Sponsorship & Event Marketing
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NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. SPONSORSHIP, EVENTS AND THE OWNED MEDIA OPPORTUNITY (9:45 - 10:45)
It is a truth universally acknowledged-if not fully understood-that the most interesting advertising medium around today is people talking. So how do events generate not only live and social media buzz, but owned media for future use "down the road?" We will answer this question by looking at case studies from two companies who are doing this successfully:
Hyundai Sonata Uncensored
Hyundai needed a fresh approach to the traditional ride and drive to launch the new Sonata. In a campaign that took place in 10 cities nationwide, the company was able to transform the consumer experience into a lifestyle-focused design. Hear how an old shipping container, a car with a camera and a new approach of elevating design and social media connected the consumer to the Hyundai brand in an unprecedented way. The Uncensored Tour led to one of Hyundai's most successful launches and provided the company with a variety of owned media: photos, video, and customer reviews for use in future campaigns.
Concur Technology wanted to launch its Concur Breeze expense tracking software to small businesses by building a broader brand story with product trial at its heart. The "Expense Tracking Not Stacking" tour was designed with a three-pronged integrated event strategy, featuring anchor events, connector events and ad-hoc engagements. Hear how a team of "breezers" mounted on Harley Davidson motorcycles toured the nation doing product demos, documentary-style interviews with customers and prospects and blogged about their experiences on the road. These stories served to humanize the brand and content was then fed through social media and integrated with the overall campaign. These efforts were successful in increasing awareness, driving online traffic and starting conversations with SMB's and provided the company with plenty of owned media to tell the Concur story.
Liz Bigham, SVP and Director of Marketing, Jack Morton Worldwide
Steve Jarvis, Vice President, Marketing, Small & Midsize Business - Concur Technologies
II. MEASURING AND IMPROVING THE IMPACT OF SPONSORSHIPS (11:00 - 12:00)
ESPN and Navigate will discuss how they measure impact and ROI of sponsorships, including methodology, data collection, opportunities and challenges. They will also cover what conclusions were drawn from the research and discuss best practices for using market research to evaluate and improve sponsorships. The session will conclude with a group discussion on metrics and measurement.
Julie Propper, Senior Director of Advertising Analytics - ESPN Research + Analytics Group
Dr. Mark Friederich, Senior Vice President - Navigate Marketing
III. MTVU / LIONSGATE: THE SAW MOVIES COLLEGE TOUR AND BLOOD DRIVE (1:00 - 2:00)
MTV and their agency, Factory 360 have created a unique and successful partnership with the American Red Cross to reach their target consumer on college campuses. The three parties have worked together to promote the release of the SAW horror series for the last three years via blood drives on large college campuses. The program has proven to be successful in driving awareness for SAW releases as well as benefiting the Red Cross with an increase in blood donors among a key demographic. In this case study, we will discuss:
• The advantages of non-traditional partnerships and keys to success;
• How to integrate cause marketing;
• The importance of shared goals and;
• How a not-so-obvious connection with a partner can be the common thread that creates a memorable event.
Vat Tann, Director of Integrated Marketing - MTV
Michael Fernandez, Founder - Factory 360
IV. BENCHMARKING DISCUSSION AND TOPICS FOR FUTURE MEETINGS (2:00 - 2:30)
Time permitting, we will have an open discussion on any current issues or challenges and welcome members to bounce ideas off fellow marketers. We will also spend a few minutes discussing topics for the next Committee meeting.