Sponsorship Measurement Basics in About 10 Minutes

Corporate sponsorship expert and author, Kim Skildum-Reid, outlines the dos and don'ts for best practice sponsorship measurement.

Please note, there are a couple of typos in this video. We have booked this in to be fixed (as well as creating some new tutorials), but in the meantime, we hope you can overlook this error.

Category:

Education

Tags:

• sponsorship
• marketing
• sports marketing
• fundraising
• business
• measurement
• corporate sponsorship

[PowerSponsorship]

CRyan -

My point is that press hits and media equivalencies are a completely inappropriate way to measure sponsorship. Media exposure is the basis of first generation sponsorship thinking (we are now fourth gen). It does not advance a brand's objectives - changing people's perceptions and behaviours - a fact first proven in 1991, with the results replicated many times since then. Measuring media exposure, it follows, will not give you useful information. Measure your objectives, instead.

[PowerSponsorship]

Thanks, tstuckrath! I'm glad you found it useful!!

[PowerSponsorship]

Hi Morty900. Kim Skildum-Reid here.

We just need to keep spreading the word!! Tell your sponsors that you've found this tutorial and that it may have some useful information for them. Point them at other useful books, blogs, articles, or whatever. We can all play a part in the elevation of this industry!!

[kilikas100]

Fantastic...relevant, useful information.

[TheMenonkhan]

Awesome ......It really helped me ............

[cryan71]

By media relations, do you mean press hits you are getting because of the sponsorship? There is a website called cision that helps you tell what the readership and the ad value of those press hits are. However, the raw cision scores don't reflect a true impression. You would have to get your pr team to weigh those scores.

[dronniejshow]

thank

[tstuckrath]

Very good information, Kim. Thanks for sharing.

[morty900]

Again, really helpful and puts the focus on doing the right things right! How do we get all sponsors to understand and embrace this thinking: let there be learning.....

[wildaussie100]

This is really good. Very useful. Thanks.