Measuring High Performance Sponsorship Programs
Published 8/26/2009
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Summary
Sponsorship has evolved a great deal since the time — not that long ago — when the phrase “sponsorship can’t be measured” was an accepted “fact.” As all aspects of the industry have become more sophisticated, and the dollar value and prominence of sponsorship have grown, accountability has become a vital skill for today’s sponsorship marketers.
However, much of what passes for sponsorship measurement misses the mark. The general mentality has been to transfer advertising metrics and processes to sponsorship — without considering the differences between sponsorship and advertising or the inherent flaws in the way advertising itself is measured.
The fundamental issue for today’s sponsorship professional is the lack of a standard measure. That is a fact. But that marks the beginning, rather than the end, to the measurement discussion. Just as your business and brands are unique, so are your sponsorships. The bottom line is: to measure the effectiveness of your investments — in fees as well as activation — sponsors must develop a customized approach.
As the industry leader, IEG can show you the latest measurement and evaluation methodologies. They are pleased to share some of their strategic thinking in the following pages.
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