A typical consumer target audience for an advertising or marketing campaign usually looks something like this: women, ages 25-54, with a household income $50,000+. The target geography is defined (e.g., national, top 20 DMA’s) and maybe there is something about household size, presence of children or stated ethnicity. For good measure, a target audience may also include some other sort of purchasing behavior, usage behavior, or other ownership criteria, such as “consumes soft drinks five times a week” or is a “heavy-user” of soft drinks.
As marketers we try to create a picture of our target audience by creating a lifestyle analysis or by developing some sort of “day in the life” exercise. I remember a particular time when I presented a media “day in the life/lifestyle” scenario to a client, only to have him protest the inclusion of the band U2 in the audience profile. He was certain that his target audience didn’t listen to U2. Besides the fact that U2 is super, super popular rock band, the scenario was meant to be directional, and honestly we didn’t have any really firm data to dispute or confirm the conclusion.
Those who follow the NBA may have picked up on this story about the Los Angeles Lakers championship parade’s being privately funded, with as much as $900,000 donated by wealthy Angelenos.
While I applaud the donors—including several successful businesspeople who might have an interest in currying favor with the government and public—I have to ask, “Where are the sponsors?” For the entire season, Lakers sponsors would have been positioned to fans as the team’s biggest backers. Now, at a huge celebration of the team’s accomplishments, those sponsors are overshadowed by business magnates getting all the press (though no sponsorship rights). more
In this time of economic uncertainty, Bayer and its One A Day vitamins for men are enhancing the brand’s MLB sponsorship. This year will be the second year of the Strikeout Prostate Cancer Challenge in which Bayer donates $10 for every MLB strikeout. It has added additional MLB spokespeople; increased advertising, player appearances and media tours; and included blue wristbands and blue ribbon decals worn by MLB coaches and players on Father’s Day. All this on top of a program that in 2008 generated $328,840 for the Prostate Cancer Foundation, in support of prostate cancer research.
Recently, I shared my thoughts regarding an article in the Stanford Social Innovation Review on the subject of cause marketing. I want to be clear about my position on cause marketing. It is great for society! For all those who suffer from prostate cancer, or any other disease, we need more Bayer’s in this world. The funds generated through cause marketing programs like the Strikeout Prostate Cancer Challenge are vital in society’s ongoing fight against all forms of suffering.
So today I not only salute Bayer for its work, I challenge every other corporation around the globe, if they are not already doing so, to join in the fight against human suffering through cause marketing! more
While the ongoing recession has forced banks, automotive and other types of companies to scale back their sponsorship spend, properties are finding more interest from one unexpected source: “sin” companies.
Beer, wine, casinos and other types of companies that market products with potential negative implications have recently gone gangbusters on sponsorship, aligning with everything from community festivals to nonprofits and college athletic programs. more
You may have seen some recent press around NBA Orlando Magic center Marcin Gortat. A Polish newspaper published a photo of Gortat after game one of the NBA Finals that prominently displayed the Michael Jordan/Nike tattoo on Gortat’s lower right leg. Gortat, a native of Poland, has a shoe contract with Reebok. According to Tim Povak of Fanhouse.com, Reebok asked Gortat to either cover the tattoo with his socks or with make-up for the rest of the finals. Gortat said “that ain’t going to happen,” noting he had the tattoo when he signed with Rebook and it wasn’t a problem then.
This reminded me of the events that took place at the 2006 World Cup in Stuttgart, Germany where Dutch fans wearing orange lederhosen with the Bavaria Beer logo on them were required to remove their pants because Bavaria is not an official sponsor of the World Cup. This action was taken by FIFA on behalf its sponsor Budweiser.
These could both be considered forms of ambush marketing. However, a major point of differentiation is that Gortat is paid by Reebok, whereas the Dutch fans paid to attend the World Cup. It wasn’t Gortat’s intent to ambush his sponsor and it is debatable that Bavaria Beer’s intent was to ambush Budweiser. I can see both sides of this, but I wonder what the ultimate impact of these actions is on how consumers view these sponsors. Does the publicity draw more attention to the situation and their competitors’ brands then if there wasn’t any type of intervention? I would like to hear your opinion on this.
