Return On Marketing Investment Driven Sponsorship: Optimizing This Marketing Investment In Latin America

Abstract

Marketing campaigns and strategies: We are all constantly exposed to their bombardment in our every day life, but few understand the undergoing revolution this field is experiencing to finally measure, in financial terms, its impact. Gone are the days of the creative marketing and to stay is the era of quantifiable marketing, a new stage in the field that simply wants to measure if the marketing effort has yielded an impact on what really counts: selling more, to more people, more often and at a higher margin. The following paper targets the sponsorship side of the marketing field, whether expos and trade shows, sponsorships of musical events, recreational gatherings, or company driven shows. Its objective is clear, in as to show a methodology that achieves a strategy to optimize this investment for consumer companies in Latin America. After a comprehensive market study, that analyzed the current measuring marketing methods in Mexico of over 70 marketing executives that manage over $ 282 million dollars in yearly marketing budgets, the proposed methodology was successfully implemented during 2006 for Tequila Casa Cuervo in Mexico by the author. A case study will be presented at the end of this paper to provide a real life example.