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We specialize in using air shows and their performers
as a marketing platform to meet corporate objectives.
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Dear Phil,
Welcome
to Connection,
ADC Group's newest addition. This will be our way of connecting
with you as we continue to build bridges with the air show industry
and corporate America. Helpful information on how you can maximize
marketing opportunities within this property will be featured in
Phil's article. Kerry and Brooke will focus on current programs.
In addition, Connection
will serve as an interactive tool as you communicate any questions
and/or comments to us. As ADC Group extends its reach, we want to
keep an ongoing "connection" with you!
For more
information on ADC Group, please visit our website at
www.adcgroupmarketing.com.
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Phil's Feature: The Five W's of Identifying Your Best Fit for a Sponsorship Program
Phil Pacific
 We
are... "up, up and away!" I am really excited that we are celebrating
10 years in business by launching Connection. Our vision is to use this
as a tool to encourage a dialogue between the air show industry and
corporate programs. In this regular feature, I will share some industry
insights that can assist you with structuring and implementing your
programs.
In identifying your best fit for a sponsorship program, there are five primary questions that need to be addressed:
- Who - Who is your target market?
- What - What type of sponsorship best fits your target market and objectives?
- Where - Where are your primary markets located?
- When - When is the best time to activate this program?
- Why - Why does this program meet your objectives?
An
effective approach to ensuring that these "Five W's" will be answered
is to consider the basic elements of your post analysis. As you
evaluate and refine the answers to these five questions, the direction
that you need to take in formulating your program will become clearer.
In the next issue: "Three Killers of Sponsorship"
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NeXplore
Kerry Doke
 Air
shows and their performers provide exceptional opportunities for brand
impressions. The NeXplore Shockwave had a stellar 2007 where over 42
million impressions were generated through a variety of media outlets.
This gave NeXplore (a new internet search engine) a return on
sponsorship of over 550%! The Shockwave was recognized internationally
when it was featured on RTL, a German television station, as well as on
MSN India with a combined audience of nearly 3.5 million viewers. The
NeXplore Shockwave burned up the airways on television broadcasts in 10
markets, and had a huge presence in print media with appearances in
over 25 different publications. By far, the most recognized was the
November 19th issue of Sports Illustrated,
with a readership of over 3 million. Images of the Shockwave were also
all over the internet with postings on YouTube, personal blogs and
photo sharing websites. With such a fantastic first year partnership
between ADC, the Shockwave and NeXplore, we are looking forward to an
even better 2008.
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Hyundai
Brooke O'Toole
 An
outstanding feature of the air show property is the abundance of space
available for sampling and exhibits. Our client, Hyundai North America,
had a breakthrough year in its 2007 Air Show Program which greatly
benefited from the sizeable demonstration areas with high foot traffic
that ADC Group was able to negotiate. Over 100,000 square feet was
dedicated to a Ride and Drive Event where visitors had the opportunity
to either be in the driver's seat or enjoy a ride by a professional
driver. An exhibit area was also set up with Hyundai cars where
potential customers could interact with the cars and ask questions to
brand ambassadors. Information on "hot leads" (people planning to
purchase a vehicle within the next 30 days) was collected through
sweepstake entries. Record crowds in 12 air shows around the country
(their designated target markets) participated in Hyundai's Ride and
Drive Event. Blake McKinney, Group Head with Latitude, says that, "The
air shows were the number one event for Hyundai in the markets they
participated in."
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Discovery
Phil Pacific
 Business
to Business (B to B) opportunities can be capitalized on at air shows.
One of our clients, Discovery Communications, uses the air show
property to entertain top business partners and their families. Since
the average air show attendee spends 3.5 to 5 hours at each event, the
Discovery sales team is able to spend a significant amount of time with
their guests, interacting with them on a more personal level. This was
the third year that the ADC Group worked with Discovery Communications
at the Chicago Air and Sea Show. Despite inclement weather, there was a
98% response rate from those invited to the hospitality chalet.
According to Ian Parmiter, VP of Ad Sales Marketing for Discovery
Communications, "This is one of the most significant family friendly
events that we host all year. Invitations to our chalet are highly
sought after, and we have greatly benefited from the goodwill this
event generates for our local office." We are excited about extending
our partnership with Discovery Communications as we prepare for the
50th Anniversary of the Chicago Air and Sea Show in August.
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