All Posts Tagged With: "sponsorship measurement"

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The Sponsorship ROI Question and the London Olympics 2012

The London Olympics 2012 are only a few months away and the eyes of the world will be focused on the world’s best and their quest for medals and Olympic gold. With a global TV audience of over 4 billion, 8 million spectators, 10,000 athletes and more than 200 countries competing London 2012 is the […]

23Jun2012 | | 3 comments | Continued
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Beyond awareness and recall: rethinking sponsorship measurement

Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking. Sponsorship accounted for $17.2 billion of […]

6Oct2011 | | 0 comments | Continued
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FMCG Brand Engagement – Sponsorship ROI

One of the key questions for sponsorship in general is how do you know the brand impact? What does it look like? In this case we will look at the case of a FMCG sponsor that wanted to gauge the extent of the impact of the sponsorship on core brand marketing metrics. Some of the […]

3Jun2011 | | 1 comment | Continued
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The Sponsorship ROI Debate

Sponsorship measurement is in a state of rapid change at the moment. Sponsorship ROI is top-of-mind for a lot marketers, with sports marketing and sponsorship under a lot a pressure to demonstrate effectiveness. In September, at the Sports Business Journal Relay Worldwide Sports Sponsorship Symposium in the United States and the Marketing Week Sponsorship Summit […]

1Oct2009 | | 0 comments | Continued
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Research a Priority in Assessing Sponsorship

Marketing Week, a leading UK marketing magazine is reporting a trend towards much increased use of marketing research in sponsorship “Research is becoming an increasingly important tool to prove the value of sponsorship in an economic environment where investment is coming under greater scrutiny, according to sponsorship professionals. In a panel discussion about demonstrating sponsorship’s […]

25Sep2009 | | 0 comments | Continued
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May Webinar Dates – Measuring Sponsorship ROI

Following upon the success of last month’s Sponsorship Measurement webinars these are the dates for May. The webinar is free and is for those properties, sponsors and agencies seeking to learn more about sponsorship measurement. A presentation is conducted via the internet with a conference call and IM to allow for interaction from participants. The […]

13Apr2009 | | 1 comment | Continued
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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 | | 0 comments | Continued
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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 | | 0 comments | Continued
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Measuring Sponsorship’s Return

As a sponsor, is it necessary to measure the impact of a commercial sponsorship investment? After all how many of us believe that sponsorship is sufficiently tangible enough to be measured at all? These are fair questions for the sponsorship industry, as the slower we pursue measuring the value of sponsorship, the quicker we may […]

9Oct2008 | | 4 comments | Continued
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Measuring Sponsorship

To truly understand how your sponsorship works, you need a powerful tool to map the linkages and outcomes. Sponsorship’s positive impact is maximized when: (a) The sponsorship achieves high recall; (b) The target audience is highly involved with the property; (c) There is a strong measure of gratitude or appreciation to the sponsors for the […]

7Oct2008 | | 0 comments | Continued
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