Impact Measurement In Sponsorship Marketing - Time for a Change

Philippe Collin

The author argues that many sponsorship programs are not not properly planned and measured, and sets out a new approach to sposnorship marketing with channel-specific methods to evaluate and optimise its impact within the marketing mix.

Impact Measurement In Sponsorship Marketing - Time for a Change

Philippe CollinMaiastra Innovative Marketing Services

Have you ever heard of sponsorship marketing?

Although the term may sound familiar, sponsorship marketingis not a term most marketers and advertisers have heard of, even when they may be investing substantial budgets in partnerships. The reason is simple: while marketers and advertisers often hear about or even execute partnerships, they are not always in a position to research, strategize, negotiate, optimize, and measure them. Their lack of resources and know-how deprives the partnership of its inherent strategic and marketing...

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