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REBEKAH STEVENS

Nielsen Sports & Entertainment

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

#SWIMBIZ 2018

HOW TO MEASURE

SPONSORSHIP ROI

ROO

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HOW DID I END UP AT #SWIMBIZ 2018?

Early Years College Days Working World

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NIELSEN + SWIMMING?

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Net Profit

Investment

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ROO(Return on Objectives)ROI =

Net Profit

Investment

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STEP 1: TALK TO YOUR PARTNERS

What are their objectives?

Awareness

Brand

Perception

Product

Trials

Sales

Customer

Acquisition

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STEP 2: IDENTIFY BENEFITS DELIVERED

Brand exposure - on-site, website, social mediaBRAND

EXPOSURE2

Equity derived from associating with your brandINTELLECTUAL

PROPERTY 3

Access to their target consumers – aka your club members, parents, family & friends

PASSIONATE

AUDIENCE1

Premium experiences for customers or employeesHOSPITALITY 4

Sales from on-site events, promotions, or direct club purchases

REVENUE5

Opportunity to amplify impact by activating partnership; category protection

ACTIVATION

RIGHTS6

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STEP 3: MEASURE OUTCOMES

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STEP 3: MEASURE OUTCOMES

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STEP 3: MEASURE OUTCOMES

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CASE STUDY: USA SWIMMING

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HELP THEM HELP YOU

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Thank

You!