Opinion
Measurement: What Do Sponsors Want And What Can Properties Give?
3/15/10: A constant theme during a number of my recent conversations with sponsors—some of whom will be speaking at the upcoming IEG conference—has been their desire for properties to assist them in measuring their return (on investment, on objectives, etc.).
Properties I have spoken with also tell me they are receiving this same message from their corporate partners.
Trouble is, when pressed, most sponsors don’t seem to be able to specify exactly what information or services they expect from properties in the area of measurement. This ultimately creates frustration on both sides, with sponsors saying, “You’re not giving me what I want,” while rightsholders respond, “I can’t give you what you want if you don’t tell me what it is.”
Rather than continuing to go around and around like a bad marriage-counseling session, both parties need to spend time reaching some conclusions. The onus here is really on sponsors to be more definitive about what assistance they are looking for.
That is probably a difficult task for many companies, as they often don’t have a well-defined approach to sponsorship measurement. If they aren’t doing the right things internally to answer ROI and ROO questions, they aren’t well positioned to know what they want from external sources.
Interpreting the responses I have received from sponsors, here is what I believe they are looking for when they say they want properties help in measuring return:
Property-trackable promotional results. While only the sponsor can quantify retail sales, hospitality outcomes, etc., there may be some activation efforts for which the property can track response. These can include ticket offers redeemed through your box office, merchandise offers that you fulfill, donations received through a sponsor’s call-to-action, etc.
Properties should be prepared to deliver results of such programs, which may entail extra steps or new processes, such as special coding or working with others internally to make sure information is reported to the right people and in a timely manner.
Better audience research. Sponsors want robust data on attendees, from specific information on who they are and what they do to purchasing habits to awareness of/response to sponsorship.
Documentation of benefits delivered. Sponsors also would like to have the above information bundled together with a full accounting of deliverables in a comprehensive post-sponsorship fulfillment report.
Such reports must be brimming with detail, specifically documenting and illustrating all benefits received, as well as the audience who was exposed to the sponsorship. The information should be put in context of what was promised, how it compares to previous years (when applicable) and how it compares to other partners (without jeopardizing confidential information).
Visual evidence through photos and video, samples of collateral and promotional material, media affidavits documenting ad placements, ratings, etc. should all be part and parcel of these reports.
Added value. I’m of the opinion that most of the time when sponsors say they want help
measuring return, they really want assistance in
earning a better return, meaning they want the property to do a better job delivering value for the money the sponsor is paying.
In addition to more and better benefits, sponsors are looking for ways to help offset fees, alternative deal structures such as pay-for-performance agreements, turnkey activation platforms and overall flexibility from their property partners.
If they get all of the above from their sponsorships, sponsors will be more than happy to deal with the mechanics of measuring what those deals truly deliver.
Jim Andrews