rebekah stevens nielsen sports & entertainment y. · sponsorship roi roo. y. 3 how did i end up...
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REBEKAH STEVENS
Nielsen Sports & Entertainment
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
#SWIMBIZ 2018
HOW TO MEASURE
SPONSORSHIP ROI
ROO
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HOW DID I END UP AT #SWIMBIZ 2018?
Early Years College Days Working World
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NIELSEN + SWIMMING?
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ry. ROI =
Net Profit
Investment
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ROO(Return on Objectives)ROI =
Net Profit
Investment
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STEP 1: TALK TO YOUR PARTNERS
What are their objectives?
Awareness
Brand
Perception
Product
Trials
Sales
Customer
Acquisition
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STEP 2: IDENTIFY BENEFITS DELIVERED
Brand exposure - on-site, website, social mediaBRAND
EXPOSURE2
Equity derived from associating with your brandINTELLECTUAL
PROPERTY 3
Access to their target consumers – aka your club members, parents, family & friends
PASSIONATE
AUDIENCE1
Premium experiences for customers or employeesHOSPITALITY 4
Sales from on-site events, promotions, or direct club purchases
REVENUE5
Opportunity to amplify impact by activating partnership; category protection
ACTIVATION
RIGHTS6
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STEP 3: MEASURE OUTCOMES
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STEP 3: MEASURE OUTCOMES
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STEP 3: MEASURE OUTCOMES
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CASE STUDY: USA SWIMMING
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HELP THEM HELP YOU
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Thank
You!