Latest Thinking from IEG

The Time to Adopt a New Approach to Sponsorship Measurement Is Now
IEG has done a lot of comparing and contrasting of sponsorship to advertising in our 30 year history. And most often sponsorship came out as the more engaging, more relevant, more meaningful way of connecting with audiences.

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Filed under: sponsorship measurement, sponsorship ROI, trends, evaluation

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.

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Filed under: evaluation, sponsorship measurement, sponsorship ROI, trends, what is sponsorship, activation

Perspective on IEG Consulting’s Work With Roush Fenway

One of the tricky things about posting to a corporate blog such as IEG’s is that you don’t want to hijack this—or any other social media—and use it as a platform to promote what the company does. This is a forum for sharing ideas, insights, and observations that people interested in sponsorship will find useful.

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Filed under: evaluation, IEG, motorsports, NASCAR, servicing, sponsorship measurement, sponsorship ROI, trends, agency

Attention Drivers v. Value Drivers for Cause/Marketers

Have you checked out the Dynamics of Cause Engagement study released earlier this month by Ogilvy PR and Georgetown University’s Center for Social Impact Communication? For any one in the nonprofit fundraising or cause marketing business, it provides useful insight into what Americans think are the top causes (“causes” referring, in this case, to issues or content areas rather than specific nonprofit organizations).

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Filed under: evaluation, nonprofit, sponsorship measurement, cause marketing

Return on Engagement: The Art and Crafts of Sponsorship

Leading up to the 2011 IEG Sponsorship Conference, Return on Engagement: Sponsorship’s Impact on Business, I will be blogging on measuring sponsorship’s ROI: How to do it, what the research reveals, improving the value of sponsorship, etc.

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Filed under: cause marketing, evaluation, IEG conference, international, new media, nonprofit, social media, sponsorship measurement, sponsorship ROI, beverage

Return on Engagement: Learnings from the TELUS Facebook Go Pink Campaign
Leading up to the 2011 IEG Sponsorship Conference, Return on Engagement: Sponsorship’s Impact on Business, I will be blogging on measuring sponsorship’s ROI: How to do it, what the research reveals, improving the value of sponsorship, etc.

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Filed under: cause marketing, evaluation, IEG conference, new media, nonprofit, social media, sponsorship measurement, sponsorship ROI, telecommunications, Canada

Is “Pay for Performance” the Newest Sponsorship Trend?

The French Football Federation (“FFF”), the national soccer body, is still feeling the effects from its less than stellar 2010 World Cup performance. The FFF recently had to pay out €4.5 million to its top-tier sponsors to compensate them for France’s first round exit from the 2010 World Cup.

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Filed under: evaluation, negotiating, pro sports, sports, trends, contracts

Takeaways From ANA Sponsorship & Event Marketing Committee Meeting

Through our relationship with the Assn. of National Advertisers, IEG participated in yesterday’s quarterly meeting of the ANA’s Sponsorship & Event Marketing Committee, hosted in the beautiful conference facilities at Chicago’s Shedd Aquarium.

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Filed under: college sports, contracts, evaluation, how to get sponsorship, negotiating, research, selling, servicing, sponsorship measurement, sponsorship ROI, trends, assets

Heavy Stuff for a Friday: How to Cheat Yourself in Sponsorship (or, The Psychic Weight of Devaluation)

As I’ve been off and on the road the past month, I have had at least a half dozen conversations (with both sponsors and properties) that centered on the same theme: devaluation is a drag.

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Filed under: how to get sponsorship, in-kind, sponsorship measurement, valuation, evaluation

Measurement: What Do Sponsors Want And What Can Properties Give?

(This blog post originally appeared as an opinion column in IEG Sponsorship Report on March 15, 2010)

A constant theme during a number of my recent conversations with sponsors—some of whom spoke at IEG’s recent conference—has been their desire for properties to assist them in measuring their return (on investment, on objectives, etc.).

Properties I have spoken with also tell me they are receiving this same message from their corporate partners.

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Filed under: research, servicing, sponsorship ROI, evaluation