Mark Ording’s Post

Looking forward to attending the Sponsorship Marketing Association Sponsorship Mastery Summit in Chicago this week. Please send me a message if you'll be in town and would like to connect. Also, I'll be moderating a session called "How Zoos and Aquariums Are Creating Unique Sustainability Partnerships" with Jack Twomey, Hiroshi Okuda and Caitlin Garling. I'm thrilled to be talking with such a smart group of people and providing some excellent takeaways for the audience. #sponsorship #eventmarketing

Apple is the world's most valuable company, with a $3.5 trillion market cap. There are 6 other companies with a $1 trillion+ market cap, all of which are in the tech sector and based in the US except aramco in Saudi Arabia. Interesting to note that almost all of these companies are active in #sponsorship and #sportsmarketing. You can check out the writeup by Visual Capitalist linked here: https://lnkd.in/gssFc_Ey

One of the first questions companies ask when considering a new #sponsorship is "who is your audience"? If you can't answer that question with some basic information about the #demographics of your audience, sponsors will likely walk away. As sponsorship salesperson, you also need to understand the company's business objectives, current marketing priorities and what other properties they are sponsoring. So where can you find this information? Check out my latest blog for some free and cost effective resources available. #eventmarketing #sponsorship #research https://lnkd.in/gMwrvxTg

Industry pioneers (and my old friends from IEG) Lesa Ukman and Jim Andrews have brought up some good points about #Olympics #sponsors and #ambushmarketing. In my view, Paris' Local Organizing Committee (LOC) partners would only be ambushing TOP Partners if LOC Partners are also competitors of TOP partners and they are activating at the Opening Ceremony (and at/around other Olympics events in Paris). However, that was not really the case..... Many of the LOC Partners that activated in the Opening Ceremony (like The Coca-Cola Company and Samsung Electronics) are also TOP Partners. LVMH / Louis Vuitton is in fact a competitor of TOP Partner OMEGA SA for luxury watches. However, LVMH activated more around its #Dior brand (outfitting celebrity performers such as #LadyGaga, #CelineDion and many French athletes in branded uniforms and costumes). They also created medal cases presented to #MichaelPhelps and other Olympic athletes at the Opening Ceremony. However, as Lesa pointed out in her recent LI post (linked here https://lnkd.in/g-cnDaex), LVMH appeared bigger than other sponsors (including TOP partner Omega). Lesa questioned whether this could be considered ambush and #brandilism. While Louis Vuitton activated its brand heavily and dominated brand exposure at the Opening Ceremony, I wouldn't necessarily consider this ambush marketing. Omega also had an opportunity to activate at the Opening Ceremony, but they most likely chose not and instead focus on their role as "Official Timekeeper" of the Paris Olympic Games. #OlympicGames #sponsorship #sportsmarketing #Paris #LouisVuitton #Omega #fashion

Interesting infographic from Visual Capitalist: Luxembourg, the US and Switzerland have the highest average annual salaries at about $73K - $78K (in USD). On the other end of the spectrum, Mexico and Greece have the lowest average annual salaries at about $17K and $26K, respectively. These dollar amounts take into account the differences in cost of living and inflation between the countries. The article and data can be found here: https://lnkd.in/g2RzkT8w #worldeconomy #averagesalaries

Marketing Dive just published some interesting spending trends for the first half of 2024. Here's a few that stand out to me...... 📺#LinearTV took up 16% of offline channel budgets, behind #eventmarketing (17.1%) and #sponsorship (16.4%) (Source: Gartner) 💲Marketing budgets have fallen from 9.1% of company revenue in 2023 to just 7.7% in 2024, a 15% YoY drop (Source: Gartner) 📱 On average, CMOs earmark 57.1% of budgets for digital channel spending, up from 54.9% in 2023 (Source: Gartner) 💻 Free ad-supported streaming TV (FAST) holds an average share of 26% of weekly TV viewership, with 22% of consumers using FAST five or more days a week (Source: Samsung Ads)

Hello LinkedIn colleagues and friends. As an analytics guy for my entire 25-year career and an advocate of the #sponsorship industry, I wanted to pass along a free resource. I call it the Sponsorship Measurement Guide. It's a 2-page doc (screen shot below) that shows.....   1) The Difference Between Sponsorship Fair Market Value vs. Sponsorship ROI 💰   2) Ten Key Criteria Brands Use To Measure Sponsorship ROI 📝   You can download the Sponsorship Measurement Guide (or Cheat Sheet, if you will) using this link to the VisionMark Consulting website: https://lnkd.in/getmX9rf All you need to do is enter your name and email and you can instantly download it. I promise I won't email you back or include you any kind of list unless you check “yes” in the "follow up with me" box.   Or if you don't feel like filling out the form (I understand 😁 ) just add a comment to this post that says "send it to me" or email me at mark@visionmarkconsulting.com and I'll send you the PDF.   I really want to get this info out there because I truly enjoy helping people with sponsorship measurement whenever I could!   #sponsorship #measurement #sportsbiz #sportsmarketing #eventmarketing #entertainmentmarketing #nonprofitmarketing

This is one of the best programs and internship opportunities around for college students interested in sports marketing and sponsorship. Kudos to SponsorUnited for doing this every year! I wish SU was around when I was in college! (Of course, sports marketing programs didn’t exist when I was in college. I don’t think cell phones even existed. Aka, I’m old.)🤣

Thanks Alex Kerr from Trajektory for creating this video. As a fellow Data Nerd, I enjoyed our conversation and I hope #sportsbusiness and #sponsorship professionals get something out of it! For anyone who doesn't feel like watching the video**, send Alex or I a LI message or email (see below) and we'll give you the highlights on how we measure the value of onsite activations and signage. ** We understand, who's got time for this? 😁 mark@visionmarkconsulting.com alex@trajektory.com More video clips on this topic here if you're interested: - Differentiating between the various types of onsite sponsorship benefits (on-site signage, activations and promotions): https://lnkd.in/gQqgPFPs - Evaluating the quality vs. quantity of impressions https://lnkd.in/gE_UnvVC

Linear TV may not be dead, but it is dying a slow death! I know advertisers are spending less and less on TV and more and more on social media, but I found this research surprising: According to a recent report from WARC, advertising on Meta (including Facebook and Instagram) will be nearly as high as spending on linear TV in 2024 ($155.6 billion vs. $163 billion). It won't be long before social media ad spending overtakes linear TV. #advertising #socialmedia #linearTV