Know-How Exchange : Branding

You can do brand recognition/perception studies before and after the event, and see how it changed.

Ah, the big challenge. Where to advertise, is it worth the money, etc.

There really isn't an easy method to describe how to do this, as there are so many variables. But on the whole, you want to look at:
- what is your goal (usually to get more sales, but sometimes it could be things like increasing brand awareness, reputation, etc.)
- whether the media reaches the people you want to reach to meet the goal. What percentage of their population are people you want to reach?
- what is the cost per person who will see this (use the adjusted reach you determined above - if the magazine goes to 100k people, but only 30% are your target audience, then divided the cost by 30k to calculate this)

This is enough to compare different opportunities and see which is more cost effective. But to look at a single opportunity, you need to estimate response rate (how many people who see it respond) and lead to sale rate (how many of these responses/leads will turn into customers). With this, you can calculate an estimated cost per sale, and compare that to the margin from the sale to see if it is worth doing.

Of course, guessing as to response rate and lead to sale rate is more art than science. There have been plenty of questions about that here, yet there are so many variables that each company will end up with different rates. After you do an marketing program, it is good to go back and calculate actual numbers for these (response rates, lead to sale rate, etc.), so you learn what rates you find and can be more accurate when looking at future programs.

Peter is spot on, anyone in Marketing Management gets ots of requests for sponsorship and advertising, and the best way to filter them is by Corporate Fit.

Does the opportunity target the same market as your business ?

Does the opportunity fit well with your corporate culture ?

Can you determine the sponsorhip package or is it defined for you ?

Hope this helps. I have a small model which might help you at https://blackwhite.uk.com/free.htm

Good Luck