Research has a part to play at all points in
the sponsorship selection, implementation and review process.
For sponsor who have purchased a specific property from a team, research is useful to establish key performance indicator (KPI) benchmark from which sponsorship provides data that can be measured.
Regular tracking research over long-term sponsorship provides data that assists in identifying
where remedial action needs to be taken or where changes of emphasis would breathe new life into the project.
Prior to renewing a sponsorship contract, research will help to gauge whether the project still has the potential to inspire audience.
Post-sponsorship, the role of research is to establish the actual outcomes provided by the sponsorship, provide the “lesson learned” and maybe even to establish
a benchmark for further sponsorship investments.
Different approaches to research are set against your sponsorship objectives, divided primarily in two types of market research.
Quantitative research offers a numerical, consistent, and statistically robust approach that can be repeated across different properties and stakeholders groups.
SMART objectives are likely to be
quantitative in nature, because they must be measurable.
Qualitative research can help you develop an understanding of how a sponsorship may connect with your brand, or generate insights into how the project might be activated.
Start today to track your performance
Wherever you are now during your plans for investments, imagine to gauge your position within the sponsorship marketplace and plan your next decision. Focused numbers specified by stable metrics against your sponsorship program are often advantageous for defending or guide your position.
Let’s meet and discuss together what could happen next upon your present sponsor share.