Monday, April 16, 2012 | Edited by Daniel Moores
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Room for Improvement: What Properties Need to Do Differently Knowledge of a Prospect's Business, Offering Tailored Packages and Treating Sponsors as Partners Are Key to Beneficial Relationships What pet peeves do sponsors have when working with properties? What should rightsholders do differently? Where is there room for improvement? IEG SR recently posed those questions to sponsorship decision-makers at four companies: AT&T Inc.; Chrysler Group LLC; ING U.S.; and Subaru of America, Inc. Below, their responses: Sellers that don't do their homework. Nearly every sponsorship decision-maker expressed frustration with properties that don't take the time to properly research a company and fully understand its business model. "Properties need to make sure there is a clear fit between the opportunity and the sponsor before putting a proposal together," said Marissa Hunter, Chrysler Group's head of advertising for the Ram Truck brand. Having an understanding of a prospect's business typically requires more research than spending 15 minutes on a company's Web site, she said. Properties that try to sell as many assets as possible. Mark Wright, AT&T Inc.'s vice president of media services and sponsorships, points to properties that offer sponsorship packages stocked with unnecessary assets. "Many times packages are loaded up with as many assets as possible to justify their asking price, and they never ask if we need them or not," he said. "If a package doesn't fit our strategy, properties should take a step back and try to understand our business more closely." Properties that don't treat sponsors as partners. Another irritant for Hunter is properties that don't treat sponsors as business partners. That frequently includes relationships that go beyond financial transactions. "It's easy for someone to make a phone call looking for check. Brands want to be aligned with partners that are committed to delivering value." For example, the Academy of Country Music this year gave Chrysler the opportunity to host a ride-and-drive experience at the ACM Awards in Las Vegas. The program gave Chrysler an opportunity to engage more people while enhancing that attendee experience. "The Academy realized there was value in providing a driving experience. What's better than a ride in a pickup truck followed by great music and a barbecue? Properties that don't proofread proposals. A major irritant for nearly every sponsor: Proposals addressed to another company. Case in point: Todd Lawrence, Subaru of America, Inc.'s promotions and sponsorship manager, replies to every proposal except those addressed to a competitor. "I recently received a proposal addressed to Kia. I didn't reply." Properties that don't host sponsor summits. ING U.S. CMO Ann Glover would like to see more properties host sponsor summits. "I love it when properties bring their partners together to discuss what's working and introduce sponsors to each other. For us, that has proved to be very important." The financial services firm uses the summits to brainstorm cross-promotion and business-building opportunities with other sponsors, she said. (Source: IEG Sponsorship.com, 04/09/12) |
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Walmart Springs Into Action Against Hunger Walmart and the Walmart Foundation have enlisted country artists The Band Perry, actress Kimberly Williams-Paisley and four of the United States' largest food companies -- General Mills, ConAgra Foods, Kraft Foods and Kellogg Co. -- to do battle against hunger this spring. The collaborative campaign will allow millions of Americans to get involved by shopping at Walmart or visiting the company's Facebook page through April 30. Spring usually brings a decline in donations to food banks, leaving them unable to meet the needs of almost 49 million Americans who at some point this year will be uncertain as to where their next meal will come from. To help address this shortfall, Walmart is urging customers to visit one of its 3,854 Walmart stores and Neighborhood Markets across the country and buy products from participating suppliers that will help provide meals to needy families. In-store signs will direct shoppers to participating products, and on-package labels will tell how to generate meals by entering product codes online, sharing a hashtag on Twitter or scanning a QR code. "Hunger is a defining issue for America as millions struggle to put food on the table every day," said Jack Sinclair, EVP of Bentonville, Ark.-based Walmart's U.S. grocery business. "Helping fight hunger is something our associates, customers and supplier partners believe in, and together we can help make a positive impact on this issue. Simply by going into a Walmart store or going online, every consumer in America has the opportunity to join this effort." The initiative aims to donate more than 42 million meals to Feeding America food banks and Action for Healthy Kids. Customers can also visit Walmart's Facebook page to vote for one of 200 communities hardest hit by unemployment. The community with the most votes will get $1 million for anti-hunger efforts. The next 20 communities will each receive $50,000 for hunger relief. The Facebook campaign will additionally offer information on how users can donate or volunteer with hunger-fighting organizations on a local level. "No one in America should go hungry," noted Vicki Escarra, president and CEO of Chicago-based Feeding America. "Through this program, Walmart and its partners are making a powerful impact that will not only address hunger this spring, but will (also) have a lasting effect on the issue of hunger in America." In 2010, Walmart committed $2 billion through 2015 to fight hunger. As a part of this commitment, the company pledged to donate more than 1.1 billion pounds of food from Walmart stores, distribution centers and Sam's Club locations, valued at $1.75 billion, in addition to $250 million in grants to support hunger relief organizations. Walmart is also helping food banks operate more efficiently. To date, the company has contributed more than 594 million pounds of food and $122 million in grants to hunger relief programs. (Source: ProgressiveGrocer.com, 04/09/12) |
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What Stations Are Doing: Macy's Teams With Clear Channel to Find a Star Clear Channel has scored a major sponsorship with one of America's biggest retail brands. Building off the popularity of music-based reality TV shows, the two companies are calling the promotion, "Macy's iHeartRadio Rising Star Campaign." Whoever is chosen will perform during the 2012 iHeartRadio Music Festival in Las Vegas on September 21 and 22. A nationwide search will be held and 25 finalists selected. Fans will choose the winner through online voting at iheartradio.com/macys. The contest runs through May 4th. The "Macy's iHeartRadio Rising Star" artist who secures the most online votes, will perform as an opening act on the iHeartRadio Music Festival stage in Las Vegas on Friday, September 21. The selected artists will be promoted on more than 270 Clear Channel radio stations and websites in more than 140 cities across the country, online at iHeartRadio.com and via Clear Channel's social media sites. The artists will also be featured on "Rising Star," a digital iHeartRadio custom station, on in-store TVs in the MStyleLab department at Macy's, on macys.com and via Macy's social media sites. The winner will also have the opportunity to perform at signature Macy's events including its four-city, high-fashion and music extravaganza -- Macy's Passport presents Glamorama. (Source: Radio Ink, 04/10/12) |
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Daily Sales Tip: Expanding Your Scope of Expertise |
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