Measuring Sponsorship ROI

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Measuring Sponsorship ROI

• Creative Strategies Group
• IFEA Webinar
• Presented by
• Bruce L. Erley
• President, Creative Strategies Group

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Importance of Measuring ROI

• Why Sponsors Measure ROI?
• Determine effectiveness of sponsorship
• Make better selection decisions
• Boss demands it

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Importance of Measuring ROI

• What others are doing? (Event
  Marketing Magazine survey)
• 64 conduct ROI measurements
• 29 say event marketing/sponsorship provides
  greatest ROI
• Events with successful ROI will be protected even
  in the face of budget cuts
• 51 expect to increase budget allocations
• 58 use support of outside agency in
  planning/coordinating/organizing event marketing
• 30 prefer a dedicated event marketing agency

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Importance of Measuring ROI

• Of the 36 who dont
• 35 cite lack of measurement tools
• 34 dont feel it is necessary
• 13 view measurement as too expensive

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Key Phases of Measuring Sponsor ROI

• Establishing Sponsors Goals Objectives and
  Measurements Needs before event
• Determining Measurement Criteria (Quantitative
  vs. Qualitative)
• Collecting, Tabulating and Evaluating Data

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Phase One Pre-Establishing Goals Objectives

• Typical Marketing Sales Objectives
• Increase Brand Loyalty
• Create Awareness Visibility
• Change/Reinforce Image
• Drive Retail Traffic
• Drive Sales
• Sample/Display Brand Attributes
• Entertain Clients

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Phase One Pre-Establishing Goals Objectives

• Other Objectives
• Showcase Community Responsibility
• Recruit/Retain Employees
• Merchandising Opportunities
• Incenting Retailers, Dealers, Distributors
• Others?

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Phase One Pre-Establishing Goals Objectives

• Measurement Needs
• What do sponsors need to demonstrate/prove to
  supervisors?
• How can that best be measured?
• Cost to measure

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Phase Two Determining Measurement Criteria

• Quantitative
• Number of samples, demonstrations, names secured
• Awareness of the sponsorship among the target
  market
• Change in attitude and propensity/preference to
  purchase among the target
• Qualified Leads generated

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Phase Two Determining Measurement Criteria

• Quantitative (continued)
• Incremental Sales (Direct or converted from
  sponsorship)
• Number clients/customers entertained
• Number key influencers impacted
• Media equivalencies and impressions
• Number of visits sponsorship brings to company
  web site

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Phase Two Determining Measurement Criteria

• Qualitative
• Customer Comments
• Staff/Management Comments
• Vendor Comments
• Community Comments
• Media Comments

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Phase Three Data Collection, Tabulation
Evaluation

• Data Collected by Property
• Post Event Reports (See Contents Addendum)
• Audience Surveys
• Note Min. 200 Randomly sampled attendees for /-
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• Attendee Profile
• Sponsor Awareness (Unaided 30 50 Aided 85)
• Sponsor Perceptions
• Propensity to patronize

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Phase Three Data Collection, Tabulation
Evaluation

• Data Collected by Sponsor
• Coupon redemption
• Lead generation
• Test drives
• Sales (during event pre post event prior
  year)
• VIP/Guest surveys
• Survey internal sales staff to tally leads and
  new sales resulting from sponsorship (30, 60 , 90
  day intervals)
• Others

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Phase Three Data Collection, Tabulation
Evaluation

• Data Collected by 3rd Party
• Pre and post event awareness
• Phone, Mail, Focus
• Brand identity
• Affinity/association with event
• Audience Surveys
• Random Sampling
• Enter to Win

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Questions Answers
QA
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Other Resources

• www.sponsorship.com
• www.ifea.com
• www.eventmarketer.com
• www.csg-sponsorship.com
• www.real-feedback.com
• www.performanceresearch.com