Customer relationships are fragile
Memory is long
Make promises that you can't keep
And the relationships may be gone.
Monday, August 31, 2009
Rebranding: Nonprofit or not?
If you are a nonprofit in the midst of rebranding, would you hire an agency that works exclusively with nonprofits or an agency that has zero experience with nonprofits? I know what my answer would be.
Become a Shadow
Is there someone in your organization that is great at pitching or negotiating? If so, why not shadow that person to help build your own skills.
Friday, August 28, 2009
The Metropolitan Opera's First Day Sales $2.5 Million
Good news on a Friday afternoon...
The Metropolitan Opera sold $2.5 million worth of tickets on the first day of sales which is up from last year.
Here is the press release from The Met:
The Metropolitan Opera sold $2.5 million worth of tickets on the first day of sales which is up from last year.
Here is the press release from The Met:
"New York, NY (August 17, 2009) – The Metropolitan Opera set a new record for opening day at the box office when single tickets for the 2009-10 season went on sale to the public yesterday. Total sales reached $2,506,000 as compared to $2,016,000 on the equivalent day last season ($2,085,000 in tickets were sold on the opening day in 2007, which was the past record.)
The company’s 34-week season opens on September 21 with a new production of Puccini’s Tosca starring Karita Mattila, conducted by James Levine, and directed by Luc Bondy in his Met debut. The 2009-10 season, the first fully planned by General Manager Peter Gelb and Levine, features eight new productions, the most since 1966-67, including four Met premieres.
Despite the global economic downturn, the Met’s box office sales for the 2008-09 season came in on target at 88% of total capacity. The Met has seen marked box office increases since the 2006-07 season, following six years of steadily declining ticket sales.
Yesterday’s sales included purchases made at the box office, by telephone, and by internet at the company’s web site."
PSFK Presents
Going with the theme of keeping pace and evolving with the marketplace, check out this video from PSFK Presents Good Ideas In Advertising, Part II and pay special attention to Dominico Vitale, founder of PI&C.
Thursday, August 27, 2009
LACMA Film Program, $150K Pledged
LACMA secured corporate support for their film program. Well done!
According to the LA Times,
According to the LA Times,
"The Hollywood Foreign Press Assn., which organizes the annual Golden Globe Awards, and Time Warner Cable, in association with Ovation TV, have each agreed to put up $75,000 toward the LACMA film program, which had been scheduled to close in October.
In addition, Time Warner Cable and Ovation said that they will spend more than $1.5 million to market the film program across their multiple media platforms, both locally and nationally."
YWCA
Today we hear from YWCA in the ClicktoEmpower campaign from The Allstate Foundation.
The ClicktoEmpower campaign presents a wonderful opportunity for you to communicate with your audience. How are you using it to connect to donors and educate about domestic violence?
We are using the campaign to communicate regularly with all our key stakeholders through a series of mailings, e-cards and encouraging our nearly 300 local associations to promote the issue of economic abuse in all their community outreach efforts. The associations are also aggressively promoting the contest to their donors and raising community awareness of their domestic violence services.
The campaign launched on July 15, 2009. What value has the campaign given you so far?
As the nation’s largest provider of services to victims of domestic violence, the YWCA has mobilized our nearly 300 local associations and key supporters to activate their local networks to win this much-needed grant funding for YWCA domestic violence programs. We are also able to reinforce our national leadership position on this issue and publicize the critical services provided by our local associations.
What are the two most successful ways that you have been able to get the word out about your organization and the ClicktoEmpower campaign?
1) We created a campaign icon for our website and e-newsletter, sent an e-card to over 5,000 of our key supporters and print postcards to our local associations and over 150 national women’s organizations.
2) We created and sent our associations campaign web banner, e-postcard and flyer files that they are using to promote the campaign in their local communities.
The campaign runs until September 15, 2009. What are your short and long term plans to leverage the ClicktoEmpower campaign?
We send a weekly reminder e-card every Monday to our key supporters and local associations, and also plan to mail another round of postcards. We also plan to promote the campaign through our monthly e-newsletter and conduct a full-court press during the final weeks of the campaign.
In ten words, why should people vote for your organization?
YWCA is nation’s largest domestic violence service provider. HELP US!
Thank you to YWCA for taking the time to answer our questions.
They are smart in sending a weekly reminder to their local associations. It's also great to see that they are leveraging all of their connections.
The ClicktoEmpower campaign presents a wonderful opportunity for you to communicate with your audience. How are you using it to connect to donors and educate about domestic violence?
We are using the campaign to communicate regularly with all our key stakeholders through a series of mailings, e-cards and encouraging our nearly 300 local associations to promote the issue of economic abuse in all their community outreach efforts. The associations are also aggressively promoting the contest to their donors and raising community awareness of their domestic violence services.
The campaign launched on July 15, 2009. What value has the campaign given you so far?
As the nation’s largest provider of services to victims of domestic violence, the YWCA has mobilized our nearly 300 local associations and key supporters to activate their local networks to win this much-needed grant funding for YWCA domestic violence programs. We are also able to reinforce our national leadership position on this issue and publicize the critical services provided by our local associations.
What are the two most successful ways that you have been able to get the word out about your organization and the ClicktoEmpower campaign?
1) We created a campaign icon for our website and e-newsletter, sent an e-card to over 5,000 of our key supporters and print postcards to our local associations and over 150 national women’s organizations.
2) We created and sent our associations campaign web banner, e-postcard and flyer files that they are using to promote the campaign in their local communities.
The campaign runs until September 15, 2009. What are your short and long term plans to leverage the ClicktoEmpower campaign?
We send a weekly reminder e-card every Monday to our key supporters and local associations, and also plan to mail another round of postcards. We also plan to promote the campaign through our monthly e-newsletter and conduct a full-court press during the final weeks of the campaign.
In ten words, why should people vote for your organization?
YWCA is nation’s largest domestic violence service provider. HELP US!
Thank you to YWCA for taking the time to answer our questions.
They are smart in sending a weekly reminder to their local associations. It's also great to see that they are leveraging all of their connections.
The Closing
How many times has your $500,000 proposal turned into a $20,000 agreement? This is often the result of the sponsor not understanding the depth of the value of the sponsorship.
NHRA Team Extensions to Contracts
John Force came up with a smart way to grow his relationships with his sponsors. Basically he is cutting costs and then returning that money in exchange for extended contracts with his sponsors. Here is the article taken from Sports Business Daily:
NHRA's Force Creating "Stimulus" Package For Existing Sponsors
NHRA team owner/driver John Force is creating his own stimulus package for his sponsors, which include Ford, Castrol, BrandSource, Auto Club of Southern California, Sanyo and others. Force says his teams, which run on a combined budget of $22M, will save between $1-1.5M this season, and he wants to return that money to his sponsors in exchange for extensions to their contracts. "I sat down and looked at what Obama did -- I ain't saying it's going to work -- but he brought up 'stimulus,' and the word 'stimulus' makes sense to me," Force said Tuesday in Charlotte at zMax Dragway's announcement that it will host a second NHRA event in '10. "I've got contracts with these sponsors and I don't have to do this, but instead of waiting for a company to go Chapter 11, why don't I try to help them. By the end of the year, I'll have sheets documented where we've cut money." A reduction in testing will represent a majority of the savings, Force said. The teams also are saving about $100,000 by warming up their cars on alcohol instead of nitro fuel, and team members are doubling up on hotel rooms and flying coach instead of first class. "We're changing the way we blew the money," Force said. "Life was good, but we've had to re-evaluate. It's tough. Things might be getting better, but we're not going to get back to where we were years ago." Force also said his team members are no longer renting cars when they travel. Instead, they go to a local Ford dealership for courtesy cars in exchange for appearances. Additionally, Force said he would like to see NHRA's HQs in Glendora, California, move to Indianapolis or Charlotte because those cities are the hubs for motorsports business.Wednesday, August 26, 2009
Keeping Pace
Obviously the environment in which we sell sponsorships has evolved, but has our selling process kept pace with our prospect's needs?
Tuesday, August 25, 2009
Sales Cycle and Patience
Don't give up. In this economy, it is important to remember that the sales cycle for major sponsorships (over $1,000,000) may range from one to two plus years. Many corporations are seeing a light at the end of the tunnel (especially those that repaid TARP) and are asking for proposals for 2011.
Brooklyn Museum, Matching Gift
The Brooklyn Museum has a smart way to incentivize members to get matching gifts from their employers.
They simply ask them. After listing member benefits, they state:
"A matching gift from your employer may enable you to upgrade to the next Membership level. Visit your company's personnel office to learn more about its matching gift program."
A smart and simple way to get individuals to introduce the museum to new corporate dollars.
