I know, I know. It may be one of the most long-lasting, beat-to-death sponsorship arguments out there: what's wrong with organizing a corporate sponsorship program using monikers derived from precious metals? Why don’t I just give it up already, as some out there seem to be saying, "heck, why stop at gold, silver, and bronze when there are so many metals?” I've seen it go as far down as pewter. (What's next, wood and paper?!) more
Would You Price A Sponsorship Like You’d Price A Steak?
If you know IEG, you know we generally advise against selling sponsorship with an a la carte menu. Surprisingly enough, this idea was affirmed for me this weekend while listening to The Splendid Table, American Public Media’s outstanding weekly food show. more
A property’s typical, linear approach to developing a sponsorship program is to gather assets, allocate those assets, create packages at various levels, solicit sponsors that seem to fit with the property and then hopefully sign a few sponsors at each level. Ultimately, the package may be slightly tweaked to offer benefits that are a better fit for the sponsor, but overall, it is still a pretty standard package. The activation of the sponsorship is left to the sponsor, possibly with some assistance from the property. There isn’t really anything wrong with this process, it makes sense, it follows a well-worn path and it has often proved successful. It makes allocating assets easier, it is easier to price and manage, and initially it is a lot easier and quicker to take to market. more
Most of you don’t have enough staff for sponsorship sales, account management and fulfillment right now. And a lot of you are spending too many lunches with friends talking about the situation when you could be talking about something more fun (like root canals, which seem to be a popular topic this week). The next time you are looking for the nearest bellyache buddy to share your aggravation about your organization’s lack of resources (as a former association seller, I’m speaking from considerable experience), spend that time building a case for more help. more
The NFL has been on a recent kick of signing short-term sponsorship deals in the quick-service restaurant category.
Most recently, the league announced this week a deal lasting through March 1 making Papa John’s the official pizza sponsor of the NFL and Super Bowl XLIV. This sponsorship is very similar to the league’s relationship last year with KFC, in which the fast-feeder was the official wing of the NFL Playoffs and Super Bowl XLIII. more
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.” more
We always encourage properties to keep an eye out for companies introducing new product lines or looking to refresh their images, because such efforts are usually accompanied by significant marketing budgets.
With that in mind, I’d encourage you to take a look at Domino’s Pizza who, according to this USA Today article, is making substantial changes to its pizza recipe. Naturally the chain will be looking to get consumers to taste for themselves. more
I am in Las Vegas this week for the 2009 International Film Festival Summit. Yes, the shows and the gambling (Don’t worry honey, I didn’t spend much!) can be distracting but the summit content has been fantastic. What I find comforting in a way is that many of the sessions are about issues, challenges and opportunities we all are dealing with.
There are many sessions specific to the film festival industry, but just as many sessions that provide good counsel for all industries. Here are five key insights from several sessions that may help you:
The recent sponsorship deal forged on behalf of Enterprise Rent A Car by the NHL is noteworthy in that it includes rights and benefits with all 30 of the league’s teams.
Anyone who has ever tried to construct an agreement where a sponsor fee is paid to a “parent” organization and then divided among constituent bodies—be they teams, chapters, etc.—knows how difficult it can be to please everyone involved. more
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.