Posts Tagged ‘Marketing’

26
Jan

What makes a smart sponsorship?

   Posted by: Michael Carney    in sponsorship

IEG’s Dan Kowitz, writing last week on the company’s Sponsorship blog, reported on a panel of industry colleagues who spoke at PCMA’s Convening Leaders Annual Conference. The group consisted of representatives from PCMA, FedEx Services, the National School Boards Assn. and Gaylord Entertainment/Gaylord Hotels and they were tasked with talking about five key elements that they defined as critical to achieving partnerships, above and beyond sponsorships.

Interestingly, each had their own take on the subject, with branding attributes the most common overlap.

Here are their various views on key partnership elements (with our own additions in parentheses where we consider it appropriate).

IEG

  • Form partnerships through dialogue, not proposals (look for Win-Win by being flexible and taking account of your potential partners’ desires and needs}
  • Determine brand fit (do the brands have common values and target markets?)
  • Establish key objectives of the partnership (what is each partner trying to achieve and are they mutually compatible goals?)
  • Over-deliver on value
  • Define, measure and deliver ROI

NSBA

  • Customer service
  • Mutually beneficial relationship
  • Access to key leadership
  • Exclusivity
  • Voice for corporate partners


FedEx Services

  • Support/advance global brand?
  • Make sense in the marketing plan?
  • Access to target audience?
  • Partner position in the industry?
  • Metrics? Measurement? ROI?

PCMA

  • Brand alignment – Principles of strong brands
  • Commitment – Multiple stakeholders
  • Value – Measurement and exchange
  • Delivery – Manage expectations
  • Accountability – Metrics, reporting, business reviews and ROI

Gaylord

  • Prospect research – Proper alignment
  • Brand development opportunities
  • Business objectives – Total value
  • Flawless delivery – Over-deliver
  • Accurate & timely metrics – Business reviews

If you are actively considering sponsorship of any property, we encourage you to check out the Sponsorship Evaluation Checklist, which lists a wide range of considerations you should review when evaluating a sponsorship.

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10
Jun

Marketers Feel The Fear

   Posted by: Michael Carney    in Marketing Ideas, social, social media

Social Media is the hottest topic in marketing circles right now and many businesses are feeling pressured to get involved with social outlets such as Facebook, MySpace or Twitter. Small wonder — eMarketer is reporting that social media has reached the tipping point, with more than half of all U.S. internet users now frequenting social spaces in a typical month.

So at least half of us can now be found hanging out on social networks. Should marketers be there too? Absolutely, notes eMarketer, channeling the results of a February 2010 survey by Chadwick Martin Bailey, a market research firm. According to their data, 33% of U.S. Facebook users have become fans of brands on the network.

And plenty more social network users are talking about brands online. Whether it’s good news or bad news, if it’s hot it spreads in milliseconds across the social networks.

An unfortunate example? On September 26 2009 Kraft Australia launched its glorious new line extension to the iconic Australian Vegemite brand. Vegemite iSnack 2.0 was launched in the quarter-time adbreak of the Australian Football League Grand Final (roughly equivalent to the Superbowl in terms of national sporting importance) down under.

Before the adbreak was even over, tweets of death were resounding across Australia and thence across the world:

NO! Vegemite cream cheese product CANNOT POSSIBLY be called “Vegemite iSnack 2.0″. Bad joke or most epic FAIL in FMCG branding history” - tweeted by downesy

I said “do you speaka my language?” She just smiled and gave me an iSnack 2.0 sandwich. #vegefail – tweeted by jmappellekim

On the rather more positive side, a recent Nielsen/Facebook joint study showed significant uplift in Advertising Recall, Awareness and Purchase Intent amongst those brands “liked” in Social Media.

Nervous yet? Worried about your brand? Or just eager to take advantage of the added value if fans ‘love you’ socially?

It’s time to upskill yourself on social media — it’s too late to be an early adopter, but now would be a good time to start getting yourself socially adept.

For many marketers, however, the social media space is fraught with danger. Recent studies have shown that marketers have three basic fears about social media — and those fears can be crippling (on a professional level if not personally) if the right actions aren’t taken to deal with the problems.

Author and marketing specialist Michael Carney has put together an ebook on “Marketers’ Fears About Social Media (and how to overcome them)”, based on the Social Media Marketing course he’s been running for the past few months.

Marketers-Fears-ebook

It’s available free of charge from www.MarketersFears.com, and it’s already attracting attention (and praise):

  • “amazing and awesome”
  • “That’s the best looking social media document I’ve ever seen”
  • “love the comic art”

Michael has made the ebook available at no charge to our readers. Simply go to http://MarketersFears.com and organise your copy.

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