Monday, April 26, 2010

Sponsors Squeezed to Please

As the sponsorship season heats up, there's one thing to keep in mind above all else. Return on investment isn't everything--in some cases, it's the only thing. So make sure you have evidence to prove your opportunity can deliver: hearts, minds, communities of interest, new media, engagement, interactions and sales leads. Yep, all that. Maybe more. See the research below for insight into the sponsor's mindset. 

Marketing executives are like canaries in the coal mine. Just one whiff and they can tell a market about to collapse from one that’s rich with opportunity. This week, the Marketing Executives Networking Group (MENG) and Anderson Analytics issued findings of a 2,000 member survey of Top Marketing Trends. While there was a trend toward optimism, the most consistent theme was the need to prove that marketing delivers any bottom line value to business. 

"While more marketers are optimistic about the future prospect of growth, marketers are still feeling the pressure of a tough economic cycle with the need to prove a return on their marketing investments,” said Tom H.C. Anderson, Managing Partner of Anderson Analytics. 

American business is in a perilous struggle to innovate. The creative brain trust in corporate America has traditionally been housed in marketing departments. But recent trends reveal a shift. Departments such as design and product strategy are taking on roles that marketers used to play. Consider that Chicago-based Kraft Foods has a department devoted to innovation. They’ve begun engaging customers to help spur new ideas. This kind of communication would ordinarily be considered marketing. But today, the creative action is percolating elsewhere.

1 comment :

Lisa Petrilli said...


Thank you for including the MENG/ Anderson Analytics 2010 Key Marketing Trends Study in your analysis of the changes marketing departments now play within organizations.

You're right, as other departments get involved with innovating for and communicating with customers, marketing is taking the leadership in integrating initiatives to drive not only ROI, but customer satisfaction and loyalty as well.

All the best,
MENG Program Director