We help companies answer this important question. One company, which spends over $150 million annually on sponsorships, needed to know if its investment in sponsoring skiing and snowboarding events was worthwhile. With a television audience in the hundreds of thousands and an on-site audience only in the hundreds, they initially thought that the on-site sponsorship investment was not worthwhile.

However, our evaluative Sponsorship ROI research showed that while the television sponsorship affected a number of key attributes, the on-site sponsorship impacted the most important measure - purchase intent. Additional diagnostics provided by our on-site research team generated invaluable suggestions for improving the sponsorship and driving more traffic to the event. These improvements made the on-site return on investment even more attractive for the future.

Tool Description

Sponsorship ROI helps companies evaluate the return on investment of their sponsorship activities and determine the most effective strategy moving forward. A well thought-out test and control approach is the foundation of this research, where data from a group that has been exposed to the sponsorship are compared to data from a similar unexposed control group. When warranted, researchers are placed on-site to observe event aspects having either a positive or negative impact on the sponsorship’s effectiveness.

Benefits

Determine the impact on purchase behavior from your sponsorship investment
Establish benchmarks for optimal return on investment across multiple sponsorship projects
Determine whether or not you are hitting your target market
Identify which events are most effective to sponsor
Understand how to improve future sponsorship impact
Determine how sponsorships compare with other marketing vehicles, so you can allocate resources most effectively

The Process

Gongos Advantages

We have experience evaluating a variety of properties and event types, including sporting events, concerts, trade shows and expositions.
We use only highly skilled and experienced on-site interviewers, and we personally manage our studies on-site.
There is no cookie-cutter solution. We give careful and creative thought to the research design for every project to fully address each client's unique sponsorship event.