Agenda, Tuesday March 18
Sunday | Monday | Tuesday | Wednesday
Feature Presentations | Feature Presentations | Keynote Address, Lunch | Workshops | Keynote Address | Networking Reception
8–9:40 AM Round Tables, Tutorials, Sponsors In Residence and Continental Breakfast
Executives learn best from one another—especially when they are as experienced and accomplished as those who attend IEG. That’s why each morning is dedicated to hands-on, small group, round-table discussions. Choose from 21 topics; each lasts 30 minutes and then repeats twice. If you prefer less interaction and more formalized learning, the Tutorials, held concurrently with the round tables, are for you. Sponsors-In-Residence meetings also occur at this time. Your chance to meet one on one with decision-makers who collectively control more than $2 billion in spending.
Key: Session recommended for: 
= sponsors 
= sponsees 
= all
TUTORIAL: Establishing the Value of Your Sponsorships
Mark Ording and Vinu Joseph, IEG Advisory and Valuation Services
TUTORIAL: Be Your Own Hollywood: Cultivating Rock-star Programs that Keep Your Sponsors Coming Back for More
Gail Lowney Alofsin, Newport Harbor Corp.
TUTORIAL: Engaging the Over-targeted Echo Boomers
Amanda Blakley and Ashleigh Dempster, The Society
TUTORIAL: Sponsors Live: Decision-maker Panel Discussion
Moderator: Michael D. Aisner, The MDA Company
Panelists: Vince Burks, Amica Mutual Insurance Co.
Steve Leland, Accenture
Judah Zeigler, Sharp Electronics Marketing Co. of America
10–11 AM Feature Presentations
You may attend one of the following:
Architecture, Engineering and Bait: Developing the Perfect Sponsorship Proposition
Rick Jones, Head Captain, FishBait Marketing
Sponsorship guru Jones will discuss the architecture and engineering of properties to ensure successful sponsorship propositions. The industry veteran and dynamic speaker will share his unique perspective on taking the many disparate components of a property and using them to develop meaningful sponsorship platforms for a wide variety of sponsor types and sizes. He will demonstrate the approach through his real-life experience with properties ranging from Chazz Fest: Charleston Music & Heritage Festival to collegiate athletic programs and the Kay Yow/WBCA Cancer Fund.
How to Win Friends and Influence People through Sponsorship
Stefan Nerpin, Vice President of Group Marketing Communications, Vattenfall AB
In a relatively short period of time, Vattenfall has transitioned from a local power company in Sweden to one of Europe’s largest energy providers. Much of its growth has been through the acquisition and rebranding of local companies–some more than 100 years old. Nerpin’s story of how Vattenfall employed sponsorship to overcome challenges in establishing its unfamiliar name and gaining acceptance offers numerous lessons for all sponsors, particularly the work the company did to understand the six emotional phases that stakeholders go through in response to change, and the role of communications in addressing those emotional stages and moving consumers to ultimately embrace the change.
Love Is…Never Having to Count Impressions
Jed Pearsall and Bill Doyle, Performance Research
Sponsorship works on an entirely different level from traditional advertising, tapping directly into the consumer’s feelings, emotions and passions to create bonds that can last a lifetime. Why, then, would anyone try to measure sponsorship by using an advertising yardstick? Join research pioneers Pearsall and Doyle for a virtual “love-in,” where you will see how they quantify sponsorship “one-night stands” versus “committed relationships.” Their intelligence-gathering in action brings a new perspective on the private lives of consumers as they watch and attend events, welcome or resist sponsorship, and, most tellingly, as they select or walk away from sponsor’s products.
Show, Don’t Tell
Judah Zeigler, Sharp Electronics, and Vanessa Shay, Taubman Centers
Zeigler, who oversees marketing for Sharp’s Audio, Video and Home Appliances—including sponsorship, trade shows, channel marketing, merchandising, communications and retail initiatives—lives and dies by sales. Yet Zeigler’s activation of deals as varied as MLB, Universal Theme Parks and Roush Fenway Racing, is not transactional, but sensory. He and Fick, who manages Taubman’s national deals, will discuss their new partnership, which is designed around the creation of AQUOS Entertainment Lounges, where shoppers can relax in front of high-definition televisions, in 10 of Taubman’s upscale centers.
11:15 AM–12:15 PM Feature Presentations
You may attend one of the following:
Counterintelligence: How Consumer Feedback Led a Sponsor to Go Against the Tide
Henri van der Aat, Managing Partner, Trefpunt Sports and Leisure Marketing
Agency veteran van der Aat will share a fascinating case study from Dutch banking cooperative Rabobank. A major cycling sponsor, the company conducted research that has led it to reinforce its commitment to the troubled sport rather than leave for greener pastures like so many other sponsors. The session will share the surprising insights from consumers.
