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 […]
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 […]
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 […]
Making the business case
Developing a business case for sponsorship is hard, especially if sponsorship is not currently a part of your marketing mix. How to create sufficient internal confidence to justify the shift? And the larger the proposed investment, the higher the risk…. The sales proposition for most sponsorships is premised on three things: media exposure, hospitality and […]