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one of the questions that i hear from sponsorship seekers all the time is how do i measure roi or return on investment of a sponsorship program well in today's video i'm going to show you just that check it out [Music] all right everybody before we dive in and talk sponsorship roi make sure you hit the like and subscribe button and don't forget to hit the bell icon so that you get updates whenever we release a new video how do you measure as a sponsorship seeker return on investment of your sponsorship program most people think what that means is that you have to prove that your sponsorship engagement created sales for your sponsor this is really hard for you as the property as the rights holder to measure on behalf of your sponsor i think it's reasonable to ask your sponsors to ask your partners to report back to you how many sales they made as a result of a campaign but even then the actual measurement is out of your hands furthermore if you drive a bunch of leads to your sponsor and your sponsor doesn't convert them to customers is that an indication that you didn't deliver return on investment or is that an indication that your sponsor's sales team dropped the ball this is why i don't recommend setting yourself up to measure return on investment based on things that are outside of your control so what is within your control obviously all of the assets that you sell a sponsor as part of the sponsorship program and the way you sell those assets through your discovery and negotiation is how you determine what return on investment means let me give you the example of the car dealer how does a car dealership determine whether or not their marketing investment was successful number of cars sold of course so the question that i would ask the car dealer or any sponsor what does a customer do immediately before making a purchase well if we use the example of a car dealership they go on a test drive so the question is can you get your audience to go on test drives at a car dealership if the answer is yes then you want to negotiate with the prospect the sponsor exactly how you're going to get people to do a test drive exactly how you're going to measure whether or not people took a test drive and all of the assets required to get people to do that test drive is it logo placement is it speaking opportunities is it presenting rights for a contest is it a cool experiential activation the how you do it will change depending on the behavior you're trying to create or incentivize let me give you an example of one of my favorite clients who had a test drive area set up on top of a ski hill where people got to test drive a cool truck...