• How to Run Your Own Successful Virtual Conference by Kimberly Smith
  Intrigued by the ease, broader reach, and lower cost of hosting a virtual event? Be aware that there are distinguishable differences in how online conferences are planned and carried out—and the technology is just the beginning. Here's how to effectively ...
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• Six Steps to Forging Customer Relationships at Tradeshows and Conferences by Kimberly Smith
  Tradeshow and conference sponsorships don't come cheap, but they do bring prospects face-to-face with your company and brand. In doing so, they offer a unique opportunity to establish stronger, more-personal connections with potential customers, which can, in turn, generate solid ...
  More articles on Advertising, Customer Relationships, Facebook, Lead Generation, LinkedIn, Social Media, Sponsorship, Trade Shows/Events
• Eight Fast-Acting, Low-Cost Marketing Tactics That Can Make a Difference NOW by Michael Goodman
  Effective marketing campaigns don't necessarily require big-company budgets. By being smart in the up-front planning stage, you can maximize the greatest value from your budget, regardless of its size. Here are eight low-cost tools you can use immediately ...
  More articles on Advertising, Email Marketing, Marketing Tips, PPC Campaigns, Public Relations, Sponsorship, Trade Shows/Events
• Trade Shows on a Shoestring Budget by Jodi Bash
  Tradeshows can be one of the most expensive forms of marketing. Paying to act as an event sponsor (complete with a booth and travel for employees) often runs into the tens of thousands of dollars. But there are options to tradeshow ...
  More articles on Lead Generation, Sponsorship, Thought Leadership, Trade Shows/Events
• Ten Steps to Creating a Brand Ambassador Program by Mack Collier
  Brand ambassadors are similar to brand evangelists in that they also have a vested interest in seeing their favorite brand succeed. It's not so much that they attempt to influence other customers to buy a product, but that they share ...
  More articles on Brand Ambassadors, Customer Behavior, Customer Engagement, Sponsorship, Word of Mouth
• High Tech Marketing/Business Model Boot Camp: Go-to-Market Mix in the Web 2.0 Era (Part 4) by Nilofer Merchant
  Web 2.0 has changed what product definitions look like, and how things that are sold as 'free' can make money. So while the 4 Ps are a good start as buckets, let's update them for today's era and discuss what ...
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• Corporate Philanthropy That Fits All: How Any Business Can Do Good - and Benefit by Elaine Fogel
  The precedent-setting commitment of Warren Buffet and Bill Gates to charitable work is bringing corporate philanthropy to the forefront. After many years of corporate scandals and Sarbanes-Oxley news, the tipping point has arrived. Corporate philanthropy is good—both for business and ...
  More articles on Management, Marketing Inspiration, Sponsorship
• The Nike+ iPod Partnering Strategy: Develop Unique Lifestyle Relationships by Harvey Kraft
  If you want to learn how to develop new revenue generating customer relationships, check out the strategic Nike+ iPod alliance. Would a similar model work for you?
  More articles on Collaboration, Customer Relationships, Sponsorship
• World Cup Soccer and the Hispanic Market by Blaire Borthayre
  The month-long 2006 World Cup Soccer tournament will begin on June 9, and already commercials have been launched referencing the event. The heavy hitters behind those ads include 15 global brands, such as McDonalds, Coca-Cola, MasterCard, Nike, and Adidas. The US ...
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• Five Lessons From the Netflix Startup Story by Jim Cook
  When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck most as somewhat ludicrous. Looking back on Netflix's startup ...
  More articles on Market Research, Marketing Inspiration, Sponsorship, Testing, Word of Mouth
• Cause Marketing: Good Deeds as Good Business by Sherlyn Manson
  Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too).
  More articles on Brand Loyalty, Customer Engagement, Sponsorship
• The Real Gold Goes to the Bold by Kara Dullea
  Freestyle may describe a particular type of competition in this year's Winter Olympics, but it more aptly defines the attitudes, mindset and personalities of the games' most controversial and media-savvy athletes. Is their irreverence just a product of the Echo-Boom ...
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• New Resolutions for Brand Managers by Mitch McCasland
  Even with January behind us, a brand manager is still full of the promise of the New Year. Sure, things didn't go perfectly during 2005. But it's worth taking note of those things you'll solemnly swear you'll never do again.
  More articles on Benchmarking, Brand Awareness, Branding, Measurement, Sponsorship
• Brand Hijack: When Your Brand Has Customers You Might Not Want by Greg Thomas
  At one time or another, your brand image might not only be skewed from its original identity but also adopted or "hijacked" by totally unintended market segments. Likewise, in brand management, there are times when we craft a brand identity ...
