Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

How Marketers Measure the Effectiveness of Sponsorship and Event Initiatives

by   |    |  29,189 views

Most marketers (62%) report being at least somewhat satisfied with their ability to measure the return on investment (ROI) of sponsorship and event marketing initiatives, according to a recent report from the Association of National Advertisers.

However, nearly a quarter (23%) say they are not very satisfied with their ability to measure ROI, and 15% percent say they are not at all satisfied.

Similarly, most marketers (68%) report being at least somewhat satisfied with their ability to measure the return on objectives (ROO) of sponsorship and event marketing initiatives, but a substantial percentage (32%) are dissatisfied.

Below, additional key findings from the report, which was based on data from a survey of 78 client-side marketers from companies involved in sponsorship or event marketing, or both. Sponsorship was defined in the survey as "a fee paid to a property (typically sports, entertainment, nonprofit event, or organization) in return for access to the exploitable commercial potential" and event marketing was defined as "the use of a live experience to create active engagements between a brand and its constituents."


Measurement Trends

  • Less than half of marketers have a standardized process for sponsorship/event marketing measurement.
  • 25% do not gather, analyze, and use data in sponsorship/event marketing decision-making.
  • Only half attempt to isolate the impact for sponsorship/event activity versus other concurrent marketing initiatives.
  • 60% of respondents now have a dedicated budget for sponsorship/event marketing measurement, up from 40% in 2010.
  • 70% say the need to validate results from sponsorship/event marketing initiatives has increased in the past two years.

Common Metrics

The most common metrics used to measure ROI and ROO of sponsorship/event marketing initiatives are the amount of media exposure generated (used by 70% of respondents) and social media buzz (also 70%).

Useful Metrics

Marketers say the most valuable metrics for measuring the effectiveness of sponsorship/event marketing initiatives are product/service sales (86%), amount of media exposure generated (85%), and increased brand awareness (84%).

About the research: The report was based on data from an online survey of 78 client-side marketers from companies involved in sponsorship and/or event marketing initiatives. The survey was conducted in May and June 2013.


Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by alton accola Sun Jan 18, 2015 via web

    ROO and ROI is based on what benchmark? Is the sponsorship seeker supposed to garner input? Measurement stymies me.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!