By Afolabi Akinkuehin
The success of any sponsorship programme is reflected by the extent to which the objectives, perhaps to raise the corporate image of the sponsor organization, are fully achieved. Then the sponsorship activity would be said to have succeeded.
But how do you determine that the objectives were achieved?
By evaluating the extent to which the sponsorship programme realized its primary objectives, you are measuring the effectiveness of your sponsorship. In effect, the primary objectives determine how sponsorship is measured or evaluated as the success depends on how objectives were realized.
Measuring the effectiveness of a sponsorship activity begins with a clearly defined objective.
Any sponsorship programme without a clear-headed objective would be difficult to evaluate since your task is matching result with the goals (i.e objectives).
You can only match the results of the sponsorship programme against the goals if these goals have been clearly outlined at the onset towards certain targets. It could be to bring awareness, increased corporate image, increase sales volume or to reposition an existing product or launch a new one into the market.
The following two approaches which Jetkins (1990), Harrison (1995) and Belch and Belch (2001) all agree should apply to sponsorship appraisals, are helpful:
- Monitoring media coverage to record not only the volume of column inches or centimeters and air-time, but also the quality of this coverage, by analyzing which publications or programmes are reported or commented, in what tone and by whom. In essence, you are to monitor the quality and nature of the media coverage for the sponsored even as well as those that estimate direct and indirect audiences.
- Using market research techniques which can record the situation before,during and after sponsorship to determine how far the objective was achieved.
Truly, sponsorship is a strong promotional tool for realizing corporate management’s objectives in public relations, marketing and advertising.
Corporate organizations should begin to see sponsorship as a tool for corporate advancement.
- Akinkuehin is the Chief Executive of Distinct Guides Institute of Professional Studies, 206, Arakale Road, Akure, Ondo State, Nigeria,
+234 806 446 4664
