Sponsorship
Virgin Mobile Presents: The Monster Ball Tour Starring Lady Gaga
Ron Faris, director, brand marketing & experiences, Virgin Mobile USA, and Dorrian Porter, chief executive officer, Mozes, discussed Virgin Mobile's sponsorship of Lady Gaga's 2010 tour and how the brand used mobile to support it.
Measuring and Improving the Impact of Sponsorships
Julie Propper, senior director of advertising analytics, ESPN Research + Analytics Group and Dr. Mark Friederich, senior vice president, Navigate Marketing, discussed measuring the impact and ROI of sponsorships, including methodology, data collection, opportunities and challenges.
Measuring and Improving the Impact of Sponsorships
Julie Propper, senior director of advertising analytics, ESPN Research + Analytics Group and Dr. Mark Friederich, senior vice president, Navigate Marketing, discussed measuring the impact and ROI of sponsorships, including methodology, data collection, opportunities and challenges.
mtvU / Lionsgate Case Study: The SAW College Tour and Red Cross Blood Drive
Vat Tann, director of integrated marketing, MTV, and Michael Fernandez, founder, Factory 360, presented their experiences with a unique and successful partnership between the American Red Cross, and mtvU / Lionsgate to promote the SAW horror film releases via blood drives on large college campuses.
mtvU / Lionsgate Case Study: The SAW College Tour and Red Cross Blood Drive
Vat Tann, director of integrated marketing, MTV, and Michael Fernandez, founder, Factory 360, presented their experiences with a unique and successful partnership between the American Red Cross, and mtvU / Lionsgate to promote the SAW horror film releases via blood drives on large college campuses.
The Four Keys to Maximizing Return from Your Sponsorships
Jim Andrews, senior vice president, editorial director, IEG, LLC, discussed four keys that can be used to select, activate, and evaluate sponsorships.
The Four Keys to Maximizing Return from Your Sponsorships
Jim Andrews, senior vice president, editorial director, IEG, LLC, discussed four keys that can be used to select, activate, and evaluate sponsorships.
The Four Keys to Maximizing Return from Your Sponsorships
Jim Andrews, senior vice president, editorial director, IEG, LLC, discussed four keys that can be used to select, activate, and evaluate sponsorships.
Cause Marketing Case Study: PerkinElmer and WEF
Jon Lese discussed PerkinElmer's sponsorship of Water Environment Federation and detailed the engagement cycle, which is key to success in sponsorship activities.
Leveraging NBA and WNBA Partnerships to Elevate a Brand
Wendy Metcalf, director of partnership marketing at Lifelock, Inc., discussed her company's highly visible sponsorships and the strategies, activation, and success of each.
The Shortest Route to ROI is Return on Objectives (ROO)
Paul Pednault, founder and president at Sponsorium International, and Seth Leeds, senior director at Sponsorium International, discussed how to realize even better returns by measuring the intangibles within sponsorship and applying them to partnerships. JW Cannon, sponsorship manager, financial services brand marketing at ING U.S., shared insights on navigating the formerly un-measurable waters associated with the brand's sponsorship marketing.
The Shortest Route to ROI is Return on Objectives (ROO)
Paul Pednault, founder and president at Sponsorium International, and Seth Leeds, senior director at Sponsorium International, discussed how to realize even better returns by measuring the intangibles within sponsorship and applying them to partnerships. JW Cannon, sponsorship manager, financial services brand marketing at ING U.S., shared insights on navigating the formerly un-measurable waters associated with the brand's sponsorship marketing.
Building on Our Heritage: A Bank of America and History Channel Case Study
Representatives from Bank of America and The History Channel discussed Bank of America’s sponsorship of The History Channel’s acclaimed series, America: A Story of Us in 2010.
Building on Our Heritage: A Bank of America and History Channel Case Study
Representatives from Bank of America and The History Channel discussed Bank of America’s sponsorship of The History Channel’s acclaimed series, America: A Story of Us in 2010.
ANA/IEG Survey Results: Sponsorships and Event Measurement
The ANA Sponsorship and Event Marketing Committee discussed the findings of a joint ANA/IEG study on the topic of sponsorship and event marketing. The survey shows that brands want to effectively measure sponsorship and event marketing, but lack the necessary capabilities to do so.
ANA/IEG Survey Results: Sponsorships and Event Measurement
The ANA Sponsorship and Event Marketing Committee discussed the findings of a joint ANA/IEG study on the topic of sponsorship and event marketing. The survey shows that brands want to effectively measure sponsorship and event marketing, but lack the necessary capabilities to do so.
TD Bank: Building the Better Bank
Larry Albus, vice president, IEG Advisory Services Group, presented work IEG did with TD Bank that centered on putting processes and discipline around TD Bank’s sponsorship selection and evaluation program.
TD Bank: Building the Better Bank
Larry Albus, vice president, IEG Advisory Services Group, presented work IEG did with TD Bank that centered on putting processes and discipline around TD Bank’s sponsorship selection and evaluation program.
Research Report: Sponsorship and Events Measurement
This Research Report explores how brands are measuring their sponsorship and event marketing activities. The survey findings reveal that virtually all firms utilizing sponsorship programs attempt to measure the returns from these initiatives at least some of the time. However, only 42% have a standardized process for measuring these returns.
The Evolution of Music Retail
Alicia Gomez, director, premium sales and new media, Universal Music Enterprises, provided an overview of the current state of music retail marketing in this presentation.
