Sponsorship & Event Marketing
Dorrian Porter, CEO, Mozes, Inc., and Robert Stohrer, CMO, Virgin Mobile USA, shared the details behind three major Virgin Mobile sponsorships in 2009.
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.
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.
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.
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.
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.
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.
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.
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.
Emily Rogers and Larry Albus from IEG spoke about the intricacies of the company's sponsorship and event measurement approach.
Larry Lundy, Director of New Business Development at Susan G. Komen for the Cure, discussed cause marketing related to sponsorship and event-related marketing.
Larry Lundy, Director of New Business Development at Susan G. Komen for the Cure, discussed strategies for success in cause marketing.
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.
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.
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.
This case study outlines Super Bowl ad campaigns for cars and tires. It highlights Ford, Honda, Isuzu, Chrysler, GM, Porsche, Nissan, Volkswagen, Goodyear, and Michelin.
This case study explains how FedEx used Super Bowl ads and bolstered its brand.
This case study explores how McDonalds set itself up as American's conscience through its Super Bowl ads. For a long while the game worked for McDonald's because it stayed true to its folksy formula, reminding America what our collective values are: good parenting, kindness, connecting with each other, and gently guiding us to reclaim them.