Sponsorship & Event Marketing Measurement
Larry Albus, vice president, IEG Advisory Services Group, presented work IEG did with TD Bank that centered on putting processes and discipline around TD Bank’s sponsorship selection and evaluation program.
This Research Report explores how brands are measuring their sponsorship and event marketing activities. The survey findings reveal that virtually all firms utilizing sponsorship programs attempt to measure the returns from these initiatives at least some of the time. However, only 42% have a standardized process for measuring these returns.
A panel of industry experts discussed the findings of a joint ANA/IEG study on the topic of sponsorship and event marketing. The survey shows that brands want to effectively measure sponsorship and event marketing but lack the necessary capabilities to do so.
Mike McGough, global procurement manager, media & sponsorship, Anheuser-Busch InBev, Inc., discussed a sponsorship audit recently conducted by Anheuser-Busch InBev.
Priscilla Brown, senior vice president, head of marketing at Sun Life Financial U.S., and John Adams, chairman of The Martin Agency, discussed how their client and agency teams worked together to pull off one of the year's biggest sponsorship successes and also reviewed brand metrics and exposure results.
Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship.
Emily Rogers and Larry Albus from IEG spoke about the intricacies of the company's sponsorship and event measurement approach.
Sponsorships are another marketing technique which have only been assessed through fairly superficial measures. As with PR, most of the "ROI"-type of analyses focus on the number of people who might (or did) become aware of the sponsor.
This presentation explore the core process of DMAIC (define, measure, analyze, improve and control) and how it changed the way Xerox and other brands look at their sponsorships.