(This blog post originally appeared as an opinion column in IEG Sponsorship Report on Feb. 2, 2010)
During a meeting with folks from the media buying world in New York, I was introduced to the idea of categorizing media into one of three buckets: paid, owned and earned.
While those descriptors are fairly self-explanatory, Forrester Research has developed definitions for each that are very helpful to those who want to explore the idea in greater depth.
For the record, I am an NBA fan. But aside from my love of the game, it’s my opinion that the NBA has been ahead of its time, when compared to other professional leagues in America, in creating interest abroad, especially in China. The past few years have seen some of the greatest playoff series ever (Spurs-Suns 2007 and 2008, Celtics-Cavaliers 2009, Celtics-Bulls 2009, Pistons-Cavaliers 2007, Lakers-Celtics 2008) and the league’s stars have never been more likable and charismatic from a fan’s standpoint.
As a property, incorporating sponsors into your social media presence is a logical way to enhance sponsorship value.
However, similar to the old adage that you can’t put the horse before the cart, you cannot successfully incorporate sponsors into social media without a well-established social media presence. more
I shared some of the insights heard at the ANA Annual conference in my last post. Below are more of the key ideas discussed by the “masters of marketing,” as the event is subtitled.
Eric Schmidt, chairman and CEO, Google
Schmidt had an optimistic message: “We’re about to enter a time of unprecedented opportunity as optimism collides with expanding platforms and accelerating uptake.”
Last week Twitter fully opened up its Lists function, adding yet another wrinkle to the social media site.
Lists containing any number of Twitter users can be created and followed, offering a great way to tailor the Twitter experience.
For properties using Twitter, there are a few immediate takeaways from this new feature that will allow you to both build the loyalty of your following and give your sponsors incremental value.
This past week, Marquette University started posting from a Pepsi-sponsored Twitter account focusing on the home opener for its men’s basketball team.
This development is unique in that very few (successful) forays have been made into the world of sponsored social media.
So far, the only evidence of Pepsi involvement is a Pepsi logo and the text “Pepsi Season Opener” on the Twitter page. There have been no tweets or links posted regarding Pepsi or the sponsorship and the posts have largely focused on information aimed at building excitement around opening night.
If the user’s window is not maximized, the Pepsi logo and blurb receives little visibility, as it is mostly shrouded by text display. more
The news this week that Jack Daniel’s is quitting its NASCAR team and Anheuser-Busch’s Michelob Ultra is not renewing title of its LPGA Tour stop in Virginia are but two examples of the scores of sponsors dropping title of pro golf tournaments and motorsports teams.
It is a tough environment for everyone selling sponsorship, but among the most challenged are pro golf events and motorsports teams. Rightsholders in these sectors have often sold on media visibility, and that’s a dangerous path for anyone in sponsorship.
On merely a CPM basis, sponsorship cannot successfully compete with advertising. When times were flush, marketers were willing to pay the higher CPM because intuitively they understood that sponsorship offered more. But intuition is no longer enough, and treating sponsorship as the “added value” piece and media as the main event, no longer works.