Sponsorship
First Look: Findings from the ANA/IEG Sponsorship and Event Marketing Survey
A panel of industry experts 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.
Strategic Sourcing for Sponsorship
Mike McGough, global procurement manager, media & sponsorship, Anheuser-Busch InBev, Inc., discussed a sponsorship audit recently conducted by Anheuser-Busch InBev.
Bring Your Sponsorship to Life
Dorrian Porter, CEO, Mozes, Inc., and Robert Stohrer, CMO, Virgin Mobile USA, shared the details behind three major Virgin Mobile sponsorships in 2009.
Measuring Success: Brightening Our Brand
Priscilla Brown, senior vice president, head of marketing at Sun Life Financial U.S., and John Adams, chairman of The Martin Agency, discussed how their client and agency teams worked together to pull off one of the year's biggest sponsorship successes and also reviewed brand metrics and exposure results.
Dreamworks Animation: Creativity and Innovation in the Entertainment Industry
Anne Globe, head of worldwide marketing and consumer products, Dreamworks SKG, discussed Dreamworks' reinvention of the movie going experience thanks to three successful 3-D films.
Making Virtual Events Easy and Profitable
John Grosshandler, director of virtual events at Maritz, and Rob Halsey, VP of marketing innovation at SAP, discussed how companies can use virtual events to cut costs and expand the reach of physical events.
Measuring the ROI of Sponsorships: Case Study of the Jack Daniels' Racing Team
Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship.
Changes, Challenges, Trends: What's Needed for Success in Sponsorship and Event Marketing Today and in the Future
Recruiters in the area of sponsorship and event marketing participated in a panel discussion about the opportunities available to marketers today.
Return on Sponsorship: An Approach to Sponsorship Measurement
Emily Rogers and Larry Albus from IEG spoke about the intricacies of the company's sponsorship and event measurement approach.
Successful Cause Marketing for Sponsorship & Event Marketing
Larry Lundy, Director of New Business Development at Susan G. Komen for the Cure, discussed cause marketing related to sponsorship and event-related marketing.
Cause Marketing in the B2B World
Larry Lundy, Director of New Business Development at Susan G. Komen for the Cure, discussed strategies for success in cause marketing.
Cause and Effect
This article explores how cause marketing can be used to win loyal customers provides some general guidelines to improve your chances for a successful campaign.
Bring your Brand to Life with Event Marketing
The key to high performance event marketing is establishing a relevant, authentic, value-added experience for your target consumer.
Sponsorships and ROI
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.
Make a Lasting Impression
This article provides six ways to ensure that a sponsorship makes a lasting impression.
Marketers should proceed with caution when trying to integrate sports and entertainment
Marketers must respect the relationship that exists, and work within the parameters of what is acceptable to the avid fan.
Sponsorship Marketing Goes Global
The importance of integrating a sponsorship marketing program into your overall marketing plans.
