6.03 Evaluate the effectiveness of sponsorships

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6.03 Evaluate the effectiveness of sponsorships

Presentation transcript:

6.03 Evaluate the effectiveness of sponsorships NC DECA

How do businesses assess and measure the success of the sponsorship? Measure customer awareness. Measure obtainment of established goals. Compare sales prior to sponsorship and post sponsorship. Review corporate accounts, retailers, shelf space, and other store traffic for increases.

Assessing and measure the success of the sponsorship (continued) Look at sales within a specific geographical area where the sponsorship occurred or its viewing area. Use rate cards containing information on the advertising time or space to determine the value of publicity. Track the amount of advertising exposure to the public and ad up what it would cost the company to simulate those promotional efforts. Analyze impressions.

Why sponsorships fail? Just paying the sponsorship fee and doing nothing else could result in failure. Not knowing what is included in the sponsorship agreement. Business become impatient. It takes time for the association to a particular company or its products with an entity. Excluding company employees in the sponsorship . You want your employees excited and aware. Not meeting the demands with staffing and product availability. Excluding the fans.

Ambush marketing Is usually associated with major events. Official Sponsor Also called parasite marketing. Occurs when a company does not pay the fee to be an official sponsor but uses techniques to make the public believe the company is the official sponsor. Is usually associated with major events. Hurts corporate sponsorship because the public is confused about who is the real or official sponsor.