A Message from Lesa Ukman, IEG’s Chairman
Sponsorship’s Impact on Business
Partnerships with sports, arts, entertainment, causes and other organizations offer brands an infinite landscape from which to engage in new, creative, intuitive and energetic ways.
These access points—whether live at events and venues or virtual across communities, devices and screens—are the pathways into emotion. And, purchases are made from the emotional side of the brain.
Long overlooked by the research community, partnerships’ impact on business cannot be measured by standard outputs such as reach, frequency and media equivalencies. Answers are not found in this commoditized data.
Where the game is going to be won is in measuring partnerships by what matters.
Step 1: Turn partnerships into a center for dialogue, geared to gleaning and delivering what customers want, when and where they want it. Step 2: Measure shifts in levels of emotional engagement. Step 3: Apply findings forward: What do shifts mean in terms of future purchasing and loyalty. Step 4: Link to actual outcomes. Step 5: Repeat.