They simply ask them. After listing member benefits, they state:
"A matching gift from your employer may enable you to upgrade to the next Membership level. Visit your company's personnel office to learn more about its matching gift program."
A smart and simple way to get individuals to introduce the museum to new corporate dollars.
Guggenheim Casting Call Out for Kids 8-12
The Guggenheim has a casting call out for kids 8-12 for the Tino Sehgal exhibition in 2010. This is once in a lifetime opportunity for kids to work with an amazing artist and be a part of the museum experience at the Guggenheim.
"The Solomon R. Guggenheim Museum is currently organizing an exhibition of the work of the celebrated contemporary artist Tino Sehgal that will set the artist’s unique, situation-based projects within the museum’s spiraling rotunda. Rather than making conventional, material art objects, Sehgal creates ephemeral but repeatable works that consist entirely of the interactions among their participants and are not documented visually.
"The Solomon R. Guggenheim Museum is currently organizing an exhibition of the work of the celebrated contemporary artist Tino Sehgal that will set the artist’s unique, situation-based projects within the museum’s spiraling rotunda. Rather than making conventional, material art objects, Sehgal creates ephemeral but repeatable works that consist entirely of the interactions among their participants and are not documented visually.
Casting Information
- Exhibition runs from January 29 through March 10.
- Participants would be needed 3 shifts per week (4 hours each) over a 6-week period.
- Age range: 8–12 years old (boys and girls). Bright, articulate, engaging and with a willingness to learn and experience something they will never have the opportunity to do again. These children will be interacting with the museum public for several hours per shift.
- No pay, but meal/snacks will be provided, in addition to what promises to be a truly educational experience.
Monday, August 24, 2009
Big Ad Gig, Atmosphere Proximity
Do you deserve a big ad gig? A reader just sent me a link to The Big Ad Gig, an American Idol like competition that awards "ad gigs" to four finalist.
According to Atmosphere Proximity, the focus of the award is to discover talent and then get them jobs at top agencies. This all sounds good to me. My comment is about the press release that makes it sounds like there is a focus on young talent:
- “We are delighted to be part of The Big Ad Gig," said Tham Khai Meng, Worldwide creative director, Ogilvy & Mather, "Participating in this program allows us to support the industry’s growth as well as young talent.”
- "Talent is the lifeblood of our industry and we need constant transfusions of fresh creative ideas, and fresh young creative people to keep it flowing,” said Helayne Spivak, executive vice president and chief creative officer, of Saatchi & Saatchi Wellness.
- “We are excited to help foster a new generation of advertising talent, and look forward to bringing the winning concept to life across all of Microsoft’s multi-screen media properties, such as mobile, online and gaming,” said Charles Johnson, general manager of mobile media, for Microsoft Advertising.
The contest site does not mention an age limit (or a "freshness date"). It looks like you only need to submit three items by September 7th to qualify for the first round:
According to Atmosphere Proximity, the focus of the award is to discover talent and then get them jobs at top agencies. This all sounds good to me. My comment is about the press release that makes it sounds like there is a focus on young talent:
- “We are delighted to be part of The Big Ad Gig," said Tham Khai Meng, Worldwide creative director, Ogilvy & Mather, "Participating in this program allows us to support the industry’s growth as well as young talent.”
- "Talent is the lifeblood of our industry and we need constant transfusions of fresh creative ideas, and fresh young creative people to keep it flowing,” said Helayne Spivak, executive vice president and chief creative officer, of Saatchi & Saatchi Wellness.
- “We are excited to help foster a new generation of advertising talent, and look forward to bringing the winning concept to life across all of Microsoft’s multi-screen media properties, such as mobile, online and gaming,” said Charles Johnson, general manager of mobile media, for Microsoft Advertising.
The contest site does not mention an age limit (or a "freshness date"). It looks like you only need to submit three items by September 7th to qualify for the first round:
- Your resume
- Your online portfolio
- Your YouTube video entry
Friday, August 21, 2009
MetLife, Grandparents Give Money
According to a recent survey, grandparents are more likely to give money rather than advice to their grandchildren.
From MetLife: "Almost two-thirds of America’s grandparents have provided financial support to their grandchildren during the last five years, 40% for general purposes and 26% for education, according to the MetLife Mature Market Institute’s QuickPOLL, Grandparents: Generous with Money, Not with Advice. The average amount provided was $8,661, or about $370.7 billion total in the last five years. One-quarter (25%) say the economic downturn has caused them to increase the help they give to their grandchildren.
From MetLife: "Almost two-thirds of America’s grandparents have provided financial support to their grandchildren during the last five years, 40% for general purposes and 26% for education, according to the MetLife Mature Market Institute’s QuickPOLL, Grandparents: Generous with Money, Not with Advice. The average amount provided was $8,661, or about $370.7 billion total in the last five years. One-quarter (25%) say the economic downturn has caused them to increase the help they give to their grandchildren.
The 2009 Grandparents Poll revealed that grandparents prefer to help their children and grandchildren while they are alive, rather than leaving a lump sum in a will, an interesting phenomenon."
Check out MetLife's stellar Mature Market Institute to learn more about aging and longevity.
Letter from Vincent van Gogh
A Letter from Vincent van Gogh to Theo van Gogh
Cuesmes, July 1880
"A caged bird in spring knows perfectly well that there is some way in which he should be able to serve. He is well aware that there is something to be done, but he is unable to do it. What is it? He cannot quite remember, but then he gets a vague inkling and he says to himself, “The others are building their nests and hatching their young and bringing them up,” and then he bangs his head against the bars of the cage. But the cage does not give way and the bird is maddened by pain. “What a idler,” says another bird passing by - what an idler. Yet the prisoner lives and does not die. There are no outward signs of what is going on inside him; he is doing well, he is quite cheerful in the sunshine.
But then the season of the great migration arrives, an attack of melancholy. He has everything he needs, say the children who tend him in his cage - but he looks out, at the heavy thundery sky, and in his heart of hearts he rebels against his fate. I am caged, I am caged and you say I need nothing, you idiots! I have everything I need, indeed! Oh! please give me the freedom to be a bird like other birds!" More info. on van Gough here.
Cuesmes, July 1880
"A caged bird in spring knows perfectly well that there is some way in which he should be able to serve. He is well aware that there is something to be done, but he is unable to do it. What is it? He cannot quite remember, but then he gets a vague inkling and he says to himself, “The others are building their nests and hatching their young and bringing them up,” and then he bangs his head against the bars of the cage. But the cage does not give way and the bird is maddened by pain. “What a idler,” says another bird passing by - what an idler. Yet the prisoner lives and does not die. There are no outward signs of what is going on inside him; he is doing well, he is quite cheerful in the sunshine.
But then the season of the great migration arrives, an attack of melancholy. He has everything he needs, say the children who tend him in his cage - but he looks out, at the heavy thundery sky, and in his heart of hearts he rebels against his fate. I am caged, I am caged and you say I need nothing, you idiots! I have everything I need, indeed! Oh! please give me the freedom to be a bird like other birds!" More info. on van Gough here.
Thursday, August 20, 2009
Nike Back Your Block Campaign Extended
The Nike Back Your Block campaign has been extended to September 4. Judging from Facebook, it sounds like several people asked Nike to extend the deadline so late starting schools could have a chance. Good move on Nike's part to "listen" to the feedback and extend the deadline.
Here are the latest numbers:
- The most popular applicant, Flames Gymnastic Academy Booster Club has 13,450 votes
- The campaign has received over 600 applications
- Their Facebook page has a little over 3,000 fans
Here are the latest numbers:
- The most popular applicant, Flames Gymnastic Academy Booster Club has 13,450 votes
- The campaign has received over 600 applications
- Their Facebook page has a little over 3,000 fans
Money Can't Buy Experience at Openhouse Gallery
How fun is this? Urban Daddy's email is about this money can't buy pop-up restaurant where you get a dinner experience to yourself an 15 guests.
From Urban Daddy: "Introducing Private French, the new underground, one-table "restaurant" at Openhouse Gallery in Nolita, helmed by the culinary force behind the recently shuttered Payard—accepting "applications" now.
If you've ever wondered what it would be like to own a French restaurant, shut it down for a night, and have your best staff wait on you hand and foot, it's time to indulge that fantasy. It starts with an innocent email you'll send in explaining the occasion: your next big date, your next French aristocratic-themed birthday dinner party for 16."
Check out the concept and email for an application here.
If you've ever wondered what it would be like to own a French restaurant, shut it down for a night, and have your best staff wait on you hand and foot, it's time to indulge that fantasy. It starts with an innocent email you'll send in explaining the occasion: your next big date, your next French aristocratic-themed birthday dinner party for 16."
