SponsorMap - Measuring Sponsorship ROI

Feature Article #1

Evaluating Sponsorship Performance - Some Recent Findings from SponsorMap

The question often asked about sports marketing and sponsorship itself is how effective is it? It is a fairly straightforward question and it really is a something that is a key issue any CEO, Marketing Director, Finance Director would be expected to question. Answering this question does generally require market research as a key component [...]

Nicholas | May 29th, 2009 | Continued

Feature Article #2

Sponsorship Measurement and ROI Webinars

Beginning in the first week of April we will be running a monthly webinar series on How to Measure Sponsorship Return on Investment. This is a webinar that will provide an introduction to sponsorship measurement for both properties and sponsors.
The main areas covered include:
- Understanding Sponsorship Theory and how it relates to measurement of ROI
- [...]

Nicholas | March 8th, 2009 | Continued

Feature Article #3

Calculating Sponsorship’s Financial ROI

To examine this issue SponsorMap™ begins with the survey respondent first. By analyzing the behaviour change of consumers we can extrapolate at a larger level to derive the overall impact on sales or customer value.
This chart below shows how incremental growth is obtained as we look at the increase on key brand metrics and attribute [...]

Nicholas | October 22nd, 2008 | Continued

Feature Article #4

Measuring Appreciation - The Gratitude Index™

Like the PassionIndex™, the GratitudeIndex™ is based on a unique emotional response scale. The GratitudeIndex™ recognises that customer response to sponsorship is often enhanced if the sponsorship is perceived to offer additional value to a customer/consumer.
However, design of the scale is strongly influenced by Balance Theory. Observably, most people modify their attitudes to a sponsor [...]

Nicholas | October 10th, 2008 | Continued

Feature Article #5

The Passion Index™

The PassionIndex™ is designed to measure emotional connectivity or involvement between a property and a consumer. It is based on a unique emotional scale designed to track degrees and kinds of affective feeling.
Passion can be effectively measured across different types of properties including personalities, sports, TV shows, causes, entertainment and the arts, allowing for highly [...]

Nicholas | October 10th, 2008 | Continued

Feature Article #6

SponsorMap™ Partners with TNS

Last year was a busy year for SponsorMap™ with a major increase in markets conducting research evaluations We added Romania, Greece, Ukraine, Turkey and Russia in Europe alone. Due to the heavy demands of last year and the strong interest in the methodology from sponsors, properties, advertising and sports marketing agencies we have decided that [...]

Nicholas | October 9th, 2008 | Continued

About SponsorMap

SponsorMap is a consumer research tool designed specifically to measure in particular the complex elements of the sponsorship brand/property/consumer relationship. It measures the five essential ingredients in any sponsorship: attention, understanding, emotional engagement, appreciation and commitment.
SponsorMap isolates what is working most effectively with a sponsorship and where impact is occurring on key brand metrics.
The five [...]