Measuring Sponsorship- Module 6

Measuring Sponsorships

•        I am assuming Bob’s Classic kicks objective was to gain exposure by having the radio stations sponsor their launch party. I would say this is a good idea because the radio stations are the one of Detroit’s core marketing tool especially for the type of audience for Bob’s Classic kicks. The radio stations are known for supporting and sponsoring new business and small business ventures.

 

·         Bobs classic kicks event was a launch/ kickoff party type of event. They can measure how effective it was to have the radio stations there to help there event and improve their customer base. 

Here are some ways they can measure:

·         Measure the increase in market share and market penetration with social media likes, mentions, responses to invites and feedback/ reviews.

·         Ratio of new to existing customers –I recall signing up for update notifications and catalogs. They also had displays of shoes there to grasp customer exposure. They also had customer order shoes there at the launch event. With that being said they can simply measure how many people signed up for the mailing list and how many people signed up when they came to the event. They can measure how many orders they had made for shoes and keep track of profit made just from the launch party. I am pretty sure they had goals set. 

·         Percent change in perception- You can also see how this has modified by referring to social media channels and see the comments. They trace people’s reaction towards the event and how they felt about it. They can also provide survey that asks questions like do you plan on visiting bob kicks and making future purchases? Would you refer us? Gage people to add to Facebook and follow twitter for all update etc.