Survey for Success
It's OK to start with small ideas and build up to the larger ideas with sponsors. In fact, it just may be the best approach for everyone to prove themselves and accomplish milestones together.
Back in 2001 I was trying to get two divisions of Robert Half International to close on a sponsorship. They weren't sure that it was a perfect fit and they weren't familiar with sponsorships. I suggested that we put together a short survey to see if there was a need for their services.
Together we crafted a three question survey. We agreed that if more than 60% of the respondents answered "yes" to certain question, then Robert Half International would enter into a sponsorship with us.
Happily the survey proved that their services would be of value to our audience. This exercise gave us the reassurance that the partnership would be a fit. In addition, it gave the marketing team at Robert Half data to justify the sponsorship.
Wednesday, August 19, 2009
YSL on the Beach
I have to laugh at this one. I recently posted from WWD that Yves Saint Laurent launched Facebook and twitter. It was going to be a big deal. They were supposed to set the stage for other luxury brands to follow. They gathered fans like crazy. In fact, they have nearly 10,000 fans on Facebook. Well guess what? As of August 7, 2009, their status is: "YSL is going to the beach! See you very soon for the next Manifesto."
What a complete let down. What does this mean see you for the next Manifesto? When will that be? What beach? What do we do until then? How could they do this build up and then desert their fans?
Maybe we use this as a case study as to how not to jump into social networking without a solid plan. In the meantime, I'll anxiously await their return from the beach.
What a complete let down. What does this mean see you for the next Manifesto? When will that be? What beach? What do we do until then? How could they do this build up and then desert their fans?
Maybe we use this as a case study as to how not to jump into social networking without a solid plan. In the meantime, I'll anxiously await their return from the beach.
Live Chat
I am an avid online buyer, especially late at night. One evening I was on a mission to find a certain brand of boots. I finally found them on Madisonlosangeles.com and ordered them. I wasn't familiar with this brand at the time but I figured if I ordered the wrong size, I could return them for the correct size.
They were delivered and darn, they were too large. So I went to Madison's site and had an online chat with their personal shopper. Unfortunately they sold out of my size but the experience was positive since they accepted the return and were pleasant about it. I still shop on their site (for sales of course) and receive email updates from them. If they hadn't been available via chat, I think the experience wouldn't have been as positive since a) I am in Manhattan and they are in L.A, and b) my cell always dies or cuts out.
The reason that I share my boot story with you is because of today's newsletter in eMarketer about live chat. You may also download the entire report conducted by BoldChat here.
I find chat extremely valuable and it adds to the customer experience. Chat is valuable to all industries, not just retail. In fact, I wish more industries such as travel and retail banking used chat.
Could you incorporate chat into your campaigns and customer communications?
They were delivered and darn, they were too large. So I went to Madison's site and had an online chat with their personal shopper. Unfortunately they sold out of my size but the experience was positive since they accepted the return and were pleasant about it. I still shop on their site (for sales of course) and receive email updates from them. If they hadn't been available via chat, I think the experience wouldn't have been as positive since a) I am in Manhattan and they are in L.A, and b) my cell always dies or cuts out.
The reason that I share my boot story with you is because of today's newsletter in eMarketer about live chat. You may also download the entire report conducted by BoldChat here.
I find chat extremely valuable and it adds to the customer experience. Chat is valuable to all industries, not just retail. In fact, I wish more industries such as travel and retail banking used chat.
Could you incorporate chat into your campaigns and customer communications?
Burson-Marsteller, Fortune 100 Use of Social Media
There is a great piece on eMarketer covering a study from Burson-Marsteller about Fortune 100 companies and their use of social media. The report found that more companies had a presence on Twitter (54%) than on Facebook (29%).
The most compelling part for me is the "follow me" replacing "friend me" concept. This makes so much sense. Check out the report and the deck here on B-M's blog. Hopefully this will help you to use twitter as a "follow me" tool to engage your customers and audience.
The most compelling part for me is the "follow me" replacing "friend me" concept. This makes so much sense. Check out the report and the deck here on B-M's blog. Hopefully this will help you to use twitter as a "follow me" tool to engage your customers and audience.
Change: Threat or Opportunity
There is a great blog post on Harvard Business by Rosabeth Moss Kanter about change. She starts with "One of my favorite truisms is that change is always a threat when done to me, but it is an opportunity when done by me."
I will never forget when the 360's came around (you know, the reviews) and an employee of mine began his review with, "I am not comfortable with change..." I was shocked because the second I stepped foot in that company, I was all about change. The department wasn't performing so I came in and revamped everything. As a result, we exceeded our financial goal for the first time ever.
Once we hit that mark, the stakes were raised and we had to push even harder. I began to push this employee harder as well. I knew his strength was in relationship management, not sales. So we tried to get him to upgrade his clients, but it didn't work. He needed to get more companies in the pipeline and close deals and he knew it. At that point, he basically shut down, went on a long vacation and submitted his resignation when he got back.
For several years it was OK for him to stay at a certain performance level until change came around. Sometimes responsibilities grow beyond the skill sets of people. In this case, he knew that he didn't want to change...it was a threat to him.
I will never forget when the 360's came around (you know, the reviews) and an employee of mine began his review with, "I am not comfortable with change..." I was shocked because the second I stepped foot in that company, I was all about change. The department wasn't performing so I came in and revamped everything. As a result, we exceeded our financial goal for the first time ever.
Once we hit that mark, the stakes were raised and we had to push even harder. I began to push this employee harder as well. I knew his strength was in relationship management, not sales. So we tried to get him to upgrade his clients, but it didn't work. He needed to get more companies in the pipeline and close deals and he knew it. At that point, he basically shut down, went on a long vacation and submitted his resignation when he got back.
For several years it was OK for him to stay at a certain performance level until change came around. Sometimes responsibilities grow beyond the skill sets of people. In this case, he knew that he didn't want to change...it was a threat to him.
Tuesday, August 18, 2009
Deliverables Checklist
I always find it helpful, once a final sponsorship contract is signed, to create a deliverables checklist. It is very simple. Just go through the contract and identify the deliverables and when they are due. Ask someone else on your team to review the list in case you missed something.
In addition to the checklist, I put together a detailed project plan with checkpoints, contact list and agenda for a kick-off meeting to be sure everyone is on the same page.
I also find that phone and/or face to face checkpoints are much more effective than email checkpoints. Sometimes difficult situations may arise and a call or face to face meeting will help the team iron out the issues.
In addition to the checklist, I put together a detailed project plan with checkpoints, contact list and agenda for a kick-off meeting to be sure everyone is on the same page.
I also find that phone and/or face to face checkpoints are much more effective than email checkpoints. Sometimes difficult situations may arise and a call or face to face meeting will help the team iron out the issues.
Kraft Foods Why Snackrifice?
I was eating my Wheat Thins and looked at the back of the box which is about putting together affordable priced snacks "for about $1.00." They call this whysnackrifice.
For example, you can have 16 Wheat Thins and a glass of Crystal Light Lemonade "for about $1.00." If you think that is exciting, how about this: 16 Wheat Thins and 2 tablespoons of Athenos Hummus Original "for about $1.00."
I had to have more (information, not Wheat Thins) so I went to whysnackrifice.com. It is a subset of Kraft's Budget Wise which I think launched in March of this year. Budget Wise focuses on budget friendly, healthy meals. The site has a message board, recipes with nutritional value, videos on how to save on groceries, cook, and more.
A very smart way for Kraft to add value to the customer experience by saying that they understand that times are tough. And, as always, Kraft is running a campaign to help feed America through their long standing relationship with Feeding America (formerly Second Harvest).
P.S.
I dare you to check out the Triscuit & Wine Pairings!
For example, you can have 16 Wheat Thins and a glass of Crystal Light Lemonade "for about $1.00." If you think that is exciting, how about this: 16 Wheat Thins and 2 tablespoons of Athenos Hummus Original "for about $1.00."
I had to have more (information, not Wheat Thins) so I went to whysnackrifice.com. It is a subset of Kraft's Budget Wise which I think launched in March of this year. Budget Wise focuses on budget friendly, healthy meals. The site has a message board, recipes with nutritional value, videos on how to save on groceries, cook, and more.
A very smart way for Kraft to add value to the customer experience by saying that they understand that times are tough. And, as always, Kraft is running a campaign to help feed America through their long standing relationship with Feeding America (formerly Second Harvest).
P.S.
I dare you to check out the Triscuit & Wine Pairings!
Monday, August 17, 2009
Jason Peters Lawn Chair Sculpture, Times Square
See what happened to the old lawn chairs in Times Square here on Flickr. I love this city!
Southwest Airlines, the Porch in Bryant Park
The first time I saw the porch in Bryant Park was on Bill Cunningham's video series, On the Street: Buttoned-Down where he mentions the porch but not the sponsor. In fact, Southwest's logo was all over the porch but I didn't notice when I saw the video.
