Sponsorship & Event Marketing
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.
The Playing Field for Sports Marketing
Christopher Traeger, senior vice president, marketing programs manager, Bank of America, Joseph Pierce, associate general counsel, global marketing and sponsorships, Bank of America, and Jim Dudukovich, marketing counsel, Coca-Cola North America, shared ten tips for brokering sports marketing agreements, as well as the top five issues facing sports marketing today.
Haagen-Dazs Loves Honey Bees
Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause—the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients—after experiencing declining sales and increasing competition in their category.
Haagen-Dazs Loves Honey Bees
Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause-the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients-after experiencing declining sales and increasing competition in their category.
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.
Delivering Returns Through Sports and Stadium Sponsorships
Kat Sloan, VP at Hill Holiday, and Barry Bluestein, managing partner/COO of Source Communications, discussed how Verizon's sponsorship of the New York Mets has delivered value and ROI and presented case studies of other sports sponsorships.
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.
Making a Difference
Corporate Social Responsibility (CSR) has become an important public relations tool for today's companies, and marketers often play a crucial role in these efforts. This article explains different approaches for bolstering corporate reputations while contributing to the greater good.
Your Brand May Have a Personality But Does it Have a Conscience? The Art of Effective Cause Marketing
Katrina McGhee, VP of Marketing at Susan G. Komen for the Cure, discussed the potential benefits of a cause marketing program and the pitfalls marketers should avoid. Today's savvy consumers are demanding their favorite brands have a social conscience as part of their daily business operations. Katrina shared best practices and the latest trends in the red hot area of 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.
Sponsorship's Holy Grail: Understanding the Returns on Sponsorship Investments
This presentation explore the core process of DMAIC (define, measure, analyze, improve and control) and how it changed the way Xerox and other brands look at their sponsorships.
Connecting With Hispanic Consumers Through Cause Marketing
This article explores how to reach the Hispanic market with cause related marketing.
USA Freedom Corps Encourages Volunteer Service
The author describes the many volunteer programs established under the USA Freedom Corps, created by President Bush to help Americans find ways to give back to their communities and to strengthen volunteer service.
