Opinion
Assertions
2/12/07: Some further insights into
sponsor summits. Beyond the value of forging
cross-promotional partnerships, many marketers view
cosponsors as potential
customers as well, thus adding to the value of having a venue to meet face to face.
NASCAR continues to have success with its
B2B Council, a group it formed solely to focus on business-to-business opportunities among its sponsors. Since last summer, membership on the two-year-old council has grown from
17 to 25, according to
Evan Frankel, the property’s director of business solutions. As much as
Bank of America’s new NASCAR deal has been viewed as a consumer marketing play, Frankel says the council played a
major role in securing the relationship: “They were very interested in participating in the council and other B2B events that we have.”…Properties also should consider
hosting a media reception as part of their summits, inviting journalists who cover the property. When media members get to know sponsors and gain a better understanding of their importance to the property it leads to more
sponsor-friendly coverage, say properties who take this approach–including the Hampton Classic, which invites New York-area reporters to its summit.
In addition to its extensive
sports involvements,
Sharp Electronics also has become involved with
nonprofit theaters across the U.S. in an agreement that could help the properties recruit additional sponsors. Working through the
National Corporate Theater Fund, a consortium of 10 regional theaters, Sharp is providing Aquos flat-panel screens for NCTF’s
StageVision program, which offers sponsors “PBS style” theater-related video messaging in the lobbies of the participating theaters.
IEG’s
The Next Big Thing conference is just four weeks away–March 11 to 14 in Chicago–and a record number of sponsors, including
Sharp, will be in attendance. Currently, the
financial services category is the most represented, with delegates coming from companies such as Aflac, Allstate, American Century Investments, American Express, Argent Mortgage, Bank of America, Bank of the West, BMO, CIBC, Fidelity, HSBC, Interstate Bank, Janus, Principal, RBC, Stanford Financial, Texans Credit Union, USAA, WaMu and Wells Fargo.
Media partners also will be out in force, including ESPN, Fortune, Infinity Broadcasting, and USA Today in addition to scores of local print and broadcast outlets. Other major categories in attendance:
apparel,
auto,
B2B,
packaged goods,
retail,
tech,
telecommunications and
travel.
New speakers and
topics added to the conference agenda include perennial audience favorite
Michael Aisner on keeping sponsors happy; former AT&T event marketer
Kristine Gross on co-marketing at the point of sale; MEC Global national broadcast director
Gibbs Haljun on how to sell sponsorship to media buyers; and legal eagle
Brian Heidelberger of Winston & Strawn on ambush marketing
Correction: Our story on
Aussie Vineyards referenced the wine maker’s participation with the
Team Australia Champ Car team. Aussie Vineyards chairman
Craig Gore and
Derrick Walker formed a 50/50 partnership to own the team;
Walker Racing is a separate entity that supports Team Australia and remains solely owned by Derrick Walker.
Jim Andrews