A common fault with sponsorship is that many businesses fail to find ways of measuring its success. Try thinking of sponsorship as advertising, except instead of paying an advertising agency to produce an advertisement and broadcast it, you are sponsoring an organisation in exchange for them promoting your brand.
Here are some ways you can measure your sponsorship activities:
- When sponsoring an event find out as much information as possible. How will the event be advertised? Will your brand/logo be featured within the advertising? How many people can be expected at the event? Who are the other sponsors? Who sponsored the event last year?
- Sponsorship policies are also a tool that can be used as a standard way of measuring your sponsorship activities. Try to set policies that are measurable. For example, how many brochures have been taken from your sponsored organisation's site? How many business cards? How many clicks have you gotten from their website?
- A simply way of measuring exposure is to survey your customers and find out how they found out about you. Did they see one of your posters in your sponsored organisation's office?
- Encourage people from organisations that you sponsor to refer clients to you. Teach them about your ideal client and offer them incentives for making referrals.
- For brochures, business cards or flyers that are available through your sponsored organisation you could offer discounts for people that bring them in when they come to see you. This way you will know where they found out about you and have an easy way of measuring numbers.
- Be sure to take note of the number of clients you have before and after any sponsorship activities. This will not ensure exact numbers of increased customers but it will give an indication of whether or not your marketing activities are working.
About
Brynn Like this post? Share with your friends: 
