ABN AMRO
ABN AMRO: measuring the impact of sponsorship.
Informatie over de case
Introduction
Sponsoring effectiveness research.
ABN AMRO and Blauw have worked together on sponsorship research since 2006. Over the years, the bank’s sponsorship strategy has covered different domains, including sport, art and culture, education and entrepreneurship, with talent development as an overarching theme.
Rather than evaluating these activities separately, ABN AMRO combines its diverse sponsorship activities within one long-term research programme.
the challenge
A diverse sponsorship portfolio raises a question that goes beyond the performance of individual partnerships: how do the different sponsorships work together?
ABN AMRO wants to understand whether reaching people across several sponsorship domains creates additional impact, and which combination of domains contributes most effectively to its objectives.
the vision
Synergy effect.
Looking at sponsorships individually only tells part of the story. When a brand is active across different areas of people’s interests, the combined effect of these partnerships can be just as important as the performance of each sponsorship on its own.
Portfolio measurement makes these relationships visible and provides the evidence needed to understand which mix of sponsorships works best.
the solution
Blauw brings ABN AMRO’s different sponsorship domains and target audiences together within one long-term sponsorship research programme. By consistently measuring across the portfolio, the research can identify which combinations of domains have the greatest impact and whether exposure to the brand across multiple domains strengthens the effect.
Alongside this continuous measurement, we regularly conduct deep dives into specific campaigns and events, such as the ABN AMRO Open. These studies provide a more detailed understanding of the impact of individual sponsorship activities and complement the broader, long-term view of the portfolio.
Cooperation in measuring and setting objectives.
ABN AMRO and Blauw review the collaboration and research results each year and jointly establish the goals for the year ahead. Quarterly snapshots provide an up-to-date view of progress and allow the programme to be adjusted where necessary.
the result
ABN AMRO gains insight not only into the performance of individual sponsorships, but also into how its different sponsorship domains work together.
This provides a stronger basis for decisions about the composition of the sponsorship portfolio and helps ABN AMRO continuously develop its sponsorship strategy in line with its objectives.
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WHERE IS THERE ROOM FOR MORE IMPACT?
Map out what your sponsorships do for your brand today, and where they could do more.
