Valuing Onsite Sponsorship Benefits: Quality vs. Quantity
How to evaluate quality vs. quantity of impressions for onsite signage, promotions and activations for a sponsorship.
Below is a link to a video clip of the conversation between VisionMark Consulting Founder Mark Ording and Trajektory Founder Alex Kerr, where they discuss how to define quality vs. quantity when determining the value of onsite sponsorship benefits such as signage, promotions and activation areas.
For example, a high quality impression could be a branded activation space where the brand engages with the audience and provides something to enhance their experience (e.g., a branded lounge at a music festival where fans can relax, cool off and charge their phones). A low quality impression could be a “Thanks To Our Sponsors” vinyl banner at a venue entrance that has multiple small sponsor logos.
While branded activation areas provide high quality impressions, they are unlikely to generate a lot of impressions since the capacity of the space is limited and not every fan will stop by and engage/participate. On the other hand, onsite signage such as stage banners at a music festival and field-level LED signage at a sports stadium will generate a large quantity of impressions but they are not necessarily high quality impressions (or not as high when compared to an on-site sponsored promotion or experiential area).
Mark and Alex also discuss how different brands have different objectives when it comes to on-site exposure and impressions. Some brands may prefer quality over quantity, or they may be willing to sacrifice quality for a large quantity of impressions. Other brands don’t care about on-site branding or activation spaces at all. Instead, they may focus their onsite activation on entertaining clients at hospitality areas. Or they may prefer activating via digital and social media promotions or with retail partners vs. onsite at an event.
Here is a link to the video where you can watch the clip of the conversation between Mark and Alex on this topic. You can also check out a related post about how to differentiate between the various types of onsite sponsorship benefits.
If you have any questions about how to value onsite sponsorship benefits, email me at mark@visionmarkconsulting.com