About SponsorLab
Whether you are the sponsor, the property, or the agency in-between, your aim is to deliver maximum brand value through the partnership. SponsorLab offers a simple yet powerful approach to do just that.
Out of the Courtroom
Too often sponsorship measurement feels like a courtroom... and the sponsorship is on trial. This can create a FEAR that leads to 'selective' measurement and overly rosy reporting. This helps no one and can actually make the sponsorship WORSE.
Into the Lab
SponsorLab takes sponsorship measurement out of the courtroom and into the laboratory. You now measure to assess effectiveness and impact - to find out which levers did and didn't move the needle. Just like the scientific method, with every sponsorship execution you must learn, adjust and improve.
Conversations are Key
SponsorLab addresses the fear and 'self defence' problem by creating a simple process that drives critical stakeholder conversations at every step of the the way. More collaboration and shared responsibility.
No more finger pointing.
OBJECTIVES
What is this sponsorship trying to achieve?
WEIGHTING
Which objectives take priority?
KPI's
What does success
look like?
PRIORITIES
Are some KPI's more significant than others?
Let's talk about it...
Too often the most critical sponsorship conversations never happen...
It's The Process
Successful sponsorship strategy is about THE PROCESS as much as the calculations. SponsorLab guides you through each step of the strategic process.
Right order.
Right pace.
No shortcuts.
Whether or not you ever look at your scorecard, your sponsorship will be more successful for having gone through the SponsorLab process. Once you get started you'll know what we mean.
Features
The SponsorLab platform is your own self-guided 'workshop' providing a clear and simple interface with intuitive prompts and output visuals that walk you through the strategic process the right way.
Graphical Dashboard
Visual Analysis
Simplicity
Instant Updates
Step-by-Step Guidance
Multiple Users
Portfolio View
Access Management
One-click Reports
Fear of Measurement
No Fear
Measuring the ACTUAL performance of a sponsorship can often invoke fear in either the Sponsorship Manager/Team or the activation agency. This stems from the fact that the measurement (or 'scorecard') is wrongly seen as a way to deliver a binary verdict on the competence of those running the sponsorship.
Unfortunately this often leads to reporting of an artificially rosy view of the sponsorship impact. The human instinct for self-preservation creates an aversion to bad results.
Truth
SponsorLab removes that fear by driving collaborative conversations that lead to full stakeholder buy-in and shared responsibility. This then motivates all parties to seek the TRUTH... which is the only analysis that truly improves performance.
Taking sponsorship measurement out of the courtroom and into the Lab.
Who is SponsorLab for?
1
For Agencies
Sponsorship agencies can use SponsorLab to guide their clients through the process of setting and weighting sponsorship objectives and KPIs. This assures all strategic views are considered, gets all stakeholders on the same page, and leads to a higher quality activation brief. It crystalises the target you are paid to help them hit.
2
For Properties /
Rights Holders
Sponsor servicing is key for properties/rights holders to maintain lasting partnerships. Critical to this service is a true understanding of your partners' objectives and SponsorLab has a modified cost-effective version designed specifically for properties/rightsholders to share with sponsors. Sponsor Lab gets both parties on the same strategic page and that leads to better results and long-lasting partnerships.
3
SponsorLab... It's the Process
