Takeaways From ANA Sponsorship & Event Marketing Committee Meeting

By Jim Andrews Sep 15, 2010

Through our relationship with the Assn. of National Advertisers, IEG participated in yesterday’s quarterly meeting of the ANA’s Sponsorship & Event Marketing Committee, hosted in the beautiful conference facilities at Chicago’s Shedd Aquarium.

In discussing sponsorship measurement and evaluation, the conversation turned to what properties can do to assist their partners in this area, a topic discussed in this previous blog post.

The sponsors around the table concluded that they needed to communicate loudly and clearly to properties that audience research must be a key deliverable—agreed to and included in the sponsorship contract.

Insights into the property’s audience(s), including post-sponsorship findings of how the partnership was received and what impact it had on perceptions, purchase consideration, etc. should move from nice-to-haves to must-haves, according to these representatives of active sponsors. There was definite resolve from those in attendance to have that conversation in their next negotiations on renewals and new deals.

Smart properties would be wise to take heed and figure out the best way to deliver research findings as a sponsor benefit. Of all the demands sponsors could make, this one is reasonable, should not come at too high a cost to fulfill, and will provide the property—not just the sponsor—with valuable information to improve its sponsorship program as well as its relationship with key stakeholders.

The value of such information was underscored in a presentation by Allstate’s Karen Uhler, regarding the Allstate Sugar Bowl and the company’s recent decision to renew as title sponsor. Karen cited research—conducted by Performance Research for Allstate, not the Sugar Bowl—that showed the likelihood of New Orleans-area residents to think favorably about the company rose 14 percent in the first four years of the sponsorship, not an easy feat in a market that was not positively inclined toward insurers in the wake of Hurricane Katrina.

Karen also noted a positive sales outcome from its involvement, in particular from the Allstate Sugar Bowl Fan Jam, where its conversion rate of leads captured to sales was 2.31 percent, compared to the company’s average rate of half a percent.


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Jim Andrews

About the Author

A 30-year sponsorship industry veteran, Jim is responsible for developing and sharing thought-leadership content based on ESP Properties’ groundbreaking work in the areas of sponsorship strategy, valuation, measurement, digital content, data-driven marketing and fan engagement.

In addition to identifying key trends and delivering his unique insights into the critical issues facing rightsholders and their commercial partners, Jim is the chairman of the Annual Sponsorship Conference, responsible for the program and speakers, as well as hosting and delivering the event’s opening address. He also is responsible for the company’s annual report and forecast of overall sponsorship spending, as well as its compilation of biggest spending companies and annual industry surveys.

A frequent media commentator and guest, Jim has been a featured speaker at hundreds of sports, entertainment and marketing conferences around the world.



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