The “Southwest Porch” is designed to spread the word about its new service out of LaGuardia Airport.
This is a very innovative campaign and the best part is that it adds value to the users experience.
Check out the details in PROMO here. "Visitors can relax in rocking chairs or porch swings. Low-cost Southwestern menu items will be available on weekday evenings this summer. The food is inspired by Southwest Airline’s destinations, such as soft-shell crab sandwiches from Baltimore, bratwurst from Chicago and a meatball sandwich. The food is provided by renowned chef Tom Colicchio and his ‘wichcraft restaurants, one of which is located in Bryant Park. The menu also includes a Southwest Summer Ale as part of a summer cocktail menu."
The Porch is open every day during normal park hours, starting Friday, June 19 through mid-September
The “Southwest Porch” is designed to spread the word about its new service out of LaGuardia Airport.
This is a very innovative campaign and the best part is that it adds value to the users experience.
Check out the details in PROMO here. "Visitors can relax in rocking chairs or porch swings. Low-cost Southwestern menu items will be available on weekday evenings this summer. The food is inspired by Southwest Airline’s destinations, such as soft-shell crab sandwiches from Baltimore, bratwurst from Chicago and a meatball sandwich. The food is provided by renowned chef Tom Colicchio and his ‘wichcraft restaurants, one of which is located in Bryant Park. The menu also includes a Southwest Summer Ale as part of a summer cocktail menu."
The Porch is open every day during normal park hours, starting Friday, June 19 through mid-September
Specialty snacks and drinks available on The Porch, provided by ‘wichcraft.
Monday–Saturday
12:00pm–9:00pm
Sunday
12:00pm–6:00pm
Friday, August 14, 2009
BusinessWeek: Chicago Innovation Awards
Thomas D. Kuczmarski writes in Business Week about the Chicago Innovation Awards, a program that he helped launch eight years ago. As I was reading the article, I noticed his mention of sponsors (um, how could you miss it with the heading BIG CORPORATE SPONSORS?). The paragraph didn't really give insight into how he secured the sponsors, how he worked with them, etc. Rather, it was a very clever way to give them visibility in Business Week.
Getting recognition for sponsors isn't always the easiest thing. How can you cook up clever ways to get your sponsor's name out there, just as Mr. Kuczmarski did in Business Week?
Getting recognition for sponsors isn't always the easiest thing. How can you cook up clever ways to get your sponsor's name out there, just as Mr. Kuczmarski did in Business Week?
Thursday, August 13, 2009
Pop Up Wine Bar at the Museum of Arts and Design
This pop up wine bar is an innovative collaboration among the Museum of Arts and Design, Stephanie Goto and Crush Wine & Spirits. Not only do they have a wine bar, but they also have rotating guest chefs that create small plates and snacks.
I like that it's temporary and makes use of repurposed wine boxes and cardboard.
I like that it's temporary and makes use of repurposed wine boxes and cardboard.
Stealth Spending for Sponsors...Lose the Logo
“It’s not that corporations don’t have the money,” said James Etkin, president of ME Productions, an event planning company in Miami. “They don’t want to show they have the money. There’s a difference.”
Check out this piece from the New York Times about corporations moving away from logos and signage.
Check out this piece from the New York Times about corporations moving away from logos and signage.
Wednesday, August 12, 2009
The Death of Websites
I was recently asked to answer a survey from a museum about their website. I am the person who will answer surveys in a heartbeat because I know how valuable they can be. So I clicked, "yes" and the questions included the usual, "overall how satisfied are you with the website; how likely are you to recommend the website to a friend; when did you first visit the website?"
I actually opted out of the this survey because I realized that "websites" are passé. A website to me now means static, unfortunate format and the inability to innovate and create. A "website" is a container to put information in. This is no longer acceptable. Information does not exist in a container nor does it limit, especially for arts and culture.
I would challenge museums to move away from the "website" that is all constraining, expensive, limiting and controlling. Explore ways to engage outside of the walls.
I actually opted out of the this survey because I realized that "websites" are passé. A website to me now means static, unfortunate format and the inability to innovate and create. A "website" is a container to put information in. This is no longer acceptable. Information does not exist in a container nor does it limit, especially for arts and culture.
I would challenge museums to move away from the "website" that is all constraining, expensive, limiting and controlling. Explore ways to engage outside of the walls.
Safe Horizon
Today Safe Horizon answers our questions about leveraging the ClicktoEmpower Campaign from The Allstate Foundation.
The ClicktoEmpower campaign presents a wonderful opportunity for you to communicate with your audience. How are you using it to connect to donors and educate about domestic violence?
The Click to Empower campaign has helped Safe Horizon engage our supporters with a timely call to action that is free, simple and meaningful. Safe Horizon has been reaching out to our donors through traditional means—highlighting the campaign in our e-newsletter, sending emails to our database of supporters, and featuring the campaign on our homepage. We have also created new methods of outreach—for example, we have created videos that highlight our work and the reasons why we need the support that winning the Click to Empower challenge would provide. We are also reaching out to local bloggers and media partners to help spread the word about the campaign. Through our communications, we have been driving website traffic to important information about domestic violence, including common signs of abuse, hotline numbers, and stories about people who have escaped abusive relationships.
The campaign launched on July 15, 2009. What value has the campaign given you so far?
We have grown our social networking presence significantly since the start of the campaign—our Facebook fan base has increased over 100% and there has been a marked increase in postings to our page and emails from supporters and people in need of our services. Hearing from victims of abuse is of great value, because the core of Safe Horizon’s mission is direct service for victims of crime and abuse—providing a range of services from emergency hotlines and shelters to training programs to keep employees safe at work. The more aware the public is of domestic violence and the practical help we provide, the closer we are to fulfilling our mission. Another value of the campaign has been how it had galvanized many of our 600+ employees. The campaign has energized our workplaces—staff members check our status daily and offer ideas to help “get out the vote.”
What are the two most successful ways that you have been able to get the word out about your organization and the ClicktoEmpower campaign?
Safe Horizon has been able to harness the power of our Board and our staff. We have over 60 program sites and 600 employees. Simple efforts such as providing flyers to our sites and emails to our staff have helped. Motivating our Board of Directors is another way we have spread the word. We have many active Board members with corporate ties who have worked to engage their networks in this campaign – from sending 40,000 letters to their tenants to emailing thousands of employees and encouraging them to vote.
The campaign runs until September 15, 2009. What are your short and long term plans to leverage the ClicktoEmpower campaign?
In the short-term, we plan to continue to do everything possible both to energize our current base of support and to reach out to new audiences using this time-sensitive, engaging campaign. We are using the campaign to increase our interactions with our supporters, allowing them to feel a part of our mission in a more active way. In the long-term, we believe that these interactions will help us by deepening our relationship with these supporters. We also look forward to leveraging lessons learned in online engagement and social networking to help our future advocacy, awareness and fundraising initiatives.
In ten words, why should people vote for your organization?
We offer the most comprehensive services—shelters, hotlines, legal services, training and more.
Thank you to Safe Horizon for your time and sharing your insights with us.
I'm impressed that Safe Horizon will be looking at lessons learned to leverage their online and social networking. This is a great way to spark innovation.
The ClicktoEmpower campaign presents a wonderful opportunity for you to communicate with your audience. How are you using it to connect to donors and educate about domestic violence?
The Click to Empower campaign has helped Safe Horizon engage our supporters with a timely call to action that is free, simple and meaningful. Safe Horizon has been reaching out to our donors through traditional means—highlighting the campaign in our e-newsletter, sending emails to our database of supporters, and featuring the campaign on our homepage. We have also created new methods of outreach—for example, we have created videos that highlight our work and the reasons why we need the support that winning the Click to Empower challenge would provide. We are also reaching out to local bloggers and media partners to help spread the word about the campaign. Through our communications, we have been driving website traffic to important information about domestic violence, including common signs of abuse, hotline numbers, and stories about people who have escaped abusive relationships.
The campaign launched on July 15, 2009. What value has the campaign given you so far?
We have grown our social networking presence significantly since the start of the campaign—our Facebook fan base has increased over 100% and there has been a marked increase in postings to our page and emails from supporters and people in need of our services. Hearing from victims of abuse is of great value, because the core of Safe Horizon’s mission is direct service for victims of crime and abuse—providing a range of services from emergency hotlines and shelters to training programs to keep employees safe at work. The more aware the public is of domestic violence and the practical help we provide, the closer we are to fulfilling our mission. Another value of the campaign has been how it had galvanized many of our 600+ employees. The campaign has energized our workplaces—staff members check our status daily and offer ideas to help “get out the vote.”
