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EVALUATION WITH PURP
Bespoke services for
intelligent sponsors…
Our approach to sponsorship evaluation is different - we believe Services we offer…
effective evaluation should be integrated into planning and not be .
a campaign afterthought.
OSE
Sponsorship Critique:
We design bespoke, holistic evaluation programmes and identify Assess your current campaigns against
established sponsorship best practice principles.
KPIs for every objective, every audience and every activation
channel. Here are four benefits of our approach: Sponsorship Audit:
Objectively assess & benchmark the effectiveness
1. STRATEGIC FOCUS 2. PURPOSEFUL INSIGHT and efficiency of rights within your existing
contracts.
Having a clear vision of what your sponsorship Effective evaluation should do more than
should deliver from the start means you can justify an investment. Instead of focusing on Sponsorship Evaluation Framework:
assess new activation concepts to ensure they media values we!use four different KPIs to A consistent way to plan your evaluation and
are ultimately helping you achieve your understand both reach and effect. is insight compare results and effectiveness.
objectives. to improves future effectiveness.
Sponsorship Proposal Assessment Tool:
3. COST EFFICIENCY 4. CONSISTENT PORTFOLIO COMPARISON A consistent way to quickly assess the value of a
new sponsorship opportunity. Complete the tool
A focused approach with KPIs for each Our evaluation frameworks enable you to yourself or let us manage the whole process.
activation channel enables you to ensure your consistently compare the effectiveness of
activation spend is focused on the channels your sponsorship activities allowing you to Sponsorship Evaluation Training & Workshops:
which are working most effectively and make understand what each is delivering and their Bespoke training and workshop sessions to help
adjustments when required.! relative strengths and weaknesses. improve your team’s understanding of the role and
value of effective sponsorship evaluation.
Our aim is to improve sponsorship planning & decision making
through objective and insightful sponsorship consultancy

A White Paper
SPONSORSHIP
on the Evaluation
of Sponsorship Activity
by Consumer Brands
A short essay designed few research companies are going to turn down 3. Conflict of interests:
the opportunity to spend your money just because
to provoke thought and you give them un-measurable objectives. e e person most likely to commission sponsorship
discussion about the relative result…the industry gets flooded with ineffective evaluation is the very same person that created
evaluation. At this point marketing directors cut the programme or brokered the deal. Why would
merits and rewards budgets as the research tells them nothing they you want tangible evidence to show you have
of evaluation techniques don’t already know. wasted your employers money? Suddenly selling
sponsorship evaluation has become a lot harder!
So What’s Wrong With Sponsorship Evaluation? 2. e misconception that evaluation results However, let’s go back to point two. ere needs
Right now sponsorship evaluation should be a hot in the termination of a sponsorship programme: to be a mindset change, sponsorship evaluation
topic. Sponsorship spend continues to rise year on should be commissioned to help fine-tune the
year and with the current economic situation you In reality that is very unlikely. In the majority of effectiveness of the campaign. Evaluation is a
would think being able to demonstrate ROI would cases the decision to sponsor, although not always tool that can help the sponsorship look better not
be critical right? based on sound consumer insight, is at least worse, if vanity is really so important.
logical and follows good common sense. No one
Despite this evaluation budgets are still seemingly is going to question a beer brand that chooses
being cut left right and centre. So what prevents the to align themselves with a social occasion like
sponsorship industry from embracing evaluation? a music festival. So once this basic fit has been
confirmed the evaluation should be able to provide
Here are a few possible reasons: a steer to improve the effectiveness of future
planned activations. e.g. Increase spend for on-site
1. Poor objectives result in poor evaluation: activations which deliver cut through and decrease
spend on radio adverts which research shows are
Effective evaluation relies on being able to evaluate failing to cut through. If the evaluation can’t do this,
whether sponsorship objectives have been met. the conclusion is your budgets probably could be
So if no objectives have been set, or if they simply better spent.
aren’t measurable any research you commission is
ultimately going to be a waste of money. However, Connected to point two is point three...

