Challenge

To demonstrate the benefits of associating with The ECB and its properties to current and potential partners. The ECB needed a holistic reporting and measurement system to empower decision making in the review and selection of future corporate partners, whist building a stronger understanding of the value generated for each partner.

Solution

MKTG audited the multiple data sets and adapted The ECB's current research programme, using our proprietary tools to deliver a meaningful, impactful measurement that could flex across sectors. Using MKTG Amplify, we could demonstrate business return for both brand and rights-holder, proving the value of The ECB IP to partners.

Result

The ECB continues to increase marketing effectiveness by implementing asset tracking across all partnerships, demonstrating the benefit to existing partners in maximising their campaigns. Regular dashboards are also provided to all partners with relevant findings presented in an easily digestible format.

“Sports Marketing is a vital element of the Kia Marketing strategy to build the brand and challenge customer perceptions. Cricket continues to be a fantastic way for Kia to engage with our target audience, building a brand personality, growing awareness and consideration of our products.  Of course, it is vital that these objectives are monitored and measured, therefore quantitative research and analytics are crucial to determine the return on investment. The work undertaken by the ECB provides great insight and allows us to assess the Marketing effectiveness and help inform future strategy to unlock the full potential of sponsorship

David Hilbert

Marketing Director
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