How To Valuate, Activate & Measure the Impact of Sponsorship

LG sought to build their brand and drive sales through a potential sponsorship of the NCAA.  Any sponsorship had to be successful at addressing the goals for three different business units: Home Electronics, Home Appliances and Mobile Phones.   LG will discuss why it chose to partner with a property in the collegiate sports space, its keys for making onsite activation work across multiple product categories, and how it is able to drive brand awareness, purchase intent and other key objectives.  LG will also discuss how, in conjunction with their partner Navigate, it uses year over year tracking studies to measure both the value of the sponsorship to the brand as well as its impact on consumers.  Attendees will learn best practices for measuring, evaluating and improving the impact of sports and other large scale sponsorships and events.

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