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1.26.2010 Five Ways to Drive Sponsorship ValueIn this ongoing environment of economic uncertainty, many companies are reviewing their sponsorship investments as part of an overall audit of marketing spending. However, the current business landscape also presents a new opportunity to work with partners to evaluate key sponsorship provisions, fine tune existing portfolios and ensure that any new sponsorship investments work hard to meet business objectives. Here’s a look at five areas where brands can really move the needle for maximizing value in their partnership agreements:1. Leverage the flexibility the market has affordedGone are the days when properties can insist on multi-year commitments in order to attract sponsors into the fold. The recent announcement that Papa John's has signed a short-term partnership with the National Football League to serve as the "Official Pizza Sponsor" of Super Bowl XLIV is yet another example of sponsors having the flexibility to leverage national properties during shorter promotional windows. Over the past two years the NFL has inked similar partnerships with KFC, IHOP and McDonald's, who will be the Presenting Sponsor of this year's Pro Bowl, demonstrating that even heavyweights like the NFL are more willing than ever to be flexible. While you’re at it, negotiate in the flexibility to modify contractual el... Read more |
12.3.2009 - Relay Insights: Is the Passion of Music Recession Proof?2009 Summer Concert Industry Strong Despite Tough Economic ClimateBillboard recently reported that overall concert gross sales from May 1, 2009 to Labor Day were $1 billion, which was flat compared to 2008. Attendance rose for the summer season's 4,200-plus live music shows to 19.2 million, up 3 percent from 18.7 million in 2008. One could argue that the concert industry was spared by tough economic times due to the fact that many money-conscious fans saw going to a concert in their city as a less expensive alternative to going on a vacation. On the other hand, one could argue that the true emotional connection people have with the music they love transcends most economic forces we face. What do you think? According to the Office of Travel and Tourism Industries (OTTI), international travel by Americans was down an average of 6.16 percent per month through the first half of 2009. Furthermore, 38 percent of Americans planned on cutting back their travel and vacation/leisure time altogether, according to Deloitte’s October 2008 travel survey. So, if Americans aren’t traveling, what are they doing with their disposable income? While the prices of concert tickets are on the rise, attendance at live music shows has steadily ... Read more |
11.02.09 - Event Marketing in EspañolBy Sandra O'loughlin Event Marketer Magazine, Monday, October 12, 2009 A guide to making authentic connections with America’s largest—and fastest-growing—minority demographic At a time when many brand marketers are struggling to keep their portfolios afloat, Hispanic marketing programs are flourishing. Walmart this year unveiled a new concept store, Supermercado de Walmart, in Houston, as part of a strategy to become more relevant to Hispanic customers. The Milk Mustache Mobile Tour is traveling to 10 cities to introduce Hispanic families to the benefits of drinking low-fat or fat-free milk. And Kellogg’s began adding a touch of honey to its Corn Flakes (and noting a “toque de miel” on the cereal boxes) to appeal to Hispanic taste buds.What’s driving the growth? While most consumers are cutting back, Hispanics are spending more than other demographic groups and feeling good about it. According to research from the Geoscape Consumer Spending Dynamix 2009 Series, Hispanic households spend between seven and 30 percent more at the grocery store than white households. Another study released in June by Spanish language media company Univision and conducted by Experian Simmons revealed that Hispanics are optimistic about their finances in the coming year (34 percent versus 25 percent of non-Hispanics). And their average ... Read more |
10-08-09 - Relay Ins
“Plan the work and work the plan” is an age-old event agency creed that speaks to the importance of establishing a sound strategic framework and detailed execution plan, in order to guarantee the succ
10-02-09 - Latinos 1
Latinos 101: Relay Symposium Offers A Primer For Sports Business Professionals Hispanic Market Weekly Published: October 02, 2009 NEW YORK - Marco López, senior director of the Hispani
09.22.09 - Relay Ins
Relay Insights: The Reality of Fantasy Sports Participation The start of the 2009 NFL season also marks the start of fantasy football season, which for some devoted fans is the highlight of their foo
08.12.09 -Relay Insi
Relay Insights: Nearly 70% of Marketers Plan to Utilize Talent in 2010 08.12.09. In exactly six months from today, the 21st Olympic Winter Games will begin in Vancouver, British
08.09.09 - Relay Ins
08.09.2009 Relay Insights: The Co-Marketing Path to Success In the sponsorship industry, we tend to focus on how brands can partner with sports and entertainment properties to leverage and convert t
06.04.09 - Relay Ins
06.04.2009 Relay Insights: “Greening” events doesn’t necessarily mean spending more green We are rapidly shifting into a “green” culture where consumers expect brands to embrace environmental respon
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Latest News
- 1.26.2010 Five Ways to Drive Sponsorship Value
- 12.3.2009 - Relay Insights: Is the Passion of Music Recession Proof?
- 11.02.09 - Event Marketing in Español
- 10-08-09 - Relay Insights: Getting the most out of the RFP process
- 10-02-09 - Latinos 101: Relay Symposium Offers A Primer For Sports Business Professionals
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