Valuing Onsite Sponsorship Benefits: How To Differentiate Between Types

Below is a link to a video clip of a conversation between VisionMark Consulting Founder Mark Ording and Trajektory Founder Alex Kerr, where they discuss how to differentiate the value of onsite sponsorship benefits such as signage, promotions and activations.

When valuing signage, you need to consider factors such as whether it is digital vs. static, size, location, type of creative, if it offers the sponsor some type of messaging, and the degree of clutter (e.g., number of other sponsors on the same sign or in the same location).

Sponsored promotions where brands have a chance to engage the audience are generally worth more than just a sign (e.g., a jumbotron or on-court promotion during a break at an NBA game where the fans have a chance to win something). In addition, branded activation areas at events could be one of the most valuable onsite benefits (e.g., where a brand enhances the audience’s experience in some way, gives away merchandise or premium items, product samples, etc.).

Here is a link to the video clip where you can watch the video clip of the discussion between Mark and Alex on this topic. You can also check out a related blog post on measuring quality vs. quantity of impressions of onsite signage, promotions and activations.

If you have any questions on how to value onsite sponsorship benefits, you can email me at mark@visionmarkconsulting.com