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