Latest Thinking from IEG
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.
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A New Potential Sponsor For Outdoor Events
This post won’t be tagged under “deep insights,” but just an observation about a noteworthy sponsorship that could be replicated by other properties.
This coming weekend’s Ford Ironman Louisville event features sponsorship from the city-run Louisville Water Co. Given its role as the local water utility, LWC has come up with a unique way to supply the hundreds of gallons of water needed by the triathletes that eliminates the need for thousands of eco-unfriendly plastic bottles. The company will tap into its existing water lines and one mobile water trunk and provide 100-plus volunteers at nine stations with hoses to fill 125,000 cups of water.
LWC plans to use this model for other local events to which it currently supplies bottled tap water.
For properties that have not had success securing an official water sponsor, or for those seeking a sustainable alternative to bottled water, tapping into your local water utility may be a good way to go.
Filed under: events, festivals, government/municipal, local, marathon, selling, sports, beverage
The Rise of the Sponsors
An unintentional underlying subject matter in some of my recent blog posts has been brands (sponsors) that have created their own interactive consumer programs/properties (sponsorship opportunities). These companies, instead of partnering with an existing organization, choose to forge their own way.
There is a long list of companies that have created their own experiential consumer programs. Red Bull is always a shining example when it comes to sponsor owned or created properties including Red Bull Racing, New York Red Bulls, Team Red Bull and Red Bull Flutag. Other companies that come to mind are Burton (Burton U.S. Open, Burton European Open), New Belgium Brewery (Tour de Fat), Nike (Nike + Human Race) and Virgin Mobile (Virgin Festival).
Filed under: events, local, selling, activation
Wanted: Green Thumb Sponsors
I wanted to figure out a correlation between sponsorship and gardening. I thought that there must be some sort of relationship. Like, you have to keep your sponsorship “watered” in order to make it grow. Alright, I admit it is a stretch and pretty lame.
What did come to mind is the fact that there doesn’t seem to be a lot of companies within the gardening industry that are active sponsors outside of home and garden shows or industry-related events. There are a few examples, Scotts Miracle Grow’s sponsorship of NASCAR, Hart’s Nursery’s sponsorship of the Oregon State Fair and Fiskar’s sponsorship of Arthritis Foundation Ease of Use Program.
Don’t be fooled, gardening is a big industry. Maybe it is not as big as some industries, but still pretty massive. Gardening is typically a life-long hobby, is a continual learning process and something that takes considerable time and money.
Filed under: cause marketing, government/municipal, local, nonprofit, research, activation
When it Comes to Municipal Marketing, What’s in a Name?
With huge apologies to Bill Shakespeare, many muni marketing commentators out there seem to be saying: a road by any other name would sell a street.
Increasingly, the municipal marketing commentary I’m reading focuses on naming rights. Certainly some of that focus is warranted given the high-profile deals on the table right now (e.g., Barclays and New York’s MTA). Yet some of that concentration is because it makes a compellingly controversial image in readers’ minds to talk about “plastering” corporate names on public property—roads, parks, monuments, venues and public transportation.
We hear the inevitable NASCAR comparisons and the gasp-worthy insinuation that the very pavement of Main Street is for sale.
Filed under: local, packaging, sponsorship measurement, sponsorship ROI, government/municipal
Procter & Gamble Does Hometown Sponsorship Right
P&G has stepped up sponsorship activity around its Cincinnati headquarters, signing title of Memorial Day weekend’s Taste of Cincinnati and expanding its partnership with last month’s Cincinnati Flying Pig Marathon.
The soap giant activated both deals with a handful of brands, each of which gained ownership of an on-site proprietary program. For example, the Taste of Cincinnati featured the Pampers Stroller Speed lane, the Bounty Quilted Picker Uppers cleaning teams and the Old Spice Swagger Zone, a special seating area where attendees could watch Cincinnati Reds games on a giant TV.
At the Flying Pig Marathon, P&G’s Tide used branded laundry carts to pick up clothing discarded by runners, Old Spice High Endurance deodorant awarded a prize to marathoners who ran the last mile the fastest, while Mr. Clean sponsored the Clean Your Clock fastest split-time award.
The strategy makes a lot of sense: In addition to promoting its hometown presence, P&G was able to make a more meaningful connection with its target audience by integrating its products into the fabric of each event. The multi-brand strategy also allowed P&G to spread the cost of the sponsorships over multiple budgets.
Way to go, P&G.
Filed under: events, local, marathon, sports, activation
How Deeply Will Local Properties Feel The Loss of Almost 2,000 Car Dealers?
The vast majority of the nearly 2,000 Chrysler and GM dealerships set adrift this week by the automakers are expected to cease operations completely over the next year or so. (Some will stay in business selling other manufacturer’s cars.)
The effect of these closures will be felt by grassroots properties that once looked to auto dealers as reliable sources of local sponsorships. However, the impact will not be pronounced. Here’s why: 1) Many of these dealers were not in the best of shape and had already cut back on nontraditional marketing expenditures; and 2) many of them were in locations that are served by other dealers—often larger and more successful ones—who are more likely to already be on a local property’s sponsor roster.
Filed under: local, selling, automotive
What Will Pepsi’s Plans Mean for Local Sponsorships?
PepsiCo’s takeover bid for its two largest bottlers could have significant ramifications for sponsorship.
If the company is successful in acquiring Pepsi Bottling Group and PepsiAmericas, it would bring more than $100 million in sponsorship spending by those two companies into the corporate fold. Those deals range from pro sports team ties to grassroots community events.
Filed under: selling, soft drink, local