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Sponsorship Partners & ROI

Chapter 14. Sponsorship Partners & ROI. Brand Activation. The brand becomes active in the minds of fans when the property: prominently displays the brand at events and through related media, offers memorable game day activities, communicates ways to do business with the brand,

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Sponsorship Partners & ROI

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  1. Chapter 14 Sponsorship Partners & ROI

  2. Brand Activation The brand becomes active in the minds of fans when the property: • prominently displays the brand at events and through related media, • offers memorable game day activities, • communicates ways to do business with the brand, • helps build relationships with individual fans through data capture, and • engages fans to actively learn about the brand. • Identify sponsorships of your university’s sports teams. Which ones do well with these five activation elements? Which ones don’t? • How do these actions help you associate the sponsor with the team?

  3. Attribution • Locus: Is the cause of the feeling internal or external? Key question: Is the sponsor the cause? • Stability: Is this feeling likely to persist over time or quickly change? Key question: Can the sponsor consistently produce positive feelings? • Control: Can the responsible party control the cause of the feeling? Key question: Can the sponsor control the positive feelings? • Why are title sponsorships likely to produce positive attributions? What kinds of sponsorships are less likely to produce positive attributions? Why?

  4. Brand distinctiveness, image, and concreteness • Brand image refers to the set of associations connected to the brand held in memory. • Distinctbrands stands out from competing brands in the same category • Concrete brands evoke clear sensory images in the mind, enhancing comprehension and recall. • Brand personalityis based on specific human characteristics highly valued by target consumers.  • Find a list of sponsors for a local pro or collegiate team. • Discuss which have clear, distinct, concrete brand images and which do not. • How could better activation strategies improve those with poor brand images or personalities?

  5. Brand distinctiveness, image, and concreteness • Brand image refers to the set of associations connected to the brand held in memory. • Distinctbrands stands out from competing brands in the same category • Concrete brands evoke clear sensory images in the mind, enhancing comprehension and recall. • Brand personalityis based on specific human characteristics highly valued by target consumers.  • If the team performs poorly or suffers from negative publicity, what is likely to happen to the sponsoring brands who are closely associated with the team? • What suggestions, if any, would you give to sponsoring brands in these situations?

  6. Approaches to measuring ROI

  7. Return on objectives (ROO) • Considering the top sports advertisers in the country, what are the likely marketing objectives? • How consistent are these goals with the objective of building awareness?

  8. Media Equivalency (ME) • Nielson ratings (TV), Arbitron ratings (radio), and circulation numbers (print) count the number of people who are exposed to the brand communication. • Advertising prices are based on cost per thousand (referred to as CPM). • Sponsorship research companies have used a media equivalency approach by counting the number of seconds a brand is exposed during a broadcast or event. • Why is a media equivalency approach inappropriate for measuring the effectiveness of sponsorships?

  9. Control & Compare ApproachWhy don’t we just measure exposures? • How many billboards can you recall from your drive into school or work each day? • How many times do you drive by these billboards each month? • Why don’t you recall every billboard you pass? • Do you have a positive attitude toward each brand displayed? • How often do you act based on a billboard?

  10. Experimental Design • Your text discusses an experimental approach to testing the corrosiveness of soft drinks on your teeth. • What does this have to do with measuring sponsorship effectiveness?

  11. Control and compare • Assume that your class is responsible for measuring the effectiveness of a particular sponsor of your university’s sports teams. This sponsor is particularly interested in the NPS among fans of the team. • How would you design a study that would allow you to control and compare the effects of the sponsorship on the brand’s NPS? • Note: If necessary you can assume someone else will perform the statistical analyses.

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