ROI

As Jef I. Richards rightly said ‘Creative with Strategy is called advertising’. In the same way, one should remember that Sponsorship without a clear strategy and fixed goal bears no value. Most companies would probably spend a billion per annum on advertising but a fraction of it on Sponsorship primarily because of the difficulty in evaluating the effectiveness of the latter. Picture this: Your company wants to sponsor an upcoming event (internal or external), and they want to see a tangible ROI. What do you do? Where do you start…