Fresh Insights from IEG

IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.

Learn more about IEG > Work with IEG >

Sponsorship Blogs

A Good Example Of A Post-Event Fulfillment Report

Posted: 7/6/2009 4:45:11 PM by William Chipps | with 7 comments

I’ve recently received a number of requests for examples of good post-event fulfillment reports, and I came across a great one today with Chicago’s Lollapalooza music festival.

If you’re not already giving your sponsors post-event fulfillment reports, do it. Without a doubt, the reports play an incredibly important role in your sponsor renewal efforts. And in these tough economic times, properties that don’t produce reports are at risk of losing their sponsors.

Case in point: According to the IEG/Performance Research Sponsorship Decision-Makers Survey, post-event reports are ranked as the most important service provided by a property, valued more highly than research on sponsor recall and loyalty, among other services.

What I like about the Lollapalooza report is that it’s an easy read. It begins with a quick overview of the festival’s success including its economic impact on Chicago and the amount of money raised for the event’s nonprofit beneficiary, then goes into detail on fan demographics, media impressions and other kinds of information that sponsors crave.

You can check out the report by clicking here. Let me know what you think.

Comments

Please login to post a comment.

	Tom Stipes
	I read with interest the comments above, all ending in the same basic place: this is a graphically appealing, relatively informative, emailable report that could serve as a fun and efficient starting point. However, missing from any one-dimensional, non-digital report such as this one are many other examples of deliverables that simply can't be included in a pdf doc. If one could deliver (in addition to the summary deck)all other activities in a more modern, sleek and expressive format they'd surely increase the chances of client buy-in to the sponsorship's effectiveness. Dialing in a little closer...why shouldn't the property also share multimedia examples of all radio and television activity (QT, mpeg or mp3 files), customized and detailed reports showing any metric or deliverable desired beyond impressions(the IEG Valuation Report perhaps?), online examples via flash or mpeg files, at-event branding via video and audio, client activation summaries beyond bullets in a deck, customized messages to sponsors in form of mpeg or mp3 files, and on and on. We created SponsorshipPRO+ expressly to do all of these things and to do it easily and affordably. I fully expect to hear that this is the wrong place for a product shill - and I hope my note isn't misunderstood as that. But the evolution of this string leads straight to the core reason for our product so I'd have been remiss not to respond. I'd love to personally expand the conversation for any who'd like to learn more. Reach me at tstipes@sponsorshippro.com
	7/29/2009 10:55:28 AM

	Nicholas Cameron
	Top work for graphic design layout. William is right about the need to tailor a report for each sponsor's own objectives. (There was opportunity to do that so there is probably more than this report involved). The other comment is that the word 'impressions' is mentioned constantly throughout the report as if that was the key ROI deliverable. All the discussion about ROI shouldn't just be an end product reducing sponsorship to a logo exposure buy.
	7/19/2009 3:27:36 AM

	William Chipps
	I agree with all of the above. This report is essentially a starting point—-it does a great job of providing a big-picture recap of last year’s event with the goal of garnering the attention of potential sponsors. Without a doubt, post-event fulfillment reports should be tailored to each sponsor based on their own specific measurables. I would be surprised if Lollapalooza doesn’t do that as well. But again, I do think this is a good starting point, and provides a good example of how a post-event report should look and the type of information it should contain. But yes, customization is extremely important.
	7/8/2009 9:23:38 AM

	Carrie Urban
	Bill, I totally agree with your points, but I can tell you from a valuation perspective, that it is pretty "fluffy" and too generic. The information is good background, but needs more. Might be a good general overview for a sponsor but should be followed by something with more detail. I would probably spend a half-hour with this, pull what information I could and then try to find out more specifics. It seems like it would be something that would be good to give to someone "higher up" in an organization, but not so much for someone who is “down in the trenches.”
	7/7/2009 6:40:43 PM

	Kris Mathis
	Nice visual presentation for sure and a lot of information that marketers may find relevant, especially if being initially sold on the property. However, different sponsors receive different assets. If I am a current sponsor with a big investment, the general nature of the information supplied does not make it that much easier for me to discern the "outputs" relevant to my sponsorship investment and therefore assist me in my evaluation of the specific business outcomes tied to the sponsorship (as discussed in http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108460). Perhaps other docs were supplied separate of this, but as a general rule if sponsorship proposals should be customized, shouldn't fulfillment reports be treated with the same delicacy? I feel like this would make a fantastic sales tool, but perhaps not the perfect post-event fulfillment report. With that said, it's better than most I've seen. My 2¢. kris@sponsorpitch.com
	7/7/2009 3:02:08 PM

	Peter Kullman
	This is a great event review but how does it help individual sponsors with their ROI on the event? I would think it would provide even greater value to give individual sponsors their brand exposure, product usage and other measurables so they can make educated decision moving forward.
	7/7/2009 2:25:54 PM

	Jim Graham
	Madre de dios, that sets the bar very high. Going to have to bring on a full time graphic artist to approach this one, which is an easy read and very informative.
	7/6/2009 7:54:11 PM

Sections:

Fresh Insights from IEG

Sponsorship Blogs

A Good Example Of A Post-Event Fulfillment Report

Comments

Experience IEG

IEG Bloggers

About IEG

Advisory & Measurement

Information & Resources

Community & Conversation