Choosing form a wide range of options (see Diagram 1 below), our approach is to design and implement the right mix of M&E tools for any given AM campaign. We consider ALL ASPECTS of the campaign, including leverage / amplification activities, as well as asking the right questions of all appropriate audiences in order to identify WHAT’s happened and WHY.
There are 4 consistent components to all associative marketing activities. How these components perform directly affects the ability of an activity to achieve its stated objectives and potential. By running basic data through the model against these components sponsorshipscience is able to predict the performance of potential AM relationships before clients sign on the dotted line.
ROSI is used at the culmination of the measurement and evaluation process and enables results to be summarised on a single page dashboard. The dashboard shows the performance of the activity against specific objectives and associated targets in 5 areas:
The dashboard also reports other planned or unplanned returns, identifies key findings in each of the 5 areas, highlights the factors affecting performance (4Sight components) and draws overall performance conclusions.
Our independently run, on-line surveys amongst event attendees, programme participants and hospitality guests provide valuable insight into logistics, guest experience and brand impact via key diagnostic questions. Consistency is maintained with 4Sight criteria so that findings can be integrated and compared to other aspects of an M&E programme.
— Lord Kelvin (Sir William Thompson)
In meetings over the last week I heard a couple of rather disturbing sound bites. Firstly, it seem…Read more...
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24 May 2013