence for Jen, and she explained that experiences like these often leave Asian Americans feeling invisible. But instead of playing the role of “professional victim”, as Jen puts it, she chose to stand her ground. Her decided response: “Do Asians write about these topics? They do now.”    Making Intentional Choices  This notion of choice recurred throughout several sessions, with speakers explaining that having intentional responses to negative situations has profoundly shaped their journeys. Former NWHL Player & Pro Scout Blake Bolden owns that her successes have always come from the choices that she’s made. Growing up as a Black female, she had to rely largely on herself to make these choices as the sport lacked other Black females whom she could look up to. Now, Bolden is able to be that role model for other young women. “When you decide to wake up an choose to be better every single day, you’re not just making in an impact on yourself, but you could also be making an impact on someone else,” she noted while retelling the story of meeting a young Black girl who’d been inspired by Holden to play hockey. It was then that Holden realized she wasn’t just playing for herself, she was also playing for the people that she inspires. “You always have an option to choose,” she says.    Being Kind To Yourself  That said, getting better every day doesn’t mean working around-the-clock and ignoring burnout. To visual artist Nancy Floyd, giving herself permission to reflect and reset has allowed her to rediscover her passion for artistic endeavors that she’s become disinterred in. “Take baby steps,” she advises. “You don’t want to work out? Drive to the gym, and if you still don’t want to work out, drive home.” While she certainly isn’t a procrastinator, self-forgiveness and kind inner talk live at the center of Floyd’s creative process.    Staying The Course  During another session led by Wendy Ong, U.S. President of TaP Music & TaP records, listeners learned about her unconventional journey from a small apartment in Singapore to leading record labels and discovering top talent in the U.S. After moving to the U.S. with her then-husband, Ong did everything she could to land a job in the music industry, including blindly knocking on doors at record companies in NYC. After finally breaking into the scene, Ong experienced several years of success before a particularly disheartening experience at a label that left her wanting to quit the industry and return to Singapore. With the encouragement of her parents, she decided to keep marching towards her dreams. Now, as the President of a major U.S. record label, paving the way for other young women in the industry has become one of her primary passions. Noting that she wouldn’t want others to face the same struggles, she goes out of her way to “dust off the path for others so they can start their journey a little easier”.    Becoming Unstoppable  Each of these women come from vastly different backgrounds. Unwaveringly, though, throughout their stories we are met first with persistence and then with growth. We quickly learn that when determination is combined with intentional choices, self-forgiveness and the understanding that actions can lead to positive change for not just the person taking action but others who look up to them as well, we become unstoppable.