Sponsorship & Event Marketing
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Meeting notes are available to current, logged in Members only.
I. THE ALLSTATE SUGAR BOWL - RENEWAL STRATEY AND MAXIMIZING BORROWED EQUITY (9:45-10:45am)
This session will discuss the success of Allstate's decision to connect itself with the storied Sugar Bowl. You will learn how they were able to produce hard results on success by borrowing long-term audience affinity, and how they overcame the initial concerns with associating Allstate's name to an historic event. Specifics include: 1) planning and managing reaction of policy holders and 2) commercial resistant media. There was a tipping point when the new "co-brand" stuck and communications and activation plans have changed in the process.
Karen Uhler, Senior Marketing Manager of Sponsorships, Promotions, & Public Relations - Allstate Insurance Company
II. PORTFOLIO MANAGEMENT: HOW TD BANK TOOK CONTROL OF ITS SPONSORSHIP PROGRAM (11:00-12:00pm)
IEG's work with TD Bank centered on putting process and discipline around sponsorship selection and evaluation. Specifics of the engagement included an overview of the competitive sponsorship landscape and the crafting of go-forward deal-selection and evaluation strategies for the bank to implement across its multi-country, eight-figure portfolio. In addition to delivering models that align sponsorship decisions directly to the company's business and marketing objectives-as well as property evaluation scorecards for regional use-IEG provided POVs on specific deals and activation recommendations to enhance the bank's entire portfolio. TD Bank is now able to optimize its potential for return from sponsorship, with success defined in advance and a focus on measuring what matters.
Larry Albus, Vice President - IEG Advisory Services Group
III. MEMBER ROUNDTABLE DISCUSSION: SPONSORSHIPS AND EVENT MEASUREMENT (1:00-2:00pm)
The May 2010 ANA/IEG Sponsorship and Event Marketing Measurement Survey revealed numerous insights into how marketers define, track and report on sponsorship efforts. In this session, IEG will first take us through the survey and share critical insights into how companies are measuring and evaluating performance. Then, Committee members will engage in an open dialogue to examine what metrics are being used, what's working, what's not, and a look ahead at the opportunities and challenges for marketers in the future.
Jim Andrews, Senior Vice President and Editorial Director - IEG, LLC
Gerald Johnson, Chief Marketing Officer - Magic Johnson Enterprises and Chair - ANA Sponsorship & Event Marketing Committee