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Factors Influencing Sponsorship ROI in Event Marketing
V.P. Sneha, Student: Dr.R. Tamilselvi, Assistant Professor, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.
Pages: 1-14 | First Published: 05 Apr 2023
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Abstract

Sponsorship is a widely adopted marketing strategy to enhance brand awareness, drive sales, and foster brand loyalty. However, measuring the return on investment (ROI) of event marketing sponsorships can be complex, particularly when it comes to quantifying consumer engagement and activation strategies. This research paper focuses on investigating the effectiveness of quantitative data collection methods in identifying strategies for maximizing the ROI of event marketing sponsorships. The study employed a quantitative approach to gather empirical evidence through various data collection techniques. The findings revealed that implementing interactive experiences, leveraging social media, and utilizing influencers as activation strategies can significantly enhance consumer engagement and result in a higher ROI. Moreover, the study identified quantitative consumer engagement techniques such as personalization, storytelling, and emotional branding that contribute to stronger brand- consumer connections and, consequently, higher ROI. These insights offer valuable guidance to companies seeking to optimize the ROI of event marketing sponsorships in Pollachi Municipality by leveraging quantitative data collection methods.

Keywords: Sponsorship, ROI, Event Marketing, Consumer Engagement, Activation Strategies, Personalization, Emotional Branding.

 

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