Faldt over en diskussion på IEG’s LinkedIn-gruppe, som ligger perfekt i forlængelse af mit seneste indlæg om effektmåling.
Det indledende spørgsmål lyder:
“How do you demonstrate the value of sponsorship?
When talking to senior members/the board how do you justify the money spent on sponsorship? Which metrics/goals/measure do you use to show them how the sponsorship has been worthwhile?”
Første svar kommer fra en talknuser-type med diverse gode råd til, hvordan man kan beregne salgseffekten af et sponsorat. Men så kommer Joe Owens, Entertainment Producer, på banen med følgende svada:
“(..) somewhere along the line companies started expecting Sponsorships to behave like media buys. They don’t. Sponsorship began as the opportunity for a brand to associate itself with a sport or entertainment for the purpose of building an emotional bridge to the consumer. Because of the pressure put on marketing managers to deliver ROI for every dollar spent, complicated metrics were developed to try to measure sponsorship in the same way media is measured. Yet tidy there is no standard of measurement and metrics are guesswork at best. We have stopped selling packages of quantifiable benefits and returned to presenting our properties as a way to reach consumers at an emotional level, and we communicate that idea to brands advising them that unique grass roots activation will set them apart from their competitors. More heart and less brain can create some very unique programs that deliver share of heart as well as share of market.”
Jeg kunne ikke have sagt det bedre selv.
Hop ind på LinkedIn og find IEG’s Sponsorship Community, hvis du vil følge denne spændende debat med foreløbigt 16 indlæg på fem dage