Sponsorship that Works - Best Practice for Marketers
Geoffrey Precourt Warc
Lesa Ukman, Chairman of sponsorship consultant IEG, took the stage for her opening address to the 2011 Return on Investment: Sponsorship's Impact on Business conference in Chicago. The address included a series of bulleted mini-case-history reports flashed on a screen behind her.
They included:
- Whirlpool's sponsorship of a Reba McIntyre tour - which included meet and greets for salespeople at the top-performing Sears stores based on year-over-year growth during four weeks in July. It increased Whirlpool sales 47%, worth an extra $5.6 million.
- When Procter & Gamble...