Today, i have read the IEG Report about new methods on measuring sponsorship.
This activity is absolutely mandatory for any sponsorship deal. These fact helps the organizations to approach a more specific and detailed analysis to the sponsorship effectiveness.
IEG has identified several best practices for measuring sponsorship from which I outline:
1. Measuring Outcomes Not Outputs
2. Defining and Benchmark Objectives
3. Measuring Behaviour
4. Measuring the Emotional Connections
5. Researching the Emotional Identities of Your Customers
6. Including Cost Savings In Your ROI Calculations
7. Slicing the Data
Usually, we only tend to identify the sponsor exposure in media but the numbers do not show consumers attitudes towards sponsors or their brands. http://kdpaine.blogs.com/themeasurementstandard/2007/07/two-keys-to-bet.html – a more deeper analysis
http://www.themeasurementstandard.com/issues/12-1-07/painesponsorship12-1-07.asp – interesting article
A possible output would be to quantify 500 participants involved in the event but an outcome would analyse who were they, what happened as a result and how does their post-event behaviour compare to participants with same profile who were not involved?The other best practices include a deeper understandment about the buyer behaviour and its emotional.
Further readings:
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