Monday, November 28, 2011 | Edited by Daniel Moores
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Google Helps Properties Search For New Sponsors Technology Giant Can Help Properties Create New Sponsorship Inventory and Access New Partners Looking to promote its growing portfolio of products and services, Google Inc. is expanding its presence on the sponsorship scene. As befitting the ever-evolving technology giant, Google's involvement in sponsorship takes a myriad of roles ranging from media-like partnerships on behalf of YouTube to serving as a source for sponsorship dollars. Below, two new ways Google is helping properties search for new partners: Google+ Social Network Equals New Sponsorship Inventory The recent launch of Google+ for businesses opens the door to new sponsorship revenue for properties. Similar to Facebook and other social media platforms, rightsholders can use the service to create new sponsorship inventory. Case in point: The NBA Phoenix Suns plan to use the "hangout" feature on its new Google+ page to host live video chats with its coach or general manager. The team plans to sell the inventory to new or existing sponsors. "The hangout is a great opportunity for a presenting or title sponsor," said Jeramie McPeek, the Suns' vice president of digital. The team also plans to sell presenting status to a Google+ Night at the US Airways Center, said McPeek, noting that the sponsor will receive branding in the arena and promotional activity leading up to the event. The team has hosted a #SunsTweetup during each of the past three seasons and a Suns Facebook Night the past two years, he added. In addition to creating new sponsorship inventory, Google+ also represents a source for sponsorship revenue. The technology giant sponsored the Aug. 3-5 Lollapalooza music fest in Chicago and the Oct. 12-14 Austin City Limits Music festival in Texas on behalf of the new social network. The sponsorships afforded title of a stage and an on-site lounge where Google demonstrated the social network in a one-on-one setting. Google Offers New Sponsorships Following in the footsteps of Groupon, Inc., LivingSocial Ltd. and other daily deal sites, Google is using sponsorship to promote its Google Offers service. Google, which launched the service in in Portland, Ore. in June, is sponsoring food festivals and other types of properties to promote the service. Sponsored events include the Sept. 13 Spice of Life Festival in Berkeley, Calif. and a ACL Music Festival pre-party in Austin, Texas. In addition to Austin and Berkeley, Google has rolled out the service in Boston, Denver, Miami, New York City, Seattle and Washington, D.C., among other markets. (Source: Sponsorship.com, 11/10/11) |
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Convenience Stores Emphasize Community Service Giving back through community service efforts and charity donations is a positive force that keeps many retailers and suppliers of this industry moving ahead. On a regular basis, Convenience Store News highlights these philanthropic efforts. Here are the latest company spotlights: Circle K Through its FishStix annual golf/fishing tournament event, Circle K's Florida region presented a check for $332,000 to United Cerebral Palsy (UCP) this month. Coupled with funds raised through canister donations throughout the year, Circle K's total contribution to UCP totals more than $1 million in 2011. "At its heart, Circle K is a group of committed individuals who care deeply for the communities where we operate," said Darrell Davis, vice president of Circle K's Florida region. "For more than three decades, our partnership with UCP has been one of the most important outlets for Circle K to give back to the people we serve. We look forward to strengthening our ongoing relationship with UCP and are extremely proud to play a role in providing a life without limits for people with disabilities." In other Circle K "giving back" news, immediately following the devastating earthquake that struck Haiti, Circle K's West Coast division jumped in to support the ongoing efforts there. More than 300 Circle K stores throughout the western United States will run four targeted campaigns asking patrons to support the Red Cross. Circle K will contribute to Red Cross a minimum pledge of $250,000 this year through cash donations, customer donations and fundraising events that will greatly help local Red Cross chapters in their efforts to ready their communities and respond to times of emergency and disaster. Circle K will be selling promotional items to help individuals build and stock their emergency preparedness kit, as well as collecting donations to help support their local Red Cross chapter. QuikTrip Tulsa, Okla.-based QuikTrip Corp. formed a new recycling partnership with American Waste Control for recycling cans, cardboard, paper and plastic. The partnership will help fund the "Mister Murph" program, which provides free educational materials and field trips for school kids in Tulsa. Englefield Oil Englefield Oil Co. and its BP supplier donated $10,000 to the Food Pantry Network of Licking County, Ohio, through a grant provided by BP's Fueling Communities Grant Program. The Food Pantry Network of Licking County is a cooperative that was established in 1981 to coordinate the acquisition and distribution of emergency food supplies by working through its member food agencies. Casey's General Stores Casey's General Stores Inc. recently pledged $50,000 to the Louisa County Fair Board's Youth Center Project of Iowa. The donation moves the project closer to its goal of $500,000, the estimated amount needed to construct and furnish the facility at the Louisa County Fairgrounds in Columbus Junction, Iowa. The Youth Center Committee hopes to have funding in place by next year and begin construction in the fall or the following spring. Kangaroo Express The Pantry's Kangaroo Express convenience stores in Florida have raised more than $233,000 for Give Kids The World Village (GKTW), a 70-acre, non-profit "storybook" village in central Florida that provides cost-free, weeklong vacations for children with life-threatening illnesses and their families. "Give Kids The World is a compassionate and dedicated non-profit that helps share the magic found here in our backyard of central Florida with kids from all over the world," said Paul Moody, division vice president at Kangaroo Express. "We are honored to do our part in helping fulfill the wishes of these inspiring children and their families." (Source: Convenience Store News, 11/18/11) |
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What Stations Are Doing: LivingSocial Brings Its Daily Deals to Radio with Clear Channel Partnership Looking to cut through some of the clutter of the daily deal market, where more than 700 vendors now offer consumer coupons, Clear Channel Radio is connecting with LivingSocial. Local stations will pick which deals to highlight and personalities will promote the deals on-air. Clear Channel will get a cut of the commission. Listeners are directed to station websites to buy the deal. LivingSocial hopes the alliance will help the company catch up on sector leader Groupon -- as well as cut its marketing expense. "Radio stations are a primary means for people to find entertainment and learn what's going on in their communities," LivingSocial CEO Tim O'Shaughnessy says. "This matches perfectly with LivingSocial's mission to help people find great deals and values around them." Over the summer, the site began using radio to reach potential customers. That could be one reason why the company -- which told Inside Radio earlier this year it wasn't interested in working with radio -- has now inked a deal with the biggest group. In addition to daily deal announcements, Clear Channel will feature other offers across its media platforms, including LivingSocial Escapes and Adventures packages. Clear Channel Radio CEO John Hogan says, "LivingSocial's variety of entertaining deals combined with Clear Channel's impressive reach will help listeners find great local values all across the country." (Source: Inside Radio, 10/18/11) |
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