In-kind is on the brain. Big time. I’ve talked with no less than a half-dozen clients in the last ten days about one or more in-kind and/or barter sponsorship arrangements they are negotiating. In some cases, companies are trying to leverage product or promotional inventory to eliminate part or all of their cash outlay; in others, properties are targeting companies based on the potential for access to their product. Yet the common thread throughout our conversations has been more about the questions they need to be asking than the type of inventory they are negotiating. more
One concept that I’ve seen properties begin to adopt lately, and which could become a larger sponsorship sales trend, is platform exclusivity. The idea is that only one corporate partner is permitted to activate in a specified channel or manner, e.g., mobile-device marketing, in-store retail promotions, use of video content, ticket giveaways, etc. more
When I receive word of a “sponsorship” or “marketing partnership” that has at its core a relationship between a corporation and a magazine publisher, I tend to disregard it as nothing more than a media buy that’s been given a gussied up name to try to generate some additional buzz. more
With family guests in town and Chicago’s perennial summer uptick in my and everyone else’s social calendar, the past couple weeks have been chock full of city fun: Cubs and Sox games (full disclosure: I bleed Cubby blue), symphony at Millennium Park, The Field Museum, Art Institute of Chicago, Museum of Science & Industry. . . more
Procter & Gamble's success at the Vancouver Olympic Games—which prompted its new TOP deal with the IOC—was a result of great activation of its USOC sponsorship. more
As with many other things, size both does and doesn’t matter when it comes to sponsorship. more
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? more
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. more
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. more
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?