IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
T-Mobile Sees Success From Guerilla Marketing Campaign, Mulls Expanded Program For ’10
Festivals, Hispanic events and other types of local properties may want to put T-Mobile on their prospect list for ’10.
T-Mobile this year saw success from a five-month guerilla marketing campaign in which the company sponsored more than 25 events ranging from local festivals to state and county fairs.
Case in point: T-Mobile conducted more than 26,000 “Mobile Makeovers” and activated more than 5,000 new accounts at the events.
Filed under: agency, entertainment, evaluation, events, how to get sponsorship, malls/developments, selling, sponsorship ROI, activation
Where the Moms Are, Ideas Wait for You (Theme Park Edition)
Dear theme parks and sponsors who want to reach families with children:
Moms (and Dads) have a message for you. Whether it’s a season pass to a nearby Six Flags or a pilgrimage to a Disney land or world, parents are online talking about how to take the family to an amusement park without asking for a loan from the kids’ piggy banks. And while they chat, they are laying out a wealth of information about the types of promotions and amenities that would succeed for sponsors and parks alike.
A few examples, of many:
Filed under: destination/tourism, digital media, how to get sponsorship, malls/developments, research, selling, theme parks, activation
What Do We Want to Be When We Grow Up?
I listen to so much discourse about the evolution of sponsorship and how it has—and has not—come into its own. From a [official] status symbol to an agent of [financial, societal, experiential] change, the medium continues to mature to reflect the thinking of a new day.
Yet, in years, sponsorship is a relatively immature medium, so what do we want sponsorship to be when it grows up? Should we worry that it will lose its youthful energy? Or do we look forward to the day when it puts away childish things, such as those elements that allow sponsor and property a moment of shared swagger but drive no value for the audience?
I am working with groups and companies in a number of sponsorship sectors right now that are actively, vocally trying to figure out what's next.
Filed under: government/municipal, hospitals and healthcare, malls/developments, medical societies, nonprofit, what is sponsorship, cause marketing
Why Don’t Malls and Developments Get a Bigger Piece of the Sponsorship Pie?
We don’t play favorites here at IEG – we believe that whatever property has the best ROI-driving solution for a sponsor is the one that should get the deal. But on about a quarterly basis, an IEGer will scratch her head and ask, “but really now, why don’t shopping malls and developments get a bigger piece of the sponsorship pie?” It’s my turn.
When you look at the tangible aspects of mall sponsorship—the foot traffic (I visited a mall in Hong Kong last year that gets millions of visitors every week), the media and signage, the sampling opportunities—malls stack up very well to sports and other entertainment opportunities.
So what about the intangibles? That’s what it’s all about, right? The passion points probably are not there, at least not in the diehard-fan way we associate with causes and sports. But the ability to activate and the commercial-friendliness of the environment certainly make them more than competitive. With last month’s talk of Permission Marketing’s (Godin) 10th anniversary in mind, aren’t malls valuable real estate? Shoppers have opted in for a browsing/buying experience, all sponsors have to do is make their offering worth their attention.
Filed under: selling, malls/developments