What happens if the CFO slams on the breaks half way through a multi-year contract? There are always outs, but they're complicated so let's assume that is not an option. Does your activation get the axe? The standard line for activation spend is 2-3x investment... sometimes more. How has the current environment changed how marketers are activating and how much they are spending? That's a st...Read More
Sports media has long trumpeted itself as the one form of programming that was Tivo-proof under the theory that sports is a social event that fans want to watch live and won't time-shift. Afterall, if you're "ad k...Read More
"Here's my number one fiduciary rule for big brand marketers: The executives involved in approving a sports or entertainment promotion should not be permitted to attend the event."
Ever feel like you're loaded down with crap when you leave an event? No, literally.
Schwag according to Urban Dictionary is "trinkets that are often used as giveaways (ex. Come down to Taco Hell in Urbania for some free WKRP schwag)." There's quality promotional products and then there's schwag. Together, they account for the Read More
In follow-up to last week's Mediaedge:cia study that announced a 15% increase in global sponsorship, IEG has released it's mid-year forecast calling for a 1.1% increase in North American sponsorship spending, while calling for a 3.9% growth in worldwide sponsorship spending. NA spending of 1.1% is half of what the firm forecasted back in Febru...Read More
When one person’s sponsorship is another person’s charity, there is bound to be miscommunication. When one person’s advertising is another person’s sponsorship, there is bound to be miscommunication. When one person’s cause marketing is another person’s charity, and another person’s sponsorship, there is bound to be miscommunication.
In order for a market to operate effectively, its pa...Read More