IEG’s Sponsorship Blog

T-Mobile Sees Success From Guerilla Marketing Campaign, Mulls Expanded Program For ’10

Posted: 11/25/2009 11:26:42 AM by William Chipps | with 0 comments

Festivals, Hispanic events and other types of local properties may want to put T-Mobile on their prospect list for ’10.

T-Mobile this year saw success from a five-month guerilla marketing campaign in which the company sponsored more than 25 events ranging from local festivals to state and county fairs.

Case in point: T-Mobile conducted more than 26,000 “Mobile Makeovers” and activated more than 5,000 new accounts at the events.

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Filed under: agency, entertainment, evaluation, events, how to get sponsorship, malls/developments, selling, sponsorship ROI, activation

Sales Tips From Billboard Touring Conference

Posted: 11/19/2009 12:51:43 PM by William Chipps | with 0 comments

Below, four takeaways that emanated from the sponsorship panel I moderated at last week’s Billboard Touring Conference and Awards.

Start the sales process early. Properties should hit the street with sponsorship opportunities at least six to nine months prior to an event.

The length of time extends dramatically when pitching packaged goods and other types of companies that sell through retail channels. Case in point: Drew McGowan, senior group manager of public relations & sponsorships with The Clorox Co., is currently putting together programs for ’11.

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Filed under: events, how to get sponsorship, music, packaging, entertainment

Hertz Preps New Brand Campaign, Inks Deal with PGA of America

Posted: 11/3/2009 1:02:43 PM by William Chipps | with 0 comments

Sponsorship may play a role in The Hertz Corp.’s ’10 brand revitalization campaign that will include a new corporate logo, remodeled rental car facilities and new employee uniforms.

As part of the makeover, the company next year will roll out a marketing campaign themed ‘Journey On.’ The goal of the campaign: to connect with consumers on an emotional level.

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Filed under: entertainment, how to get sponsorship, in-kind, sports, branded entertainment