Cocktails with Communicators: Chicago - Brand Partnerships & Networking Happy Hour

Brand Partnerships & Sponsorships:

• TIAA and Acrisure engage in major sponsorships, particularly in sports and charitable causes, to raise brand awareness and support local communities.
• Sponsorships serve as a strategic tool for visibility in key geographies.

Shift from Visibility to Experiences:

• Initially focused on awareness, both companies now leverage partnerships to create unmatched client experiences through hospitality, enhancing relationships with clients, business partners, and stakeholders.
• Unique experiences—such as hosting key clients at exclusive events—are now considered a major value driver.

Challenges in Measuring Impact:

• Tracking the success of partnerships is difficult, especially in terms of traditional metrics like logo visibility.
• Executives often place greater value on experiential outcomes—measurable sales tied to events, client engagements, and unique experiences with prospects.

Employee Engagement:

• Sponsorships can increase employee pride, especially when the company is aligned with beloved sports teams or local stadiums.

Key Advice for Marketers Considering Partnerships:

• Engage your partners actively. Some of the best ideas and campaigns come from collaborating closely with them.
• Ensure early alignment with your executive team’s expectations, including the metrics and ROI they care about most.
• Be aware that managing partnerships requires significant effort—understand the division of work between your team and the partner from the beginning.