Target's rules for successful sponsorship
Stephen WhitesideWarc
Sponsorship programs are the jewel in the crown for many marketers – but problems of brand fit, activation and measurement mean they often end up being little more than expensive adornments.
To ensure its investment in areas from stadium-naming rights to a partnership with the GRAMMYs fulfil much more than a decorative purpose, Target has introduced a three-pronged model to underpin its efforts.
The formula is simple, Dan Griffis – the retailer's vp/experiential marketing and alliances – told an audience at IEG's Sponsorship 2015 event in Chicago. For each dollar invested in...