Case Study: Measuring effectiveness of sponsorship

With increasing amounts of marketing dollars being spent on tactical initiatives, it becomes imperative to measure Return on Marketing Investment in an actionable way.

A financial services player  planned a brand repositioning exercise to be launched with a sponsorship of a major sporting event. It needed to understand how effective this exercise was and transfer learnings to future initiatives.

The Insight Solution developed to address this was:

o        A benchmark survey to understand brand equity metrics (awareness, disposition, image and propensity to consider/buy) prior to the launch.

o        Multiple consumer readings during the period of the sporting event to measure effectiveness at the venue as well as post-television/other media coverage.

o        Metrics were designed to measure awareness of the brand and its sponsorship of the event, brand-fit and credibility of the association and movements in image, disposition to the brand and propensity to consider.

Research findings were used to tailor subsequent sponsorship initiatives – allocation of resources ‘in-venue’  versus traditional media; choice of media vehicles and tone of creative message.