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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Why Motorsports Teams Should “Trade Paint” With Art Museums
Hallelujah and thank you, Bill Taylor. I read his great Harvard Business Review blog post yesterday on idea-swapping outside the immediate field (or sector or industry) we work in. If there’s any Kool-Aid you are open to drinking today, let this be it.
While I suggest you read the full post—he has good anecdotes about companies employing the strategy—his last paragraph sums up his point.
Filed under: associations, cause marketing, entertainment, how to get sponsorship, motorsports, non-traditional categories, sports, arts
Project Runway is No “Loser” When it Comes to TV Sponsorships
Last week, my colleague Carrie posted on Ziploc’s brand integration into The Biggest Loser. I shared her confusion at how the show or the brand would think the final cut was acceptable. As Carrie put it so well, “I actually debated whether the feature should be considered branded entertainment, product placement or brand integration. Technically, it is integrated in to the show, but it just feels like a bad infomercial.”
Filed under: branded entertainment, digital media, entertainment, new media, activation
Behind The Numbers: Sponsorship’s Spending Decline
We recently released IEG’s 25th annual sponsorship spending review and forecast, delivering the historic, if unwelcome, news that sponsorship spending by North American companies declined in ’09. If you haven’t had a chance to read the report and see the specific numbers, click here.
The fact that less was spent on sponsorship last year does not come as a huge shock to properties who have had to work much harder to close deals at fair market value, nor to sponsors who have been directed to make budget cuts. As we reported on new deals and success stories in IEG Sponsorship Report last year—success defined mostly by the oft-repeated phrase “flat is the new up”—we also heard many tales that could not be published about discounting and sponsors who were going back and revisiting existing agreements intent on decreasing their commitments.
Filed under: associations, cause marketing, entertainment, events, festivals, IEG, spending, sports, trends, arts
Sponsorship Can Save The Planet, WOW!
Creative Recycling Systems, a Florida-based business focused on recycling electronics, has signed a multi-level sponsorship agreement with the boy band sensation WOW. The deal seems to be a good fit, and according to Lisa Pizarro-Yob, COO of Creative Recycling Systems, “WOW is a positive role model and is the perfect liaison to the tween/teen market who own electronic devices that can be recycled.”
Filed under: music, selling, entertainment
Garnier: Activation with Lots of Potential
You may have seen Joe’s recent blog about the partnership between Best Buy and Children’s of Minnesota. The partnership includes some pretty unique and well-suited activation. Inspired by that partnership, I set out to find some additional examples of good activation programs.
Garnier, a division of L’Oreal, caught my attention because of its activation around its sponsorship of Bonnaroo Music & Arts Festival. As a major sponsor of Bonnaroo, Garnier Fructis hosted the Rock Your Style Bonnaroo Salon. The salon offered hair washing, hair styling, free samples, karaoke and giveaways. The full-scale salon allowed concertgoers of the multi-day festival an opportunity to freshen up – a much needed amenity after several days of camping and apparently limited shower facilities.
Filed under: entertainment, events, music, activation
Home Theater 3D Technology – Sponsorship Activity and Activation
Get ready for 3D technology at home. Based on some announcements over the past twelve months, we will be seeing a lot of 3D technology in 2010 and beyond. Sony announced that it will launch 3D TVs in 2010. LG claims it will sell 400,000 3D TVs in 2010 and 3.4 million in 2011. Panasonic is also going to roll out 3D-ready plasma TVs and 3D-enabled Blu-ray Disc players in 2010. Furthermore, the Blu-ray Disc Association just announced that it reached an agreement on the standard that allows for 1080 viewing of 3D movies on a home TV.
Filed under: entertainment, events, olympics, pro sports, sports, activation
Four Reasons CVBs Should Sponsor More and Advertise Less
Can I really tell CVBs to spend less on advertising? Am I brave enough to court the wrath of media entities and the hospitality and travel industries? OK, no.
CVBs, tourism boards and destinations should spend fewer marketing dollars on one-off advertising and a la carte direct mail marketing. Instead, spend dollars on ads and direct mail campaigns as part of—or activation of—integrated sponsorship packages.
Filed under: associations, destination/tourism, digital media, entertainment, government/municipal, spending, activation
Taking a Closer Look at World Wrestling Entertainment (WWE)
While I know that you are disappointed because Britney Spears no longer occupies the top spot for number of searches on yahoo.com, it isn’t surprising that it was Michael Jackson that knocked her out of the top spot.
However, what I found to be more surprising is that World Wrestling Entertainment (WWE) is number three on the list. Unexpectedly, the only other sport in the top ten is NASCAR at number ten.
Filed under: entertainment, events, sports, activation
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
Creating Sponsorship Programs Where There Previously Where None
Last week I had a conversation with a colleague, Daren Watkins. I wanted to share some of our conversation because I think some of his challenges and hopefully his successes may be relevant to a lot of properties.
Watkins is the special events coordinator for the Real. Texas. Festival. in Mesquite, TX. His sponsorship career started four years ago with the first Real. Texas. Festival. Watkins has been with the Festival from the beginning and is responsible for the establishment and success of the Festival. Watkins secured 17 sponsors the first year of the Festival, including a presenting sponsor. His sponsorship program has since grown to more than 20 sponsors.
The Festival is a two-day event in April that features live entertainment, a car show and a rodeo. The Festival now attracts close to 25,000 attendees.
Filed under: entertainment, events, local, nonprofit, research, activation