Jam-packed Agenda
One Day = Years’ Worth of Results
We start the day with activation because it is the largest influencer on sponsorship success. Discover the primary drivers of relevant, impactful activations and how to apply them to your deals.
Then we turn to research and measurement—capturing and measuring the metrics that matter, such as impact on profitability and brand equity, ROI comparisons with other media, and contribution to shareholder value.
8 am to 9 am
Registration and Continental Breakfast
Network with colleagues and contacts or dive into IEG’s Activating and Measuring Sponsorship’s ROI Workbook
“A lot of good ideas from presenters, as well as attendees. Networking was great.”
- Stephanie Gilbertson, Potawatomi Bingo Casino
9 am to Noon (Includes energy break)
Activating: Hitting the On Switch
- Assessing: Nothing influences the outcome of sponsorship more than activation; which audiences are most receptive, which experiences possess the highest degree of relevance; getting close to customers without getting in their faces
- Optimizing: Essentials of a successful leveraging plan; extending sponsorship locally; increasing participation across business units
- Digital: Extending impact via new media, social media and community
- Managing: Customizing media, trade, dealer and retail overlays; delivering experiences most effectively
Noon to 1 pm
Networking Lunch
1 pm to 4 pm (Includes energy break)
Measuring: Linking Expenditures to Real Investment Returns
- Determining what measurement tactics are best for specific circumstances; evaluating short- and long-term results
- Mapping customer interests, attitudes, behavior and passions; determining brand imagery, values and sponsorship fit
- Measuring sponsorship’s effect on image, perceptions and preference; sales; brand value; customer loyalty; share price; shareholder value
- Understanding cause and effect: Isolating sponsorship’s impact from surrounding ads and promotions
- Comparing return across media: How sponsorship ROI stacks up against other marketing strategies
- Communicating performance information to build support for the sponsorship both internally and externally
- Learning the latest insights on what sponsorship and cause marketing mean to your customers
- Discovering what the sponsorship research has proven, including how sponsorship works, what it does better than advertising, and which customers are most responsive