New Lifestyle Marketing Alternative For Big Brands
Since 2004, The Borden Agency has consulted and produced many of what they call “Micro-properties” – lifestyle tours built specifically for a single brand. But in the past few years, they have seen a steady increase industry wide in the number of brands looking to offset their budgets and extend their reach.
“Our new division is creating sponsorship programs that allow non-competitive brands to share the costs and benefits associated with producing a lifestyle marketing initiative,” said Larry Borden, Founder and CEO of The Borden Agency. “These mini-sponsorships allow brands to spend less while achieving greater results than what each would have been able to accomplish on their own.”
In addition, there is a great disparity in the ever changing sponsorship industry. “On one end of the spectrum you have very large, very complex, seven figure sponsorship deals with well established properties and entertainment acts that take months to negotiate, come with few sponsor benefits and cost a fortune in time and dollars to leverage properly. On the other end of the spectrum are low cost, low result sponsorship opportunities that come with a tremendous amount of risk,” said Borden.
The Borden Agency’s new Sponsored Properties division will bridge this gap by developing highly targeted, results driven, affordable lifestyle properties. By using an integrated marketing strategy that leverages both on-line and live event initiatives, brands will be able to connect with consumers through shared passions to provide experiences that are relevant and purposeful, while giving brands immediate impact at a significantly reduced cost.
Amy Pesa, Vice President of Business Development will lead the new division. Pesa has a long history working with marketing leaders on co-branded promotions. “We’re very excited about the Sponsored Properties division. Brands will continue to stretch their marketing dollars as they persevere to stay present in the minds of consumers. The programs that we are developing will be simple for brands to leverage and optimized for maximum return on investment,” says Pesa.
The first program to launch this fall is The Ultimate Tailgate Experience that targets young, educated and highly loyal and engaged sports fans across the country. More than 4.5 million unique website visitors will generate more than 24 million web impressions as well as 700,000 sweepstakes entries with 420,000 sponsor opt ins. On site event impressions near 2 million and road impressions will top 2.9 million. Eight sponsorships are available, including one presenting and seven official. A media sponsorship is currently in the negotiation phase. Sponsorships start at $250,000 and come with six months exclusive access to the highly targeted user database. For more information about The Ultimate Tailgate Experience, visit www.UltimateTailgateExperience.com
Tags: brand marketing, Internet marketing
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