Monday, January 23, 2012 | Edited by Daniel Moores
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Critical Thinking: What Properties Need to Do Better in the New Year Sponsors Value Access to Untapped Audiences, ROI Measurement, Strategic Social Media Platforms and Mutual Respect. What would sponsors like to see properties do better in 2012? Where is their room for improvement? IEG SR put those questions to sponsorship decision-makers at four companies: Boyd Gaming Corp.; Clif Bar & Co.; KeyCorp; and Horizon Blue Cross Blue Shield of New Jersey. Below, their responses: Kristen Downs, senior field marketing manager, Luna/Clif Kid, Clif Bar & Co. Recap reports that document ROI. Demonstrating that many properties still fall short when it comes to offering detailed post-event fulfillment reports, Downs would like to see properties include more measurement data in the documents. "I rarely receive detailed reports that capture ROI," she said. That data can be as basic as impressions, she said. "While we don't spend a lot of time tracking impressions, it may become a more valuable and relevant tool for us as we continue to evaluate how to measure the effectiveness of field marketing." More female-centric events. As the marketer of the female-centric Luna Bar, Downs would like to see marathons, triathlons and other types of properties offer more female specific experiences. "If you are planning a women's event, make sure it caters to females from start to finish. Women are looking for event experiences that are just for them, such as champagne and chocolate at the finish line, a pampering expo and jewelry in place of a medal." Michael Daum, senior vice president and director of marketing implementation, KeyCorp. Fully developed social media platforms. To perhaps no surprise, Daum believes most properties have room for improvement when it comes to developing and implementing social media initiatives. "Some properties could be further ahead on their social media strategy. The good news is they’re working on it." Like a growing number of companies, KeyCorp is placing more focus on social media as a platform to engage consumers and build preference. The regional bank this year will activate the MLS Portland Timbers by tying into the team's Facebook, Twitter and text-message promotions. Jonathan Pearson, director, corporate philanthropy and community affairs, Horizon Blue Cross Blue Shield of New Jersey. Marketing platforms that provide access to new audiences. The ongoing rollout of health care legislation and the evolution of the industry from a wholesale to retail model has prompted the Blue Cross licensee to seek out properties that reach young adult consumers, a demographic it has not actively targeted in the past. "The major shift to the retail market is driving the decisions in our sponsorship portfolio going forward," Pearson said. Horizon also looks for opportunities that help reinforce its local presence, motivate consumers to lead healthier lives and provide a point of differentiation from other health insurance companies. Dan Stark, vice president, corporate marketing, Boyd Gaming Corp. Mutual respect. Properties and sponsors should approach sponsorship as a partnership to ensure that both sides find success. "The most successful and long-lasting deals are when both sides feel they are getting value out of the relationship. Thus, it is the responsibility of both parties to work out an arrangement that will build brand equity for both parties and lead to a long-term relationship," said Stark. That mutual respect also applies to how properties scout new sponsors, he added. "Properties should never take current sponsors for granted in their enthusiasm to chase new sponsors. This is an old scenario, but is as important now than ever. If a current sponsor feels unappreciated, they probably will not renew." (Source: Sponsorship.com, 01/09/12) |
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Sweet Leaf Tea Gives Back with Donation to Big Brothers Big Sisters The Sweet Leaf Tea Company is proud to announce a donation of 40 laptops and desktop computers to the Big Brothers Big Sisters organization. These donated items will be distributed amongst families and children in need throughout central Texas beginning this month. One of the main goals of the Big Brothers Big Sisters organization is to help children realize their potential and build their futures. With the Big Brothers Big Sisters of Central Texas being comprised of about 1,100 children, Sweet Leaf Tea is happy to lend a helping hand by providing kids and their families with a variety of laptops and desktops no more than two years old. Of the computers being donated by Sweet Leaf Tea, about 70% will be laptops with the remaining 30% being desktops. All are no more than two years old. The total estimated value of this sweet donation is $15,000. "We are thrilled to help the children of the Big Brothers Big Sisters organization in any way we can," said Danny Witte, Assistant Marketing Manager of Sweet Leaf Tea. "In this day in age, computers are a necessity and a crucial resource for children in everything from their school work to basic development. It is truly an honor for us to be a part of this initiative." "With Sweet Leaf Tea having such a big presence in our community, and nationally, we are very excited and grateful for the company's donation as it will make a large impact for the children and families that we work with here in central Texas," said Brent Fields, CEO of Big Brothers Big Sisters. Offering organic and all-natural iced tea beverages, Sweet Leaf Tea has always been an advocate of charitable giving, especially within the community, and looks forward to continuing to support the Big Brothers Big Sisters organization. For more information about Big Brothers Big Sisters, please visit www.bigmentoring.org. Additional information about Sweet Leaf Tea Company can be found on its Facebook, Twitter and website at www.sweetleaftea.com. About Sweet Leaf Tea Founded in 1998, Sweet Leaf Tea is a fast-growing manufacturer of organic and natural iced tea beverages. Made from the finest ingredients, including purified water, pure cane sugar and high-quality organic tea leaves, Sweet Leaf® Tea is made and brewed based on founder Clayton Christopher's grandmother's recipe and technique, and is available nationwide. Sweet Leaf Tea is a subsidiary of Nestlé Waters North America, one of the leading non-alcoholic beverage companies in the U.S. For more information please visit, www.sweetleaftea.com. About Big Brothers Big Sisters Big Brothers Big Sisters will provide more than 90,000 hours of mentoring to 1,500 children in Central Texas this year as well as $190,000 in scholarship money via BBBS' Foundation to Littles pursuing higher education. For more than 40 years, we have matched children, ages 6–16, with supportive adult mentors who build friendships and offer encouragement and support to each child. The organization depends on donations to help recruit volunteers and reach more children. Funding is used to conduct screening on volunteers to ensure child safety; and provide on-going support for children, families and volunteers to build and sustain long-lasting relationships. Our agency is ranked in the top five percent nationally for program quality. Most impressively, last year more than 97 percent of our Little Brothers and Sisters stayed in school, improved their grades and avoided early parenting. For more information, visit www.bigmentoring.org. (Source: Bevnet.com 01/05/12) |
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What Stations Are Doing: Wings Over Vegas Three years ago, CBS Radio/Las Vegas took a page out of sister outlet WIP/Philadelphia's playbook and launched their own Wing Bowl, the infamous eating competition that has turned into a major annual event that draws thousands in the City of Brotherly Love. Qualifying "wing offs" are now underway in Vegas, with this year's Wing Bowl 3 finals set for February 3rd at Sin City's South Point Hotel, Casino & Spa. News/Talker KXNT teams with clustermates KLUC and X107.5 to present the event that will send somebody home with a $5,000 cash prize and a bottle of antacids. (Source: NTR Media Online, 01/11/12) |
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