Sponsorship & Event Marketing ROI: Exposure Value, Leads & Pipeline
Measure a sponsorship portfolio the way sponsor-side marketers do: all-in costs, media exposure value, cost per MQL, pipeline attribution, pre/post brand lift, ROI vs ROO, a weighted scorecard and the renewal decision, in 8 graded labs. Fictional brand, illustrative numbers.
The first lesson is free — no account needed.
About this course
A sponsorship and event marketing ROI course that measures the sponsorship portfolio of one fictional workflow-software company, Vantora, the way sponsor-side marketers do, for event, field and brand marketers and marketing analysts. You add up the real cost of five sponsorships including activation and travel, value media exposure with a CPM equivalent and broadcast logo seconds, turn badge scans into MQLs and cost per MQL, follow the leads into opportunities, pipeline and attributed revenue, measure brand lift from a pre/post survey against a control city, calculate first-year ROI from attributed gross profit and a weighted return on objectives, rank the sponsorships on a weighted scorecard and decide which to renew, renegotiate or exit. Fictional brand and illustrative numbers. The first lab is free.
Lessons
- Sponsorship Package Costs: Fee, Activation & TravelFree
- Media Exposure Value: Impressions, CPM Equivalent & Logo Time Pro
- Booth Leads & Cost per Lead: Scans, MQLs and the Cheapest Lead Pro
- From Lead to Revenue: Opportunities, Pipeline & Attribution Pro
- Brand Lift from a Pre/Post Survey with a Control City Pro
- ROI and ROO: Return on Investment vs Return on Objectives Pro
- Comparing Sponsorships: Weighted Scorecard, Rank & Bar Chart Pro
- The Renewal Decision: Year-2 ROI, ROO and a Negotiation Target Pro