It’s Not Your Business: Using Music Sponsorship to Show BlackBerry Isn’t All Work and No Play
Paul Kalbfleisch, Research In Motion Ltd., and Marcie Cardwell, MAC Presents
With its introduction of the BlackBerry Curve, as well as the Pearl, RIM has made a statement that its devices are no longer just for multitasking businesspeople. But how to convey that message in a crowded electronics field, to consumers who are no longer content simply to be the receivers of messages? Kalbfleisch believed music would be the best way to engage audiences and position Curve as a lifestyle product. He will discuss the anatomy of BlackBerry’s presenting sponsorship of John Mayer’s tour, from how it was hammered out in five weeks to its interactive on-site activation involving carrier partner AT&T, to leveraging through online and traditional media promotion.
Keeping Your Cool: What Scion Can Teach Us about Maintaining an Edge and Capitalizing on Music Industry Opportunities
Jeri Yoshizu, Scion Manager of Sales and Promotion, Toyota Motor Sales U.S.A., Inc.
Scion is the Peter Pan of automotive brands—it refuses to grow up. As it approaches its fifth birthday, Scion will not attempt to age with the owners who bought its first models, but rather will target the latest group entering their early 20s. To do that, the brand must be in touch with the latest cultural trends by having a ground-level understanding of what’s happening and what’s coming. Scion accomplishes that feat by sponsoring more than 70 music, film and arts events a month, many with crowds no larger than 200. Yoshizu, the architect of Scion’s underground marketing, will show how being guerilla and grassroots doesn’t rely on research, but on living the brand and the scene.
The 21 Key Things I Have Learned in 21 Years in Sponsorship
Robert Prazmark, 21 Sports and Entertainment Marketing
Prazmark, who came to sports and event marketing with a background in network TV sales, revolutionized the business. He introduced complex rights packages that included sponsorship, advertising and joint marketing agreements among discrete rightsholders such as Olympic NGBs and NOCs, opening the opportunity for seven- and eight-figure partnerships. Prazmark has closed more than $1.7 billion worth of deals on behalf of such blue-chip clients as the IOC, Dallas Cowboys, the Smithsonian and NASA. Prazmark combines his street-smart sales savvy with big picture thought-leadership, providing lessons for magnifying the success of your own organization.
12:30–2:15 PM Keynote Address and Lunch
What the Largest Social Movement in History Means to You
Paul Hawken, Entrepreneur, Environmentalist, Author and Thought Leader
Hawken—author of Natural Capitalism, which Bill Clinton called one of the five most important books in the world; founder of several successful tech companies; co-founder of gardening retailer Smith & Hawken; host of the 17-part PBS series based on his best-selling Growing a Business—has done it again. His new book, Blessed Unrest: How the Largest Movement in the World Came into Being and Why No One Saw It Coming, identifies the actual size of the fragmented world of environmental and social justice organizations, from giant NGOs to four-person Internet-based activist groups, and reveals that when taken together, this “desire for a common good,” represents the largest social movement in the history of the world. Hawken will discuss the revolutionary changes accompanying this “highly effective,” bottom-up global push to reclaim basic human rights and save our species.
2:30–4:45 PM Workshops
You may attend two of the following; each lasts one hour and then repeats.
Key: Session recommended for: = sponsors = sponsees = all
Peak Performance Sponsorships: Expanding Beyond Marketing Goals to Core Business Objectives
Laura Kouns, UPS
Peak-performing sponsors broaden their brief from strictly marketing to include core business issues, from HR to new business. For example, UPS has used NASCAR not only as the theme for its popular “Race the Truck” spots, but motorsports marketing manager Kouns and her team also have built in revenue programs such as Trackside Services, philanthropic showcases such as the UPS Store/Toys for Tots car, and recruitment and diversity overlays. Get an inside look at how it’s done.
Sponsor Summit: The 10 Things Every Marketer Needs To Be Thinking About and The One Thing They Already Are
Sam Hill, FTI Helios Consulting, and Lesa Ukman, IEG
This special, double-length session is strictly limited to sponsors and their agencies. It is designed to focus you on the priorities for driving your sponsorship program forward. The session begins with Hill, the brilliant marketing strategist and renowned advisor to Fortune 50 corporations, who will cut through the endless stream of “trends” to tell you what will matter most and why in the upcoming year. Following that, Ukman will address the issue no one can afford to ignore: measuring sponsorship’s return. Drawing on findings from the most recent projects of IEG’s Return On Sponsorship service, she will show how most of the ways sponsors currently measure fall woefully short of revealing true impact, whether determining outputs instead of outcomes or using flabby and irrelevant ad metrics. Among the revelations: In the middle of a multiyear deal, an ROI number is nice to have, but figuring out which activation programs are working best is exponentially better. Refocusing how a deal is activated or the audience it is targeted to can more than triple return.
