Despite the apparent benefits for the Sponsor and the cultural institution art and cultural Sponsoring is always a question of suitable ideas. The positive image transfer strongly depends on the Sponsor´s appearance. 85% of the interviewed persons, for example, say: “Sponsoring as part of modern life simply belongs to it.” However the quality of Sponsoring is crucial for the interviewees favour – 87 percent accept it, if “Sponsoring is well done”. (Source: TNS Infratest)
Under ideal conditions the Sponsor and the institution agree to an attractive and sustainable partnership resulting in a positive image transfer.
The German car manufacturer BMW should have taken this to heart, too. Financing a mobile research lab of the New Yorker Guggenheim museum, which is travelling to world metropolises, dealing with urban development, architecture, art, design, science, technology and sustainability, could have had indeed a positive impact on the company´s image. Due to the unfortunate naming – BMW Guggenheim Lab – the project´s contents stood in the background from the beginning on. Even the slightest appearance of influence and control is an absolute No-Go in the field of art and culture and harmful to both sides.
Example for successful Sponsoring
How to do it better show Samsung and the Belgian software engineer Neo Score. Belgium´s oldest orchestra, the Brussels Philharmonics, as of late abstain from using music sheets, working with Samsung tablets instead. The special tablet version is equipped with an orchestra software by Neo Score saving paper costs up to 25.000 Euro and making the musician´s life easier. When a renowned orchestra is using the tablets and its software it gives the product quality and credibility. Simultaneously the innovation wipes off a little dust from tradition. The Brussels Philharmonics are surrounded by an air of modern trend and pioneering spirit. All in all a Win-Win Sponsoring partnership with a lot of potential.
ROI measurements should be based on clearly set targets such as the increase of brand awareness, the results from activating campaigns, leads or the development of sales and turnover figures.
To a certain extent also visits, unique visits and page impressions can be used to measure ROI.
Initially it is important to define the set targets for Sponsoring engagements. A SWOT-analysis (strengths, weaknesses, opportunities and threats) can help defining Sponsoring goals by means of company´s characteristics.
1. What is the core of our company? (Products, services, identity)
2. Where do we stand? (Market position)
3. What can we achieve? (Options)
4. What should we achieve? (Objectives)
Defined goals can be translated into 6 variables to measure our performance accordingly (Source: Forrester):
1. User reach – What range do our messages have?
2. User impact – How do our messages change consumers opinions?
3. Volume of participation – How many consumers interact with our initiatives?
4. Quality of participation – Strength and depth of interdependency of consumers with our initiatives.
5. Volume of energy – How many consumers talk about our companies/products?
6. Quality of energy – In which way do consumers talk about us?
For these variables we present measuring instruments:
– Data collection
– Opinion polls
Regardless of which approach the decision is made by, it should be used before, during and after the event.
The success of a Sponsoring campaign can, for example, be measured reasonably with the following questions and data collections:
Examples for quantitative measures:
– Measuring sales figures reached through Sponsoring.
– Measuring sales figures amongst clients who participated in the sponsored event.
– Evaluation of the media data: presence in TV, online, press coverage.
– Website-figures during the Sponsoring.
– Facebook or Twitter likes and followers
– Brand alertness amongst participants and non-participants.
Examples for qualitative measures:
– Brand perception amongst visitors who experienced the sponsored event.
– “Best-Sponsor”-status amongst fans or visitors.
– Understanding brand functionality amongst specific pressure groups.
– Change of brand preference amongst those who experienced the sponsored event.
– Affinity to buy the brand due to Sponsoring.
– Staff motivation