The Thrill of the Crowds
It’s spring, and theme parks around the country are dusting off the hot-dog carousels and testing water rides. Sponsorship firm IEG took a snapshot of the reasons why big brands like Coca Cola, Kraft and Panama Jack find the parks an attractive place to set up shop.
The 2010 IEG Sponsorship Report surveyed brands on sponsorships and found three reasons they like a theme-park presence:
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Audience volume and interaction: Access to large numbers of consumers in an environment that offers time and opportunity for personal connections.
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Multiple targeted demographics: Most theme-park sponsors aim for moms 25 to 49, but targeting from tweens to grandparents is growing.
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On-site sales and sampling: Vending rights at concession stands, retail outlets and elsewhere in theme parks, where consumption is part of the fun.
On a less playful note, IEG asked brands to list their biggest complaints about the pitches they receive from properties in general. Is your property guilty of this sponsorship-pitch dirty dozen?:
- Unrealistic fee expectations
- No understanding of brand prospect’s business
- No understanding of measurement metrics
- No offer to share the load
- Attempts to involve senior management
- Attempts to skirt agencies
- Not distinguishing between sponsorship and charitable giving
- Pitching brand rivals
- Large digital documents
- Overly aggressive follow-up
- Not understanding mechanics of sponsorship
- Not living up to promises made in proposals and contracts.
Got an events tip to share? Contact Patricia Odell at [email protected]
