Event Marketing
Experiential Marketing: Helping Brands Come to Life
This ANA Insight Brief looks at how experiential marketing can enhance integrated marketing plans and includes case studies from ANA members, Target, Ford, and P&G.
Connecting with Gen Y
Generation Y, or millennials, represents between 60 and 76 million consumers, so it’s important that marketers reach out to them via the appropriate touch points, according to this report from MKTG Inc.
MillerCoors: A Commercial Mindset
Alpesh Patel, vice president, multicultural marketing, MillerCoors LLC, discussed how MillerCoors has grown Hispanic and African-American sales and volume share more than two times as fast as overall growth through a commercially minded and insights-driven approach.
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.
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.
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.
Ford: Drive One 4 UR School
Tracy Magee, primary brand experiential marketing manager, Ford Motor Company, discussed Ford's Drive One 4 UR School program.
Ford: Drive One 4 UR School
Tracy Magee, primary brand experiential marketing manager, Ford Motor Company, discussed Ford's Drive One 4 UR School program.
GE: Using Sports Partnerships to Drive Growth
Chris Katsuleres, director, Olympic Marketing and Sport Programs, General Electric Corp., discussed how the company uses its partnership with the Olympics to achieve legacy, public relations, external and internal marketing, customer engagement, and revenue generation goals.
Mercedes-Benz Fashion Week
Lisa Holladay, national manager, brand experience marketing, Mercedes-Benz USA, discussed their brand event marketing partnerships and how they have seen success in sponsoring fashion on a global level.
Subaru: Diversify Your Partnerships
Todd Lawrence, promotions and sponsorship manager, Subaru of America, Inc. discussed the consumer insights that lie at the heart of Subaru's sponsorship program and also demonstrated how the automaker is able to track sales and ROI from these investments.
Personal Grooming Category Brushes Up On Sponsorship
According to a recent IEG report, personal grooming brands are now using sponsorships to differentiate themselves from their competitors.
Chase Bank's Multicultural Event Marketing Program
Gabriela Rodriguez-Niebres, Kellogg Graduate School of Management, MBA and former assistant vice president, National Multicultural Segment Manager, JPMorgan Chase, and Gabriela Neves, co-president, Factory 360, described how the focus on acquisitions paired with a strategy to create and execute culturally relevant activations within Hispanic and other multicultural communities have been key to the success of Chase’s Multicultural Event Marketing Program.
New Balance and Susan G. Komen for the Cure: Making Excellent Happen
Amy Shapiro, cause marketing consultant, New Balance Athletic Shoes, Inc., and Megan S. King, director, sponsorship, Susan G. Komen for the Cure, discussed New Balance's long-term sponsorship of Susan G. Komen for the Cure's events.
New Balance and Susan G. Komen for the Cure: Making Excellent Happen
Amy Shapiro, cause marketing consultant, New Balance Athletic Shoes, Inc., and Megan S. King, director, sponsorship, Susan G. Komen for the Cure, discussed New Balance's long-term sponsorship of Susan G. Komen for the Cure's events.
TD Ameritrade Breaks Ground with USOC Deal
The details of TD Ameritrade's seven figure sponsorship of the U.S. Olympic Committee (USOC) and 2012 U.S. Olympic Team are discussed in this brief from IEG.
Making a Lasting Impression
How to maximize the effectiveness of your sponsorship opportunities through accurate targeting, goal-driven resource allocation, and integrated marketing. Also find case studies from Mercedes-Benz and State Farm.
