Sponsorship & Event Marketing Measurement

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ANA Committee Leadership Initiatives

This report covers findings from various ANA Committee Leadership Initiatives.

Sponsorship and Event Marketing

This ANA Insight Brief features sponsorship case studies from Con Edison, Herbalife, Home Depot, Norwegian Cruise Line, and SAS. Read about important considerations to protect your sponsorship, secrets to successful experiential marketing, and the most popular types of events sponsored by ANA members.

Featured ANA Research: Findings from ANA’s Sponsorship and Event Marketing Measurement Survey

In this survey, the ANA sought out critical insights about how companies are measuring the results of their sponsorship and/or event marketing initiatives.

How Capital One Maximizes Regional Sponsorships Through a Centralized Approach

John Neukom, brand manager at Capital One Bank, and Jim Andrews, senior vice president of content strategy at IEG, discussed sponsorship best practices and how Capital One consolidated its sponsorship properties from 200 to 20.

How Capital One Maximizes Regional Sponsorships Through a Centralized Approach

In this presentation, John Neukom, brand manager at Capital One Bank, and Jim Andrews, senior vice president of content strategy at IEG, discussed sponsorship best practices and how Capital One consolidated its sponsorship properties from 200 to 20.

Liberty Mutual Expands Global Portfolio

Liberty Mutual has announced that it will be a sponsor of the U.S. Olympic Committee and the 2014 FIFA World Cup, according to IEG.

KitchenAid: How a Brand Sponsorship Can Help Change a Community

Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.

KitchenAid: How a Brand Sponsorship Can Help Change a Community

Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.

CenturyLink and the Phoenix Suns Partner to Create Brand Value in the Local Community

Rich Karlis, director, corporate sponsorships, CenturyLink, and Matt Wright, vice president of strategy and operations, marketing partnerships, Phoenix Suns/Phoenix Mercury, discussed the evolution of their partnership as well as how they are working together to elevate program activation and measurement.

CenturyLink and the Phoenix Suns Partner to Create Brand Value in the Local Community

Rich Karlis, director, corporate sponsorships, CenturyLink, and Matt Wright, vice president of strategy and operations, marketing partnerships, Phoenix Suns/Phoenix Mercury, discussed the evolution of their partnership as well as how they are working together to elevate program activation and measurement.

IEG: Transforming Sponsorships into Value-Creating Partnerships

Lauren Ukman, chief executive officer, IEG, LLC, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discussed the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense into an investment which can deliver real returns.

IEG: Transforming Sponsorships into Value-Creating Partnerships

Lauren Ukman, chief executive officer, IEG, LLC, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discussed the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense into an investment which can deliver real returns.

The Pepsi Challenge: Managing and Maximizing Major Investments in Sponsorship

Jim Andrews, senior vice president, content strategy, IEG, LLC, interviewed Jennifer Storms, senior vice president, global sports marketing, PepsiCo, Inc., about her role in sponsorships at PepsiCo, and how the company has launched a new global strategy for leveraging partnerships across multiple products and brands.

Old Habits Do Die: Sponsor Survey Sees Less Reliance on Ads, Signage

The 12th annual IEG/Performance Research Sponsorship Decision-makers Survey indicated that sponsors are changing how they evaluate and activate their partnerships.

Making the Right Sponsorship Decisions: An IEG Consulting Client Case Study

Larry Albus, vice president, client solutions, and Matt Petersen, vice president, client solutions, IEG Consulting, described how companies can take control of their sponsorships using objective selection and evaluation tools.

Making the Right Sponsorship Decisions: An IEG Consulting Client Case Study

Larry Albus, vice president, client solutions, and Matt Petersen, vice president, client solutions, IEG Consulting, described how companies can take control of their sponsorships using objective selection and evaluation tools.

A Sponsorship Measurement Solution

This white paper from IEG looks at how marketers can apply marketing science to sponsorship ROI measurement.

Analyzing and Optimizing Partner Relationships

This white paper from Aimia offers three strategies for improving loyalty program partnerships.

Sponsorship Marketing Measurement: No Longer a Myth

Containing data from ANA members, TD Bank and AB-InBev, this Insight Brief looks at how marketers can be more accountable when it comes to sponsorship measurement and ROI. ANA survey results are also shared in this helpful compilation of resources.

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.

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