Morrison Hill 摩理臣山

1. Sponsorship Management Lectures 13 Evaluating and Measuring Sponsorship BA/IVE Morrison Hill 摩理臣山 Lecture 12

2. Lecture Objectives: • To understand the importance to measure effectiveness of corporate sponsorship. • To understand the importance of sponsorship evaluation. • To describe the process of developing a post-event report. • To understand how to measure tangible and intangible results of the sponsorship. • To explain how to match the evaluation process with a sponsor’s goals and objectives. • The measure of success Lecture 12

3. Introduction “Let's face it. Sponsorship decisions today are made under more scrutiny and financial risk than ever before. Companies can no longer afford to rely on a good demographic match or "gut" to make sponsorship decisions. The state of the sponsorship industry today--exhibiting continual pressure to show tangible return on investment of the heavy dollars involved--makes it imperative that marketers make sponsorship decisions grounded in strategic principles that are measured against established objectives.” David Grant, Senior Vice President/Management Supervisor at Clarion Performance Properties A sports and entertainment marketing agency based in Greenwich, Conn., U.S. Lecture 12

4. Measuring corporate sponsorship How do marketers go about assessing their sponsorship health? A sponsorship blueprint can be one of the most useful tools for marketers to establish a strategic foundation from which all of their present and future sponsorship decisions will be based. Lecture 12

5. Measuring corporate sponsorship The blueprint help companies answer some critical questions: • How can I better leverage the sponsorships that I have? • Do I have the right properties in my sponsorship portfolio? • What is the role of sponsorship/event marketing in my marketing mix? • How should I measure my sponsorship investments/programs? • What are the core strategies which should drive my sponsorship effort? Lecture 12

6. Measuring corporate sponsorship The blueprint help companies answer some critical questions: • How do I evaluate the plethora of proposals? • How do I find the right properties for my brand? • Sponsor an existing property or create one? • How do I get my internal organization supporting the sponsorship effort? • What are my competitors doing? Lecture 12

7. Lecture 12 Reference: Official Web Site of SCB

8. Measuring corporate sponsorship • Your blueprint looks to the future by providing you with a tangible framework with which to evaluate future proposals. A sponsorship blueprint provides answers to these essential questions. To be truly effective, the process needs to be • customized to a particular company's position in the marketplace • its experience with sponsorships • internal dynamics • other individual circumstances. Lecture 12

9. The Purpose of Sponsorship Blueprint The sponsorship blueprint provides a set of clearly definable criteria to judge incoming proposals and an understanding of which company activities should be continued (and perhaps expanded) and those which no longer suit company needs. It is also effective as a means of responding to the host of inappropriate proposals companies often receive from important constituents. The blueprint will alsoensurethat yoursponsorshipsare fully leveraged, providing you with maximum return on your investment. Lecture 12

10. The Purpose of Sponsorship Blueprint While it will help you separate the obvious "yes" from "no" sponsorship decisions, The blueprint is also a good internal toolto help a corporate unit demonstrate its philosophy,organization and goals to partner business units. This communication is critical when those business units are helping to fund or leverage a sponsorship. A sponsorship blueprint is an investment that ensures a strategic path, a consistent evaluation of proposals, maximum leveraging and synergy of sponsorship efforts between individual business units for years to come. Lecture 12

11. THE INCREASING IMPORTANCE OF EVAULATION • The reasons many events do not evaluate sponsorship is • Difficult • Very time-consuming • Very subjective • Need to justify costs, and • Sometimes in order to bill specific departments of the company Lecture 12

12. THE INCREASING IMPORTANCE OF EVAULATION • According to Chuck O’ Connor of the National Cherry Festival, the post event evaluation meeting is a VERY IMPORTANT function of the sponsorship process. It allows both parties to: • Recap whether predetermined objectives were met and accomplished. • Identify and address problem areas. • Help to generate new ideas reflecting changing marketing objectives. • Introduce new people to the process. Lecture 12

13. THE INCREASING IMPORTANCE OF EVAULATION A typical post-event report covers at least two parts: 1) attendees’ comments on the event; 2) opinions regarding sponsors. Lecture 12

14. THE INCREASING IMPORTANCE OF EVAULATION Questions to ask attendees of an event - To test the effectiveness of sponsorship • Did you notice sponsors at the festival? • Who was the main sponsor? • Are sponsors important to the event? • Will you buy products or use services of sponsors because they are connected to the event? Lecture 12

15. Sponsorship Evaluation Report: An Example: The following is an example of sponsor evaluation report prepared by Bill Charney, founding president/CEO of the Cheery Creek Arts Festival in Denver, U.S. Charney’s award-winning reports were divided into five areas: • Overall event success • Event demographics – sponsor retention statistics, economic impact, etc. • Documentation of all specific sponsor recognition – on-site, media, collateral, etc. • Documentation of all media coverage, electronic and print, both with and without the individual sponsor’s identification. • Photographs of specific sponsor recognition at event and related activities. Lecture 12

16. Assess the number and demographics of attendees. Track the sales of products (services) and the number of new business as the result of sponsorship. Measure the impressions on behalf of sponsors, and the value of the impressions. Measure brand awareness and brand understanding in order to find out whether the attendees understand what the company does. Measure the bottom line impact, to the extent that it can be measured. What to Evaluate? When evaluating the value of sponsorship, the following areas can be considered: Lecture 12

17. IEG Sponsorship Valuation International Events Group (IEG) has developed the most sophisticated sponsorship valuation service. The service determine values for tangible assets like signage, identification on event collateral materials, advertising, and the like , it also determines value for intangible assets, such as prestige of the property and protection from ambush by competitors. IEG values a property's tangible assets in seven different areas. For each, analysts multiply the reach (attendance or people participating) by a formulated amount, which varies for each category. Here are some of the areas the company's evaluators consider, all of which are given a dollar value. Lecture 12 Reference: Official Web Site of IEG

