Seth Leeds

Articles by Seth All articles by Seth

• Year-end Data: Top 10 Sports Sponsorships in Marketing: Sports on 12/21/2015
  

  There are only 10 days left in 2015 and it feels like there really haven't been that many Top 10 lists out there, so here's a special "Marketing:Sports" version.

• Gathering And Leveraging Market Intelligence in Marketing: Sports on 08/13/2015
  

  If you're working in sponsorship for a major brand, here in the U.S. or abroad, you likely see upwards of 100 proposals per month. Our client's collective data shows that about 15 of those will be sports related. Maybe one of the 100 will be acted upon. For many brands, none of them will.

• Mid-year Review: Are Sports Meeting Your Objectives? in Marketing: Sports on 07/09/2015
  

  As we reach the mid-year point for 2015, a year already chock-full of incredibly memorable sports marketing moments, we offer some insights into how well American brands are meeting their objectives through sport sponsorships.

• The Trickle-Down Effect In Sponsorship From FIFA in Marketing: Sports on 06/11/2015
  

  So much has already been written about the recent and ongoing investigation into FIFA surrounding corruption and financial impropriety, and we have no plans or expertise to diagnose it further.

• Global Sport Sponsorship Trends - Actual Rights Fees Vs. Asking in Marketing: Sports on 05/27/2015
  

  Whether it is real estate, grocery shopping or sports marketing, as buyers we all want to know that we are paying a fair price for that purchase.

• 'Why Are We Doing This?' in Marketing: Sports on 04/29/2015
  

  If you are a marketing or sponsorship director at a company, you are most likely doing everything you can to avoid being asked the above question. You work your tail off to cover all the deal points and execute great partnerships with all kinds of sports properties, but deep down, you know you'll have to justify that spend.

• Let The Madness Begin in Marketing: Sports on 03/18/2015
  

  March, and this week in particular in the U.S., stands for many things green. St. Patrick's Day had marketers scrambling for clever tie-ins, millions of NCAA basketball brackets get completed for flashing green dollar signs, and the sights and sounds of baseball's spring training melts (hopefully) the last bit of lingering snow away.

• The Chase For ROI In Sports in Marketing: Sports on 02/19/2015
  

  We can't fault you; we've all been trained to do it. In every business, large or small, we continue chasing it. When will we realize what we might be looking for, might not be there?

Comments by Seth All comments by Seth

• Sponsorship Accountability Needs Improvement, But FIFA World Cup Sponsorships Dominate by Tanya Gazdik (Marketing Daily on 07/11/2018)
  

  The MASB team is doing great work and excellent to partner with the ANA as they delve deeper into #sponsorship accountability.  We see it as a privilege to serve brands around the world with an actual tool to manage and measure their sponsorships so they can document and truly justify their work.

• For Rockstars Only: Experiential Recruitment Strategies That Influence Measurement by Nneka Ude (Marketing Insider on 06/12/2018)
  

  Spot on. We call it ROO, Return On Objectives, and offer an actual tool which brands are using to measure how well you are meeting your own objectives for your events. Sponsor.com. Measure your performance and improve.

• Toyota Finds Its Groove With Racing Sponsorship by Tanya Gazdik (Marketing: Automotive on 03/21/2017)
  

  Toyota actually does a great job of being strategic with their sponsorship evaluation, using both agencyies and a tool (of course) to track benchmarking and Return On Objectives. It's not just another race to sponsor for them.

• Brands Rev Up NASCAR Daytona 500 Activations by Tanya Gazdik (Marketing Daily on 02/24/2017)
  

  Many of the automotive brands involved are using @PerforMind to track their experiential partnerships. The learn how well each activity measures against their brand objectives using weighted criteria (#ROO). Then they benchmark their findings and see where they can improve. Start your engines!

• Ford Rides Professional Bull Riding Into MSG by Karl Greenberg (Marketing Daily on 12/23/2015)
  

  Great example of Ford seeking (and meeting) Return On Objectives with PBR sponsorship.

• Who Will Sponsor Giant Staten Island Wheel? by Karl Greenberg (Marketing Daily on 11/15/2012)
  

  It will be a must for the prospective sponsor to measure their objectives and criteria upfront.

• How To Sensibly Measure The Impact Of Sports Marketing Activation by Jon Last (Marketing: Sports on 08/14/2012)
  

  This is on point, and the real life testament is that hundreds of global brands are now using the Sponsorium solution to track and measure their sports marketing activities because it is specifically built to evaluate Return On Objectives and cost effectiveness. SPONSOR.com

• Define Sports Marketing Success Before You Measure It by Jon Last (Marketing: Sports on 06/14/2011)
  

  Bravo Jon. This is the exact message that Sponsorium gives to it's nearly 300 worldwide clients. We provide them with an evaluation tool and sponsorship portfolio dashboard (all web-based) that I think you'd be interested in. Hope we can connect.

• Avoid The Wrongs Of Rights Activation by Ove Haxthausen (Marketing: Sports on 05/18/2010)
  

  The key component to this information is that successful sponsors identify their criteria for sponsorships in advance (as mentioned in the above article, graf #5). They set and weigh objectives, which include activation strategy and costs. Their other focus is on understanding that ROI is only part of the whole puzzle. Identifying sponsors Return On Objective allows them to quantify the other intangibles in sponsorship....measuring passion, affinitiy, and overall performance. The Sponsorium Report is published quarterly (available at www.sponsor.com), and through actual data rather than a survey, speaks exactly to the points of:-How is the industry meeting the needs of sponsors?-What are the average asking rights per sponsorship sector?-What trends are we able to see in rights fees and sector performance? Critical information to say the least.

• Return On Objective Key In Sports Partnerships by Karl Greenberg (Marketing Daily on 02/09/2010)
  

  The methodology of identifying objectives for sponsorship and then weighting criteria for participation is exactly how Sponsorium's web tool helps major brands with a vested interest in the sponsorship industry. Both properties and sponsors ultimately benefit from that practice as it creates much more mututally successful partnerships, as was mentioned during this panel yesterday.

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