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.”
I have no problem admitting I love partaking in some Real Housewives of Orange County viewing (or Atlanta, New Jersey, New York City, hell, it could be The Real Housewives of Des Moines and I’d probably watch). However, it is definitely not the first thing I bring up as conversational fodder when attempting to convey my personality and what I stand for. So, when I read today that Sprint is signed on as a sponsor of Bravo’s fifth season of The Real Housewives of Orange County,I was a bit… well, stunned I guess.
For starters, here are the deets of the deal; Sprint will receive:
While cruising through the status updates of my peeps on Facebook I saw the Cleveland Cavaliers had posted this offer: “Talk about a slam dunk! We want to share one of our best perks with you! Our friends at Quicken Loans give us a great discount on home loans as part of their exclusive benefit program, The Mortgage Insiders. But you can get it too! Just ask about adding the Mortgage Insiders Benefit Program to your workplace benefits.... Be part of the winning team by participating with the Cavs, Cleveland Clinic, UPS, Microsoft, Dell and others and become a Mortgage Insider today!”
Don’t be alarmed, at no point during this blog post will a floating ad featuring Ty Pennington jump out of this blog post and scream at you through a megaphone.
We all have our armchair quarterback moments, where we see something we would have done differently to enhance a campaign or partnership. And then we see some that nag us because they have potential and yet need a bit of an overhaul. Right partners, not-quite-right relationship.
Just a note: as we have so much merging and converging of ideas and relationship types in our industry today—I’m going to use “sponsorship” fairly broadly and cover corporate relationships like added-value advertising and cause marketing as well. more
In case you haven’t seen it, the Bob Woodruff Foundation (BWF) has launched ReMIND.org, an initiative to spur consumer action in support of U.S. troops. While the Foundation provides support to members of the military, veterans and military families, the ReMIND initiative turns to the public with an awareness and fundraising goal.
ReMIND has two big things going on right now:
If you read my posts often enough, you know I’m constantly waxing poetic about how important integrating the consumer into the sponsorship experience is. So it should be no surprise that upon hearing about Stephen Colbert’s, “Colbert Nation” top sponsorship of the U.S. Speed Skating team (if you haven’t already, check out my colleague Rob Campbell’s blog post here) and FanCar’s unique sponsorship opportunities around Sprint NASCAR cars; that I am ready to hand out two big, fat gold stars for fan integration. more
Sipping my coffee this morning, checking the publications and newsletters that keep me up to speed with what’s going on around me and Product Placement News caught my eye. The product placement world has been abuzz for quite awhile now (particularly across the pond) as lobbyists, government figures and industry folks debate what is and is not “product placement,” and where product placement should and should not be allowed.
The latest installment in this drama was laid out today by a group called Truthful Media who is lobbying the FCC to “call product placement what it essentially is – paid advertising” (via Product Placement News). Evidently, Truthful Media has reached out to FCC chairman Julius Genachowski stating that there is too much product placement occurring on television – citing teen shows like One Tree Hill as examples of product placement gone awry. more