From Heritage Brand to Wonder Brand: Discovering the Power of “All Babies”
Chad Royal-Pascoe, March of Dimes
This session will take you through the March of Dimes’ process to reassess its venerable name and positioning, which required striking a balance between 70 years of equity and ensuring relevance today. Royal-Pascoe, national director of strategic alliances, will detail how the cause is using its refocused mission devoted to healthy babies to revitalize its relationships with corporate partners such as MasterCard, Kmart, Famous Footwear and Cigna, as well as attract new year-round support for the organization and its signature event, previously called WalkAmerica and now known as the March for Babies.
Perfect Pitch
Steve Tihanyi, General Motors Corp., and Jeff Urban, Gatorade
If you learn best by doing, are quick on your feet, and want to advance your presentation skills, this interactive session is for you. Urban, who handles Gatorade’s national partnerships, manages its stable of iconic athlete endorsers and oversees the 20-person sports marketing team, and Tihanyi—who has overseen a portfolio of blue-chip partnerships for GM—ask volunteers to describe their property and prospect category. Audience members compare how they would approach the pitch to the strategies of brave volunteers and against the candid appraisals of the session hosts.
Property as Activation Agency
Jon Greenberg, Milwaukee Admirals
The minor league hockey franchise has been wildly successful at attracting sponsors by creating innovative promotions that maximize partner impact. For example, Weight Watchers chose the Admirals as a national test sponsorship after the team proposed hosting meetings and weigh-ins at the arena, and a President’s Club in which fans compete against team president Greenberg in dropping the most pounds. Learn how the team turned a mandate to ensure it was delivering the best customer experience to fans into a portfolio of consumercentric partnerships embraced by retailers, packaged goods, telecommunications, casinos and many other sponsor categories.
Balanced
Ryan Sandilands, Cirque du Soleil
Cirque is the only performing arts organization to command pro-sports-sized rights fees, yet sponsors are not part of the show. The Cirque audience “understands the need for sponsors but does not want them involved in the show,” says Sandilands, who is responsible for corporate alliances including sponsorship and promotional partnerships. Overseeing sales and servicing teams in Montreal, Amsterdam and Melbourne and the real-time strategies of Cirque partners like CGI, Delta Air Lines, Wyndham and iShares, Sandilands shares his inside line on how sponsors and rightsholders can build value for each other without placement in the show.
Extending the Reach of Events and Sponsors through Social Media
Randal Moss, American Cancer Society
When the American Cancer Society’s Relay For Life debuted in Linden Lab’s Second Life three years ago, it was the first ever recreation of a material world event in a virtual space. Three years on, the virtual Relay For Life attracted nearly 2,500 avatars to the 24-hour event. The event site also included a disco club—DJs donated their time to make a continuous live broadcast—a silent auction park, a yacht club with fundraising regattas and a main stage. The relay generated 24 million Linden dollars, or $90,000. Moss, the cause’s manager of futuring and innovation-based strategies, identifies the costs and benefits of mobilizing new communities.
Innovation Session: Mining Big Returns from Small Properties
Alison Gordon, Rethink Breast Cancer
The mass-market model is broken. Yet most sponsors and rightsholders still buy and sell quantity rather than quality. Gordon—whose groundbreaking approach to building a power brand from scratch has inspired some of the most experienced sponsors to rethink their own strategies—is back at IEG with a year’s worth of new examples and insights to share. From how sponsors can leverage the agility and social networks of small properties to how rightsholders without big events or audiences can satisfy the needs of national and international brands, you will discover the untapped power of small.
New Tools
Nigel Geach, Sports Marketing Surveys Ltd.
The massive growth of televised sports throughout the world and the increasing dollars spent on sports marketing, have pushed the role of research to the top of the agenda. Once discretionary, it is now a compulsory component of the pitch—to sponsors, suppliers, governments and bid committees. For the last two decades, Geach, a board member of the European Sponsorship Assn., has been demonstrating the value of independent research, enabling clients like Volvo, adidas, New Zealand All Blacks and Visit Scotland to capture the impact of their properties and partnerships. Geach will introduce the latest methodologies for both local and multi-country research.
5–6 PM Keynote Address
What’s Next: A Global Giant’s Revolutionary Ideas about Sponsorship
Giles Morgan, Director, Global Sports Marketing and Sponsorship, HSBC Holdings Plc
As the executive responsible for the strategic development and management of HSBC’s international sponsorship portfolio, Morgan is taking a truly visionary approach to the medium. In particular, he has commissioned groundbreaking research that examines the values attached to sport and intends to use the results to seek ways to align HSBC’s sponsorships with its corporate social responsibility initiatives. Since joining “the world’s local bank” in 2005, Morgan has worked to take HSBC’s position as a major sponsor of international golf and transform that role from a highly successful brand-building and client entertainment platform that makes good business sense into a next-generation sensory program that connects with business and individual customers on a completely different and much deeper level.
6 PM Networking Reception
Another opportunity to mix, mingle and make sense of Making Sensory. Share what you have learned, hear others’ insights and deepen those peer-to-peer connections.
Sunday | Monday | Tuesday | Wednesday
Schedule subject to change. Detailed agenda and Conference materials will be sent to each delegate upon registration.