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.
Your In-kind Sponsorship Agenda: Questions to Ask Before Signing
In-kind is on the brain. Big time. I’ve talked with no less than a half-dozen clients in the last ten days about one or more in-kind and/or barter sponsorship arrangements they are negotiating. In some cases, companies are trying to leverage product or promotional inventory to eliminate part or all of their cash outlay; in others, properties are targeting companies based on the potential for access to their product. Yet the common thread throughout our conversations has been more about the questions they need to be asking than the type of inventory they are negotiating.
Filed under: in-kind, negotiating, valuation, activation
Sponsorships Vs. Endorsements: Who Wins?
Athlete and celebrity endorsements have been the topic of much conversation lately, thanks to new regulations issued last month from the U.S. Federal Trade Commission and two pieces of research published this week.
The first of the studies is from Mediaedge:cia revealing that young adults are more likely to purchase a product or service based on the recommendation of a celebrity endorser than older shoppers. The second is an Adweek Media/Harris Poll survey that shows business leaders to be more persuasive spokespeople than actors, athletes, musicians and former politicians.
Filed under: legislation, endorsements