| 10.03.06 12:00 AM |
Ask an Expert: Which Sponsors Are Spending Now
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FROM NEW YORK
William Chipps is senior editor of IEG Sponsorship Report, a biweekly monitor of the sponsorship industry published by IEG Inc., in Chicago.
What is the state of the sponsorship industry today?
The sponsorship industry is incredibly healthy. The growing popularity of TiVo, iPods, satellite radio, and other forms of the technology that let people tune out advertising messages has promoted more interest in nontraditional marketing vehicles for corporate marketers.
Companies and advertising agencies have also started to realize that sponsorship can be leveraged in many different ways, including on-site sampling, PR exposure, retail promotions, and customer hospitality. So sponsorship as a marketing medium is becoming increasingly popular. IEG expects North American-based companies to spend $13.39 billion in 2006, a 10.6 percent increase over the $12.1 billion spent in 2005.
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RELATED TOPICS
Selling Sponsorships |
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| 10.10.05 12:00 AM |
Ask an Expert: Auditing Event ROI
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FROM NEW YORK
Glenn Hansen is the president of BPA Worldwide, which audits the circulation of a variety of media, including many magazines and newspapers. BPA’s event auditing division provides marketers with hard data on the outcomes of their events.
What made BPA want to get into event auditing?
More publishers are now content management companies, in that their content is going out through various platforms. We see the opportunity for a content management company to look at its brand and say, “Our brand has many touch points, we need to measure each of those touch points so that we’ll have an audit of our integrated media solution.”
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RELATED TOPICS
Measuring ROI |
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| 06.13.05 12:00 AM |
Ask an Expert: Matching Sponsors With Events
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FROM NEW YORK
Del Wilber is the president of MVP Group, a sports, entertainment, and event marketing firm. MVP brokered Olympus' sponsorship of the U.S. Open tennis tournament and Fashion Week, and the partnership between Office Depot and the Trump Organization's golf championship at the Trump National Golf Club Los Angeles.
How do you match sponsors with events?
The bottom line is fit. A sponsorship is a delivery vehicle, and the real strategic issue is, what is the sponsor's objective? Given the objective, how do they want to measure the results compared to the objective? And into that goes a lot of issues: It could be a seasonality issue, a demographic issue, a prestige issue, a publicity issue. It could be a business-driving issue where you could actually track sales against a sponsorship opportunity.
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| 03.02.05 12:00 AM |
Ask an Expert: Choosing Wine
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FROM NEW YORK
Anthony Giglio is a wine expert and author of Cocktails in New York (Rizzoli New York, November 2004). Besides guest speaking on wines at events such as the South Beach Wine & Food Festival, he also helps event planners choose wines for events.
Do guests notice the quality of the wine they’re drinking at events?
A lot of people aren?t paying attention because of the sad reality that at most functions, the wine is the least thoughtfully chosen thing at the event. They've come to expect mediocrity.
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