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
As the guardian of all things sponsorship for nearly three full decades, those of us at IEG tend to be very protective of the medium, including the use of the term “sponsorship,” which we defined for the marketing industry in the early ’80s.
Promotions and publicity stunts that purport to be sponsorships or that play with the concept without there being an actual relationship between a marketer and a property—Coke’s “Official Soft Drink of Summer” theme of years ago comes to mind—are met around here with reactions ranging from whatcha-gonna-do shrugs to shouts of “blasphemy”—the latter usually from my office. more
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. more
(Obviously sung to the Twelve Days of Christmas)
On the first day of sponsorship, my partner requested of me:
An activation strategy.
On the second day of sponsorship, my partner requested of me:
Two extra booths,
And an activation strategy. more
Tapping into sponsorship’s potential, Clearwire Wireless is sponsoring in regional markets to promote its new WiMax wireless broadband.
This month the company sponsors both the Rock ‘n’ Roll Las Vegas Marathon and Half Marathon powered by Zappos.com and the Maaco Bowl Las Vegas on behalf of Clear, its WiMax service. more
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. more
Is a new-year’s-resolution post a tad predictable? Yep, and I’m embracing it, as you should embrace the idea of embedding predictability into your world in 2010.
Put measurement (and results-driven action) at the top of your 2010 To (Really) Do List and you will have a more prosperous new year and a more bankable future. more
If you spend enough time immersed in sponsorship, it can be easy for deals and activations to run together and not seem all that new or surprising. So it’s not often that a deal makes me sit up and say, “How cool is that?” Well, reading this bit of news made me do just that.
Last month, Best Buy opened the first in-hospital Geek Squad tech support precinct at Children’s in Minneapolis, the company’s hometown. more
Without doing so consciously, I have assembled a collection of fake “sponsorships” over the years. While some of these are ambush marketing ploys (see below), what makes them fake is not as simple as pretending to sponsor a property. It’s that they’re sponsoring a pretend property—something no one can possibly own or trademark because it’s too big, too intangible, or too common. After adding to my collection just yesterday, I thought I’d share a few thoughts about how and when companies go there.
Looking for a point of differentiation in an increasingly cluttered category, Dr Pepper Snapple Group, inc. is ramping up promotional activity in the first quarter of ’10 for at least two of its brands.
For Sunkist, DPS will leverage partnerships with the Big 10 Conference, Big East Conference, Pac-10 and other college sports conferences with a national promotion featuring college athletic personality Dick Vitale.
For 7-Up, DPS plans to build on the brand’s seven-month-old Sevenisima Hispanic marketing campaign with a sponsorship of a major Latin music property. The Sevenisima campaign was designed to play up 7-Up’s healthier refreshment positioning by celebrating “flavorful moments experienced through a natural, real lifestyle.” The campaign featured a sweeps this past summer that dangled family vacations, shopping sprees and other prizes.