What are the two most successful ways that you have been able to get the word out about your organization and the ClicktoEmpower campaign?
Safe Horizon has been able to harness the power of our Board and our staff. We have over 60 program sites and 600 employees. Simple efforts such as providing flyers to our sites and emails to our staff have helped. Motivating our Board of Directors is another way we have spread the word. We have many active Board members with corporate ties who have worked to engage their networks in this campaign – from sending 40,000 letters to their tenants to emailing thousands of employees and encouraging them to vote.
The campaign runs until September 15, 2009. What are your short and long term plans to leverage the ClicktoEmpower campaign?
In the short-term, we plan to continue to do everything possible both to energize our current base of support and to reach out to new audiences using this time-sensitive, engaging campaign. We are using the campaign to increase our interactions with our supporters, allowing them to feel a part of our mission in a more active way. In the long-term, we believe that these interactions will help us by deepening our relationship with these supporters. We also look forward to leveraging lessons learned in online engagement and social networking to help our future advocacy, awareness and fundraising initiatives.
In ten words, why should people vote for your organization?
We offer the most comprehensive services—shelters, hotlines, legal services, training and more.
Thank you to Safe Horizon for your time and sharing your insights with us.
I'm impressed that Safe Horizon will be looking at lessons learned to leverage their online and social networking. This is a great way to spark innovation.
Tuesday, August 11, 2009
Deutsche Bank Americas Foundation Grants $1.4 Million
Good news, Deutsche Bank granted $1.4 million to the following New York City arts organizations:
- Bronx Museum of the Arts
- Bronx River Art Center
- Coney Island USA
- El Museo del Barrio
- Fourth Arts Block
- Harlem Stage
- Heart of Brooklyn
- Museum of Contemporary African Diasporan Arts
- Queens Museum of Art
- Queens Theatre in the Park
- Society for the Preservation of Weeksville and Bedford-Stuyvesant History
- Staten Island Museum
- Studio Museum in Harlem
- Urban Glass
According to their press release, "Deutsche Bank grants are being used for a variety of purposes ranging from sustaining educational programming at the Weeksville Heritage Center in Bedford Stuyvesant to enabling an ambitious schedule of 60 performances at Harlem Stage."
Charity Cars
Today's ClicktoEmpower organization is Charity Cars. They were kind enough to answer questions about the campaign.
The ClicktoEmpower campaign presents a wonderful opportunity for you to communicate with your audience. How are you using it to connect to donors and educate about domestic violence?
The ClicktoEmpower campaign presents a wonderful opportunity for you to communicate with your audience. How are you using it to connect to donors and educate about domestic violence?
The competition presents a platform to introduce our new website www.freecharitycars.org to our past donors as well as to the general public. Our new website presents the stories of struggling families, (many of whom are Domestic Violence survivors), in their own words and in a very personal way.
The campaign launched on July 15, 2009. What value has the campaign given you so far?
The Click-to-empower campaign coincided with the launch of our new social networking website July 4th so it was quite beneficial to us as we had planned a massive marketing campaign for our launch anyway. The competition has energized our supporters all across America to spread the word. Additionally, we are forging new alliances and friendships with a number of different organizations we have met as a result of our networking efforts to drum up support for our click-to-empower campaign. Our new and old friends are helping tremendously.
What are the two most successful ways that you have been able to get the word out about your organization and the ClicktoEmpower campaign?
Our website members have been vigilante about voting regularly and spreading the word. Additionally, our non-profit partners that we have collaborated with in the past (we have provided vehicles to their clients as well as their orgs) have been great about getting the word out to vote for us.
The campaign runs until September 15, 2009. What are your short and long term plans to leverage the ClicktoEmpower campaign?
To continue to build new relationships with other organizations and to exhort our supporters to engage all their family and friends to support us.
In ten words, why should people vote for your organization?
Cars save lives by enabling survivors to escape their abusers.
Thank you to Charity Cars and good luck!I really like how Charity Cars has been able to use this campaign to collaborate and grow their network. A smart strategy in any economic climate. In addition, their statement "Cars save lives by enabling survivors to escape their abusers" is such a clear and powerful statement.
Hit the Deck
Don't start your pitch with a deck (power point presentation). I've seen way too many pitches that are comprised of an email with an attached 20-slide deck. The worst part? Slide one says, "We are looking for a sponsor to come in at $4 million over the course of three years." Ouch! I guarantee that slide one will scare your prospect away.
I think power points serve as a nice follow-up to a conversation, a good way for prospects to learn more about your organization and an efficient vehicle for prospects to forward this information to their team members.
I think power points serve as a nice follow-up to a conversation, a good way for prospects to learn more about your organization and an efficient vehicle for prospects to forward this information to their team members.
Monday, August 10, 2009
Influencing Language, Take Initiative or Wait
Communication is key but it is often very difficult. If you are interested in language and communication, check out this book Words That Change Minds: Mastering the Language of Influence. It's fascinating. For example, the author, Shelle Rose Charvet identifies motivation levels and two patterns, proactive and reactive. For each pattern she provides "Influencing Language" as "examples of the kind of language that has the greatest impact." Just look at the "words and phrases to get people to jump into action" on page 21 of Charvet's book:
"Proactive:
go for it; just do it; jump in; why wait; now; right away; get it done; you'll get to do; take the initiative; take charge; run away with it; right now; what are you waiting for; let's hurry
Reactive:
lets think about it; now that you have analyzed it; you'll get to really understand; this will tell you why; consider this; this will clarify it for you; think about your response; you might consider; could; the time is ripe; good luck is coming your way"
"Proactive:
go for it; just do it; jump in; why wait; now; right away; get it done; you'll get to do; take the initiative; take charge; run away with it; right now; what are you waiting for; let's hurry
Reactive:
lets think about it; now that you have analyzed it; you'll get to really understand; this will tell you why; consider this; this will clarify it for you; think about your response; you might consider; could; the time is ripe; good luck is coming your way"
ClicktoEmpower Campaign, Insight
The ClicktoEmpower Campaign to empower domestic survivors is in full swing. As of August 10, the voting results are:
Charity Cars 40%
Family Justice Centers 7%
Safe Horizon 16%
YWCA 37%
I thought it would be interesting to see how these organizations have been leveraging the campaign. They were kind enough to take time time out of their busy schedules to give us some insight into their goals around ClicktoEmpower.
In the next week I will be posting Q & A from each organization.
Charity Cars 40%
Family Justice Centers 7%
Safe Horizon 16%
YWCA 37%
I thought it would be interesting to see how these organizations have been leveraging the campaign. They were kind enough to take time time out of their busy schedules to give us some insight into their goals around ClicktoEmpower.
In the next week I will be posting Q & A from each organization.
Ebay's Great Finds
I am an eBay addict. I opened my account with eBay in 2003 to sell some things that I didn't need. Unfortunately the selling quickly turned into buying and six years later, I'm still hooked.
For example, today I bought a book for $1.50 but the day before I was looking at vintage jewelry. So I signed out after the book purchase and what appeared on my screen but several pictures of vintage pieces that eBay thought that I would like or, "great finds!" as they put it.
Needless to say, I did find a few pieces that I am now "watching" because of eBay's genius. They just keep me coming back for more.
Is there a way that you could do something similar with your members to continue to engage them?
For example, today I bought a book for $1.50 but the day before I was looking at vintage jewelry. So I signed out after the book purchase and what appeared on my screen but several pictures of vintage pieces that eBay thought that I would like or, "great finds!" as they put it.
Needless to say, I did find a few pieces that I am now "watching" because of eBay's genius. They just keep me coming back for more.
Is there a way that you could do something similar with your members to continue to engage them?
Range of Opportunities
When putting together sponsorship packages for your prospects, it's important to have a range. There are always companies that don't want a year-long relationship. In fact, they may be simply looking for something in Q1 because they have an analyst conference in town.
Sunday, August 9, 2009
Sponsorship Measurement
I came across this article about sponsorship measurement which ran in February on Sports Business Journal. It's worth the read since it addresses what everyone is talking about...sponsorship measurement.
A few good comments and quotes:
"The days of spending without financial justification are over, said brand and agency executives, and sponsorship measurement is expected to be part of whatever new economic model survives the current downturn."
“Every dollar is being looked at and has to be maximized. We know sponsorships work, but it’s got to be put into a paradigm that everybody respects and tackles together.”
- Steve Seyferth, founder of SSG Marketing
A few good comments and quotes:
"The days of spending without financial justification are over, said brand and agency executives, and sponsorship measurement is expected to be part of whatever new economic model survives the current downturn."
“Every dollar is being looked at and has to be maximized. We know sponsorships work, but it’s got to be put into a paradigm that everybody respects and tackles together.”
