How we quantify the sponsorship impact and demonstrate success
Quantifying a partnership isn’t straightforward, but rEvolution’s research group specializes in measuring the efficacy of sponsorships. From its proprietary sponsorship ROI model developed in conjunction with MillerCoors to surveying fans outside the stadium gates, a customized research plan is developed to meet brand objectives.
Adding onto the research, rEvolution contextualizes the results from its normative database, built from more than a decade of studies across industries and platforms. A comprehensive analysis will leave each client with KPIs among its target audience, attributable sales from the sponsorship and where its results stand compared to other brands. In short, leverage rEvolution’s expertise to make data-informed decisions and optimize results.
Insights Rooted in Research
Using data from multiple sources to provide comprehensive analysis, our 360-degree approach is developed based on specific client objectives including all major points of investment.
To measure the effectiveness of experiential or track lift from pre to post-event, you’ll need a way to reach your registrants and attendees.
- On-site Research
- Pre-/Post-Event Email
- Fan/Attendee Database
Qualified respondents are sourced based on the client’s target market, fandom and any additional parameters to find the right audience at any cadence.
- Brand Trackers
- DMA/National Studies
Proprietary ROI Model
Combining primary research with industry inputs to attribute sponsorship sales and impact. Key factors include:
- Brand Share
Featured Case Study
Turner Sports – Brand Tracker & ROI
Turner Sports and CBS hold the exclusive rights to marks, logos and promotions around NCAA championships, as well as the media rights for the Division I Men’s Basketball Tournament.
For three years, rEvolution has helped Turner track key measures for partners as well as attribute incremental sales as a result of the sponsorship. Leveraging its proprietary ROI model and experience with properties, data from this study is used to illustrate the value of the March Madness platform.
Across its partners, rEvolution tracks awareness of the sponsor’s involvement in March Madness, the impact of the sponsorship on brand share, perceptions, brand opinion and purchase intent, as well as the return on investment based on both rights and media spend.
Featured Case Study
Continental Tire – Path-to-Purchase Segmentation
Continental had historically concentrated on the B2D (Business-to-Dealer) audience but needed to evolve its media strategy to target consumers. rEvolution conducted focus groups alongside a segmentation study to make the brand more effective in identifying, reaching and messaging to its target audience.
- Segment the marketing into key groups according to buyer attitudes and behavior
- Determine the profile of each segment, specifically, demographics and interests
- Identify which segments hold most opportunity for Continental Tire
As a result of the study, rEvolution’s media team leveraged the results to target two specific groups, representing half of the tire buying market.
How it Works Together
From real-time sentiment to the impact of campaigns, we’ll build a measurement plan that delivers results and tracks must-have KPIs.