Ever found yourself in a relationship where the person you’re seeing has a wonderful quality you adore and over time you come to find that very same quality is what drives you insane about them? Well this seems to be the song and dance digital media properties and sponsors find themselves in when trying to strike common ground and get a deal done.
Those of us digital nerds who keep up with the trials and tribulations of the digital frontier know that monetization models are lagging well behind the technological developments of this space. What we see more often than not is a digital property trying to communicate its value out in the marketplace with little more than media equivalencies to rely on. That said, when a digital property tries to sell “sponsorship” of its platform, the story becomes even more convoluted as sponsors don’t know entirely how to view the opportunity. The drill usually goes something like this: more
Lately I’ve been hearing a lot about branding and sponsorship on the Web, social networking, Web content, monetizing Web exposure, etc. This was a hot topic during IEG’s annual conference and continues to be top of mind for me.
Generally, sponsor exposure on the Web is part of a larger sponsorship package and how the sponsor is recognized online is an afterthought, something like a sponsor logo next to a bunch of other sponsor logos. This is a mistake; a property’s Web site is often the first point of contact for your audience and where they develop their first impression of your sponsors. The Web provides a direct link to a sponsor’s products or services and in many cases it is the quickest way to a sale for the sponsor. To top it off, it can be measured and the measurement is fairly easy to obtain. more
Hello IEG friends, fans, newbies, etc.
Well, come on in! This is my first entry to the IEG blog thread, so I thought maybe you’d like to know a little bit more about me, what I’m into and the kind of information you can expect to find here when I’m blogging. My name is Shelley and I’ve been with IEG for a few years. Prior to joining IEG, I logged some time in the professional sports world working to help the WNBA Chicago Sky franchise get up and running and develop its sponsorship program. Other than that you should know I’m an avid sports, music, fashion and social media junkie and I will drop just about anything for a Reese’s peanut butter cup.
The topics of interest you’ll find covered when I’m blogging of course include corporate sponsorship (you are at sponsorship.com, right?), but also digital and emerging forms of media, sports and branded entertainment. I’m really looking forward to sharing a part of myself and my time with you as a part of the IEG community so come back often and shoot me an email if there’s something you’d like to hear me weigh in on (email@example.com), hit me up on Twitter (@Shelley_IEG) or if there’s just something cool you’d like to share, post away.
As one of my former colleagues liked to say: peace, love and sponsorship. more
If iPhone apps are all the rage, why should sponsorship be immune? The Chicago 2016 bid committee has introduced a “Countdown to Copenhagen” app that marks the days left until the October 2 IOC vote in Denmark to select which candidate city will get the 2016 Summer Games.
Each day brings iPhone users a historic fact about either the Olympics or Chicago along with the days remaining until the vote. Chicago is the first bid city to take advantage of this technology. Given the relatively low cost of developing apps, we expect to see plenty of other properties offering updates and info through this new platform. more
Something that many Americans like to do first thing in the morning is get a jolt of the latest headlines. Therefore, it was a sense of irony the first session of Tuesday’s IEG Sponsorship Conference dealt with media sponsorships. more
Talk about breathing some new life into a struggling brand.
Looking to rejuvenate Tag body spray, P&G teamed up with Island Def Jam Music Group to create Tag Records. more
In his keynote titled Sponsorship, Screens and Sociology: McDonald’s Ahead of the Curve View of Marketing, Jervoe walked attendees through the quick service restaurant’s groundbreaking The Lost Ring program around its sponsorship of the ’08 Olympic Games in Beijing. more
In this session the NHL’s Larry Gelfand walked attendees through the pro sports league’s digital marketing platform based around NHL.com. more
Just attended a great pre-conference seminar on digital activation led by IEG’s Shelley Fasulko and Vinu Joseph.
The key takeaway: More and more consumers are using social media to communicate with each other, and properties and sponsors need to explore how they can best play in the digital space to activate sponsorship and better connect to their targeted audiences. more