Archive for October, 2008
Pre-Testing A Bank Sponsorship
Background We were required a evaluate several sponsorship properties options for a large European bank. They had narrowed their selection down to three main possibilities but wanted conduct some market research with their core target audience to better understand how the market would react for each option. Objective Use a quantitative test to evaluate the [...]
23Oct2008 | SponsorMap | 0 comments | Continued
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 [...]
22Oct2008 | SponsorMap | 1 comment | Continued
Journal of Sponsorship
Look out for a contribution in the upcoming issue of the Journal of Sponsorship specifically a paper titled “Understanding sponsorship and its measurement implications” we deal with the theory of sponsorship itself and how it relates to measurement. The Journal of Sponsorship is the leading professional journal focusing on sponsorship and experiential marketing, for sponsors, [...]
20Oct2008 | SponsorMap | 0 comments | Continued
SponsorMap™ Connections
This SponsorMap™ Module is focused on assessing the impact of corporate hospitality programmes. Good programmes are all about creating imbalances in relationships, that is what makes corporate hospitality so effective. SponsorMap™ Connections measures this imbalance through the Gratitude Index™ and at the same time determines whether the target audience have the personality types that respond [...]
15Oct2008 | SponsorMap | 0 comments | Continued
SponsorMap™ Live!
For event evaluation SponsorMap Live! measures the effectiveness of sponsorship, event performance and sponsorship activation.
15Oct2008 | SponsorMap | 1 comment | Continued
SponsorMap™ Pulse
For tracking of sponsorship, SponsorMap Pulse is designed for sponsors to measure the effectiveness of sponsorship in achieving brand objectives.
15Oct2008 | SponsorMap | 0 comments | Continued
SponsorMap™ Pre-Select
Pre-testing of up to 15 potential sponsorship properties for sponsorship based on quantitative survey research. SponsorMap™ techniques are applied to better select properties that align with brands, engage with consumers and will better deliver effective sponsorship.
15Oct2008 | SponsorMap | 0 comments | Continued
The Power of Appreciation or Gratitude with Seth Godin
Seth Godin’s blog has an interesting illustration of the power of appreciation or sponsor gratitude for marketers to change the rules. Seth remarks, “Why dont local businesses buy $50 worth of quarters now and then and feed all the meters in town just put a little flyer under the windshield wiper. Once you change the [...]
13Oct2008 | SponsorMap | 0 comments | Continued
The Problems with Equivalent Media Measurement
Sponsorship is often challenged on what is perceived as a lack of transparency in measuring its effectiveness. Despite the fact we know that sponsorship gets results, when it comes to measuring the results, the results suddenly fade away. Sponsorship struggles to clearly link itself to brand equity changes or articulate its contribution in a brand-centric, [...]
11Oct2008 | SponsorMap | 1 comment | Continued
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 [...]
10Oct2008 | SponsorMap | 0 comments | Continued-
Slideshare Presentations
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