Sponsorship & Event Marketing : Sponsorship

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

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 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.

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.

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

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.

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.

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.

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, 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.

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

This checklist outlines six ways to make radio sponsorships effective.

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

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.

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

This presentation provides examples of consumer promotions from a wide range of industries.

This presentation explores why Kellogg is extremely selective in choosing its partners, and how this practice has proven successful.