Targeting perception change in sponsorship

Perception change is an almost constant objective of sponsorship – and success relies on the ability to change our audiences’ feelings towards a brand. What does that mean in practice? In our post on the principles of sponsorship evaluation, we referenced the concept of the logic model – a tool we’ve used (on and off) […]

Attentive reach and emotional impact

In our post of Jan 3, we explored the relevance of sponsorship to the concept of attentive reach.  But we also asked an unresolved question around the relationship between attention and emotional impact which we’re returning to here. In our post, we looked at the growing focus on attentive reach, which has been brought on […]

Procurement and Sponsorship : Survey

Marketing Procurement continues to move beyond cost savings and avoidance, to adding value to internal clients. According to WBR Insights 2018, priority KPIs were improvements in marketing ROI, agency performance, brand consistency and innovation ahead of cost savings.  Meanwhile, while investment in sponsorship continues to grow, governance of sponsorship continues to challenge. WBR 2017 Marketing […]

Google search: sponsorship evaluation

We ran a Google search : sponsorship evaluation the other day – to see what’s new. How brands evaluate is fascinating and in a sea of sameness there is some stand-out practice – it also reflects trends in technology and brand focus. The results were illuminating – largely for the wrong reasons. The sponsorship industry […]

5 Principles of Sponsorship Evaluation

Evaluation drives analysis and reflection - which drives improvement

Here are our five principles of sponsorship evaluation –  the product of over 20 years of client work. Businesses offer many weak excuses for not conducting sponsorship evaluation, but perhaps the most annoying is the belief that proper evaluation’s impossible – or at the very least in the too difficult box.  This belief is based […]

Would you buy this?

Although our soon-to-be-published survey into the relationship between Procurement Teams and Sponsorship Practice suggests that Procurement is not heavily involved with sponsorship measurement, this post is aimed primarily at marketing procurement. The biggest con in sponsorship evaluation Despite the pandemic, many sponsorship research agencies are still doing a roaring trade in nonsense. For many years, […]

So your sponsorship evaluation budget is tiny…

Why are sponsorship evaluation budgets so tight? There’s not an agency that doesn’t subscribe in principle to the importance of sponsorship evaluation – but relatively few brands that set sponsorship evaluation budgets commensurate with investment. Of the brands which evaluate, the majority rely either on syndicated rightsholder research or run moronic surveys of the kind […]

The two tropes of sponsorship measurement

Sponsorship measurement has always been a strangely mute discussion area within the world of sponsorship – which has been largely dominated by two tropes. It’s not helped of course that the larger agencies productize their services into standard formats – syndicated reports, global panels and dashboards such as Nielsen Fan Insights – because their business […]

Sponsorship measurement and logic models

We won’t pretend : this article on sponsorship measurement and logic models fails every element of originality except one. It’s 99% based on a great article from Financier Worldwide by Paula Papp, Laura Petschnig and Kalina Kasprzyk from Frontier Economics on measuring innovation. The parallels are overwhelming so we’ve wholeheartedly plagiarised their article, with great […]

The gold standard

The debate about standard evaluation metrics has crawled around for years. Conference organisers probably have shrines devoted to it – it always helps them off to such a good start. I can just hear the guys at Haymarket: ‘So what are we going to talk about this year, it’s the same discussion year in year […]

For your consideration

Return of engagement’s a seductive little phrase, isn’t it? It holds the promise of customers and public alike interacting with – and caring about – your brand. As such, it’s far more engaging in itself than classic terms like consideration or preference.   The first time we heard it used was by Saatchi & Saatchi […]