sponsorship: emerging categories & trends - … categories notes.pdf · sponsorship: emerging...

Sponsorship: Emerging Categories and Trends

RAB Webinar, November 2014

Radio Advertising Bureau

www.rab.com

Copyright 2014

Sponsorship: Emerging Categories & Trends

Brandeis C. Hall VP, Professional Development Radio Advertising Bureau [email protected]

2

What We’ll Cover…

Emerging Sponsorship Categories for Radio

Category Breakdowns of Top Prospects

Sponsor’s Goals and Targets

Case Studies

Sponsorship

1. Audio Electronics 2. Wearable Technology 3. E-Cigarettes 4. Yogurt Brands 5. Usage-based Auto insurance 6. Health insurance 7. Hospitals 8. Ride Share / Taxi




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Copyright 2014

1. Audio Electronics

Properties that can deliver audio aficionados or offer product demo platforms can access

sponsorship budgets.

Bose Sony

Beats Kicker

Harman Samsung

CT Sounds And more…

Category Breakdown

Consumers average 37,935

hours in a car each year.




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Copyright 2014

Active Arenas

• Concert arenas

• Music festivals

• Performance venues

• Car “sound-offs”

• Sporting events: including

racing, cycling, and other

action sports

• Broadcast/Recording studios

Case Study:

On-site and online activations

enhance concert experience

Sponsorship Goals

• Engage young adults and influencers

• Showcase technology

• Build B2B relationships with co-sponsors

• Access new sales/distribution channels

• Establish market dominance




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Copyright 2014

2. Wearable Technology

“Properties of all shapes and sizes should put wearable

technology on their prospect list.” – IEG, OCT 20, 2014

Fitbit Garmin

Jawbone Google Glass Ralph Lauren

And more…

Category Breakdown




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Active Arenas

• Music festivals

• Endurance sports

• Mud runs / Obstacle courses

• Schools / Education

• Causes (American Heart Assoc.;

Alliance for a Healthier Generation)

• Professional sports events

• Reality television (Biggest Loser;

Big Brother)

Case Study:

• Festival check-in

• Photo collection

• Sponsored contests

• Cashless payments

Sponsorship Goals

• Reach target consumers

• Engage influencers

• Demonstrate product relevance

• Create new sales/distribution channels

• Establish market dominance




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Copyright 2014

3. E-Cigarettes

From disposable vape pens to elaborate vaporizers, E-cigarettes

are a booming business

Category Breakdown

Blu Vuse Mistic Swisher PuffitX Nicstick GreenSmoke And more…




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Active Arenas

• Motorsports

• Music festivals

• Bowling Tournaments

• Poker Tournaments

• Causes (Breast cancer

awareness, Toys for Tots)

• Trade shows

Case Study:

Artist meet-&-greet

Instagram sweepstakes

Blu Beach Club VIP access

Sponsorship Goals

• Build visibility

• Strengthen market position

• Sample product

• Define brand differentiation

• Educate about smoking options

• Engage retail partners




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Copyright 2014

4. Yogurt Brands

Yogurt brands look to sponsorship to drive consumption beyond breakfast.

Category Breakdown

Yoplait Dannon Chobani

FroYo providers And more…

There’s big change in how yogurt

brands are using sponsorship




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Copyright 2014

Active Arenas

• Professional / Collegiate sports

• Music festivals

• Causes

• Entertainment

• Arts

• Health and fitness

Case Study:

“To grow consumption we can’t just market yogurt

as a weight management product for females.” - Peter McGuiness, Chobani chief marketing and brand officer.

Sponsorship Goals

• Reach new audiences

• Tout product attributes

• Gain sampling rights


• Gain platforms for retail

promotions




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Copyright 2014

5. Usage-Based Auto Insurance

Capitalize on categories that are facing growing competitive pressure and have meaningful deal-making momentum.

Category Breakdown

Drivewise (Allstate)

Intellidrive (Travelers)

Snapshot (Progressive)

TrueLane (The Hartford)

Drive Safe & Save (State Farm)




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Active Arenas

• Marathons

• Festivals

• College Football

• State Fairs

• Causes

(Distracted Driving Awareness)

Case Study:

Sponsorship Goals

• Target low-mileage drivers

• Reach parents with teens

• Engage with product trials

• Cause: safe-driving messaging

• Product education




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Copyright 2014

6. Health Insurance

Insurers are looking to sponsorships to reach the over

four million uninsured consumers who entered the market in 2014.

Category Breakdown

Cigna Aetna Humana United HealthCare Kaiser Permanente Blue Cross Blue Shield




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Copyright 2014

Active Arenas

• Music festivals

• 3k & 5k walks / Marathons

• On-site health screenings

• Golf tournaments

• Causes

• Theme parks

• Endurance sports

• Professional sports

teams

Case Study:

“By working with Live Nation, we can leverage

the affinity and trust that Washington concert-

goers have for music to bring them information

about Washington Healthplanfinder.”

- Richard Onizuka, CEO

Washington Health Benefit Exchange

Sponsorship Goals


• Reach business decision-makers

• Reach multicultural consumers

• promote active lifestyles

• Fitness & wellness messaging




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Copyright 2014

7. Hospitals / Clinics

Hospitals increase sponsorships to promote strategic business objectives and showcase

community support.

Category Breakdown

Seattle Children’s Bozeman Deaconess

Barnes-Jewish Hospital Teton Valley Healthcare

Clark Fork Valley Hospital Carolinas Hospital Systems

Nationwide Children's Hospital And more…




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Copyright 2014

Active Arenas

• Relay for Life

• KidZone play areas

• Radiothons

• Health-related causes

• Food banks

• Professional sports teams

Case Study:

Photo by Matt Cohen

Teton Rodeo Company

Sponsorship Goals

• Reach a younger, insured population

• Engage employees

• Promote medical education

• Offer on-site health screenings

• Support community outreach

• Gain broad category exclusivity




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Copyright 2014

8. Ride Share / Taxi

Ride Share companies and Taxi phone apps

partner with events to build their brands and

drive new business.

Category Breakdown

Lyft Uber Hailo Side Car Yellow Cab And more…

Active Arenas

• Comic Con

• Music festivals

• Film premieres

• Fairs and festivals

• Causes (Komen for the Cure)

• Professional sports teams




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Copyright 2014

Case Study:

Sponsorship Goals

• Focus on first-time users

• Demonstrate technology

• Promote responsibility

• Look for in-kind deals

Sponsorship: Emerging Categories & Trends

Brandeis C. Hall VP, Professional Development Radio Advertising Bureau [email protected]

sponsorship: emerging categories & trends - … categories notes.pdf · sponsorship: emerging...

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