Sponsorship
Why Exclusivity Isn’t What It Used to Be
Although category exclusivity remains a top perk for companies interested in major sponsorships, many sponsors can no longer afford the cost of it, according to IEG.
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.
Research Report: Q2 Member Benchmarking Survey Results
This report is based on questions posed by ANA members. It covers the following key topics: production management, business-to-business, digital marketing, agency relations, social media, marketing technology, sponsorship, and marketing organization.
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.
The Decision Making Process and Negotiating Your Way to the Right Deal
Rich Reider, president, RaR Consulting LLC, shared tips for selecting the right sponsorship and getting the best deal in this presentation.
The Decision Making Process and Negotiating Your Way to the Right Deal
Rich Reider, president, RaR Consulting LLC, shared tips for selecting the right sponsorship and getting the best deal in this presentation.
Invest, Don’t Buy: A Smarter Way to Sponsor
This white paper from IEG looks at how marketers can enhance their sponsorship strategies and features case studies from Xerox, the NFL, IBM, Gatorade, and GE.
PowerPresentation: Q2 Member Benchmarking Survey Results
This collection of data charts represent findings from the ANA's 2011 Q2 Member Benchmarking survey. The most popular use of social media/word of mouth marketing includes building and managing pages/profiles on Facebook, MySpace, or other social networks (75%), managing branded Twitter profiles (72%), and monitoring online word of mouth regarding their brand(s) (72%).
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.
Invest, Don't Buy: A Smarter Way to Sponsor
Emily Rogers, President, IEG Consulting Group, moderated a panel discussion with Jon Levine, Vice President, Global Experiential Marketing, Xerox Corporation; Mike Kelner, Senior Director, Sponsorship Marketing, Fidelity Investments; and Andrew Kritzer, Associate Vice President, Strategic Marketing and Communications Division, Sharp Electronics Corporation, about smarter ways to sponsor by making investments instead of buying.
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.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
