IEG's Complete Guide to Sponsorship

ISBN 13: 9780944807194

IEG's Complete Guide to Sponsorship

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9780944807194: IEG's Complete Guide to Sponsorship
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From the beginner to the seasoned professional, IEG's Complete Guide to Sponsorship is a detailed, practical book for corporate sponsors, sponsees and sponsorship agencies. It provides a basic understanding of the concepts and terms related to sponsorship, as well as a working knowledge of how to apply them. In addition to giving you the essential building blocks, IEG's Complete Guide to Sponsorship goes a step further and shows you how to apply them, with checklists for you to use and real-life examples that illustrate the principles in practice.

Here's a sample of what's included: An explanation of what sponsorship is and how it fits in the marketing mix; Why sponsorship is the fastest-growing marketing medium and who's using it; What companies sponsor and why they sponsor; The decision-making process for sponsorship selection; How to determine what a sponsorship is worth; How to maximize sponsorship's value through leveraging; How to measure sponsorship's results; Why sponsorships fail; How sponsorship agencies work.

IEG's Complete Guide to Sponsorship also contains: IEG Sponsorship Glossary; Checklist of sponsorship rights and benefits; Menu of promotional ideas to extend sponsorship's value; Case studies of successful sponsorship measurement; Charts detailing sponsorship spending, projected growth and comparison to other media.

IEG's Complete Guide to Sponsorship is a textbook for everyone interested in learning more about sponsorship or improving their abilities. It serves as a valuable training manual for colleagues and staff, as well as support documentation for executives, board members and volunteers. It is equally suited for reading cover to cover as it is for use as a daily reference to answer specific questions that arise.

If you are involved with sponsorship at any level or plan to get involved, you will want to own this book.

intelligence, facts, figures and counsel.^M^M

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About the Author:

Lesa Ukman, Pr\Since 1980, event marketing's most successful practitioners have relied on the publications and services of IEG. As the only company dedicated to delivering top-quality sponsorship information, IEG is the source of unbiased sponsorship analysis, intelligence, facts, figures and counsel. Lesa Ukman, President, IEG, Inc. When Lesa Ukman co-founded IEG in 1980, most people defined sports marketing as an ad buy on Monday Night Football and arts and cause marketing as philanthropy. Network TV was omnipotent, and corporate America viewed consumers as a single mass audience.

But skyrocketing ad fees, emerging new delivery systems like cable, expanding minority markets and a hunch that advertising was not the way to reach TV-reared baby-boomers, led Ukman to envision opportunities for non-traditional media.

Sponsorship was the one that interested her. It broke through the marketing clutter and channeled funds back to communities via festivals, sports events and cultural institutions. However, her attempt to learn more about the medium that put Kool into jazz festivals, Coors into bike racing and Manufacturers Hanover into running, was futile.

While a handful of companies were using sponsorship, it had never been defined as a marketing discipline and there were no publications reporting on it, no seminars teaching it and no studies measuring it.

Ukman, along with her brother and co-founder Jon Ukman, created IEG Sponsorship Report, the biweekly newsletter on sports, arts, event and cause marketing, to fill that information void. With the publication of the first issue in May 1982, IEG gave focus to a fledgling industry that today is worth more than $19 billion a year worldwide.

The company is now the world's leading provider of sponsorship information, publishing the IEG Sponsorship Sourcebook, IEG Sponsorship Contracts, IEG Intelligence Reports and IEG's Complete Guide to Sponsorship and producing the 16-year-old Event Marketing Conference.

Through IEG Consulting, the company provides custom research and strategic counsel to sponsors and properties. All counsel is objective, as IEG Consulting does not represent or own any properties.

Prior to forming IEG, Ukman launched the City of Chicago's corporate partnership program. Working in the Mayor's Office of Special Events, she introduced sponsorship of the Chicago Int'l Jazz Festival, Taste of Chicago, the City's Neighborhood Festivals and the other events produced by the office.

Excerpt. Reprinted by permission. All rights reserved.:

Although the recipient of sponsorship may be nonprofit, sponsorship should not be confused with philanthropy. Philanthropy is support of a cause without any commercial incentive. Sponsorship is undertaken for the purpose of achieving commercial objectives. And, although a sponsored property may include media extensions such as a TV broadcast, sponsorship is not advertising. Advertising is the direct promotion of a company through space or air time bought for that specific purpose. Advertising is a quantitative medium, sold and evaluated in terms of cost per thousand. Sponsorship on the other hand is a qualitative medium; it promotes a company in association with the sponsee. Some of the benefits sponsorship typically offers that advertising does not are access to a live audience, on-site sampling and opportunities for client entertainment. And, companies can tie sponsorship directly into usage or sales so they can quantify not only how many people were reached, but how many were motivated to buy.

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