Speakers representing sponsors at Making Sensory reported a wide variety of positive returns on their objectives from organization, venue, sports, music and other partnerships. Below, a sample of the results achieved:

The Procter & Gamble Co. saw its Secret deodorant’s market share among cheerleaders increase by 30 points within six months of signing a partnership with cheerleading camps, competitions and organizations run by Varsity Brands, Inc.

“That is a crazy result to be able to achieve, and it is certainly not one we are getting with traditional media,” said Dave Knox, P&G brand manager, who forged the deal when he was the company’s teen external relations manager.

Sharp Electronics Marketing Co. of America secured a crucial business relationship with American Express Co. as a result of both companies having partnerships with mall developer The Taubman Co.

Although the crux of Sharp’s agreement with Taubman is the flat-panel TV consumer product showcase offered by Aquos Entertainment Lounges in 10 upscale malls across the U.S., the relationship has led to the AmEx partnership and achieved other business-to-business goals for the consumer electronics manufacturer.

“Partnerships with fellow sponsors and other B2B opportunities are a key metric for us with all of the properties in our portfolio,” said Judah Zeigler, associate vice president, retail and consumer marketing group.

Sharp and AmEx came together around the creation of the Members Lounge at The Mall at Short Hills in northern New Jersey, an AmEx pop-up installation during the holiday shopping season.

“We partnered in a limited way on the Members Lounge, but it led to other conversations that resulted in larger programs, like our becoming involved with the American Express My WishList promotion,” Zeigler said. “All of that was born out of Taubman bringing American Express and Sharp together.”

In addition to working with other sponsors, Sharp has leveraged its Aquos lounges to deepen relationships with content providers and also has developed a portal for Taubman tenants to offer them competitive pricing on electronics products, Zeigler said. “We have access to these retailers who ordinarily would cost a great deal of money to reach directly.”

DELA Uitvaartverzorging B.V., the Dutch funeral insurance and burial arrangements company, became the primary sponsor of the Dutch national women’s volleyball team to help create a more positive image of the company.

The unlikely pairing has accomplished that goal in just the first year of the partnership, according to Bob van Oosterhout, the founder of DELA’s agency Triple Double B.V.

“Internally, company pride has increased by 10 points on a proprietary index the company uses,” he said. “Externally, the results have been amazing in terms of people looking at the DELA brand in a much more positive way” (see Chart 1).

Washington Mutual, Inc. earned similar results from its WaMu Live! entertainment venue program (see Chart 2). “These were the numbers that sold our executives on expanding the program when it came time for them to review it,” said Paula Beadle, the company’s vice president of corporate sponsorships and events.

In addition, the program drove higher loyalty numbers among current customers, she said. “Also, the e-newsletters we sent to our online banking customers that included information on WaMu Live! had the highest click-through rate of anything we have promoted to that group.”

While the primary goal of the program is customer retention, the bank does hope to convert some non-customers into customers, an objective it fell short on in ’07, Beadle said. “As part of our expansion plan this year, we want to offer more incentives to increase the conversion rate.”

The Valspar Corp. last year aligned its eponymous house paint brand with the U.S. Tennis Assn.’s U.S. Open, as well as nine of the U.S. Open Series’ ten U.S. and Canadian pro tournaments leading up to the Grand Slam event.

Since the line–sold exclusively through retailer Lowe’s Cos.–had been rebranded and relaunched in March ’07, Valspar determined it could not use comparable sales data to measure the sponsorship’s effectiveness, said Tom Jacobs, vice president, director of sports and event marketing at Euro RSCG Chicago, who negotiated and managed the deal.

Instead, Jacobs purchased research on the average awareness, preference and consideration levels for first-time sponsors of tennis events and commissioned on-site surveys to determine attendees’ response to Valspar’s sponsorship.

“Consideration to purchase Valspar was 52 points higher than the industry norm for a first-time sponsor; our unaided awareness was 50 points higher,” Jacobs said. “Our aided awareness was 20 points higher than the norm.

“We also outperformed some of the larger U.S. Open sponsors in unaided awareness, some of whom have been there for more than 10 years.”

Jacobs credits the positive outcome to the company’s on-site activation efforts, which included the Valspar Paint Performance Challenge, a tennis skills competition. “We had research that said people who attend tennis events are active tennis players, so we made sure to build a promotion that tapped into their personal participation. That activation drove our research results.”

Overall consumer awareness of the new brand “climbed significantly” in the months when the sponsored tournaments took place, Jacobs noted.

“Our awareness had increased by three points from April to May and another three points from May to June, but then there was a big lift in July when the U.S. Open Series events began to happen. Everything else the brand was doing was consistent during that time, so we believe the tennis campaign was the cause.”