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Presented by, Jones for Senate!

by Stephanie Lochmiller
25 10 2012

How many of us even knew that the Commission on Presidential Debates (CPD) actually had so called “sponsors?”  I don’t recall seeing activation by a sponsor promoting their official status of the CPD, have you?

So, what sponsorship benefits are derived as an official sponsor of the Commission on Presidential Debates? I’m not sure, but I did read that Anheuser-Busch sends young street teams backstage to provide information to staffers on the detriment of alcohol taxes.  But, other than that and a listing on the Commission on Presidential Debate website, I’m not sure benefits stretch much beyond.  They don’t even get a TV billboard at the start of the debate: “Election 2012 – presented by Southwest Airlines, Anheuser-Busch In-Bev and the International Bottled Water Association.”

But, at the heart of the matter should be whether or not you can even call this a sponsorship.  Yes, they support the debates in exchange for some political group benefit – probably worth it in some circles.  But, don’t call it a sponsorship.  A donation, political contribution – yes – but not a sponsorship.

Yet, maybe there is room for politics in sponsorships.

Considering there are billions of dollars spent on local TV, radio and newspaper surrounding political advertising, why would sponsorship marketing provide less?  In fact, wouldn’t politicians who supported a local community program, or non-profit event garner a stronger position among attendees or organizational members than their counterpart?  

Festivals, concerts music tours and other opportunities offer a demographically targeted group of qualified voters.  I would argue that political campaigns could use sponsorships to better target their audience focus than a TV buy, and the relationship would create a stronger connection with the candidate than negative ad.   The “Morgan County Fair presented by Jones for Senate” would be a stronger connection with qualified voters in Morgan County.

I realize the ramifications of doing this, of course.  Possibly half the people in Morgan County that are voting for Mr. Williams would not be fan of Mr. Jones, but would that really preclude them from going to the fair?   And, think about all those Jones supporters that would attend BECAUSE he was sponsoring the fair.   Perhaps the Williams campaign would be able to sponsor the carnival rides too – after all the fair would be happy to provide “equal time.”

So, while this may not be a common tactic today – I believe that it’s use could eventually become as common as the negative TV ad. And, in the meantime, if you’re a brand, thinking about a presidential debate sponsorship – find a way to activate it for the benefit of the people, by the people and for the people.

Categories:   General | industry happenings | Marketing | sponsorship sales
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Spotlight on Sponsorship - The Haunted Hotel Ball

by Stephanie Lochmiller
16 10 2012

As a way to draw increased awareness and attention to some of the standup sponsorship opportunities on our site, we’ve set apart one blog per month to put the “Spotlight on Sponsorship”! If you have a premium level listing on SponsorPark, and would like to have your event featured, please contact [email protected] to submit your event, as we are currently looking to fill our 2012 Spotlight calendar. This month our spotlight shines on the “Haunted Hotel Ball.”

What is the Haunted Hotel Ball all about?
The Haunted Hotel Ball is quickly becoming the number one Halloween costume party brand in the U.S. for adults 21-35.  It boasts events in Chicago and Scottsdale and producers, Global Adrenaline, are bringing the event to the Mandalay Bay Resort and Casino in Las Vegas for 2012.
Haunted Hotel Ball combines elements of a VIP nightclubbing experience, with the terror of a haunted house and the exclusiveness of a hotel gala. Party-goers get dressed up in elaborate costumes to compete against other party goers at each Haunted Hotel Ball event for a chance to win a cash prize in a virtual contest.

What makes this opportunity unique?
This highly visible event provides exposure opportunities and serves as a platform for consumer engagement and corporate hospitality. Programs are available for each market independently or can be packaged together.  The Ball has been aligning with haunted houses and costume shops to leverage cross-promotional opportunities including social media and the results have provided extended exposure and produced new consumers.

Surviving sponsorship in a heated economy
Event organizers have seen that in recent years sponsors are more interested in providing an experience at these events than they are in logo placement.  Because of this shift, event organizers are actively working to create custom packages for sponsors that integrate their brand into the event.  They’ve also turned to SponsorPark to extend their reach to potential sponsors in a streamlined and effective manner. 

Preferred partners?
While the obvious brands such as alcohol and energy drinks lend themselves well to this event, the clientele is 21-35 year old trendsetters with disposable income.  Other brands such as mobile phones, fashion, electronics, travel and auto would also be a great fit.  For more information visit their SponsorPark listing.

Categories:   featured listings | General | sponsorship sales
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