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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Why Content Matters
Competition for content is skyrocketing among sponsors, rightsholders, broadcasters and new media. Reasons include: cheap bandwidth, the proliferation of tablets and smartphones, new broadcast forms such as IPTV and web TV, new distribution outlets—Google and Apple are bringing their own TV subsidiaries onto the market—and the need for content to populate owned media.
Filed under: branded content, digital media, new media, social media, sponsored content, trends, activation
Taking Credit: P&G Promotes Cause with Social and Mobile Media
To demonstrate the effectiveness of Facebook as a marketing channel to attendees at the ANA Masters of Marketing conference this past weekend, Facebook COO Sheryl Sandberg shared the example of Mean Stinks, the anti-bullying campaign of Procter & Gamble’s Secret deodorant.
Filed under: cause marketing, nonprofit, social media, activation
Is Social Media The Greatest Ambush Marketing Technique Ever?
A recent blog post on valuing social media as a sponsorship benefit prompted a thought-provoking response from my old pal Dan Schorr of Start2Finish Marketing.
Filed under: ambush marketing, social media, activation
What’s the Worst Cause Deal Ever? That’s an Easy One
I was recently asked to name the most damaging cause marketing deal of the past two decades. That dubious honor goes to Sunbeam's alliance with the American Medical Assn.
Filed under: cause marketing, nonprofit, backlash
Plenty of Questions Surround Mercedes’ Superdome Deal
Stadium naming rights sponsorships never fail to create conversation about their value, origins and overall worthiness, and last week’s agreement to put the Mercedes-Benz name on New Orleans’ Superdome is no exception.
Filed under: naming rights, pro sports, valuation, venues, automotive
Sponsors Activate Nonprofit Partnerships With Social Games
I’ve delivered several presentations recently at sponsor summits and international conferences on using social media to increase the value of nonprofit and cause-related sponsorships.
Filed under: cause marketing, digital media, new media, nonprofit, trends, activation
Black Mark for BlackBerry: What RIM Did Wrong In Venezuela Sponsorship Snafu
I never suspected the trove of classified government communications trickling out through WikiLeaks would contain a sponsorship story, but a recently released February 2010 cable from the U.S. embassy in Caracas, Venezuela tells a tale with valuable lessons for sponsors.
Filed under: backlash, Canada, contracts, international, media sponsorship, negotiating, telecommunications, arts
How Do You Value Social Media Benefits in a Sponsorship Package?
When we launched the IEG Valuation Service in the late ’90s, the phrase “social media” still primarily referred to getting a group of friends together to watch TV. More than a decade later that same term has become a marketable asset for properties, but as with many other benefits offered to sponsors, one that is not easy to value.
Filed under: negotiating, social media, valuation, assets
Pepsi Refresh Still Plagued by Bad Practices
My IEG Consulting Group colleagues and I have been pleased to help hundreds of nonprofits— from UNICEF and World Wildlife Fund to St. Jude Children’s Research Hospital and the American Heart Assn.—generate millions of dollars in nontraditional revenue. We also have teamed with some of the world’s leading brands to value, measure and maximize their ROI on nonprofit partnerships.
Filed under: beverage, cause marketing, social media, soft drink, backlash
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