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Far From Kid Stuff: Lessons From P&G On Successfully Partnering With Youth
Although cutting-edge may not be the first attribute that comes to mind when you hear the name The Procter & Gamble Co., the company’s youth-focused brands such as Old Spice, Secret, CoverGirl, Tampax, Always and others have taken the lead in learning how best to connect with 13-to-18-year-olds.
A key player in P&G’s success marketing to teens has been Dave Knox, who pioneered much of the company’s strategy of forging partnerships in the digital and real worlds with youth-generated communities and social networks around passion points such as music and sports.
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STRATEGY
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Dell Uses New Event Ties To Show PCs Are Cool
Looking to establish a lifestyle connection with young adults and promote a bevy of new computer products rolled out earlier this year, Dell Inc. is turning up the volume on sponsorship.
“We are definitely investing more on sponsorship,” said Susan Kittleson, director of global category marketing, Dell Consumer.
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SELLING
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Practical Sales Tips For Nonprofit Properties
In a tutorial delivered at IEG’s Making Sensory conference, Jane Hopgood, vice president, sponsorship projects for Arts & Communications, a Toronto-based agency, offered a series of helpful tips for nonprofit properties on how to approach and pitch prospective partners.
Below are excerpts from her discussion.
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CAR-SHARING SERVICES
step up sponsorship activity as interest in short-term rentals hits all-time high
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SKINNY WATER
readies national rollout, plans sponsorships in key markets for enhanced water product
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ASSERTIONS
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