According to IEG’s 2015 Sponsorship Spending Report, North American sponsorship spending is expected to exceed $21B in 2015 (+4% vs. 2014), with sports sponsorships accounting for 70% of that expenditure. With so much riding on the business and brand building impact of these fixed costs, here are 6 tips to help get the most out […]
Month: June 2015
Is the traditional health club/gym model at risk?
For years, the traditional health club/gym has been the only option for those seeking in-door health and fitness activities. The traditional health club model consists of attracting as many members as possible by offering everything to everyone, a “one stop shop” for all types of fitness activities, including cardio equipment, weight training, fitness classes, and […]
Wooing Millennials
Lately, it seems everything I read about brands is at least in part related to how they are rethinking their approach in order to better appeal to Millennials. Brand positioning, marketing plans, media buys, product design – there is almost no part of the business that is not up for a refresh. Making sure your […]
A Healthier Strategy for CVS
In February 2014, CVS Caremark announced its decision to stop selling tobacco products at all of its 7,700 locations nationwide in an effort to better align with their corporate purpose – to help people on their path to better health. By forgoing roughly $2 billion in retail cigarette sales per year according to CVS, CVS […]
Four Ways to Make Keurig Kold a Success
For more than a year, excitement has been building around Keurig Green Mountain’s upcoming cold beverage platform, Keurig Kold. The new appliance promises “fresh-made” cold servings of favorite brands or “new discoveries.” The expectations have been high for two reasons: first, Keurig’s success in revolutionizing hot beverage brewing; and second, Keurig’s strategic partnerships with cold […]
