With a month to go before the IOC selects the host city for the 2016 Summer Games, Fox Chicago looked at the city’s prospects last night, including a report on potential sponsorship revenue.
Without enough advance warning for a quick change of clothes or to clear off my cluttered desk (our much more glamorous conference room was in use), I sat down with reporter Lilia Chacon. Here’s the result. more
Let me say first that I think IHOP’s NFL sponsorship is a deal that could provide the pancake chain with numerous promotional platforms to drive traffic, enhance the brand, etc. In fact, IHOP has introduced a number of activations, which you can check out at the company’s new microsite, www.IHOP.com/NFL. However, French toast in the shape of a football just doesn’t cut it. First, even if this menu item was a good idea, IHOP didn’t need an NFL sponsorship to introduce it. Second, this menu item is a bad idea because no one over the age of 12 wants to eat food shaped like a football (or other sports equipment for that matter). more
The Australian federal government’s Preventative Health Strategy task force has recommended banning alcohol sponsorship as one method to deter people from drinking and perhaps becoming a burden on the public health system.
Whenever the subject of curbing the marketing of “sin products”—or raising their prices through taxes—comes up, I must admit that my libertarian side—as well as my drinking side—wants to shout, “If it’s a legal product, then why make the marketing of it illegal?” However, I understand the need for regulation of products that carry potential dangers.
The issue is where do we draw the line? No marketing of alcohol to kids? Of course. But prohibiting sponsorship of sports and other properties while allowing other adult-oriented advertising and marketing? Why? The argument that sports sponsorship implies an endorsement of alcohol as healthy is nonsense. Let’s give all but the weakest-minded consumers some credit, shall we?
While many properties have written off the consumer electronics category due to the economy and subsequent pullback in discretionary consumer spending, JVC, LG and other companies may soon start seeking new deals to promote their latest-and-greatest products: 3-D TVs.
At least one company has signed its first deal. Panasonic Consumer Electronics recently announced a tie-in with James Cameron’s new 3-D science fiction film Avatar on behalf of its 3-D-ready plasma screen TV and 3-D-enabled Blu-ray Disc player, both of which it plans to release next year.
Panasonic will activate the tie by hosting Avatar viewing demonstrations in specially-designed trailers in the U.S. and Europe. Sources say the company plans to leverage Panasonic System Solutions Co.’s multi-million dollar partnership with AEG to host screenings at Southern California’s LA Live entertainment complex. more
As mentioned in part one of the series, of all of the categories of tangible benefits (both measured and non-measured) that I come across, valuing “can’t buy” hospitality, unique access opportunities or interactive/highly integrated benefits are some of the hardest tangible benefits to value. Of course, these also happen to be some of the most valuable pieces of a sponsorship package.
The second part of the series concentrates on unique access opportunities. Many of the principles for valuing VIP hospitality apply to unique access opportunities. Keep in mind, there isn’t always a clear delineation between categories; the line can be a little blurry. more
This post won’t be tagged under “deep insights,” but just an observation about a noteworthy sponsorship that could be replicated by other properties.
This coming weekend’s Ford Ironman Louisville event features sponsorship from the city-run Louisville Water Co. Given its role as the local water utility, LWC has come up with a unique way to supply the hundreds of gallons of water needed by the triathletes that eliminates the need for thousands of eco-unfriendly plastic bottles. The company will tap into its existing water lines and one mobile water trunk and provide 100-plus volunteers at nine stations with hoses to fill 125,000 cups of water.
LWC plans to use this model for other local events to which it currently supplies bottled tap water.
For properties that have not had success securing an official water sponsor, or for those seeking a sustainable alternative to bottled water, tapping into your local water utility may be a good way to go.
Of all of the categories of tangible benefits (both measured and non-measured) that I come across, valuing “can’t buy” hospitality, unique access opportunities or interactive/highly integrated benefits are some of the hardest tangible benefits to value. Of course, these also happen to be some of the most valuable pieces of a sponsorship package.
Initially, I wanted to address all of these types of benefits in one blog but I quickly realized that there is too much information to cover, so I am going to do a three-part series and the first part will concentrate on VIP or “can’t buy” hospitality. Even for my blogs, this one is a little long, but I think that if you can stick with it, there is some really valuable information here (maybe too much).
IEG has written about—and recommended to certain consulting clients—the idea of properties teaming up to create a better offer for sponsors, whether that be a larger package of rights and benefits, an expanded—or more diverse—audience, broader geographic reach, etc.
Typically, this has been advised for smaller properties, many of whom wouldn’t have robust enough benefits or audience numbers to attract significant sponsor interest on their own. But with larger properties facing unforeseen revenue challenges, perhaps some of them should give the two-properties-are-better-then-one idea a try.
What is it about nostalgia that is so engaging and why do brands that have successfully captured it stir up such an emotional response? Additionally, what are some current examples and what is the role of nostalgia in sponsorship?
I don’t quite understand it, but consumers (me included) seem to respond to almost anything that is reminiscent of earlier times in their lives, and strangely enough, people often have a fondness for decades that occurred before their birth (think Kenley Collins from “Project Runway” and her fascination with fashion from the 40’s and 50’s).
In fact, although most of us were not alive during the Great Depression, the 1930’s depression era is currently in vogue as we experience our own modern day economic uncertainty. Apparently, especially in times of turmoil, there is comfort in the familiar. more
Related to my gripe about using generic demographics to define target audiences, I really would like to see more brands better define their marketing, advertising, media, sponsorship objectives, etc. Many companies have “increase brand awareness” as a stated marketing objective. Why? Either because that is how it has always been defined and/or not enough thought has been put into determining their objectives. I think an objective of “increase brand awareness” is a cop out; it is as generic as saying “I want to be a better person.” Does it really give a good sense of purpose and direction?
Often, a brand has some level of broad awareness among consumers. So, its not that consumers have never heard of the brand; but maybe consumers need to be reminded of the benefits of the brand; perhaps there needs to be a change in the perception of the brand; possibly consumers need to be informed about a new product/service; or maybe they need to be educated that this is a product/service that they can’t live without. At the very least, if brand awareness is truly the objective, what are the benchmarks to say that it increased? What is it being measured against? (Obviously, all marketing objectives, not just increase brand awareness, need benchmarks and measurement).