Sponsorship Snapshot

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Comparative analysis: Property A vs Property B

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Sponsorship Snapshot

  1. 1. SPONSORSHIP SNAPSHOT: PROPERTY A VS PROPERTY B ATTENTION (% aware of property) UNDERSTANDING (% aware of sponsor) PASSION (% Great Fan or Fanatic) GRATITUDE (% Very thankful or Delighted’) IMPRESSION (% A lot more or a little more positive towards sponsor) LIKEABILITY (% Like it or Like it very much) SPONSOR RECALL, UNDERSTANDING & ENGAGEMENT SPONSOR LIKEABILITY, GRATITUDE & COMMITMENT 77% n=13.4m 81% n=14.1m 34% n=4.6m 33% n=4.7m 14% n=  1.9m 18% n=2.5m 43% n=2.0m 40% n=1.9m 14% n=0.6m 14% n=0.7m 31% n=1.4m 29% n=1.3m A B Proportion of Population Proportion of Population THIS COMPANY SPONSORS TWO PROPERTIES. (PROPERTY A & PROPERTY B) (ASSUME $5 MILLION FOR EACH) Return on Investment for Each Metric (Cost per target customer)Return on Investment for Each Metric (Cost per target customer)Return on Investment for Each Metric (Cost per target customer)Return on Investment for Each Metric (Cost per target customer)Return on Investment for Each Metric (Cost per target customer)Return on Investment for Each Metric (Cost per target customer) Attention Understanding Passion Likeability Gratitude Impression Property A $0.37 $1.08 $2.63 $2.50 $8.33 $3.57 Property B $0.35 $1.06 $2.00 $2.63 $7.14 $3.84 It costs $1.08 to make a customer aware of our sponsorship with property A vs $1.06 with property B It costs $2.63 to reach passionate fans of Property A vs $2.00 with property B It costs $8.33 for each customer grateful for our company’s sponsorship of Property A vs $7.14 for Property B Finally, it costs $3.57 to make a positive customer impression with property A compared to $3.84 with Property B Tuesday, September 17, 13

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