We see sponsorship programs dropped not because they don’t have measurable value, but because no one actually measured what that value was. It is in the interest of sponsors and properties alike to get a handle on the numbers.
In this book we detail the gamut of measurements, some of which will apply to some sponsors or sponsorships, some to other sponsors or sponsorships. The strategic sweep of this book is designed to help everyone in sponsorship think through the relevant issues and maximize the likelihood of any measurement effort being a success.
Part 1 examines what to measure and how to do it and provides scores of examples that cover a range of objectives and industries. The last section in Part 1 − Sales and Acquisition Research − details the key pieces of research that anyone buying or selling sponsorship needs to have.
Part 2 identifies what we know about sponsorship, based on results of academic and corporate research. It includes summaries of more than 50 research studies. Also included is IEG’s glossary of terms and lexicon of measurement concepts. And, if you’re looking for information on cause marketing or sponsorship research from Australia, the book’s index is your quickest starting point.