These days, call center companies are becoming bolder with their marketing strategies. Cold calling, email marketing, and social media are still widely used, but now they are trying to get more up close and personal with their target market, say, their tax consulting leads by getting into event marketing and sponsorships. Still, a lot of companies are hesitant in entering sponsorship programs because of their difficulty in measuring results. They are afraid of shelling out huge amounts of money for a single event for benefits that may only be short-lived. Thus, you may want to use the following indicators obtained from thorough research so you can properly measure the advantages of sponsorship.
Awareness. What is the level of awareness of the event is present within each target group? Does your audience have excellent recall of the brand or product which sponsored the event?
Image. Is there a change in image or increase in consumer perception of credibility that resulted from the sponsorship?
New Customers. Were you able to generate new clients because of your company’s sponsoring of the event? Did you do well in entertaining prospective clients and answering all their queries during this time? Don’t waste this valuable opportunity because this brief contact is the time to make a good impression that can go a long way in the future.
Sales. Evaluate your market share and sales after the event. Did they have a significant increase? Know however that the real sales benefits may take months, event years before they actually take place. It will take some time before you as a sponsor will automatically be associated to an event.
Reach to your specific target. How much constituency was the event capable of delivering? You must carefully select the events in order to reach your specific target market that is hard to reach using conventional media but can be done effectively via music tours and concert events. Again, these events don’t need to be massive in order to attract good constituency.
Traditional and Social Media Coverage. Did your company sponsorship result in free publicity for you? Did your brand or product create a buzz in social media? Are people talking about you after the event? Are you getting rave reviews? What kind of feedback are you receiving from your target audience?
Event marketing and sponsorship can be successful but first you need to learn to integrate them seamlessly into your corporate marketing and communications plans. Your company must take advantage of your website and incorporate your sponsorship into significant public relations campaigns and come up with relevant promotions to get your target groups highly involved.