[Dixielandjazz] For all Festival Promoters & Jazz Societies
TCASHWIGG at aol.com
TCASHWIGG at aol.com
Mon Dec 29 19:15:03 PST 2003
The following press release should be of great value to any and all of you
who are savvy enough to go check it out. I suggest you send the brightest
youngest person in your organization to the conference to learn the ins and outs
of obtaining sponsorships, and give them the training to go find and get them.
It could be the single most important function of your organization's
This press release to my old trained eyes indicates that the industry is
actually looking for events like OKOM festivals again, rather than throwing all
those millions of dollars at naming some stupid stadium after themselves. It
appears that they may be going back to the roots of sponsorship and what I have
been preaching to you folks for a couple of years now, It is a numbers game,
interestingly enough, HOME DEPOT is spending big sponsorship bucks. Now how
many of you spend your money at Home Depot every weekend? Some of you may even
wear Nike shoes, rent video's at Blockbuster, shop at ACE hardware, buy a new
car every four or five years.
Teach one of your kids how to go get the money, by selling these folks on all
the wonderful aspects of your event, and do not forget to mention the number
of people who attend the event, and how their sponsorship can and will provide
much needed media coverage to EZPAND the consumer audience and give them
greater name recognition in the marketplace. Get them to donate some gift
certificates that you can auction off for fundraising, etc., products, whatever they
are willing to donate or contribute to your cause.
Home Depot could easily donate the materials to build and store your stages,
festival signs, These kind of sponsorships greatly reduce your annual
operating budget and can and will help you stay in business a lot longer and present
better events as well.
Electro Voice could easily donate several PA systems, if they say no go to
PEAVEY, and so on and so on, somebody wants your business and will see a good
opportunity to sponsor you if you present it properly.
Marketers To Forget Sponsorship In 2004
Although Industry Analyst IEG Projects 8.7 Percent Rise in Spending,
Sponsorship Faces Watershed Year
For Immediate Release:
December 29, 2003
For More Information Contact:
Jim Andrews, IEG, Inc., Tel: 312/944-1727
Click here to download full press release.
Chicago, Ill. North American companies will spend more on sponsorship in 2004
than ever before, but the types of properties they will spend that money on
and how they will use them will change fundamentally.
"The new year marks a threshold for sponsorship," said IEG founder and
president Lesa Ukman. "The industry will grow at a healthy pace, but the source of
that growth will be much different than in the past."
For many years, blockbuster new deals with high-priced properties, be they
venue naming rights or major pro sports deals, have fueled sponsorship's growth.
That is no longer the case. The industry will not continue to see the
constant creation of big-ticket opportunities.
Instead, expansion will come as the result of partnerships with a wider array
of nontraditional partners, including deals with traditional broadcast
properties that include a sponsorship element. In the age of TiVo, advertisers and
TV programmers are developing alternatives to the 30-second spot that are less
about buying media and more about interaction and experiential marketing.
In addition to a change in the types of partnerships, the nature of
sponsorships and their relation to consumers, business-to-business audiences and other
constituencies is shifting as well.
"People have changed and the way we use sponsorship to reach them must change
also," Ukman said. "The chasm that separates the values and expectations of
the changed consumer from the signs, ad spots and short-term-volume goals of
traditional sponsorship creates a huge opportunity for forward-thinking sponsors
and properties to make a real impact by creating real value for themselves
and their stakeholders."
IEG is so convinced that sponsorship has reached a crossroads, that it has
themed its annual conference—the world's largest gathering of sponsorship
practitioners—Forget Sponsorship...As You Know It. Supporting that theme, the March
event will feature keynote addresses from innovators such as Oakland A's
general manager Billy Beane and Jane's Addiction lead singer and Lollapalooza
founder Perry Farrell.
Innovative chief marketing officers who are leading next-generation
sponsorship programs also are keynoting the conference. They include: Micky Pant of
Reebok, Larry Light of McDonald's, Warren Kornblum of Toys "R" Us, and John
Costello of Home Depot.
For details from IEG Sponsorship Report's 20th annual industry forecast—as
well as additional information about the speaker line-up and agenda for Forget
Sponsorship...As You Know It, the 21st annual IEG Sponsorship Conference—click
About IEG, Inc.
IEG is the world's leading provider of independent research, training and
analysis on sponsorship. Founded in 1981, IEG provides corporations with the
strategy and tools to harness the sales and marketing power of sports, arts,
events, entertainment and cause marketing.
IEG offers services that include consulting, sponsorship intelligence and
valuation. IEG also publishes IEG Sponsorship Report, the international biweekly
newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive
guide to sponsors, properties and agencies; and other industry publications and
IEG also is the leader in sponsorship training. Its internationally renowned
Annual Sponsorship Conference, now in its 21st year, attracts a capacity crowd
of delegates each year. Through its conferences and seminars, IEG has trained
more than 25,000 sponsorship executives worldwide.
For More Information Contact:
Jim Andrews, IEG, Inc., Tel: 312/944-1727; Fax: 312/944-1897;
E-mail: jandrews at sponsorship.com or visit IEG's Web site: www.sponsorship.com
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