Sophisticated, Real-world Training from IEG
No company is better equipped than IEG to give you the training and tools you need to make your partnerships succeed.
For more than two decades, IEG has been improving the economics of sponsorship, promotional partnerships, strategic alliances and cause marketing.
IEG created the protocol for determining the fair market value of a sponsorship, forever removing the guesswork from pricing. Endorsed by 200 leading brands, the IEG Valuation Service uses both tangible and intangible metrics such as emotional quotients—how deeply an opportunity resonates with its audience—to gauge value.
IEG’s new methodology for measuring ROI is as innovative, accurate and customercentric as its Valuation Service.
Unlike prevailing measurement approaches—which simply transfer advertising metrics such as media equivalencies to sponsorship—IEG shows you how to capture actual, not intermediary, results and link expenditures directly to real investment returns.
About Your Presenters
Jim Andrews, Senior Vice President/Editorial Director
Jim has more than two decades of sponsorship experience, and is recognized around the world as an industry expert, frequently appearing in print and broadcast media such as The Wall Street Journal and CNN. In addition to overseeing the editorial content and direction of IEG’s publications, including its flagship biweekly newsletter, IEG Sponsorship Report, he has trained thousands of practitioners through seminars, workshops and webinars, sharing his vast knowledge and insights into the industry’s best practices and strategies.
Diane Knoepke, Vice President, IEG Advisory Services
Diane’s many corporate client assignments have included acomprehensive review of a soft drink giant’s sponsorship portfolio, including activation strategy counsel and recommendations on how the company should evaluate and select new opportunities. She also developed an evaluation model for a wireless service provider, enabling the sponsor to find ways for consumer-focused deals to simultaneously deliver on B2B goals. Diane, a former sponsorship sales exec for two healthcare associations, also advises properties on meeting the needs of sponsors and building the value of their sponsorship offerings.
Dan Kowitz, Vice President, IEG Advisory Services
Dan is one of a rare breed who has actual experience working with nearly every sponsor and property type. As a corporate marketer, Dan headed the sponsorship departments of a major telecommunications company and a retail chain—negotiating, activating and measuring deals with pro sports, causes, community events and other opportunities. He currently counsels IEG corporate clients on what to sponsor, what to pay, how to leverage and what to measure. He also has helped IEG property clients ranging from international organizations to regional attractions increase the value of their packages and improve their relationships with corporate partners.