BA Event/Property Evaluator
Today, it is all about pull not push, with brand-centric corporate focussed sponsorships replaced with a consumer-centric approach. Consumers buy/sell on experiences not impressions. Thus it is vital to match the event/property under consideration for sponsorship as closely as possible to corporate key objectives, brand values and consumer demographics and needs.
Determining what to sponsor is made more precise and accurate with the BrandAdvantage Event/Property Evaluator. It works by matching the Event/Property under consideration for sponsorship against key efficiency ratings. This determines how well the property performs against each corporate sponsorship objective. Data evaluated is measured and values mapped alongside the BrandAdvantage Corporate Sponsorship Strategy Evaluator thus giving a true ‘fit’ measure for the corporate concerned.
In today’s sponsorship world, what you buy/sell is less important than what is done with a property. It is vital to link sponsor participation and messages to enhanced audience experiences. In addition, in business to business selling it is vital to strategically activate hospitality. All of these key areas are measured and evaluated by the BrandAdvantage Event/Property Evaluator. The tool looks at other key components that contribute to creating a complete overlay of the property, all aiming to provide complete involvement of sale and distribution channels to maximise Return on Investment.
Key areas include:
• Executive Summary
• Event Activity Objectives
• Event/Activity Potential to Meet Sales/New Business Objectives
• Event/Activity Profile
• Event Activity
• Event/Activity Image Development
• Name Awareness/Exposure
• Ownership/Exclusivity
Other valuable BA Measurement Tools:
• BA Corporate Sponsorship Strategy Evaluator