Sponsorship & Event Marketing

CEO of Production Advisors Lloyd Simons explores the role of music in advertising company brands and discusses things to consider when preparing a license agreement.

Tony Hsieh explores the importance of focusing on the customer and the impact that a company’s culture has on ensuring that the brand building and consumers are one of the top priorities.

This article discusses what the recent boom in sports sponsorships by a diverse cross-section of corporations will effect haow consumers are marketed to.

This case study exposes Bank of America's sponsorship strategy.

Tom Manchester, the sports and entertainment marketing director of Dunkin' Donuts, shares his thoughts on the growing popularity of sports sponsorships.

This rapid-fire session provided insights for marketers on the various tools available to take their business-to-business marketing programs to the next level.

CEO of P&G's Tremor/Vocal Point Steve Knox explores word-of-mouth brand advocacy as provides insight on some of the things to consider and how sending "the right message."

A survey whose purpose is to accumulate external benchmark data regarding how companies plan, manage, optimize, and deploy their sponsorship marketing programs.

The President of PMA Bonnie Carlson defines intergrated marketing discusses some views and approaches to developing successful integrated marketing strategies.

The President of Performance Research Inc. Jed Pearsall and the Chairman of IEG Lesa Ukman share their knowledge on the latest developments on one of the hottest issues facing the industry, sponsorship measurement and accountability.

The Associate VP of Sharp Electronics Andrew Kritzer provides insight on how he evolved the old model of traditional sports sponsorship with pure-play media support to restored the sports sponsorship and marketing program at Sharp Electronics.

ARF representative Bill Cook provides an outline of the findings from research that evaluate the impact of business to consumer events and business to business trade shows on brand demand and value.

Among the many areas that emergining media has given marketers the opportunity to try old ideas with new technologies is testimonials and endorsements. Find out how FTC guidelines effect how advertisers can new media to revitalize a old marketing method.

In this case study Edward Kim, the Direct-Marketing Manager at Unilever's Slim·Fast division, talks about the power of word-of-mouth marketing (WOM), and how new media platforms have effected WOM, and how it helped build the Slim-Fast brand.

This case study outlines how a Mass. based Dunkin' Dounts use word-of-mouth marketing to launch a low-calorie latte in 2005 and presents some of the findings from the study.

Stephen P. Durchslag, Winston & Strawn LLP and Adam Ekonomon, The J.M. Smucker Company disscuss how emerging media has effected testimonials and endorsements.

This article discusses how the creation of social media has made word-of-mouth marketing more powerful than ever.

DDB Worldwide CEO Chuck Brymer proposes that a critical benchmark for building and measuring brand equity may be marketers’ ability to influence and motivate the new swarm-like customer base.

There are a set of innovative new marketing concepts that will surely endure. Some, such as search marketing, are rapidly becoming embedded marketing capabilities, central weapons in the arsenal of all sophisticated marketers. Others, such as mobile platforms, are too new for us to reliably predict how they will influence marketing, although their eventual ubiquity and influence is presumed by virtually all marketers.

In this presentation Alice Petzoid, VP, Business Development, Sponsor Direct, presents the findings of the Hobson & Co. ROI Study involving Nestle and Washington Mutual.

ANA members share information about resources they use for syndicated research on sponsorship of popular music entertainment, concert venues, and movie and television product placements.

This snapshot presents the thoughts of Mary Dillon, Executive Vice President and Global Chief Marketing Officer, McDonald's Corporation, who provides listeners with information about how McDonald's remains successful despite numerous challenges.

ANA members share their recommendations for firms experienced in evaluating the effectiveness of special events in changing consumer attitudes / behavior.

With David Beckham’s ballyhooed arrival in the U.S., many brand marketers are again questioning the value of celebrity endorsers in a fast-changing media landscape.

This article provides insight on the complex process of measuring the success of a promotion.

10 tips for planning a successful event.

The key to high performance event marketing is establishing a relevant, authentic, value-added experience for your target consumer.

In this presentation, Scott Meyer of About.com discusses how advertisers and marketers can use custom sponsorships to more deeply insert their brands into various types of content including video, user generated and mobile. Meyer provides an overview of successful custom sponsorship programs and insight into what marketers need to keep in mind when integrating them into campaigns. Case studies of MGM Mirage and AstraZeneca are included.

In this presentation, Sprint shares how they developed a fully integrated marketing program with the #1 Latino band in the world, MANA and used the MANA sponsorship program to leverage Latinos' passion for music and the new mobile technology.

In this presentation, Dan Belmont of Mill Sport presents the preliminary results of the ARF's Experiential Marketing Engagement Study which suggest that live brand experiences generate high levels of consumer engagement.