Last year, a colleague of mine pitched an exhibition to a chief marketing officer at a major bank. This CMO was pretty sharp and said that he didn't want to sponsor another art exhibition because he was sick of flat champagne and curly sandwiches. He went on to say that he couldn't justify the spend on an exhibition.
This concern of justifying spend is not new. This has been going on for a long time. However, it seems that now more than ever the sponsorship industry must show results.
So, how to measure ROI? I think it really depends on what the sponsor wants to achieve. You must first determine objectives and business goals. Then agree upon measurements for success. Often times these include visibility, traffic to website, store traffic, pre-post awareness, lead generation, client acquisition and image transfer.
Go in to your conversations armed with case studies that show ROI and you'll be way ahead of the competition.
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