Agenda, Wednesday March 19
Sunday | Monday | Tuesday | Wednesday
Workshops | Closing Plenary Session
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: Build-a-Brief Workshop
Diane Knoepke and Angie Zigrossi, IEG Advisory and Valuation Services
TUTORIAL: Measurement 101: What Properties Need to Know to Start ROI Conversations with Sponsors
Rebecca Joslin, IEG Advisory and Valuation Services
TUTORIAL: Practical Tactics to Engage Corporate Prospects
Jane Hopgood, Arts & Communications
10–11 AM Workshops
You may attend one of the following.
Key: Session recommended for: = sponsors = sponsees = all
How to Efficiently Launch a Product with Sponsorship
Tom Jacobs, Euro RSCG
With sponsorship of US Open tennis and the nine-city US Open Series as its centerpiece, Jacobs’ client, The Valspar Corp., seeded the market for its rebranded line of house paints. Hear from the agency and a Valspar marketer how the events were used to drive traffic back to retail, build buzz, generate a database and showcase the brand’s ties to designers and decorators.
Small Budget, Big Returns
Erica Brandler, E. & J. Gallo Winery
Like Starbucks and Red Bull, Gallo’s Barefoot Wine is building its brand and its business with barely any advertising but lots of local events and sponsorships. Named Wine Brand of the Year for 2007 by Market Watch magazine, based on increased awareness and volume, the winery’s sales force of “Barefooters” spread the gospel nationwide, calling on retailers and vendors, and bringing the brand to community events. Brandler, who manages Barefoot’s footprint in the Eastern half of the U.S., leaves the big obvious events to bigger-budget competitors and wins by finding niche events with buzz, community and fan loyalty.
Launch Pad: Turning New and Fledgling Events into Category Leaders, Fast
Bob Avery, Aviation Nation Foundation
In five short years, Nevada’s Aviation Nation Air Show has captured the most sponsorship—some $2 million from companies like Boyd Gaming, Hyundai, Outback, Oracle and Microsoft—and most media coverage of any air show in North America. And the event’s turbocharged success has prompted the U.S. Air Force to ask the foundation to help rebuild the way it does business through air shows worldwide. Avery, who chairs the foundation, will share the core practices for creating and spreading success, which you can use to hasten and increase the growth of your own properties.
Successfully Activating Entertainment Partnerships
Stephanie Testa, NBC Universal
As vice president of corporate alliances, Testa is responsible for worldwide alliances across Universal Studios’ divisions of motion pictures, home entertainment and theme parks, and has delivered some of the industry’s most creative and lucrative deals, including the landmark Volkswagen global partnership. Other partners who have bought bundled packages combining film, DVD and park assets include Coca-Cola, Nestlé Waters, Sharp, Xerox and Cartier. While an array of benefits, from sourcing and hospitality to unique content and film and DVD brand integration, are built into the packages, Testa and her team design custom activations for each partner. Using case studies from VW, Chase and MasterCard, she’ll share the latest on building and activating blockbuster properties.
What Is Wrong with Most Proposals and How to Fix Them
Vince Burks, Amica Mutual Insurance Co.
Burks buys sponsorship for a brand with low awareness levels in a category that “lacks curb appeal and sizzle,” i.e., auto and homeowners insurance. Successfully pitching him requires a specialized understanding of how your property addresses these challenges and how to craft your offer accordingly. Burks, who needs awareness-building more than image transfer, and who operates in a regulated environment, reveals what it takes to sell Amica—and the myriad other prospects with similar circumstances. Pulling from the company’s large portfolio of deals, he also will identify ways to improve your servicing and increase renewal rates. A key focus will be engagement/activation ideas in which sponsors and sponsees can partner to create that sensory experience. Properties and clients will hear the same message—with opportunities to share their insights—placing everyone on the same page when it comes to signing on the dotted line.
11:15 AM–Noon Closing Plenary Session
Lessons and Takeaways from Making Sensory
Lesa Ukman and Jim Andrews, IEG, LLC
A wrap-up of the major themes, ideas and trends emanating from the conference. The session leaders will help you focus on the important ideas, strategies and tactics to take back to the office, share with your colleagues and begin implementing right away.
Noon Close of Conference and Coffee
Before you plug back in to your day-to-day tasks, take advantage of one more chance for some big-picture discussions, idea-sharing and networking with the smartest minds and most sympathetic ears you will find.
Sunday | Monday | Tuesday | Wednesday
Schedule subject to change. Detailed agenda and Conference materials will be sent to each delegate upon registration.