How do you measure and report the impact of event sponsorship and partnership on your brand?

1 Define your objectives and metrics

Before you sponsor or partner with an event, you need to have a clear idea of what you want to achieve and how you will measure it. Do you want to increase your brand awareness, reach, or recall? Do you want to generate leads, sales, or referrals? Do you want to enhance your brand image, reputation, or loyalty? Depending on your objectives, you will need to define the relevant metrics and indicators that will help you track your progress and success. For example, you can use surveys, polls, or interviews to measure your brand awareness, recall, or perception. You can use web analytics, social media analytics, or CRM tools to measure your website traffic, social media engagement, or conversions. You can use feedback forms, reviews, or testimonials to measure your customer satisfaction, retention, or advocacy.

2 Collect and analyze data

Once you have defined your objectives and metrics, you need to collect and analyze the data that will help you evaluate your event sponsorship and partnership impact. You can use various sources and methods to gather and process the data, such as online platforms, offline tools, or third-party services. For example, you can use online platforms like Eventbrite, Google Analytics, or Facebook Insights to collect and analyze data on your event registration, attendance, website visits, or social media interactions. You can use offline tools like QR codes, coupons, or business cards to collect and analyze data on your event leads, sales, or referrals. You can use third-party services like Nielsen, Kantar, or Ipsos to collect and analyze data on your brand awareness, recall, or perception.

3 Report and communicate results

After you have collected and analyzed the data, you need to report and communicate the results of your event sponsorship and partnership impact. You need to create a clear, concise, and compelling report that showcases your achievements and insights. You can use various formats and channels to present and share your report, such as dashboards, infographics, or videos. For example, you can use a dashboard like Tableau, Power BI, or Google Data Studio to create and display a visual summary of your key metrics and indicators. You can use an infographic like Canva, Piktochart, or Venngage to create and share a graphical representation of your main findings and recommendations. You can use a video like Animoto, Lumen5, or Biteable to create and distribute a short and engaging story of your event sponsorship and partnership success.

4 Learn and improve

The final step in measuring and reporting the impact of your event sponsorship and partnership on your brand is to learn and improve. You need to review and reflect on your results and feedback, and identify the strengths and weaknesses of your event sponsorship and partnership strategy. You need to use the data and insights to optimize and enhance your future event sponsorship and partnership decisions and actions. For example, you can use the data and insights to determine which events, audiences, or channels are most effective and relevant for your brand. You can use the feedback and suggestions to improve your event sponsorship and partnership value proposition, activation, or communication.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?