Findings from ANA's sponsorship and event marketing measurement survey

We sought out critical insights about how companies are measuring the results of their sponsorship and/or event marketing initiatives, and identified issues, trends, and developments that will inform and improve decision-making.

Chris Riedel-King
Assistant director of sponsorships, the principal financial group

We have a couple different tracks for sponsorship. One is local/community sponsorship, which is directed through our community relations area and deals primarily with opportunities in Des Moines, Iowa, and what we call our "extended home offices" across the country. These sponsorships largely involve organizations or events that help provide good quality of life in the communities where the bulk of our domestic employees live and work — organizations involved with the arts, sports, the environment, and so on.