EVENTS & PROMOTIONS: ON A ROLL: RAY KATZ

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Sports marketing expert Ray Katz spent several years with Young & Rubicam before pursuing diverse posts at American Express Co., Walt Disney Co. and NFL Properties, among others. Recently, he joined the Lord Group, New York, to oversee promotion and marketing efforts for the 170-store Sports Authority chain.

Age: 38.

Title: senior VP-sports marketing.

Insight: Too many sports sponsorships take retail results for granted. Marketers need to form partnerships with retailers to get powerful results from sponsorships and promotions.

Opinion: Very few companies have mastered integrated marketing for sports sponsorships. Sprint is a rare example in clever usage of its NFL sponsorship in multiple communication channels.

Tip: Don't forget to clue in your employees to the logic of your integrated marketing efforts. Each sales person needs to understand the marketing effort's logic.

Hot: Retail direct mail promotions tied to events and sports sponsorships.

Cold: Sponsorships geared to top executives' passions.

Trend: Getting space instead of cash. Promote your event through in-store merchandise zones offering event apparel or information.

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