EVNT3004 Lecture Notes - Lecture 7: Market Intelligence, Sales Promotion
Document Summary
Need to demonstrate integration into brand/marketing strategy. How can you evaluate & measure those: step 1: set & weigh objectives, step 2: define metrics & design tasks, step 3: implement measurement plan, step 4: convert outputs to outcomes and assess, step 5: communicate & revise. Market intelligence- helps both parties- leads to better decision making. Rights holder: identify comparable sponsors and justify fees; find new sponsors and up-sell existing ones; access intelligence on sponsor prospects; benchmark and monitor the competition. Segmenting research into 2 key areas: roi & roo. Sponsor working out what they pay you and then calculating how much they got back in terms or media exposure, awareness, sales, anything. Calculate all actual financial results derived from the sponsorship, for instance: tangible contractual benefits (hospitality, use of players, direct revenue/accounts acquired as result of sponsorship, % of profit from sales promotion, % of profit from corporate hospitality. For every invested in sponsorship, at least returned.