SPONSORSHIP
4. Limited understanding of the benefits: penny. Ok this output data won’t tell you about advertising equivalency value is pointless, but here
the effects of sponsorship but it can help you is one. Advertising is evaluated on effectiveness,
Sponsorship evaluation should be your friend. Here understand the reach comparative to the other not the cost to buy the space. So why should
is how it can help. activities within your portfolio, and that’s a start. sponsorship be different?
i. If you have tangible evidence that proves Output data can include: Unique website visitors,
sponsorship has driven bottom line value it is much event attendee numbers, number of free samples 7. e poor definition of sponsorship.
easier for you to protect your future sponsorship distributed, competition entries, number of VIP
budgets. guests that actually showed up. Suddenly you have Every sponsorship agency has at some time tried
ii. Evaluation can be used during re-negotiations a way of benchmarking your sponsorship portfolio. to write their own definition of what sponsorship
to ensure rights fees are kept in-line with the actually means. Most practitioners would agree
likely returns for the business based on previous 6. Advertising equivalency values (AVEs) / it is a two-way or mutually beneficial transaction
experience with that property. media evaluation has damaged the credibility between the rights holder and the sponsor. e
iii. Consistently planned evaluation can be of evaluation: sponsor gains access to valuable rights and the
used to compare the performance of sponsorship rights holder benefits from sponsor money or
programmes within your portfolio, so you can easily e sponsorship evaluation industry was expertise through a value in kind deal.
see which ones are delivering the best returns and founded on media evaluation with students using However, incredibly very few definitions ever
how best to allocate future budgets. stopwatches to calculate the length of time a suggest that a sponsorship should be directly
iv. Evaluation helps you understand the sponsors’ logo was exposed, this exposure time linked to the business bottom line and generate
effectiveness of all your communication touch- was then turned into a figure purporting to show actual sales. What message does this send
points, so if radio is providing less consumer cut what this coverage would be worth if it was bought out? You can blow thousands if not millions on
through you will know to switch your focus to an as advertising. How on earth did this ever become sponsorship activity and never have to worry about
activity which is working more effectively. the established form of evaluation? proving a return. Sounds like a cop-out.
Well going back to point 3 if you don’t want to
5. It’s too expensive: risk your programme from being cut, this is perfect. History suggests that in times of recession
You get a simple figure, which suggests to your creativity and business agility come to the fore.
It’s true consumer research can be expensive, but bosses you are delivering real monetary value to Could this be the time when sponsorship finally
anyone can begin to understand and benchmark the business and no one has the time or desire grows up and begins to prove its true worth?
their sponsorship activity without spending a to rock the boat. ere are tons of reasons why Let’s hope so.

EVALUATION WITH PURP
Contact About us…
Mark Knight heads up our Sponsorship Evaluation Services. Mark has over 10
years experience in sponsorship evaluation working for specialist consumer
sponsorship evaluation agency Performance Research and sponsorship
consultancy Redmandarin, where he set up their Research & Evaluation division.
OSE
Mark has lectured on sponsorship evaluation at the IEG, ADMAP & Marketing
Conference and has twice won the Hollis Award for Best Use of Research in a
Sponsorship Campaign.
FRUKT are a specialist music marketing agency. We help brands bring ideas to
life through music. Or put another way, we develop and activate ideas that use
music as a means of marketing.
For more information on how FRUKT can We’re all about music and are really very fond of it. Music colours people’s
help you with sponsorship evaluation everyday lives. It’s found in the mundane and the exalted. It moves us all. And it’s
please contact Mark Knight: thriving. We help brands access the passion and the communities, the lifestyle
and the artists. Music is a vast cultural space - it's flexible, it's multi-channel, it's
mark@fruktmusic.com
live and digital, it unites gender, race and age and it defines the spirit of
+ 44 (0) 7733 260 083
generations.
e FRUKT team have provided sponsorship evaluation consultancy for brands
including: