Archive for SponsorMap
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 [...]
8Mar2009 | SponsorMap | 0 comments | Continued
Sponsorship ROI and the Language of Sponsorship Effectiveness
In discussing sponsorship ROI, or return on investment one of the most common questions relates to what the objectives are for particular sponsorships and how do these relate to what we call ROI. What is certain is that many sponsors themselves have different desired outcomes and ROI calculations will vary depending on the business. Let’s [...]
4Mar2009 | SponsorMap | 0 comments | Continued
Corporate Hospitality ROI Measurment
The is no such thing as a free lunch. Today, companies invest millions of dollars with corporate hospitality activities. The question often asked is, "What return on investment are we generating from all this expenditure"? It is a very valid question, especially as people often have quite contrasting views about corporate hospitality, some viewing it [...]
22Feb2009 | SponsorMap | 1 comment | Continued
Global Sponsorship Spend Remains Positive for 2009
Despite the economic gloom and shrinkage of marketing budgets, sponsorship spending remains positive for 2009. Growth has slowed from 15% in 2008 to 3.9% in 2009. These estimates are provided by IEG which has been tracking global sponsorship expenditure for more than 10 years. Given that traditional advertising budgets have been reduced to see sponsorship [...]
13Feb2009 | SponsorMap | 0 comments | Continued
Winter Olympics 2014 Secures Record Domestic Sponsorship
A record domestic amount of USD$260 million has been secured for Sochi 2014 Winter Olympics in Russia from leading domestic companies. It is the largest domestic sponsorship agreement in the history of the Olympic Movement and is from the Russian sponsors Rostelecom and MegaFon. Evidently, sponsorship is maintaining a strong position in the marketing mix despite [...]
2Feb2009 | SponsorMap | 0 comments | Continued
FedEx Increasing Focus on Event Marketing in New Media Landscape
Federal Express has indicated that they are heavily committed to sports sponsorship and marketing as part of their overall marketing programme. Mike Glenn, FedEx executive vice-president for market development revealed in the official FedEx company blog on December 2 that the company is more committed to sports sponsorship and event marketing in the current environment. “We [...]
12Jan2009 | SponsorMap | 0 comments | Continued
Sponsorship Activation and the Brand Experience
Sponsorship is more than brand exposure. That’s what sponsorship was in the 80′s, the days when what mattered to sponsors was simply to have maximum brand exposure, often manifesting itself in sporting events where logos are plastered over the event itself. Sponsorship is an opportunity for brands to engage with consumers in authentic ways that [...]
23Dec2008 | SponsorMap | 1 comment | Continued
Is Olympic Sponsorship Feeling the Hurt?
Reading a very interesting article today from AdAge titled ‘Olympics Feel the Hurt As Sponsors Steer Clear‘ According to the article, the international Olympic Committee is being hit by the struggling ad market and worldwide recession as four of its TOP sponsors — the highest sponsorship tier, paying an average of $80 million to $100 [...]
8Dec2008 | SponsorMap | 0 comments | Continued
Marketing Executives Under Growing Pressure to Show Return on Investment
Marketing executives are under growing pressure to show a return on investment for their programs, but many are struggling and finding the process complex, according to a report by The Conference Board, the global business research and membership organization. Many executives say they lack the technological resources necessary to measure these programs. Others say [...]
4Dec2008 | SponsorMap | 1 comment | Continued
Sponsorship Research in a Time of Economic Uncertainty
Sponsorship research and evaluation is even more of an issue for many marketing professionals that I have talked to recently especially in the current economic environment. Recalling a conversation with a major sponsor last week, the demand for effective sponsorship research and understanding is mainly being driven by sponsor’s finance departments. Many finance professionals are [...]
24Nov2008 | SponsorMap | 0 comments | Continued
Martin Sorrell: Sports Marketing the Shining Light for the Advertising Industry
Sir Martin Sorrell, founder and chief executive of the world’s second largest advertising group, has said the economy is “not heading for Armageddon” and major televised sporting events in two years’ time will significantly boost the advertising industry. The television industry is seemingly contradicting the gloom-merchants with pay-TV subscriptions on the up and advertising becoming [...]
20Nov2008 | SponsorMap | 1 comment | Continued
Successful sponsorship in a time of recession
If you were wondering whether the sponsorship industry is in some kind of death throes as a result of shortage of the readies for sponsored events think again, says brand marketing and sponsorship guru Ardi Kolah, who recently chaired the Think!Sponsorship conference in London. The industry, of course, needs to raise its game, but I [...]
5Nov2008 | SponsorMap | 0 comments | Continued
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-
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