IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
Triscuit Takes a Different Approach to Hunger-Relief and Leverages its Partnership with Urban Farming through a Comprehensive Program
Triscuit crackers has partnered with Urban Farming – a non-profit organization that helps provide food for people in need by planting farms on unused land – to create 50 community-based farms in 2010. The first garden was planted on March 11, 2009 in Los Angeles, CA.
Last July, I wrote a blog about the gardening/home farming industry and its sponsorship potential. My thoughts were that gardening is an upward trending industry and I wanted to see more sponsorship activity from gardening related products and companies. My point was that a gardening company could use sponsorship as a platform to educate people about home farming, provide much needed information and of course demonstrate its products/services.
Filed under: nonprofit, research, activation
What’s Your Story?
Watching the German telecast of the French Open here in Italy, ads for Longines watches touted the amazing work of the Andre Agassi Foundation. A revealing twist to standard endorsements, Longines creative saluted the accomplishments of Andre’s foundation rather than Andre singing the praises of Longines. Tying to substance rather than pure celebrity hits the spot in these more modest times (see my previous post on The New Modesty).
And in a world of product parity in most every category—plus rampant commercialization—the most valuable assets of sponsorships and endorsements are morphing. For example, the implied endorsement of official product status used to have far more value than it does now. Directionally, the value’s in the audience affinity and the story that can be told.
Filed under: international, research, activation
Monday Session Recap from the 2009 IEG Sponsorship Conference
On the first full day of the 2009 IEG Sponsorship Conference, the presentations came out in full force as representatives of sponsors and properties exchanged ideas on how to go about meeting their needs today.
Filed under: how to get sponsorship, IEG conference, research, activation