I want to share my own unique sponsorship ROI model. It combines many of the different frameworks I have come across while managing several different types of sponsorship territories. I have seen different evaluation models as well. The below model can be applied to varies types of sponsorships but zones in more to sponsorship where a direct investment is made into an event. Broadcast sponsorship might be just a media tactic that has different criteria.
The first step in enhancing ROI is to be very clear on the sponsorship objectives and the role that sponsorship plays in the marketing mix. The objectives can be very different and depend on sponsorship area, industry and type of brands.
One of the main goals is increasing awareness. There are typically 5 factors influencing recall: conditions of exposure, product, message and target characteristics and sponsorship integration. Increasing brand image is often another goal. Here, specific image values are transferred to audiences.
1. What is the Sponsorship Platform that Fit the Brand?
When determining what types of events/properties a brand should sponsor, there are a number of factors which should be taken into consideration. The list of which criteria to aplly to choose a sponsorship activity is long and could range from how easy is it do work with the property to geographical reach to the type of rights received. Here is a general framework to think about.
2. What is the best portfolio of sponsorship events?
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