Challenge:
To better analyze future sponsorship opportunities, Cruzan tapped Amplify to analyze the return-on-investment of its title sponsorship of the summer-long Kenny Chesney country music tour.
Solution:
Amplify developed sponsorship strategy and measurement filters to determine Key Performance Indicators (KPIs). Using its proprietary tools the Sponsorship SnapShot™ and the Sponsorship Amplifier™, every aspect of Cruzan’s sponsorship was evaluated, including:
- Sales (on/off premise)
- Brand Awareness
- Non-media values
- Consumer engagement
- Media
- Online
- PR
- Hospitality
Results:
Amplify’s comprehensive ROI analysis against Cruzan’s sponsorship objectives created benchmarks that allowed the brand to make future sponsorship decisions.
