IEG 2010: Emerging Sponsor Categories and How to Sign Them
Posted: 3/22/2010 7:13:06 PM by
William Chipps | with 0 comments
Several sponsorship sellers that weren’t able to make it to IEG’s Unbound conference asked me to highlight some of the hottest industries discussed today at my roundtable on emerging sponsorship categories. Below, three categories that every property should have on their radar screen:
Cable/Telecommunications Providers (4G wireless service)
Players:
Clearwire Communications
Comcast
Sprint Nextel
Time Warner Cable, etc.
Industry Snapshot: Historically an extremely active category, cable and telecommunications companies are signing even more sponsorships and leveraging existing ties to promote the rollout of fourth-generation wireless service. The product is still in its early stages, with Clearwire, Comcast, Sprint Nextel and Time Warner Cable currently offering it. Other competitors, such as AT&T and Verizon Wireless, are expected to launch 4G service in ’10 and ’11.
Hot Buttons: Generate a buzz in new markets; promote/demonstrate 4G and other bundled products and services; enhance consumer engagement with sponsored events; piggyback property social media efforts; gain on-site sales rights (Clearwire)
Sales Tips: Octagon screens and implement ties for Clearwire.
Solar Energy
Players:
Salt River Solar & Wind
Sequoia Solar
SolarWorld USA
Yingli Green Energy, etc.
Industry Snapshot: Fueled by growing interest in renewable energy sources, companies in the solar energy space have taken to using corporate sponsorship to build visibility, demonstrate products and services, gain leads through event cosponsors and tout their corporate citizenship. An added plus: Solar power firms are aligning with properties of all types and sizes, ranging from international sports events to community festivals.
Hot Buttons: Demonstrate products and services; generate database; gain business from event cosponsors; demonstrate community support
Sales Tips: Sponsorship spending largely emanates from two types of companies in the solar power industry: manufacturers of wafers, cells and panels; and system installers.
Pocket Camcorders
Players:
DXG USA
Eastman Kodak
Flip Video
Sony Computer Entertainment America, etc.
Industry Snapshot: Growing competition and healthy sales are prompting new sponsorship spending by manufacturers of ultra-portable video cameras. These makers of pocket camcorders primarily are using the medium to promote new products and gain one-on-one marketing opportunities.
Hot Buttons: Tout new products; gain on-site demonstration opportunities; platforms for retail promotions and hospitality for retail accounts
Sales Tips: DXG is scouting new female-centric sponsorships for its Luxe Collection and other products. Luxe last year sponsored the Miss Universe and Miss Teen USA pageants.
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Filed under: IEG conference, IEG 2010