18. Sponsor ID in Publications and Collateral Eg. ID on tickets, program book, event schedule, etc. On-Site Signage or Mentions Eg. Banners, electronic logos, jumbotron ads, public address announcements IEG Sponsorship Valuation– Tangible Assets • Guaranteed Sponsor ID in Non-measured Media • Visibility on Property's Web Site • Eg. Banner ad on homepage, co-branded area, editorial feature on sponsor page, use of site’s email list • Guaranteed Sponsor ID in Measured Media • Eg. ID in property’s buy, ID visible on event broadcasts

19. IEG Sponsorship Valuation– Tangible Assets • Mailing List • Eg. Insert in mailing to audience • Sampling • Eg. Product sampling • Tickets and Hospitality (face value or estimated value) • Eg. Tickets to events, facility usage for sponsor functions, VIP gift packages, etc. • Advertising in Measured Media • Eg. Program book advertising

20. IEG Sponsorship Valuation Analyzing the intangible benefits of a property • Prestige of property – A property can create value by building equity in its own brand. • Recognizability and awareness – Focus on increasing the likelihood that placement of a property’s marks and logos on packaging or in sponsor promotion will move product. • Category exclusivity – More value is added if a sponsor is the only one of its type associated with the event. • Protection from ambush – Ensure that non-sponsors cannot get the spotlight and look like sponsors. • Degree of sponsor clutter – Keep value as clean as possible so that each sponsor get noticed.

21. IEG Sponsorship Valuation Analyzing the intangible benefits of a property • Ability to activate – Deliver turnkey promotions that allow sponsors to engage the audience. • Networking opportunities – Offer opportunities to sponsors to cross-promote and/or identify new distribution channels. • Media coverage potential – Drive media to cover your event. • Established track record - Work toward a high sponsor renewal rate. Fulfill everything that was promised and over-delivered.

22. The Keys to Developing Good Post-event Evaluation Reports To develop a good post-event report: • File materials for the report on a year-round basis, always thinking of things you can do that can be presented to the sponsors after your event is over. • Include items to show the sponsor how good the event was for the company and to sign up the sponsor for ensuring years. • Consider using an outside evaluation service, such as AC Nielsen.

23. Lecture 12

24. The Measure of Success Sponsorship could be one of the most value-creating elements of the marketing mix. Customers are not cynical about sponsorship. They see sponsorship as benefiting the community and providing the means for events that would not take place. However, there are many sponsorship programmes are not being planned properly and are not being measured properly. There are eight measures suggested by The Chartered Institute of Marketing for marketers to turn customers’ tacit approval of sponsorship into active support.

25. Eight Measures of Success • The sponsor must exploit the medium to its fullest potential • More effective planning is the key to better sponsorship • Consider what companies aim to achieve from sponsorship such as generate awareness, increase brand name retention & reduce brand decay, grow brand equity, grow market share, generate goodwill or increase sales. • Sponsorship should be a component of the mix, not the be-all & end-all in itself.

26. Eight Measures of Success • The goodwill factor • Sponsorship could and should be one of the most flexible, creative and cost-effective methods of effective marketing communications. This is because it is one of the few forms of marketing that consumers are not cynical about. • It’s generally accepted now that traditional advertising has lost some of its impact because of the proliferation of media channels and the consequent information overload facing consumers.

27. Eight Measures of Success • Awareness does not work as a metric • The focus is always on awareness as the key metric of the sponsorship programme when it comes to measuring the effects of sponsorship • Even if awareness is achieved, it’s debatable if that awareness translates into sales • An more effective metrics and a more rigorous evaluation is required for measuring if a sponsorship programme works or not. • There is always room for doing better • Innovation makes the sponsor appealing because the customer appreciates the investment the sponsor has made for the customer’s enjoyment.

28. Eight Measures of Success • Tougher metrics • Shell International Petroleum’s consultant agrees that awareness is a weak metric and they have three different measures to evaluate the Ferrari sponsorship. • Evaluate the exposure the brand gets on the signage • Assign a preference premium to compare differences between those who are aware of the sponsorship and those who are not • Assign a purchase premium to compare differences in purchase share of those who are aware of the sponsorship and those who are not. This technique attempts to translate awareness into a solid indicator of financial return

29. Eight Measures of Success • Recipe for success • Don’t sponsor one-off events • Plan, plan, plan – sponsorship should be integrated into the marketing mix • Set clear, measurable objectives • Make sure the event matches the sponsor • Be disciplined with budget allocation • Be creative

30. Eight Measures of Success • Marketers can make the difference • Sponsorship could be the most powerful component of the communications process. It’s one of the few methods available that can benefit more than one party at a time, and it is also one of the few methods available that has the ability to deliver a controlled message to one single person for a very short time or to reach literally billions of people, globally, for a lengthy period of time • Marketers can make the difference between success and failure by pushing for more rigorous measurement and a tougher approach to what sponsorship is trying to achieve.

31. The Keys to Developing Good Post-event Evaluation Reports To develop a good post-event report: • File materials for the report on a year-round basis, always thinking of things you can do that can be presented to the sponsors after your event is over. • Include items to show the sponsor how good the event was for the company and to sign up the sponsor for ensuring years. • Consider using an outside evaluation service, such as AC Nielsen. Lecture 12

32. Where to Get the Information David Grant, BPI Communications, Inc. 2000 Gale Group June 1, 1998. Bruce E. Skinner and Vladimir and Rukavina. Event Sponsorships. New York: John Wiley & Sons, 2003, Chapter 12. The Measure of Success: Is Sports Sponsorship Worth the Whistle? Shape the Agenda, The Chartered Institute of Marketing