I will be conducting a workshop at IEG’s Unbound conference on how sponsors and rightsholders are effectively using social media to engage and connect with fans. And on April 15, I will be in London for a similar session with Burson Marsteller on the topic.
In preparing for those discussions, I have come across a great many examples that demonstrate the depth and breadth of these extensions. Here are a few:
As a property, incorporating sponsors into your social media presence is a logical way to enhance sponsorship value.
However, similar to the old adage that you can’t put the horse before the cart, you cannot successfully incorporate sponsors into social media without a well-established social media presence. more
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
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
Earlier this week, Waste Management and Live Nation announced a multi-year agreement allowing Waste Management to become the ‘Official Waste Services and Recycling Sponsor’ of all Live Nation venues.
Although inherently unsexy and seemingly incredibly mundane (someone has to pick up the waste produced at concerts), this sponsorship offers far more than meets the eye. more
Can I really tell CVBs to spend less on advertising? Am I brave enough to court the wrath of media entities and the hospitality and travel industries? OK, no.
CVBs, tourism boards and destinations should spend fewer marketing dollars on one-off advertising and a la carte direct mail marketing. Instead, spend dollars on ads and direct mail campaigns as part of—or activation of—integrated sponsorship packages. more
I was telling the story this week about one of my first jobs, which was in the telecommunications industry. Before starting my career in sponsorship, I was in the public and government relations department. My first task of the day was to arrive at about 6:30 a.m. and read eight newspapers, cut out any article that mentioned our company from every section of the paper, tape each clipping to 8.5’ x 11’ paper, make 30 sets of copies and hand deliver them to the desks of the senior execs by 8:30 a.m. (The execs did not want to wait for the press clipping company, which would not usually deliver till afternoon.)
As you can see, there was nothing electronic or instant about this process. This story also dates me and clearly illustrates a time in business when electronic communication was nothing like today. more
There’s an aisle in just about every Walgreen’s and CVS in the US that my friends and I like to call the “Cheesy TV Aisle.” It’s that awesome aisle where you can learn everything from how to “set and forget” your way to a perfect roast, “bump it” to give your hair that sexy volume and “sham-wow” yourself out of a mess. To date, I’ve used this aisle primarily for two reasons: to kill time while my prescriptions are being filled and/or as a great place to pick up gag gifts for care packages for friends. Here’s the really funny part about all of this: three of these said, “Cheesy TV Aisle” products either have posted or are on target to rake in sales of $300 million or more. (And that is the sound of my jaw hitting the floor followed by the sound of me slopping down a serving of humble pie). more
I shared some of the insights heard at the ANA Annual conference in my last post. Below are more of the key ideas discussed by the “masters of marketing,” as the event is subtitled.
Eric Schmidt, chairman and CEO, Google
Schmidt had an optimistic message: “We’re about to enter a time of unprecedented opportunity as optimism collides with expanding platforms and accelerating uptake.”