- Steve Seyferth, founder of SSG Marketing
Metropolitan Opera's High Notes
Well played, Metropolitan Opera!The Met created this awesome 60 page interactive brochure that is truly innovative. The technology allows you to watch video clips, zoom, search, hear music clips, save clips and send pages to friends.
Oh and they were smart to have action steps and a "subscribe now" button on each page.
Friday, August 7, 2009
Copy This: Sponsor a Book
If you've ever been involved in the process of producing an exhibition catalogue, you know how costly it can be. As a result, publications is always asking why we can't get the catalogues sponsored. Surely a corporation would love to have their name in the next exhibition catalogue or the anniversary edition. Right. Very tough sell in my experience.
However, I did come across this Sponsor a Book at the Natural History Museum at Tring. It's geared more toward getting individuals to support this cost which may be a better fit. Here is their pitch which could be tweaked for exhibition catalogues or that special anniversary edition.
" Our library at Tring was built in 1908 by Walter Rothschild and the rare books it contains need protecting from wear and tear.
However, I did come across this Sponsor a Book at the Natural History Museum at Tring. It's geared more toward getting individuals to support this cost which may be a better fit. Here is their pitch which could be tweaked for exhibition catalogues or that special anniversary edition.
" Our library at Tring was built in 1908 by Walter Rothschild and the rare books it contains need protecting from wear and tear.
Your donation can help buy special storage boxes, contribute to the cost of light-sensitive blinds or pay for the conservation of books that are already damaged.
As a sponsor you'll receive a personalised certificate acknowledging your support and regular updates about how your money is helping conservation work. You'll also get the chance to see your book as part of a special display at the Museum.
Your donation contributes to the conservation of the Rothschild Library at the Natural History Museum, Tring.
Please allow up to 10 working days for the delivery of your certificate."
Thursday, August 6, 2009
Harvard University Licenses Clothing Line
Oh no, I have a feeling that this isn't going to be good for Harvard. Harvard University entered into a licensing deal with Verus Group to sell "preppy" clothes. It just seems like a terrible brand fit but I could be wrong. In my opinion, it really hurts Harvard's brand. As I said back in April, don't sell yourself short (no pun intended).
Here is the blurb from Bloomberg:
"Harvard University, the world’s richest school, licensed its name to a maker of designer clothes to take advantage of a taste for seersucker, khakis, loafers and other “preppy” attire.
The clothing line, labeled Harvard Yard, will be made by New York-based Wearwolf Group Ltd., which licensed the Cambridge, Massachusetts, school’s name through its Verus Group subsidiary, Verus said today in an e-mailed statement. The financial terms weren’t disclosed. Harvard has the right to approve clothing designs, said Jeffrey Wolf, Wearwolf executive vice president, in a telephone interview.
Designs from Harvard Yard, named for the grassy area encircled by some of the school’s oldest buildings, will be sold in department and specialty stores, Wolf said. Trousers starting at $195, shirts at $160 and up, and sportcoats costing $495 have been designed to reflect Harvard’s “quality, heritage and excellence,” he said.
“Harvard is the ideal -- the pinnacle,” Wolf said. “When you think of modern prep, you think of New England and the Northeast. You think campus, quads, and you think Harvard.”
The licensing was arranged by IMG Worldwide Inc., a New York-based sports, media and entertainment management company whose clients include the golfer Tiger Woods. Jim Gallagher, an IMG Worldwide spokesman, had no immediate comment. Nor did John Longbrake, a spokesman for the 373-year-old university.
Harvard obtained a trademark on the phrase “Harvard Yard” for clothing, mainly T-shirts, in December, according to the U.S. Patent and Trademark Office’s Web site. A second application, for use on shirts, pants, jackets and other clothing, is pending.
Wearwolf makes private-label clothing for Cincinnati-based Macy's Inc. and Hampstead, Maryland-based Jos. A. Bank Clothiers Inc., Wolf said. Making name-brand clothes has been “a dream of mine,” he said.
Harvard, established in 1636, estimates its endowment lost 30 percent in the fiscal year ended June 30. While its fund remains the largest in higher education, the school has frozen salaries, cut staff and scaled back services, including hot breakfasts for students."
I'll keep an eye on this as I expect this line to show at Fashion Week ; )
New York Botanical Garden Blog
I really like the New York Botanical Garden's blog that covers plant talk and green perspective. They do a great job of educating, entertaining and enticing the reader to visit the garden.
Copy This: Zero One Sponsor a Museum
There is a great program from Zero One Design called Sponsor a Museum. In a nut shell, they call for smaller museums and galleries to submit an application to receive pro-bono technical and web services. They call this program Sponsor a Museum and they have an advisory panel of museum professionals that help to determine the winner.
If you go to Zero One's site, you'll notice that their target market just happens to be arts and culture organizations in Canada. Why am I pointing this out? Because this is a brilliant model for small businesses to copy. This program is a way to:
- Raise profile by creating a prize platform with an advisory board
- Create leads by getting applicants in specific target markets
- Create visibility
- Package a good story for the media to pick up on
- Create buzz among the applicants
- Create fans (if the project is executed flawlessly)
- Gain brand awareness and name recognition
- Use the work as a case study
- Gain the halo effect by giving back to the community
In their words, "We are firm believers in giving back to our community and we decided in 2004 that what we really wanted to do, what really put a fire in our belly, was to take a smaller museum or gallery under our wing and help them out with their technological and web needs. We run across too many institutions that have amazing collections, but no money, staff or technological skills to present them in the online world."
Great program by Zero One Design. By the way, this year the The Vancouver Police Museum won. Check out their site and their blog called Off the Cuff, it's a hoot.
If you go to Zero One's site, you'll notice that their target market just happens to be arts and culture organizations in Canada. Why am I pointing this out? Because this is a brilliant model for small businesses to copy. This program is a way to:
- Raise profile by creating a prize platform with an advisory board
- Create leads by getting applicants in specific target markets
- Create visibility
- Package a good story for the media to pick up on
- Create buzz among the applicants
- Create fans (if the project is executed flawlessly)
- Gain brand awareness and name recognition
- Use the work as a case study
- Gain the halo effect by giving back to the community
In their words, "We are firm believers in giving back to our community and we decided in 2004 that what we really wanted to do, what really put a fire in our belly, was to take a smaller museum or gallery under our wing and help them out with their technological and web needs. We run across too many institutions that have amazing collections, but no money, staff or technological skills to present them in the online world."
Great program by Zero One Design. By the way, this year the The Vancouver Police Museum won. Check out their site and their blog called Off the Cuff, it's a hoot.
Wise Big City Crunch and the Mets
Huh. Somehow I missed this...
Do you think they are measuring Return on crunch?
Sponsorships: Wise Sets A World Record
To capitalize on its partnership with the Mets as the team’s official potato chip, Wise invited Mets fans to be part of the “Big City Crunch,” a history-making attempt at breaking the Guinness World Record for most potato chips crunched at once.
As fans entered Citi field, brand ambassadors handed them one bag of chips with firm instructions to wait until prompted to open up and chomp. Then, after repeat reminders to hold off via the jumbo screens, the moment arrived. In the break between switching sides during the second inning, the fans were told to open up the bags and, on the count of three, crunch. The record was set at 39,203 fans crunching at once.
“As New York’s favorite snack food, it’s only natural for us to support one of New York’s favorite teams, the New York Mets,” Jolie Weber, vp-brand marketing at Wise, told Buzz. “We developed The Big City Crunch to give Mets fans—the most vocal and passionate fans in baseball—a chance to be a part of history… a loud history.”
Do you think they are measuring Return on crunch?
Sponsorships: Wise Sets A World Record
To capitalize on its partnership with the Mets as the team’s official potato chip, Wise invited Mets fans to be part of the “Big City Crunch,” a history-making attempt at breaking the Guinness World Record for most potato chips crunched at once.
As fans entered Citi field, brand ambassadors handed them one bag of chips with firm instructions to wait until prompted to open up and chomp. Then, after repeat reminders to hold off via the jumbo screens, the moment arrived. In the break between switching sides during the second inning, the fans were told to open up the bags and, on the count of three, crunch. The record was set at 39,203 fans crunching at once.
“As New York’s favorite snack food, it’s only natural for us to support one of New York’s favorite teams, the New York Mets,” Jolie Weber, vp-brand marketing at Wise, told Buzz. “We developed The Big City Crunch to give Mets fans—the most vocal and passionate fans in baseball—a chance to be a part of history… a loud history.”
ROI, ROR, ROE & Logos
ROI: Return on investment
ROR: Return on relationship
ROE: Return on engagement
ROR: Return on reputation
We are all looking for the perfect measurement tool for our marketing efforts. The key is to add value to the customer's experience. Logos don't cut it. Even Pfizer know this.
