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.
Learn more about IEG > Work with IEG >
Sponsor Survey Outlines Steps Rightsholders Must Take
In case you missed it, IEG has released the finding from the 12th annual IEG/Performance Research Sponsorship Decision-makers Survey.
Filed under: IEG, research, selling, servicing, social media, spending, sponsorship evaluation, sponsorship measurement, sponsorship ROI, sponsorship strategy, trends, activation
The Time to Adopt a New Approach to Sponsorship Measurement Is Now
IEG has done a lot of comparing and contrasting of sponsorship to advertising in our 30 year history. And most often sponsorship came out as the more engaging, more relevant, more meaningful way of connecting with audiences.
Filed under: sponsorship measurement, sponsorship ROI, trends, evaluation
Will Short-term And Shared Deals Be The Death Of Sponsorship?
In the beginning, stadium naming rights agreements were largely 20-year commitments, with a few 10-year exceptions. The bulk of NASCAR team sponsorships were for a full season, and marketers signed on to sponsor every stop of a concert tour.
Filed under: what is sponsorship, sponsorship measurement
Measuring TV Exposure Does Not Capture Sponsorship ROI
There is much more to measuring the ROI of a sponsorship than accounting for the value of brand exposure during TV broadcasts, yet I continue to hear stories of sponsors that put nearly all of their measurement emphasis on that
Filed under: sponsorship measurement, sponsorship ROI, international
Heineken’s Smart Approach To Sponsorship Activation
While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference.
Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation
Sponsorship Makes The Cut
Observations, learnings and provocations from October’s ANA Masters of Marketing conference.
Filed under: research, sponsorship measurement, sponsorship ROI, telecommunications, trends, endorsements
Big Shift: IEG Paper Explores New and Better Way to Think About Sponsorship
Looking across all of the brands that IEG would define as “leaders” in sponsorship—companies such as IBM, Gatorade, Aon, Xerox, GE and others—we see a major trend: an alignment of sponsorships and partnerships with the larger goals of the business, to ensure they are driving growth and having an impact across the entire enterprise.
Filed under: evaluation, sponsorship measurement, sponsorship ROI, trends, what is sponsorship, activation
Perspective on IEG Consulting’s Work With Roush Fenway
One of the tricky things about posting to a corporate blog such as IEG’s is that you don’t want to hijack this—or any other social media—and use it as a platform to promote what the company does. This is a forum for sharing ideas, insights, and observations that people interested in sponsorship will find useful.
Filed under: evaluation, IEG, motorsports, NASCAR, servicing, sponsorship measurement, sponsorship ROI, trends, agency
Attention Drivers v. Value Drivers for Cause/Marketers
Have you checked out the Dynamics of Cause Engagement study released earlier this month by Ogilvy PR and Georgetown University’s Center for Social Impact Communication? For any one in the nonprofit fundraising or cause marketing business, it provides useful insight into what Americans think are the top causes (“causes” referring, in this case, to issues or content areas rather than specific nonprofit organizations).
Filed under: evaluation, nonprofit, sponsorship measurement, cause marketing
Three Cups of Tea or Three Card Monte? Our Continuing Need for Nonprofit Metrics
This past week, I’ve watched and read the Greg Mortenson/Central Asia Institute investigation coverage with a frown on my face. (For the CBS 60 Minutes piece, click here.) Sure, I enjoyed and admired Mortenson’s stories and work described in Three Cups of Tea and it is always uncomfortable to have the integrity of someone you admire come into sharp and pointed question. But such is life, and we will have to wait and see what comes of the ongoing investigation and debate.
Filed under: cause marketing, nonprofit, sponsorship measurement, sponsorship ROI, backlash