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Sponsorship Blog

Posts Tagged “Activation”

Vinu Joseph Feb 22

Would You Price A Sponsorship Like You’d Price A Steak?

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

packaging selling activation

Diane Knoepke Feb 12

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.”  more

branded entertainment digital media entertainment new media activation

Jim Andrews Feb 10

Proof Of The Value Of Sponsorship To Coca-Cola

Yesterday’s earnings call with analysts to discuss The Coca-Cola Co.’s fourth-quarter 2009 results demonstrates the importance of the company’s global sponsorship platforms. (A transcript of the call can be found here.) Within the first few minutes of the call, Coke chairman and CEO Muhtar Kent discussed the most important initiatives underway for 2010, with the Vancouver Games and FIFA World Cup claiming center stage:  more

beverage international olympics soft drink sponsorship ROI activation

Carrie Urban Kapraun Feb 5

Ziploc's Latest Brand Integration in The Biggest Loser is a Big Loser – Success is in the Details

There are several reasons why Ziploc's latest brand integration in The Biggest Loser was a bust. Somehow the :45 brand integration managed to leave me confused and conveyed nothing of value about a product that is actually useful. I have to wonder if anyone watched the integration before it aired. 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. Beyond the less than stellar actual integration, it appears Ziploc needs to step-up its activation around The Biggest Loser to make it pay off.  more

branded entertainment activation

Carrie Urban Kapraun Feb 5

Leading with Activation

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

selling activation

Carrie Urban Kapraun Jan 22

Part Two: How can I Maximize the Value of my Sponsorship Opportunities?

Per my blog last week, I stated that one of the most common questions that I hear is: “How can I maximize the value of my sponsorship opportunities?” As I said, this can be a daunting question for a property because there are numerous potential answers and generally there isn’t one “right” answer. There are both short-term solutions, such as adding overlooked tangible benefits to a package, or enhancing existing benefits and long-term solutions, such as increasing awareness of an organization. As always, the answer is unique to each property. Last week’s blog discussed some higher-level thinking around adding value. For this blog, the focus is on tangible benefits.  more


Diane Knoepke Jan 14

Eight More Things from Dallas and PCMA 2010

We had a great four days at the Professional Convention Management Association (PCMA) Annual Meeting this week. The event’s host city, Dallas, repeated its catchy “One More Thing” theme throughout the event. With my thanks to Dallas for a great job as host, here are eight more observations from PCMA—I promise at least seven of them have real-life applications, and I’ll let you decide about #8.  more

associations events how to get sponsorship medical societies new media sponsorship measurement activation

Vinu Joseph Jan 14

Twins-Pentair Partnership Shows Possibilities for Green Deals

Over the last year, the greening of sponsorship has continued to gain momentum, spawning new and compelling opportunities for properties to create platforms and for sponsors to activate.  more

green sports venues activation

Carrie Urban Kapraun Jan 8

Sponsorship Overload

My cooking philosophy is that more ingredients are better. I don't get the concept of simple cooking. If the recipe calls for five ingredients, I use ten. If the recipe includes onions, I also add shallots and garlic because those are ingredients that I like. I combine three recipes into one. I think if the recipe only takes 15 minutes to prepare, how good can it be? Of course, you can never have too much of a good thing, like cheese, right? However, it doesn't always work out that more complex is better. If you add too many ingredients you can be overwhelmed with flavors or sometimes you are just adding ingredients that don't necessarily make the recipe better, just more complicated, time consuming and expensive. For example, good steaks or really fresh vegetables don't need a lot of extra flavors, they are best when prepared simply – maybe a little salt, pepper or a squirt of lemon. Some of the best recipes are simple, but have one unique ingredient that really makes an impression. You have to wonder if adding too many ingredients is an attempt to cover up something? Or, is it possible that the recipe wasn't that good to begin with.  more

cause marketing sports activation

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