ROR: Return on relationship
ROE: Return on engagement
ROR: Return on reputation
We are all looking for the perfect measurement tool for our marketing efforts. The key is to add value to the customer's experience. Logos don't cut it. Even Pfizer know this.
Wednesday, August 5, 2009
LACMA Film Program Sponsorship Plan
Continuing my post on LACMA's Film Program and sponsorship, here is a summary of my plan:
Goal: Create a compelling case for sponsorship of LACMA's Film Program
Tactics:
A. Determine what sort of packages LACMA can offer a prospective sponsor. To help create innovative and fresh ideas, I would put together a spreadsheet of tangible and intangible benefits/assets.
I would create three to four options ranging from small, low cost options to full-blown multi-year opportunities.
B. Identify target industries and companies. I would put together a spreadsheet of target industries and their "hot buttons" as IEG would say. For example:
- Financial Industry: "Money can't buy experiences"; series of small ultra exclusive events; lead generation through access to board/patrons/donors; visibility; halo effect; innovation; BRIC nations
- Tech: Innovation; access to behind the scenes and exhibition design; access to curators an innovative thinkers; access to C-level patrons/donors (Chief Information Officers); visibility; ability to hit several geographic locations
- Insurance: Lead generation; acquisition/retention; visibility; access to targeted audiences such as moms, women, youth; education programs; halo effect
Once the industries have been identified, I would then fill in the spreadsheet with specific companies.
C. Research the specific companies
D. Research the C-level suite
E. Determine if there is a match
F. Determine how LACMA's Film Program may add value to the selected company's business goals
Because I previously covered the tactics, here and my goal is to create a case for sponsorship, I will focus on tactic A. More to come!
Goal: Create a compelling case for sponsorship of LACMA's Film Program
Tactics:
A. Determine what sort of packages LACMA can offer a prospective sponsor. To help create innovative and fresh ideas, I would put together a spreadsheet of tangible and intangible benefits/assets.
I would create three to four options ranging from small, low cost options to full-blown multi-year opportunities.
B. Identify target industries and companies. I would put together a spreadsheet of target industries and their "hot buttons" as IEG would say. For example:
- Financial Industry: "Money can't buy experiences"; series of small ultra exclusive events; lead generation through access to board/patrons/donors; visibility; halo effect; innovation; BRIC nations
- Tech: Innovation; access to behind the scenes and exhibition design; access to curators an innovative thinkers; access to C-level patrons/donors (Chief Information Officers); visibility; ability to hit several geographic locations
- Insurance: Lead generation; acquisition/retention; visibility; access to targeted audiences such as moms, women, youth; education programs; halo effect
Once the industries have been identified, I would then fill in the spreadsheet with specific companies.
C. Research the specific companies
D. Research the C-level suite
E. Determine if there is a match
F. Determine how LACMA's Film Program may add value to the selected company's business goals
Because I previously covered the tactics, here and my goal is to create a case for sponsorship, I will focus on tactic A. More to come!
Facebook, Rick Springfield & Rock Can Roll
Somehow I became a fan of Rick Springfield on Facebook. I have a feeling it had to do with my sister who watched him on General Hospital...remember Dr. Noah Drake?
Anyway, Rick is playing a concert in New York and he posted on his Facebook page that "Rock Can Roll will be collecting canned and other healthy & nutritious non-perishable food items at the front door of the theatre."
This is pretty great, right? Um, not according to some of his fans who have steered this good deed into a debate about canned foods not being nutritious and organic companies.
Only on Facebook!
Anyway, Rick is playing a concert in New York and he posted on his Facebook page that "Rock Can Roll will be collecting canned and other healthy & nutritious non-perishable food items at the front door of the theatre."
This is pretty great, right? Um, not according to some of his fans who have steered this good deed into a debate about canned foods not being nutritious and organic companies.
Only on Facebook!
Closing of Post Office & Mrs. John L. Strong & Co.
People just aren't mailing notes and cards like they used to. Today there was a flyer in my building about the possible closing of my local post office. The notice reads:
The USPS has been in trouble for a long time but it's interesting to read about the decline of mail volume how the Internet has changed things in such a dramatic way. Oh, on top of this, the ultimate luxury paper-goods company Mrs. L. Strong & Co. filed for Chapter 11 bankruptcy.
P.S.
This is the best quote EVER from the Washington Post article: "We're like air," said Postal Service spokeswoman Deborah Yackley. "People just take it for granted that we're always going to be there. Well, if you want to keep your collection box, would you mail a letter, please!"
Comment: No way did she say that! Just makes me want to mail something-STAT ; )
- Public Notice -
"Changes in consumer preference and recession-related declines in mail volume have reduced U.S. Postal Service revenues. Operation of the Postal Service is paid for by postage and fees paid by our customers. The Postal Service receives no operational subsidy from taxes. Current economic conditions require that we review all postal operations for opportunities to streamline processes and provide service more efficiently.
Accordingly, we are considering consolidation of retail operations."
Accordingly, we are considering consolidation of retail operations."
The USPS has been in trouble for a long time but it's interesting to read about the decline of mail volume how the Internet has changed things in such a dramatic way. Oh, on top of this, the ultimate luxury paper-goods company Mrs. L. Strong & Co. filed for Chapter 11 bankruptcy.
P.S.
This is the best quote EVER from the Washington Post article: "We're like air," said Postal Service spokeswoman Deborah Yackley. "People just take it for granted that we're always going to be there. Well, if you want to keep your collection box, would you mail a letter, please!"
Comment: No way did she say that! Just makes me want to mail something-STAT ; )
LACMA Sponsorship Question
Yesterday on LACMA's forum about their film program, a member asked this question about sponsorship:
Member: "I know this is a very difficult economy but have there been discussions about finding any Corp. sponsors or partnerships or asking patrons and the community of the film capitol of the world to keep this program going?"
I just love this question and I've been waiting for LACMA's answer. Here it is:
LACMA: "Hi Eric -- We have tried on a number of occasions to find sponsorship for the film program. Unfortunately, in our experience, the only parts of the program that have interested sponsors are sneak peeks/previews of new films where one of the principals (director, actor, writer) is present, and those screenings tend to come together at the last minute. This typically does not allow us enough time to solicit a sponsor or to provide a sponsor the recognition that is required in these sorts of deals."
Very interesting response. I understand that this is a brief answer to a simple question but I wonder if they've packaged the entire film program as a long-term sponsorship. I'm sure they have.
Either way, I'm going to put together a case for sponsoring the film program (in case they read this blog). Expect to see something in the next day or so.
Member: "I know this is a very difficult economy but have there been discussions about finding any Corp. sponsors or partnerships or asking patrons and the community of the film capitol of the world to keep this program going?"
I just love this question and I've been waiting for LACMA's answer. Here it is:
LACMA: "Hi Eric -- We have tried on a number of occasions to find sponsorship for the film program. Unfortunately, in our experience, the only parts of the program that have interested sponsors are sneak peeks/previews of new films where one of the principals (director, actor, writer) is present, and those screenings tend to come together at the last minute. This typically does not allow us enough time to solicit a sponsor or to provide a sponsor the recognition that is required in these sorts of deals."
Very interesting response. I understand that this is a brief answer to a simple question but I wonder if they've packaged the entire film program as a long-term sponsorship. I'm sure they have.
Either way, I'm going to put together a case for sponsoring the film program (in case they read this blog). Expect to see something in the next day or so.
Tuesday, August 4, 2009
Art & Culture in Miami, Comments
The article "Miami-Dade cultural groups fight for funds" in today's Miami Herald is very interesting not just because of the fact that arts and cultural organizations are fighting for money, but because of the reader's comments:
"If all these bank presidents want art, they should pay for it. You can't tell me multi-millionaires like Adolpho Henriques can't afford to shell out a few bucks. Put your money where your mouth is!"
"I overlooked the fact that the arts will keep disadvantaged youth out of trouble. One imagine the conversation: "hey no drive-bys tonight, let's go to the poetry reading instead". Not going to happen. You want your elitist little hobbies, fine, have at them. However, the government should not subsidize them."
The Herald's Opinion: "The County Commission will be tempted to increase arts spending, but when all services -- from Meals on Wheels to libraries -- are facing cuts, it's a matter of priorities. Commissioners are being pressured by everyone from the Junior Orange Bowl Parade to the Miami Light Project to keep their funding. Commissioners must rise above the inclination of protecting district favorites." They continue to say, "Festival organizers need to tap into private donors more."
Is this what people think of the arts and culture? We really need to work on educating the public and corporations about the value to art and culture.
"If all these bank presidents want art, they should pay for it. You can't tell me multi-millionaires like Adolpho Henriques can't afford to shell out a few bucks. Put your money where your mouth is!"
