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Date & Time
Starts: Wednesday, February 24, 2010 at 9:30am
Ends: Wednesday, February 24, 2010 at 2:30pm
Location
Reed Smith
599 Lexington Avenue (at 52nd Street)
22nd Floor
New York, NY 10017
To Attend Via Phone and Webinar
Members: Please log in above to view webinar and dial-in detail.
Agenda
9-9:30 am Networking Breakfast
9:30-9:45 am Introductions and Review of Agenda
I. Changes, Challenges, Trends: What's needed for Success in SPONSORSHIP AND EVENT MARKETING today and in the future? (9:45-10:45)
This panel discussion will bring together several sponsorship and event recruiters to discuss and debate the future of this very crucial discipline. Everyone knows that budgets are tightening, and the demand for greater sponsorship and event ROI is increasing. Then why do so many sponsorship and event programs lack a measurement component? If activation is critical to the success of any sponsorship and event program, then why does it always seem to be an afterthought? The most-challenging piece is matching the right sponsorship and/or event opportunity with the right brand-one that delivers on the promise of bringing the brand to life. The world around us is changing at an ever-increasing pace. Which skills and abilities do the sponsorship and event professional need today and in the future to be successful? Compensation best practices will also be discussed.
Facilitator: Gerald Johnson, Chairman - ANA Sponsorship and Event Committee
Panelists:
Carolyne Savini, Director of Recruiting - Turnkey Sports & Entertainment
Kipp Gillian, President - Gillian Executive Search
Buffy Filippell, President - TeamWork Consulting
II. Bring Your Sponsorship To Life (11:00-12:00)
Brands who sponsor live events and branded entertainment are starting to demand much more than logo display and a vague association with an entertainment property for their sponsorship dollars. Brands like The Clorox Company with their sponsorship of the Keith Urban Tour, Ford Fusion's sponsorship of American Idol on tour and Virgin Mobile's sponsorship of Lady Gaga's tour are recent examples of sponsorships where audience engagement - not simply brand awareness - is the objective.
Mobile activation, where audiences are having a direct and personal connection with a brand at live events, is beginning to revolutionize the way brands and event managers are thinking about brand sponsorships. Success is no longer about putting an advertisement behind a stage. It's about reaching the consumers on their most personal device at a time when they are the most passionate, and then establishing an ongoing relationship with that fan well beyond the event. In addition to the value of the connection, it enables brands to measure the exact return on investment of the sponsorship and tie their programs directly to digital initiatives.
Speaker: Dorrian Porter, CEO - Mozes, Inc.
Robert Stohrer, Chief Marketing Officer - Virgin Mobile USA
III. Measuring the ROI of Sponsorships: Case Study of the Jack Daniel's Racing Team (1:00-2:00)
The sponsorship of a racing team is a huge investment for any brand. Sponsorships, in general, can constitute a significant investment, yet many programs fail to include a measurement component to determine the financial return and impact on intermediate behaviors and perceptions of the brand and associated products. Using Jack Daniel's racing team sponsorship as a case study, attendees will learn:
• The importance of measuring ROI for sponsorships both in terms of dollars and behaviors
• How to integrate on-site and off-site measurement into a sponsorship program
• Ways to tease apart the impact of specific program elements
• The value of connecting sales and perceptual data
• What decisions were possible using this information
Speakers:
Rich Schreuer, Senior Vice President - Chadwick Martin Bailey