IEG’s 32nd annual year-end sponsorship industry forecast sees a continued sponsorship global spending growth in 2017. Global sponsorship spending is projected to rise 4.5 percent in 2017 to $62.8 billion from the $60.1 billion spent in 2016.
In this era of austerity where many of our cultural, well being and educational institutions or public services are seeking huge cuts in government spending, sponsorship investment may be the most effective route for organisations to obtain revenue streams to plug the gap. Schools, universities, hospitals, local authorities, libraries and national parks all have a fantastic set of assets that, instead of being cut, could be invested in by a sponsor.
I was at the cinema the other night waiting for The Mountain Between Us (don’t ask) to start, when I was struck by a McDonald’s advert.
It was for chicken nuggets and it directly answered some of the things people say about the product.
The advert started with two girls on a swing with one of them saying that McDonald’s put chicken feet in the nuggets. This soon spread, Chinese whisper style, with more outlandish and negative claims made about Jamie Oliver’s least-favourite snack.
Beaks, feet, innards and feathers. You know the sort of things people say about nuggets.
While companies continue to spend extensively on traditional media advertising and PR, there is a new player within the marketing mix - social media.
Following on from the #WalkersWave and the #NationalLottery, we asked our followers if they would let the public loose on their social media.
My youngest daughter starts school in September (her big sister is already in the same school). As part of the settling in period the new starters, and parents, were invited to have lunch at school.
I heard one of my fellow parents say that going into the dining room at lunchtime is one of the most daunting parts of starting school for 4 and 5 year olds. And that makes sense: the hall is a big space, there's a system and routine to learn and there's potential for a lot of other older children there.
Thinking about this from a work perspective the school has effectively engaged in CX (customer experience) / UX (user experience) and message testing.