"I overlooked the fact that the arts will keep disadvantaged youth out of trouble. One imagine the conversation: "hey no drive-bys tonight, let's go to the poetry reading instead". Not going to happen. You want your elitist little hobbies, fine, have at them. However, the government should not subsidize them."
The Herald's Opinion: "The County Commission will be tempted to increase arts spending, but when all services -- from Meals on Wheels to libraries -- are facing cuts, it's a matter of priorities. Commissioners are being pressured by everyone from the Junior Orange Bowl Parade to the Miami Light Project to keep their funding. Commissioners must rise above the inclination of protecting district favorites." They continue to say, "Festival organizers need to tap into private donors more."
Is this what people think of the arts and culture? We really need to work on educating the public and corporations about the value to art and culture.
Yves Saint Laurent & Twitter
Wow! Yesterday I posted about YSL's intro into Twitter. At the time, they had 3 posts and 88 followers. Today, just 24 hours later they have 4 posts and 754 followers!
Cirque du Soleil & the L.A. City Council
I read today that the L.A. City Council approved a $30 million loan to upgrade the theatre for Cirque du Soleil.
Here is the piece and pasted below. Check out the comments on this. Yikes!
Here is the piece and pasted below. Check out the comments on this. Yikes!
"The acrobats of Cirque du Soleil and a developer won a victory today when the L.A. City Council unanimously approved a $30-million loan to help finance upgrades that will allow the Kodak Theatre to host the troupe for 368 performances a year.
The city owns the Kodak Theatre, which is operated by CIM Group. Officials plan to draw from a $350-million federal fund for economic development and job creation to make the project happen.
Cirque du Soleil is contributing $50 million toward the $103.5-million project, and CIM Group will spend $20 million.
If CIM were to default on the loan, the city would get a piece of the Hollywood & Highland shopping and entertainment center, where the Kodak is located.
CIM has told the city the show would create 858 jobs in entertainment, retail and restaurants.
The federal government must still approve the loan. Once that happens, the city will receive a 1.5% fee for administering the loan. That comes to $450,000 in this case."
-- Maeve Reston at L.A. City Hall
LACMA Opens Convesation About Film Program
Recently the Los Angeles County Museum of Art announced that they would put their weekend film program on hold. This did not make people happy. In response, LACMA opened an online forum where people could express themselves and get in from of Michael Govan, the director.
Congratulations to LACMA for using technology to open the conversation rather than hiding behind the old press release, hoping for the story to die. Although there isn't a whole lot of activity on the forum right now, they started with the right question: "What does the film program mean to you?"
Taken from LACMA's blog: "Yesterday we launched an online forum for our patrons to express their concerns about changes to our film program. If you have questions or comments about the decision to shutter the weekend film program, join Director Michael Govan and the communications team for the conversation here."
Congratulations to LACMA for using technology to open the conversation rather than hiding behind the old press release, hoping for the story to die. Although there isn't a whole lot of activity on the forum right now, they started with the right question: "What does the film program mean to you?"
Taken from LACMA's blog: "Yesterday we launched an online forum for our patrons to express their concerns about changes to our film program. If you have questions or comments about the decision to shutter the weekend film program, join Director Michael Govan and the communications team for the conversation here."
Beyond the Preview, Guggenheim Takes a Page From MoMA
It has always been standard practice for museums to offer members private viewings of exhibitions before they open to the public. It's one of the perks of being a member.
Well, a while back, MoMA took this idea further and introduced members-only viewings scattered throughout the duration of exhibitions.
Good news, the Guggenheim is getting in on the act by introducing Summer Morning Private Views where members may see the Frank Lloyd Wright exhibition from 9–10 a.m. While that's not whole lot of time, it's still nice to have the museum to yourself before the crowds arrive.
The next Summer Morning Private Views will be held on August 8 from 9–10 a.m.
RSVP for the event at 212 423 3505 or membership@guggenheim.org.
Well, a while back, MoMA took this idea further and introduced members-only viewings scattered throughout the duration of exhibitions.
Good news, the Guggenheim is getting in on the act by introducing Summer Morning Private Views where members may see the Frank Lloyd Wright exhibition from 9–10 a.m. While that's not whole lot of time, it's still nice to have the museum to yourself before the crowds arrive.
The next Summer Morning Private Views will be held on August 8 from 9–10 a.m.
RSVP for the event at 212 423 3505 or membership@guggenheim.org.
Monday, August 3, 2009
A Registry for Graduates? Brilliant, Sears!
Why oh why didn't they have a registry for graduates when I went off to school? Oh yeah, I had too much junk as it was.
Anyway, Sears launched Campus Ready which allows Sears to connect directly with students as they plan to go off to college. It's a brilliant way to copy the bridal registry model. I have a feeling this will be a model that other stores use. I mean really, what do you give a high school grad (Google "gifts for high school graduates" and you'll see what I mean)?
From WSJ: Don Hamblen, chief marketing officer of Sears said, "We began by developing the Campus Gift Getter and transitioned into our Roommate Matchup and Dorm Room Designer applications. These applications allow students to get to know their new roommates and furnish their dorm room with their collective style in an affordable manner. The combination of these tools will help to prepare students as they enter the next stage of their life."
Anyway, Sears launched Campus Ready which allows Sears to connect directly with students as they plan to go off to college. It's a brilliant way to copy the bridal registry model. I have a feeling this will be a model that other stores use. I mean really, what do you give a high school grad (Google "gifts for high school graduates" and you'll see what I mean)?
From WSJ: Don Hamblen, chief marketing officer of Sears said, "We began by developing the Campus Gift Getter and transitioned into our Roommate Matchup and Dorm Room Designer applications. These applications allow students to get to know their new roommates and furnish their dorm room with their collective style in an affordable manner. The combination of these tools will help to prepare students as they enter the next stage of their life."
Sears' Campus Gift Getter is set up in a similar fashion to a bridal or baby registry. Graduates can log on to Facebook to register and select their wish list, whether for dormitory or day-to-day living. Once registered, family and friends of the graduates can access the registry online, review selections and purchase items on the graduate's wish lists. Users have the option to purchase individual items from the registry or contribute to a larger ticket item via "GiveTogether," Sears' newly-launched group gift-giving concept. "GiveTogether" connects gift givers and recipients by pooling the resources of a group enabling them to make special, "big ticket" purchases.
Yves Saint Laurent Takes a Leap into Facebook & Twitter
I read in WWD this morning that Yves Saint Laurent launched their Facebook page and opened a Twitter account.
So far they have 3 posts and 88 followers on Twitter. Can't wait to see how they leverage Facebook. Hopefully they will serve as a model for other luxury brands to join the conversation.
From WWD: Yves Saint Laurent is adding its name to the rapidly growing list of fashion brands jumping into social media. On Saturday, the French fashion house launched a Facebook page, “Yves Saint Laurent — the official page,” as well as a Twitter account. Visitors to both will find news about the brand and can follow tweets on creative director Stefano Pilati’s newest collections, projects and YSL events, as well as new campaigns and notables who have been spotted wearing the label.
For the first time, the Internet also will play a role in the launch of YSL’s Manifesto, with publication of the fifth edition slated for Sept. 12. On Sept. 1, the fashion house will launch a special microsite, which will feature an archive of previous editions, as well as a Manifesto blog monitor, and links to YSL’s Facebook and Twitter activities. On Sept. 8, the company will upload a behind-the-scenes video of Manifesto, which was shot by Inez van Lamsweerde and Vinoodh Matadin and features Christy Turlington. The entire publication also will be able to be downloaded from the microsite on the day of the launch.
So far they have 3 posts and 88 followers on Twitter. Can't wait to see how they leverage Facebook. Hopefully they will serve as a model for other luxury brands to join the conversation.
From WWD: Yves Saint Laurent is adding its name to the rapidly growing list of fashion brands jumping into social media. On Saturday, the French fashion house launched a Facebook page, “Yves Saint Laurent — the official page,” as well as a Twitter account. Visitors to both will find news about the brand and can follow tweets on creative director Stefano Pilati’s newest collections, projects and YSL events, as well as new campaigns and notables who have been spotted wearing the label.
For the first time, the Internet also will play a role in the launch of YSL’s Manifesto, with publication of the fifth edition slated for Sept. 12. On Sept. 1, the fashion house will launch a special microsite, which will feature an archive of previous editions, as well as a Manifesto blog monitor, and links to YSL’s Facebook and Twitter activities. On Sept. 8, the company will upload a behind-the-scenes video of Manifesto, which was shot by Inez van Lamsweerde and Vinoodh Matadin and features Christy Turlington. The entire publication also will be able to be downloaded from the microsite on the day of the launch.
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