Event Marketing - Sponsorship
An event sponsorship can be an effective opportunity to spread the word about companies and products. But which ones should you choose or offer, and which ones are most effective? Learn the answers to these and other sponsorship questions, and explore sponsorship case studies.
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Gentlemen, Start Your Mowers
Gold Eagle Co. turns a lawn-mower racing stunt into a kick-grass, 12-year media event – raking in 25-million media impressions annually and a 4-to-1 return on investment. |
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Pony Up, Pardner
How to get your partners to pay for your event. |
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Breaking Oral Tradition
Procter & Gamble Co. transforms an annual at-show breakfast into a multifaceted product launch, complete with a live presentation, product demos, premium giveaways, and an in-booth screen-test experience. |
Four Problems, One Solution: Pop-Up Events
Four companies, offering products from cell phones to spuds, pop up in temporary locations to revive slumping sales, promote corporate philanthropy, launch a new product, and attract female customers. |
Bank of America Takes Manhattan
To launch a new trading service, Bank of America storms New York for a day, interacting face to face with more than 500,000 people and generating nearly 180 media mentions. |
Empathy Marketing
Thrivent Financial for Lutherans rolls out a mobile road show to promote its partnership with Habitat for Humanity, recruiting donations and volunteers by showing attendees what it's like to live in squalor. |
Audi of America: Affinity Marketing
To launch its new luxury SUV, Audi of America partners with like-minded brands to create a one-of-a-kind luxury-lifestyle experience, driving the sale of 2,800 vehicles. |
Creating Customer Community
How can you build community among event attendees? Three experts offer their tried and true community-building techniques. |
HP's Hidden Hype
To build a community of customers for its large-format printers among emerging artists and designers, Hewlett-Packard Development Co. launches a series of pop-up art galleries with no visible tie to its brand. |
To Keynote or Not to Keynote?
Should you hire an expensive ''name'' keynote speaker to generate attendance, or should you allocate the money to a lesser-known speaker with industry-relevant expertise? Three experts weigh in. |
This Issue: The Piggyback Solution
Four companies in industries from farming to shipping build private corporate events on a platform of pre-existing events, saving time, and money, raking in leads, and making sales. |
NASCAR: Why Sponsors Keep Renewing
To jump start business-to-business relationship building, NASCAR adopts a sponsor-retention plan that puts 13 of its official sponsors in the driver's seat at its quarterly B2B Council meeting. |
Cultivating Customers
To create a sustainable competitive advantage, Farm Credit Canada launches a strategy of customer advocacy, using a hospitality event to create sales and networking opportunities for its clients. |
Signs of the Times
Cisco Systems Inc. trades in its printed signage for digital signs to cut costs, decrease revision time, and improve customer communication. |
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