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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The Conundrum Of Size In Sponsorship
As with many other things, size both does and doesn’t matter when it comes to sponsorship.
Filed under: what is sponsorship, activation
What Should Sponsors Do When Unexpected Change Occurs?
If you are a fan of college athletics like I am, then I’m sure you feel like you are stuck in one big whirlwind of a tornado. Colorado moves to the Pac-10, Nebraska joins the Big Ten, Texas commits to the Big 12—but for how long—and how will the other conferences (like the SEC, ACC and Big East) respond?
Filed under: assets, college sports, sponsorship measurement, sponsorship ROI, activation
SMS Marketing – Red Cross Text for Haiti Success
Much of the buzz around mobile marketing is focused on smartphones and other smart mobile devices. Granted, the creative options for smartphones versus standard mobile devices are much more numerous and the penetration of smartphones and other smart mobile devices is growing significantly. However, according to CTIA – The Wireless Association, 1.56 trillion text messages were sent in 2009, up from 81 billion in 2008 and likely, a majority of those text messages were sent from standard cell phones.
Filed under: activation
In Corporate Sponsorship, the Best Response Is Preparation
When disaster strikes, we initially focus on the aftermath of what just happened; but attention (and scrutiny) quickly turns to the disaster response. We’ve seen this most recently with the Gulf Coast oil spill from a BP rig (full disclosure: IEG has done work for a BP business unit), as both BP and the government struggle to stop the spill and limit the inevitable environmental damage. As bad as the actual problem is, a bad or failed response is almost worse.
Filed under: backlash, contracts, nonprofit, servicing, activation
Why Aren’t Corporate Sponsors Optimizing Search Terms?
Official corporate sponsors of the 2008 and 2010 Olympics failed to optimize social media opportunities by ignoring search engine optimization. Now the official corporate sponsors of the 2010 FIFA World Cup—including Adidas, Coca-Cola, Emirates and Hyundai/Kia—are missing the boat.
All are failing to link their activation to online search terms such as “soccer world cup” and “world cup 2010.” There is a huge volume of traffic surrounding these terms and sponsors have the rights to use them. So why aren’t they optimizing? Why isn’t FIFA advising them to do so?
Filed under: ambush marketing, beverage, cause marketing, digital media, endorsements, international, music, olympics, social media, soft drink, sports, activation
How Sponsorship Aided The Launch Of New Pampers Brand
At yesterday’s ANA Brand Innovation Conference: Igniting a Brand Movement presented by The New York Times, Jodi Allen, vice president, North America baby care for The Procter & Gamble Co., told attendees that Pampers’ mini online soap opera, A Parent Is Born, grew out of the insight that everyone talks about when a baby is born, but rarely mentions the fact that with each birth of a baby, two parents are born.
Filed under: digital media, olympics, pro sports, social media, activation
Interesting Developments At Major Sponsors
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on April 19, 2010.)
In recent private conversations with a number of key sponsorship professionals, I picked up the following tidbits that I thought were worth sharing:
Filed under: beverage, motorsports, NASCAR, retail, social media, soft drink, trends, activation
Part Three: How can I Maximize the Value of my Sponsorship Opportunities?
A few months ago I did a short series of blog posts on how to maximize the value of your sponsorship opportunities. In those earlier posts, I discussed some larger strategic ways to help increase value and I wrote about some more tangible-related ways to increase value. I thought I would revisit this series with some additional thoughts. Enjoy!
Filed under: activation
Can Properties Be Too Smart For Their Own Good?
There’s a myth within our industry that sponsors are smarter than properties. Maybe it’s because sponsor decision-makers frequently come from a marketing-specific background, while properties draw from a larger pool of event managers and volunteers. Or maybe it’s because people assume that the side controlling the cash must know what it’s doing.
Filed under: selling, activation
JetBlue Announces the JetPride Flight to Long Beach Pride - Does this Sponsorship and Activation Program Ring True?
JetBlue, Official Airline of the Long Beach Lesbian & Gay Pride, announced Flight #1969 (commemorating the 1969 Stonewall Riots), an exclusive flight from San Francisco to Long Beach that features pink cocktails, games, comedian Pam Ann and gift bags. According to JetBlue it is the first U.S. pride flight. JetBlue has partnered with Joie de Vivre Hotels and myPartner.com and a portion of the proceeds from the flight will be donated to The Gay and Lesbian Center of Long Beach.
Filed under: activation