Knowledge Partner Content
Deep Pockets: The Biggest Sponsorship Spenders of 2010
Seventy-seven companies spent more than $15 million on sponsorships in 2010, according to IEG.
Sourcing PR
According a 2009 WFA survey, nearly 60% of marketers plan to change how they compensate their PR agency in the near future.
Why Exclusivity Isn’t What It Used to Be
Although category exclusivity remains a top perk for companies interested in major sponsorships, many sponsors can no longer afford the cost of it, according to IEG.
Wyndham Takes PGA Tour Event on Vacation
The goal of Wyndham’s PGA Tour sponsorship is to promote the company’s wide range of vacation offerings, according to IEG.
Can You Handle the Truth?
This 2009 Decideware white paper explores the entire 360-degree feedback process as part of a robust evaluation program and outlines key steps for implementing such a program in order to improve client-side marketing effectiveness.
Deliver Magazine: Show Pieces
This article from USPS’ Deliver Magazine looks at creative examples of direct mail and explores how multi-sensory branding can enhance direct marketing campaigns.
Scope of the Work: The Right Team on the Right Business
Decideware examines the components of applying a centralized Scope of Service/Scope of Work process and the ways in which this process can help the involved parties make informed decisions to impact both efficiency and effectiveness in the client/agency relationship and drive ROI.
General Electric Charges Up Sponsorship Activity
GE has extended its sponsorship of the International Olympic Committee’s TOP program through 2020.
Mercedes-Benz Wants Nothing but the Best for Its Sponsorships
In 2009, when the rest of the industry began to cut back on sponsorships, Mercedes-Benz chose to reinvest in them, according to IEG.
SAP: Making Sponsorship Run Better
SAP’s approach to sponsorship has evolved from a focus on hospitality and awareness-building to creating integrated platforms that highlight their technological expertise, according to IEG.
Retail Circular Gets a “Smart” Digital Makeover
This Macy’s case study from Yahoo! highlights how the retailer engaged with Yahoo! audiences through a targeted and interactive pullover ad featuring a digital version of their holiday sale circular.
BabyCenter’s 21st Century Mom® Insights Series: 2011 Mobile Mom Report
Moms are 18% more likely than the general population to have a smartphone, according to this new study from BabyCenter.
Millennials Less Concerned with Privacy when Sharing Location
According to eMarketer, consumers under the age of 35 are more willing to share their location in exchange for value than other consumers.
One in Four U.S. Internet Users Are Social Gamers
According to eMarketer, the online gaming marketplace will reach 61.9 million users by the end of 2011.
Rapid Growth in Mobile Coupon Usage
eMarketer estimates that nearly 20 million U.S. adults will redeem a mobile coupon this year.
Winning Combinations
This multi-channel integration guide, created by USPS, helps marketers understand how they can combine direct mail with radio, social media, TV, and digital.
Brand on the Run: Behind HP’s Partnership with Paul McCartney
Hewlett-Packard has signed on to sponsor Paul McCartney’s 2011 tour. In addition to the tour itself, elements of the partnership include the creation of a cloud-based digital library of Beatles music and other content archives.
Heineken’s Top Shelf Approach to Sponsorship
Heineken uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.
Wheat Thins Uses Music to Support Brand Repositioning
Wheat Thins (a Kraft brand) has used its sponsorship of the Bonnaroo Music and Arts Festival as a platform to sample products, boost consideration, and engage young adult consumers.
Attracting Brand Ad Dollars
This white paper from SQAD hypothesizes that better industry tools, such as an industry cost database, could add valuable insight, reduce friction and costs, and improve the planning process with respect to the area of digital display advertising.