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• The Value Chain: From Building Brand to Building Integrity by Tim Kitchin
  Value chains are replacing brands are the most powerful weapon in the marketing arsenal. While still widely perceived as source of risk, value-chain transparency actually offers brand owners an opportunity to create new forms of value for customers at an emotional ...
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• Case Study: Ben & Jerry's Social Initiative by Andrea Learned
  Each year, the marketing team at Ben & Jerry's works on a single, large, integrated push related to the company's social mission. Ben & Jerry's management unites behind social initiatives with enthusiasm and motivation. Management ignites the employees, and the ...
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• Advertising vs. PR: Kotler on Kotler by Phil Kotler
  In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing. Here is ...
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• Targeting People of Caribbean Heritage: 4 Common Errors by X Murphy
  People of Caribbean heritage remain a large and diverse market. Marketers who ignore them are missing on the opportunities to showcase their products and services to a fast-growing segment with significant buying power. Unfortunately, some of the marketing campaigns of ...
  More articles on Advertising, Marketing Tips, Segmentation, Sponsorship, Targeting
• Paths to Differentiation in Direct Response Marketing by Lee M. Stein
  In a world where everything is becoming commoditized, the key to success becomes differentiation. That's becoming more difficult to achieve. Perhaps the biggest differentiation in building a business is service. That retains customers, gets them to buy again and inspires them ...
  More articles on Ad Copy, Copywriting, Customer Acquisition, Direct Marketing, Positioning, Sponsorship
• Getting the Most From Your Sponsorship Investments by Rob Murphy
  Your credit card company invites you to attend a meet-and-greet with your favorite rock band before the upcoming concert. Your financial institution offers you a private golf lesson from one of the professional golfers in a PGA tournament. Your airline ...
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• I'm Queued-up, and I Like It
  If you use Netflix, you know it provides two ways to watch movies and television shows: DVDs sent through the mail, and streaming videos (sent to your PC or TV). ...
  More articles on Customer Satisfaction, Email Campaigns, Email Marketing, Sponsorship, Targeting
• Have You Considered an ... Open Relationship?
  Before you sign up for exclusive sponsorships, Rohit Bhargava suggests taking a hard look at what you really get out of the deal. Because if your sponsorship makes it difficult ...
  More articles on Small Business, Sponsorship

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Sponsorship case studies, deconstructing real life examples and illustrating lessons learned

• How One Website Doubled Its Ad Revenueby PlanningFamily.com
  CASE STUDY: Even in the midst of a recession, when advertising spend has been drying up, this website doubled its ad revenue. How, exactly? Take a gander...
  More case studies on Advertising, Case Studies, Newsletters, PPC Campaigns, Sponsorship, Value Propositions, Websites
• How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales Forecastsby NHL.com
  CASE STUDY: Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how.
  More case studies on Branding, Case Studies, Collaboration, Online Marketing, Sales, Sponsorship, Websites
• How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronicsby Sharp Electronics Corporation
  CASE STUDY: Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook.
  More case studies on Advertising, Brand Awareness, Case Studies, Facebook, Interactive Marketing, Sponsorship, Word of Mouth
• How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awarenessby Lenovo
  CASE STUDY: Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction.
  More case studies on Blogging, Brand Awareness, Case Studies, Collaboration, Facebook, New Media, Sponsorship, Twitter, Video Blogs, YouTube
• How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and Moreby XanGo, LLC
  CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts.
  More case studies on Advertising, Brand Awareness, Case Studies, Creativity, Sales, Sponsorship, Television, Websites
• How a Swiss Co. Doubled US Sales by Convincing Consumers That Its Product Is Hip and Worth a Premiumby SIGG USA
  SIGG had been selling its aluminum water and fuel bottles to the US outdoor market for years at a price about twice as much as the closest competitor's. It counted on the Swiss reputation for quality to drive sales—but sales were flat. Then its newly formed US subsidiary made some surprising discoveries via market research.
  More case studies on Brand Positioning, Case Studies, Sales, Sponsorship, Word of Mouth
• How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit Missionby Museum of Science, Boston
  For more than a century, Boston's Museum of Science has depended on government grants and donors to finance its stated goal of encouraging "interest in and further understanding of science and technology and their importance for individuals and for society." The Museum attracts about 1.6 million visitors a year, including more than 50,000 members who visit regularly. Corporate branding and marketing for fundraising purposes hadn't been given much thought, but in 2001, as the U.S. stock market collapsed and the global economy slowed, the Museum found itself stretched for donors. It realized it was time to start marketing itself. Pioneering any major ...
  More case studies on Case Studies, Collaboration, Marketing Inspiration, Non Profits, Sponsorship
• From the Ground Up: Annie's Homegrown Builds a Vibrant Business in a Commodity Marketby Annie's Homegrown
  Here's a look at how Annie's Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a vibrant business with products that are sold by supermarkets in all 50 states.
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