Desperado Marketing – Blog
IEG Sponsorship Conference – Day Three
It might have just been the sessions that I chose to attend, but I don’t think so. Speaking with others, there is wide consensus that this year’s IEG Sponsorship Conference is very strong for content. Both panel discussions I attended today were superb. The first included sponsorship marketers from Bank of America, MetLife and Starwood Hotels & Resorts. Chris Traeger from Bank of America pushes his ROI measurement back into his deals. He doesn’t believe in rights fees escalators (neither do I). BofA negotiates performance...
read moreIEG Sponsorship Conference – Day Two
Its been a tremendous day of content at the 29th Annual IEG Sponsorship Conference in Chicago. My day started off presenting and leading discussion in Optimizing Your Sponsorship Portfolio for Business Success at 8:30 a.m. Some great conversation, some great questions. I thoroughly enjoyed the session. Keynoter Wendy Clark, SVP, Integrated Marketing Communications & Capabilities at The Coca-Cola Company, had my favourite quote of the day when referring to the now-here reality of the way we need to communicate to and connect with...
read moreI stand corrected.
Jim Andrews from IEG kindly cleared up the misconception I had over the ratio of attendees at this year’s IEG Sponsorship Conference that represent sponsors. Jim tells me its one of the highest rations of any IEG Conference to-date. He also told me that the conference has more people from client-side agencies than ever before. Lesa Ukman, the founder of IEG, also confirmed for me that the reason the conference moved in 2011 from the venue that it had been hosted at for years (Chicago Hilton) was more to do with the value proposition on...
read moreIEG Sponsorship Conference – Day One
Day one at the IEG Sponsorship Conference on Sunday and I attended two very valuable sessions. One on sponsorship measurement (a bit of an obsession of mine) and one on trends for 2012, both sessions led by very capable people from IEG. Its stark how few sponsors are here in Chicago for this year’s ‘IEG’. I’d guess less than 10%. And, it looks like a record contingent of sponsorship professionals from outside of North America this year. The results of the annual IEG/Performance Research Sponsorship Decision Makers Survey...
read more29th Annual IEG Sponsorship Conference
I’m looking forward to presenting and leading a discussion at the 2012 IEG Sponsorship Conference in Chicago on Monday morning (Optimizing your Sponsorship Portfolio to Maximize Business Success – Sheraton Chicago, River Hall, Level 1, 8:30a CT). Whether your sponsorship portfolio is big or small, Monday morning at the IEG we’ll be discussing a process-based approach to right-sizing your portfolio for better measurable results. This will be the 29th annual IEG Sponsorship Conference, my ninth or tenth consecutive visit. This...
read moreAre You Marketing To Yourself?
It’s no coincidence that your colleagues, the people you work with, are a lot like you. Your company’s culture attracts and retains like minded people. You probably have a lot in common – your backgrounds, your economic and social position, your education. You may all live in the same city or town, the same neighbourhoods in fact. When you plan your brand’s connection platforms, are you all leaving your personal biases out or are you choosing ways to engage with your target audience that specifically appeal to you and your...
read moreDistinctive Sponsorship Deals – February 2012
Welcome to the February edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month. February was a month filled with eyebrow raising sponsorship agreements. Below are brief summaries of deals from the past month that we felt were worth sharing, as well as hyperlinks to more detailed articles if you would like to read further. Enjoy! Chobani Greek Yogurt becomes Official Packaged Yogurt Provider of the...
read moreDistinctive Sponsorship Deals – January 2012
Welcome to 2012’s first edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight and summarize some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month. Below are brief summaries of deals from January that we felt were worth sharing, as well as hyperlinks to more detailed articles if you would like to read more about a topic. Enjoy! Kia Canada announces official vehicle sponsorship of the 2012 Fulda Challenge The Fulda Challenge is an annual arctic...
read moreA Proud Moment
A few weeks ago I led a learning session for sponsorship marketers at the Sponsorship Marketing Council of Canada’s Fundamentals of Sponsorship course held in Toronto. The SMCC’s Fundamentals of Sponsorship is a two-day course that provides new and seasoned sponsorship practitioners with intensive professional skills development in various aspects of the craft. In the section I taught, Optimizing a Sponsorship Portfolio for Business Success based on Desperado Marketing’s proprietary process Sponsorship Accelerate™, I covered...
read moreDistinctive Sponsorship Deals – December 2011
Welcome to this month’s edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight and summarize some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month. December provided a few noteworthy sponsorship scenarios after November proved to be rather uneventful. Enjoy! Discover Sponsors Holiday-Themed Social Game by Zynga The latest game from Zynga was a holiday version of their famous “Farmville”. This latest creation was a collaborative effort between...
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