Carrie’s Top Ten (Mostly Sponsorship Related) List
Posted: 11/12/2009 10:09:22 AM by
Carrie Urban Kapraun | with 0 comments
There were some pretty big sponsorship news stories during the past week or two and since everyone else seems to have a top ten list, I wanted to do one too. Plus, doing a top ten list pretty much guarantees at least some people will be interested. Personally, I always turn to the top ten lists in magazines first and click on any news stories that say “Top Ten”. Maybe this will be the beginning of a series…hmm…enjoy!
1) It doesn’t matter how great a marketing program or product is if the people on the ground level aren’t performing
Case in point, my neighbor bought a new truck, which isn’t all that telling, but he bought a Toyota Tundra. His last truck was a Ford from the 1980’s, his other car is an older Saturn. He has lived in the same house for over 30 years. I don’t think he owns a computer, cell phones confuse him and he won’t fly because he doesn’t like all of the security. He has never previously owned a foreign car and as you can tell, he doesn’t like change. I am actually surprised he bought a new car at all. So, why did he buy a Toyota? His first stop on his car hunt was the Ford dealership. He was happy with his old truck and was going to replace it with a new model. Apparently, the people at the Ford dealership were not very helpful and weren’t willing to negotiate with him. He left and ultimately went to the Toyota dealership, where the people were extremely helpful and gave him a good deal. He left with a Toyota. All the goodwill and brand loyalty to Ford evaporated in a second and now all he talks about is how great his new truck is because it has power windows.
2) Consumers fail to distinguish between licensing agreements and seals of approval
According to a new study published in the fall 2009 issue of the Journal of Advertising, research concluded that consumers appeared to perceive a licensing agreement between a company and a nonprofit as constituting an endorsement equal to an explicit seal of approval. In addition, the study found that consumers who are most dedicated to a nonprofit's cause may also be among those most frequently misled by these CSR initiatives.
More reasons for nonprofits to choose their partners very carefully.
3) Sometimes you have to wonder who came up with this stuff–ice for $8 a cube
There is a brand of premium ice, Glace Luxury Ice, on the market being sold for $8 a cube or $40 for a bag of five. According to the marketing materials, this ice is “designed to occupy the top position in the premium ice market”.
I didn’t know there was a premium ice market; I must be too low brow. Will this catch on? Can you imagine being the person who has to market this product? I would love to sit in on those brainstorming meetings, I am sure there was mention of a celebrity endorsement (we have to get so and so to use our ice).
4) Colbert Nation becomes top U.S. speedskating sponsor
In an unconventional way, Stephen Colbert steps in to help a team that is struggling financially after the loss of a major sponsor. Colbert Nation raises $202,000 in its first week.
Can they save the team? Is this a new trend? Maybe this will generate some needed positive feelings about sponsorship. Let’s hope it is a success and possibly new ground for sponsorship.
Check out Rob’s Blog.
Check out Shelley’s Blog.
5) Macy’s and Make-a-Wish Believe Campaign for 2009
Children from around the country are invited to deposit their letters to Santa at their local Macy's. For each letter received, a dollar is donated to Make-a-Wish.
This is a nice example of a retailer/cause relationship. It has “warm and fuzzy” written all over it. Although it doesn’t require purchase of a product for a donation, you would have to believe that once you get people to the store, they are at least going to browse. It is a good traffic driving campaign for Macy’s.
6) IZOD’s title sponsorship of the IndyCar Series
It has been called the most important deal in the Series’ history. Not only does the partnership expand IndyCar’s reach, it brings a sense of security for other sponsors to sign on.
Could it be that IZOD is bringing more to the party than IndyCar? Are the traditional roles of borrowing brand equity reversed? It is possible.
Check out Jim’s Blog.
7) Man makes a living by selling the shirt on his back
He made $85,000 in one year by wearing companies’ t-shirts. He takes photos, blogs and posts on Facebook and Twitter.
If it works for one man, imagine what it can do for a company or brand.
8) KC Masterpiece and Kingsford Charcoal awarded Billboard Magazine’s Concert Marketing and Promotion Award for the Keith Urban Escape Together World Tour
The award recognized the brand's willingness to change the rules of traditional sponsorship and make a powerful business impact. It also recognized that the sponsorship benefited the entire concert industry by stimulating attendance to events, providing value to fans, and promoting the artist and brands involved. It touted, "Turn Up the Music and Fire Up the Grill."
Great to see a sponsor recognized for their contribution to an industry. The program has all the elements of great activation and integration. Yeah sponsorship!
9) Target tries “Snackable” videos for the Holidays
As part of their holiday campaign, the Target website will feature short videos that focus on content and entertainment but end with an opportunity to shop. The content is supposed to help generate gift giving ideas. Bill Melton, SVP of Client Services at Schematic says “It's snackable content.”
I am interested to see what type of results Target gets from this campaign but, mostly I just like the words “snackable content.”
10) Only 10 more business days until Thanksgiving. Hang in there!
Thanks to my fellow IEG bloggers whose posts I borrowed to use in the list.
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Filed under: entertainment, events, music, nonprofit, research, selling, activation