Sponsoring effectiveness analysis

Well thought out sponsoring is more than a pure presence tool to raise the awareness level of a brand. Addressing the consumer in an exciting and non-commercial environment can also charge images with positive energy and build emotional bridges between brands and their target groups.

Whether and to what extent this succeeds is the object of our sponsoring effectiveness analysis.


Goals

  • Sustained growth of a defined brand personality
  • Investigation of the extent to which sponsoring fits to your brand and is considered credible
  • Increased awareness for the brand you are selling through the selection of attractive sponsorships offering a high profile and acceptance in your core target groups
  • Selection of forceful forms of sponsoring which are actually noticed subsequently in the sponsoring environment (e.g. effective logo placement, optimal placement compared with co-sponsors)
  • Analysis whether and to what extent your sponsoring initiates purchase impulses

 

Study contents

  • Awareness:
    Is your sponsoring presence perceived at all? How high is the spontaneous and aided recall of the target groups for your sponsoring presence?
  • Forcefulness:
    Which of your sponsoring references are noticed, which are lost? How high is the sponsoring awareness compared with the other sponsors?
  • Image impact:
    Does your sponsoring bring about a change in attitude of your target group towards your brand? How strong and in which image dimensions does your sponsorship affect brand perception?
  • Brand linkage:
    Is brand linkage successful, i.e. does it succeed in creating a sustainable link between sponsorship and the brand?
  • Sponsorship fitting:
    What image does your sponsoring exude? Does sponsorship really fit to the brand?
  • Target group affinity:
    How is sponsoring received in the target group? Is it experienced as credible? Does your sponsoring communication reach the target groups you are aiming for?

 

Instruments

Coordinated with your information needs, we especially deploy the following instruments for success controlling of your sponsoring activities:

  • Survey , e.g.:
    • target group surveys
    • on-site surveys
    • day-after recall surveys: telephone surveys of visitors on the day after visiting the event
  • Tracking:
    • ongoing monitoring of the development of your central brand indices over time

    • continual tracking surveys at regular times (e.g. weekly or monthly)

  • Benchmarking

Please do not hesitate to contact us for any individual inquiry: Contact