The days of executive whim in the world of sponsorship are long gone. More than ever, companies are challenging marketing and sponsorship to demonstrate return on investment and delivery against brand and business objectives.
Octagon’s belief is that today’s industry-standard approach is not enough. Rather it is a stepping stone towards the multi-disciplinary approach that we employ.
Evaluation actually starts at the strategy stage. The metrics, measurement tools and success factors we identify, based on our clients’ business objectives, enable us to deliver strategically sound, flawlessly activated, programmes.
We recognise that a sponsorship investment often sits at the hub of a complex, integrated programme that incorporates many marketing levers. So we work with our clients to isolate and measure the value generated by the sponsorship investment.
How we've helped >>>
HSBC Business Tracker
To help HSBC track the business value derived from a series of HSBC customer golf events, Octagon created a bespoke management information tool.
The ‘HSBC Business Tracker’ became a mandatory tool for all HSBC golf events in the UK. The tool captured information about who was being invited, the reason for the invitation and the impact of the event on the customer relationship. It created an effective, long-term relationship management process that could be easily communicated across the network.
As a result of successful implementation, HSBC was able to systematically track the contribution of golf events to new business, as well as other valuable reporting data such as guest satisfaction and breakdowns by region, event and customer.
The tool also became a very important internal compliance measure, justifying invite selections and ensuring client follow-up by relationship managers.