Navigate Research

Industry Insights

As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. This blog shares our knowledge and insights on current events in the sports business, marketing and sponsorship worlds.

Sponsorship Activation Monday: Direct Mail Isn’t Dead

Navigate Research - Monday, September 08, 2014
Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res.

This week we take a look a classic marketing tactic: direct mail.

Papa John’s Leverages NFL Sponsorship to Drive Incremental Sales Locally

In today’s sponsorship world, digital and online activation are buzzwords and trending. Old tactics like direct mail seem to have fallen by the wayside due to the way that people communicate these days. However, Papa John’s is leveraging its nationwide NFL sponsorship to drive incremental sales at a local level. It’s a genius campaign overall that allows them to measure effectiveness in multiple markets. Let’s take a look at the elements of the sponsorship. This example looks at the activation in the Scottsdale and Arizona markets surrounding the Arizona Cardinals.

Front: Patrick Peterson Special

Papa John’s teamed up with Cardinals’ cornerback Patrick Peterson to offer the special “Patrick Peterson Deal.” Fans have to order online and use the code Patrick to get two large, two-topping pizza for $16.21. Part of the proceeds ($1.21 of every sale) go to Peterson’s foundation, which helps provide low-income and inner city youth with opportunities and resources to reach their full potential. By offering this online only, Papa John’s is able to capture the data of anyone that orders online, allowing them to put that person in their system for future promotional offers.

Special 2: Cardinals Win, You Win

This is a classic Papa John’s deal, but it is unique to see the company activate in a way that makes it unique to each local market through a national partnership. It’s a genius way to localize a national sponsorship so that individual franchisees understand the importance of the sponsorship. In this deal, fans get 50 percent off an online order of regular menu price items the day after the Cardinals win.

Welcome to the Navigate Blog!

Navigate Research - Wednesday, June 04, 2014

Welcome to the new and improved Navigate blog! As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. We’ll be using this blog to share some of that knowledge as well as comment on the current events of the sports business, marketing, and sponsorship worlds.

Things you can look for on the Navigate blog:

-          Daily sponsorship link roundup: Most mornings, we’ll post a quick post of the most interesting and relevant things in the sports marketing and sponsorship worlds. It will be a link round up that allows easy access to ideas.

-          Posts from our experts: Each week, we will feature a new blog post from one of our employees talking about current trends in the industry or commenting on a recent campaign or article that caught his or her eye.

-          Activation best practices: Every now and then, we’ll pull great examples of sponsorship activation from our databases and share them here on the blog for creative inspiration.

Comments/questions/ideas? We’d love to hear from you. Reach out to us on Twitter at @Navigate_Res or contact Preston McClellan via email at preston.mcclellan@navigateresearch.com.