Posts Tagged “Malls/Developments”

Diane Knoepke Jul 10

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:  more

destination/tourism digital media how to get sponsorship malls/developments research selling theme parks activation

Diane Knoepke Jun 17

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.  more

government/municipal hospitals and healthcare malls/developments medical societies nonprofit what is sponsorship cause marketing

Diane Knoepke Jun 9

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.  more

selling malls/developments


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