We are always interested in research that examines the true impact of sponsorship and related activities, so we look forward to the results of a recently announced study under the auspices of the U.K.’s Cambridge Judge Business School that will explore the return on investment from corporate social responsibility and grassroots marketing activities run in conjunction with the London 2012 Olympics and other major British sponsorships. more
Pat yourself on the back. Not only do you look fabulous today (oh, c’mon, you know you do), you’re pretty brilliant. Specific evidence of your above-average intelligence? You already knew that leading brands use corporate sponsorship to drive/reinforce their brand value and market leadership. more
I thought we all agreed some years ago that the idea of a company showing up, being seen, putting its name on something and then counting eyeballs and impressions was a marketing concept whose time had come and gone, made obsolete by new technologies and no longer relevant in a world of consumers who demanded to be engaged.
Well someone forgot to tell the many sports marketing experts I have seen quoted the past few days regarding Tiger Woods’ return to golf at The Masters. The consensus among this chattering class—many of them academics—is that Tiger’s return, in and of itself, will be a huge boon to the companies he still endorses because of the attention it will attract to him and, presumably, those marketers.
Beyond the particular circumstances of the Tiger Woods saga are some specific lessons for marketers who partner with individuals and properties.
See my guest column in this week’s Advertising Age to read what all marketers should take away from Tiger’s tale.
I had the pleasure of participating in a panel discussion at Northwestern University’s Kellogg School of Management this weekend. The occasion was the school’s inaugural sports business conference.
“The Business of Sports Sponsorships” panel—which featured Bank of America sponsorship chief Ray Bednar, Cleveland Indians SVP of sales and marketing Vic Gregovits and IMG College SVP Lawton Logan in addition to me—covered a lot of ground in our 75 minutes. more
This past week I attended a National Sports Marketing Networking (NSMN) event on The Evolution and Role of ROI in Sports .
Set up as an open forum with the audience and six panelists, there was a lot of great discussion and insight on what sponsors are looking for in ROI and how properties can provide it. Outlined below are a few of the key takeaways I left the event with: 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
The NFL has been on a recent kick of signing short-term sponsorship deals in the quick-service restaurant category.
Most recently, the league announced this week a deal lasting through March 1 making Papa John’s the official pizza sponsor of the NFL and Super Bowl XLIV. This sponsorship is very similar to the league’s relationship last year with KFC, in which the fast-feeder was the official wing of the NFL Playoffs and Super Bowl XLIII. more
Is a new-year’s-resolution post a tad predictable? Yep, and I’m embracing it, as you should embrace the idea of embedding predictability into your world in 2010.
Put measurement (and results-driven action) at the top of your 2010 To (Really) Do List and you will have a more prosperous new year and a more bankable future. more
The topic of sponsorship research has been on my mind lately. Sponsorship research can help both properties and sponsors with their decision making. There are many applications for sponsorship research. It can be used to determine the fit between a property and a sponsor; it can be used by a sponsor to measure an audience’s response to its sponsorship and activation programs; it can be part of return on sponsorship or ROI exercise; a property can use information garnered from research to demonstrate to its sponsors some of the benefits of the partnership; and it can be used to track trends or changes related to the sponsorship. Some properties and sponsors have the luxury of hiring an outside research agency. However, a lot of properties and sponsors have never conducted any research, or the property or sponsor conducts its own research (which is preferable to not conducting any research).
I would encourage sponsors and properties that don’t do sponsorship research to consider it, but there should be a clear purpose to the research, and the findings should be actionable, otherwise the results will be disappointing. Although the findings won’t be as specific, as a first step, a property or sponsor could consider using syndicated third-party research such as Scarborough or MediaMark (MRI).