Sponsorship & Event Marketing
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Analyzing and Optimizing Partner Relationships
This white paper from Aimia offers three strategies for improving loyalty program partnerships.
Sponsorship Marketing Measurement: No Longer a Myth
Containing data from ANA members, TD Bank and AB-InBev, this Insight Brief looks at how marketers can be more accountable when it comes to sponsorship measurement and ROI. ANA survey results are also shared in this helpful compilation of resources.
BP Tops Off Sponsorship Portfolio with New Local Ties
BP America is now using sponsorships to help improve consumer engagement on the local level, according to IEG.
Kodak Adopts New Activation Strategy Around PGA Tour
According to IEG, Kodak will be placing more of a B-to-B emphasis on its PGA Tour sponsorship over the next four years than the brand has in years past.
Macy’s Gets Sporty with Sponsorship
Macy’s is testing a sponsorship of the Southeastern Conference (SEC) as a test to determine if they will expand further into the sports marketing space, according to this IEG report.
Wireless Service Providers Call Up New Sponsorships
This IEG report looks at the sponsorship strategies currently being employed by AT&T, Verizon Wireless, T Mobile, and Sprint.
Experiential Marketing: Helping Brands Come to Life
This ANA Insight Brief looks at how experiential marketing can enhance integrated marketing plans and includes case studies from ANA members, Target, Ford, and P&G.
The Partnership at Drugfree.org Moves from Monologue to Dialogue
Hilary Baris, digital media and marketing director, The Partnership at Drugfree.org, and Sean Clarkin, executive vice president, director of strategy & programs, The Partnership at Drugfree.org, discussed how The Partnership at Drugfree.org evolved from a traditional advertising model to become an organization that helps parents prevent, intervene, and find treatment for drug and alcohol use by their children.
The Partnership at Drugfree.org Moves from Monologue to Dialogue
Hilary Baris, digital media and marketing director, The Partnership at Drugfree.org, and Sean Clarkin, executive vice president, director of strategy & programs, The Partnership at Drugfree.org, discussed how The Partnership at Drugfree.org evolved from a traditional advertising model to become an organization that helps parents prevent, intervene, and find treatment for drug and alcohol use by their children.
Connecting with Gen Y
Generation Y, or millennials, represents between 60 and 76 million consumers, so it’s important that marketers reach out to them via the appropriate touch points, according to this report from MKTG Inc.
Schwab Activates PGA Tour with New Online Documentary Series
Charles Schwab is adding a new activation element to their long-standing PGA Tour sponsorship, according to this IEG report.
Tire Category Gains Sponsorship Traction
Tire manufacturers are continuing to aggressively invest in sponsorships and sponsorship activations, according to this IEG report.
MillerCoors: A Commercial Mindset
Alpesh Patel, vice president, multicultural marketing, MillerCoors LLC, discussed how MillerCoors has grown Hispanic and African-American sales and volume share more than two times as fast as overall growth through a commercially minded and insights-driven approach.
Accenture: Sponsor Confidential: The Evolving and Challenging Role of Sponsorship Decision-Making
Steve Leland, manager, marketing and communications, Accenture, and Emily Rogers, president, IEG Consulting Group, discussed the challenges facing today’s sponsorship professionals.
City of Hope: Beyond the Logo: Investing in a Cause, Investing in a Brand
Aline Loustaunau, director, marketing, City of Hope, and Amanda Schrier, director, marketing, City of Hope, shared best practices for cause marketing partnerships and highlighted recent examples that go beyond the logo transaction.
City of Hope: Beyond the Logo: Investing in a Cause, Investing in a Brand
Aline Loustaunau, director, marketing, City of Hope, and Amanda Schrier, director, marketing, City of Hope, shared best practices for cause marketing partnerships and highlighted recent examples that go beyond the logo transaction.
Deep Pockets: The Biggest Sponsorship Spenders of 2010
Seventy-seven companies spent more than $15 million on sponsorships in 2010, according to IEG.
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.
General Electric Charges Up Sponsorship Activity
GE has extended its sponsorship of the International Olympic Committee’s TOP program through 2020.
