Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Insights from Keld Strudahl, Carlsberg Breweries
In the last keynote address of the day, Carlsberg’s Keld Strudahl explained why the company uses soccer as its core sponsorship platform.
Filed under: evaluation, IEG conference, international, sponsorship measurement, sponsorship ROI, sports, beer
Insights from Adam Weber, The Procter & Gamble Co., and David Caruso, ACME Brand Content Co.
Talk about breathing some new life into a struggling brand.
Looking to rejuvenate Tag body spray, P&G teamed up with Island Def Jam Music Group to create Tag Records.
Filed under: entertainment, IEG conference, music, new media, digital media
Insights from Lesa Ukman, IEG, and Ann Green, Millward Brown
IEG’s Lesa Ukman and Millward Brown’s Ann Green gave a great presentation today on measuring sponsorship’s return on investment.
Filed under: evaluation, IEG conference, motorsports, NASCAR, sponsorship measurement, sponsorship ROI, sports, activation
Insights from Chris Brahe, NBA New Jersey Nets
The NBA New Jersey Nets have taken some creative steps to land new corporate partners and boost ticket sales.
Filed under: pro sports, selling, sports, IEG conference
Insights from J. Johan Jervoe, McDonald’s Corp.
In his keynote titled Sponsorship, Screens and Sociology: McDonald’s Ahead of the Curve View of Marketing, Jervoe walked attendees through the quick service restaurant’s groundbreaking The Lost Ring program around its sponsorship of the ’08 Olympic Games in Beijing.
Filed under: digital media, IEG conference, new media, olympics, sports, activation
Insights from Larry Gelfand, National Hockey League
In this session the NHL’s Larry Gelfand walked attendees through the pro sports league’s digital marketing platform based around NHL.com.
Filed under: digital media, IEG conference, new media, pro sports, sports, activation
Insights from Rolf Jensen, Dream Society 2.0
Futurist Rolf Jensen’s keynote received a lot of great feedback.
The presentation was definitely visionary stuff. The key takeaway: Companies that add “stories” to their brands are better able to gain a point of differentiation by establishing an emotional connect with consumers.
Filed under: IEG conference
Insights from Emerging Categories Roundtable
This morning I led a roundtable on emerging and transforming sponsor categories, and a number of people that weren’t able to attend the session asked if I could post the categories on the blog.
Filed under: IEG conference, media sponsorship, selling, how to get sponsorship
Sponsor Survey Outlines Steps Rightsholders Must Take
In case you missed it, IEG has released the finding from the 12th annual IEG/Performance Research Sponsorship Decision-makers Survey.
Filed under: IEG, research, selling, servicing, social media, spending, sponsorship evaluation, sponsorship measurement, sponsorship ROI, sponsorship strategy, trends, activation
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.
Filed under: sponsorship measurement, sponsorship ROI, trends, evaluation
Will Short-term And Shared Deals Be The Death Of Sponsorship?
In the beginning, stadium naming rights agreements were largely 20-year commitments, with a few 10-year exceptions. The bulk of NASCAR team sponsorships were for a full season, and marketers signed on to sponsor every stop of a concert tour.
Filed under: what is sponsorship, sponsorship measurement
Measuring TV Exposure Does Not Capture Sponsorship ROI
There is much more to measuring the ROI of a sponsorship than accounting for the value of brand exposure during TV broadcasts, yet I continue to hear stories of sponsors that put nearly all of their measurement emphasis on that
Filed under: sponsorship measurement, sponsorship ROI, international
Heineken’s Smart Approach To Sponsorship Activation
While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference.
Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation
Sponsorship Makes The Cut
Observations, learnings and provocations from October’s ANA Masters of Marketing conference.
Filed under: research, sponsorship measurement, sponsorship ROI, telecommunications, trends, endorsements
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.
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.
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).
Filed under: evaluation, nonprofit, sponsorship measurement, cause marketing
Three Cups of Tea or Three Card Monte? Our Continuing Need for Nonprofit Metrics
This past week, I’ve watched and read the Greg Mortenson/Central Asia Institute investigation coverage with a frown on my face. (For the CBS 60 Minutes piece, click here.) Sure, I enjoyed and admired Mortenson’s stories and work described in Three Cups of Tea and it is always uncomfortable to have the integrity of someone you admire come into sharp and pointed question. But such is life, and we will have to wait and see what comes of the ongoing investigation and debate.
Filed under: cause marketing, nonprofit, sponsorship measurement, sponsorship ROI, backlash