Among the numerous considerations a sponsor must wade through to determine which properties to sponsor, cost is usually at the top of the list. Unfortunately, focusing too much on cost can sometimes lead a sponsor down the wrong path or create unnecessary boundaries, ruling out properties that might otherwise be appropriate. more
If you have checked out Sponsorship.com’s News section you may have read the February 17 release from the Quick Chek New Jersey Festival of Ballooning announcing a renewal of the title sponsorship that began in 1993. more
Early in my career my focus was on business-to-business marketing, specifically technology B-to-B marketing. What I learned from my experience is that business-to-business marketing is REALLY challenging. B-to-B marketers’ challenges include issues with both the message and the medium and those issues are often compounded by limited marketing budgets. more
We recently released IEG’s 25th annual sponsorship spending review and forecast, delivering the historic, if unwelcome, news that sponsorship spending by North American companies declined in ’09. If you haven’t had a chance to read the report and see the specific numbers, click here.
The fact that less was spent on sponsorship last year does not come as a huge shock to properties who have had to work much harder to close deals at fair market value, nor to sponsors who have been directed to make budget cuts. As we reported on new deals and success stories in IEG Sponsorship Report last year—success defined mostly by the oft-repeated phrase “flat is the new up”—we also heard many tales that could not be published about discounting and sponsors who were going back and revisiting existing agreements intent on decreasing their commitments. more
We had a great four days at the Professional Convention Management Association (PCMA) Annual Meeting this week. The event’s host city, Dallas, repeated its catchy “One More Thing” theme throughout the event. With my thanks to Dallas for a great job as host, here are eight more observations from PCMA—I promise at least seven of them have real-life applications, and I’ll let you decide about #8. more
Of all the news releases I receive, those from the Int’l Organization for Standardization are not high on my priority list of which to open. I’m not even sure how I got on the media list for this Swiss-based organization with a name that sounds like a front for a James Bond villain.
However, the announcement that arrived yesterday in my email inbox did catch my interest, as the ISO is embarking on an initiative to develop an international standard for sustainable event management, one that would lessen the negative environmental impact of all manner of large-scale events, from festivals to sports to business conferences. more
I'm co-facilitating two interactive sessions next week at the PCMA Annual Meeting: (1) a roundtable discussion about industry funding for medical meetings and (2) a panel on how to get (and think about) sponsorships of meetings, associations and destinations. (For more information, including the schedule, check out www.pcma2010.org.) more
You may have seen Joe’s recent blog about the partnership between Best Buy and Children’s of Minnesota. The partnership includes some pretty unique and well-suited activation. Inspired by that partnership, I set out to find some additional examples of good activation programs.
Garnier, a division of L’Oreal, caught my attention because of its activation around its sponsorship of Bonnaroo Music & Arts Festival. As a major sponsor of Bonnaroo, Garnier Fructis hosted the Rock Your Style Bonnaroo Salon. The salon offered hair washing, hair styling, free samples, karaoke and giveaways. The full-scale salon allowed concertgoers of the multi-day festival an opportunity to freshen up – a much needed amenity after several days of camping and apparently limited shower facilities. more
Get ready for 3D technology at home. Based on some announcements over the past twelve months, we will be seeing a lot of 3D technology in 2010 and beyond. Sony announced that it will launch 3D TVs in 2010. LG claims it will sell 400,000 3D TVs in 2010 and 3.4 million in 2011. Panasonic is also going to roll out 3D-ready plasma TVs and 3D-enabled Blu-ray Disc players in 2010. Furthermore, the Blu-ray Disc Association just announced that it reached an agreement on the standard that allows for 1080 viewing of 3D movies on a home TV. more
We always encourage properties to keep an eye out for companies introducing new product lines or looking to refresh their images, because such efforts are usually accompanied by significant marketing budgets.
With that in mind, I’d encourage you to take a look at Domino’s Pizza who, according to this USA Today article, is making substantial changes to its pizza recipe. Naturally the chain will be looking to get consumers to taste for themselves. more