Sponsorship & Event Marketing

This snapshot provides an overview of how to measure ROI with promotions. The discussion includes: non-sales promotions, charity, product placement, and loyalty/CRM.

Charles Schnieber, Assistant Manager, National Advertising @ American Honda Motor presented the 2007 Honda Corporate Racing campaign, which includes television and print, as well as the strategy behind it.

Sponsorships are another marketing technique which have only been assessed through fairly superficial measures. As with PR, most of the “ROI”-type of analyses focus on the number of people who might (or did) become aware of the sponsor. For example, an SVP of Visa said “the company doesn’t really measure ROI in a dollar-to-dollar sense because it’s challenging to define, but it surveys random people every month about awareness level, brand reference and the like." As with PR, this sometimes has been translated into costs per thousand and compared to ad media costs.

This article provides guidelines and goals for creating a trade promotion program.

In this presentation, Millar provides an overview of consumer privacy and security issues, including state, federal, and international laws. Millar provides best practices for protecting and dealing with consumers' private information.

In this presentation, Millar provides an overview of consumer privacy and security issues, including state, federal, and international laws. Millar provides best practices for protecting and dealing with consumers' private information.

In this presentation, Hofer explains how ambush marketers outsmart the official sponsors at international entertainment and sports events. He outlines laws put in place to protect official sponsors. Case studies of the 2006 Winter Olympics in Turin and the 2006 FIFA Soccer World Championship in Germany are included.

Microsoft presented a marketing case study in the financial services industry and a digital ad solutions case study on their product XMOS--Cross Media Optimization Study (i.e., adding online to the communications mix).

This case study explores how Bud Light created its own sponsorship avenue with the USA Rock Paper Scissors League.

This article highlights new tools for monitoring word-of-mouth.

This presentation explores how BP Lubricant applied emerging technologies to its Castrol Syntec brand.

This checklist provides a cheat-sheet of common goals for trade promotion programs.

This checklist outlines six ways to make radio sponsorships effective.

This article provides six ways to ensure that a sponsorship makes a lasting impression.

These materials explore the importance of goals and measurement in trade promotion programs.

This presentation explores positive word of mouth as a leading indicator of sales growth and a cornerstone of any successful marketing communications strategy.

This presentation explains how marketers can successfully navigate the new social media universe. Includes case studies for Unilever's Axe and Microsoft's XBox.

This panel discussion focuses on the increasingly effective role promotions is playing in integrated marketing strategies.

The white paper provides practical and actionable steps to leverage existing media budgets.

This presentation explores Elizabeth Arden's successful use of celebrity endorsements to bring "instant awareness" and increased sales.

These materials provided practical and actionable steps to leverage existing media budgets to address: how to leave an under-performing sponsorship early, and how to fund a new great idea.

This panel discussion reviews which metrics should be used to measure sponsorship and event marketing effectiveness.

These materials provides an overview of the technology supporting promotion analytics and optimization.

This survey was fielded to ANA members during the May 2006 Promotion Marketing Committee Meeting.

The white paper provide highlights of the SEI study's findings and insights on measuring value on Online programs.

These materials provide highlights of the SEI study's findings and insights on measuring value on Online programs.

This white paper explores a new enterprise approach to maximizing promotion effectiveness as a means to increase profits and gain competitive advantage.

This presentation explores AOL's emerging technology program which uses online video to drive sales.

This case study reviews the use of custom music promotions, trade publications, and advertorials to drive business.

This case study how ING used sponsorships of marathons to turn a limited budget into a successful and award-winning activation strategy.