Sponsorship & Experiential Marketing Committee

One of the pillars of Brand Activation, Sponsorship and Experiential Marketing initiatives are becoming increasingly important elements in the marketing mix, and growth for both have recently outpaced traditional advertising and promotion. In fact, in 2018 ESP Properties projects North American sponsorship spending to top $24 billion.  Marketers understand the importance of an “experience” and its ability to create a relevant bond with the consumer.  Today, these efforts include events and more individual experiences, such as a demonstrations of product’s performance, extra care / personal connection, and grassroots affinity events. The key is creating an experience that stimulates an emotional connection and reinforces the essence of the brand. An entertainment, cause, or celebrity aspect may also be present.

The Sponsorship and Experiential Marketing Committee is for members who are responsible for their organization’s sponsorships, corporate partnerships and experiential marketing initiatives.  Members of this committee benefit from a forum where marketers share case studies, best practices, and network, ultimately elevating each other's expertise while helping to effectively support their organization’s overall marketing efforts.

Committee Co-Chairs:
Dee Hall, executive general manager – Advantage Solutions
Cliff Rigano, head of culture, lifestyle & event marketing - Jägermeister

ANA staff managing the Sponsorship & Experiential Marketing Committee is Gena M. Casciano. 

Discussion Topics may include:

• Measurement/ROI & Property Evaluation
• Social & digital integration
• Future trends in sponsorships (VR, AR, AI, Drones, etc.)
• Virtual events
• Sponsorship and on-site event activation
• Best practices for connecting the right sponsorship or event with the right brand
• Contract management
• Maximizing overall marketing/advertising integration
• Internal organization: how marketers are organized internally to manage events
• Hospitality best practices
• Cause-related marketing

Committee Locations and Eligibility
In 2021, the committee will convene virtually throughout the year, with the hopes to conduct two in-person meetings, one in the metro-NY area and another in Chicago. All meetings are free for ANA client-side and MSP Gold / Platinum members to attend in-person or via webinar.

Opportunities for Involvement
To join the committee or to submit a brand case study for Committee presentation consideration, please email Gena M. Casciano

Leadership Initiatives

Improving Sponsorship Accountability Metrics
The ANA and MASB (Marketing Accountability Standards Board) have partnered on a project to provide greater insight and guidance into sponsorship measurement. As an important first step, a survey was fielded to ANA members to better understand current practices in sponsorship measurement. Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship's business impact has been marginal, according to the study.

Use of Social Media and Advanced Technologies for Sponsorship
The great majority of ANA members are using social media to support sponsorship activations, either before, during, or after a sponsorship. Meanwhile, slightly less than half use advanced technologies – such as 360-degree photography, beacons, virtual reality – to support sponsorship. This research also covers areas including reasons for use, platforms employed, and measurement while providing a number of case study examples.

ANA Sponsorship and Event Marketing Measurement Survey
This survey was released in November 2013. Measurement is critical given the growth in sponsorship and event marketing. The objectives of this survey included assessing if companies measure return from sponsorship and event marketing, evaluating what metrics they use to measure success, determining satisfaction marketers have with their current ability to measure ROI and ROO, and examining how marketers gather and use data in their decision-making.

Other

Resource List for Sponsorship & Event Marketing Measurement
The ANA compiled this list of measurement resources based on feedback from members of the Sponsorship & Event Marketing Committee. This list is current as of April 2019. Please contact Gena M. Casciano with any updates.

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