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Dish Network Digs Into Home and Garden Shows - IEG Sponsorship

Dish Network Digs Into Home and Garden Shows
Dish Network demonstrates its mobile service at last week's Cleveland Home & Garden Show.
New objective for category is demonstrating how its service can be used through computers, mobile phones and other devices.1/31/11: Looking to gain one-on-one marketing opportunities to talk up its products and services away from the traditional consumer electronics retail environment, Dish Network LLC has come on board as presenting sponsor of 30 consumer expos bundled under the National Home & Garden Show Series banner.  The sponsorship effort is the latest use of the medium as part of the battle for market share among satellite TV providers, cable companies and telcos, all of whom are sponsoring to tout bundled offers that include TV, Internet and phone service.  Dish Network is using the home and garden shows to demonstrate its products and services in front of its target audience—homeowners and potential home buyers—and to showcase that its service can be used over computers, cell phones and other devices.  “Homeowners and potential home buyers are not only looking for a high-quality, in-home TV experience at the best value, but also innovative ways to broaden their viewing experience beyond the living room,” said Amir Ahmed, Dish Network’s senior vice president of sales, in a statement.  The company will partner with local independent satellite TV retailers and installers to activate the tie at each event, he added.  Dish Network is sponsoring the shows through a partnership with USA Expositions, LLC’s Premier Home Shows Inc. unit, which created the series in 2009 by bundling sponsorship and marketing opportunities with 30 independently produced home and garden shows under one umbrella. A list of the shows that comprise the National Home & Garden Show Series can be found here. USA Expositions—the former IMG Expositions—markets and consults with more than 50 expos across North America. Dish Network has stepped up to presenting sponsorship after exhibiting at 13 shows in 2010, said Adam Roggenburk, vice president of Premier Home Shows.  The sponsorship affords exclusivity in the satellite provider category and blocks DirecTV, Inc. from exhibiting at the shows, Roggenburk said, noting that Dish Network and DirecTV exhibited at several of the same shows last year.  Cable and telecommunications companies can exhibit at the shows, but cannot promote satellite TV services, he added.  In addition to presenting status and on-site demonstration opportunities, the tie gives Dish Network exposure in roughly $6 million worth of media purchased by the individual shows, as well as exposure and banner ads on  Consumers who purchase tickets through the national Web site can opt-in to receive incentives from Dish Network and other sponsors, Roggenburk added. National sponsors also receive exposure in email blasts, newsletters and other marketing outreach sent throughout the year to a database of more than 500,000, he said.  Dish Network will measure success by tracking lead generation and media impressions, Ahmed said. In addition to the home and garden shows, Dish Network sponsors state fairs, college athletics and other types of properties in conjunction with its local retailers. For example, the company last year sponsored the California State Fair with Big Dog Satellite TV. Other partnerships include the NBA New Orleans Hornets and Nashville’s CMA Music Festival.  Madison, Wis.-based American Family Insurance Group is the other national sponsor of the home and garden show series; the company sponsors shows in 13 markets where it writes policies.  The series also has a partnership with Meredith Corp.’s Better Homes and Gardens, which offers a free one-year subscription to consumers who purchase tickets through the national Web site.Sources Dish Network LLC, Tel: 303/723-1000 Premier Home Shows Inc., Tel: 440/348-0960   This article was posted as a Sponsor Profile by IEG Sponsorship