Making Sponsorship Investment Accountable

Companies invest in sponsorships to improve sales. The trouble is that the to date determining which sponsorship is "best" for your company or brand has been the subject of soft testing techniques.

So, in response, you buy sponsorships that are "ideal" for "your" demographics and that have some reasonable connection to the category in which your brand competes. But if we examine the exercise honestly, you must conclude that this has generally been a "by-the-gut," ROI deficient decision process.

The Brand Keys approach changes this completely and permits pre-investment calculation of sponsorship effectiveness for your specific brand.

For instance we can answer these questions with numbers not vague qualitative statements:

• What is the value (revenue, profit, company value) of this sponsorship.
• How well does the sponsorship align with our brand values.
• Which sponsorship option would have the maximum impact on our revenue.

If you want to see how accurate this process is download the case study.