According to the latest projections from IEG Sponsorship Report, worldwide sponsorship spending on amateur and professional tennis tournaments and sanctioning bodies will total $581 million in ’09, a 1.3 percent increase from ’08.
Pressured by the global economic downturn and fallout from cutbacks in the financial services and automotive categories, the increase is down significantly from the eight percent rise in ’08 and 10 percent increase in ’07.
Case in point: The ATP Los Angeles Open is going without a title sponsor this summer following the loss of mortgage crisis poster child Countrywide Financial Corp., which was purchased by Bank of America Corp. last year. more
Hello IEG friends, fans, newbies, etc.
Well, come on in! This is my first entry to the IEG blog thread, so I thought maybe you’d like to know a little bit more about me, what I’m into and the kind of information you can expect to find here when I’m blogging. My name is Shelley and I’ve been with IEG for a few years. Prior to joining IEG, I logged some time in the professional sports world working to help the WNBA Chicago Sky franchise get up and running and develop its sponsorship program. Other than that you should know I’m an avid sports, music, fashion and social media junkie and I will drop just about anything for a Reese’s peanut butter cup.
The topics of interest you’ll find covered when I’m blogging of course include corporate sponsorship (you are at sponsorship.com, right?), but also digital and emerging forms of media, sports and branded entertainment. I’m really looking forward to sharing a part of myself and my time with you as a part of the IEG community so come back often and shoot me an email if there’s something you’d like to hear me weigh in on (email@example.com), hit me up on Twitter (@Shelley_IEG) or if there’s just something cool you’d like to share, post away.
As one of my former colleagues liked to say: peace, love and sponsorship. more
P&G has stepped up sponsorship activity around its Cincinnati headquarters, signing title of Memorial Day weekend’s Taste of Cincinnati and expanding its partnership with last month’s Cincinnati Flying Pig Marathon.
The soap giant activated both deals with a handful of brands, each of which gained ownership of an on-site proprietary program. For example, the Taste of Cincinnati featured the Pampers Stroller Speed lane, the Bounty Quilted Picker Uppers cleaning teams and the Old Spice Swagger Zone, a special seating area where attendees could watch Cincinnati Reds games on a giant TV.
At the Flying Pig Marathon, P&G’s Tide used branded laundry carts to pick up clothing discarded by runners, Old Spice High Endurance deodorant awarded a prize to marathoners who ran the last mile the fastest, while Mr. Clean sponsored the Clean Your Clock fastest split-time award.
The strategy makes a lot of sense: In addition to promoting its hometown presence, P&G was able to make a more meaningful connection with its target audience by integrating its products into the fabric of each event. The multi-brand strategy also allowed P&G to spread the cost of the sponsorships over multiple budgets.
Way to go, P&G. more
If iPhone apps are all the rage, why should sponsorship be immune? The Chicago 2016 bid committee has introduced a “Countdown to Copenhagen” app that marks the days left until the October 2 IOC vote in Denmark to select which candidate city will get the 2016 Summer Games.
Each day brings iPhone users a historic fact about either the Olympics or Chicago along with the days remaining until the vote. Chicago is the first bid city to take advantage of this technology. Given the relatively low cost of developing apps, we expect to see plenty of other properties offering updates and info through this new platform. more
When it comes to sponsorship, the Olympic movement has long been able to do things no other property would be able to pull off, from providing clean venues that eliminate TV-visible sponsor ID to commanding nine-figure fees for rights that are limited to one country. The latest example comes from London 2012, which according to the Financial Times is set to sign McCann Erickson as its official ad agency for a reported fee of 10 million pounds.
Let’s see if we have this straight: Many properties actually pay agencies to create and place their ads. Some properties are fortunate to have agencies provide ad services pro bono. The London Games will have an agency that not only will handle all its advertising, but will pay the equivalent of roughly $15 million for the privilege. The phrase “must be nice” comes to mind. more