Do Brand-Owned Events Need Their Own Measurement Tool?

Sponsownership is a hot topic in sponsorship with the success of wholly brand-owned events like the Red Bull Air Race, Flugtag and Virgin FreeFest.

Do brand-owned events need a unique measurement tool, independent of the classic sponsorship measurement practices currently available?

Measurement firm, SponsorMap thinks so. SponsorMap Experiential, launched this week as part of the SponsorMap range of evaluation tools, is designed specifically to measure the impact of brand owned experiential marketing events.

“The tool is building on our existing knowledge of event sponsorship that we have developed from our SponsorMap methodology but it also encompasses key word-of-mouth measurements that are especially of value in experiential marketing where WOM impact is considerable,” said Nicholas Cameron, Director of SponsorMap.

Check out SponsorMap's general presentation on sponsorship ROI below.

What do you think? Do brand-owned events need a unique measurement tool?