{"id":1059,"date":"2019-08-20T14:31:00","date_gmt":"2019-08-20T14:31:00","guid":{"rendered":"http:\/\/gersdorff-research.dk\/?p=1059"},"modified":"2020-12-26T16:49:05","modified_gmt":"2020-12-26T16:49:05","slug":"hvem-maaler-effekten-af-sponsorater","status":"publish","type":"post","link":"http:\/\/gersdorff-research.dk\/index.php\/2019\/08\/20\/hvem-maaler-effekten-af-sponsorater\/","title":{"rendered":"Hvem m\u00e5ler effekten af sponsorater?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Et sp\u00f8rgsm\u00e5l der kalder p\u00e5 en debat, fordi der er mange sponsorater og partnerskaber, hvor effekten slet ikke bliver m\u00e5lt i dag. Det kan der naturligvis v\u00e6re mange \u00e5rsager til, men hvis vi skal fokusere p\u00e5, hvem der har ansvaret for effektm\u00e5lingen, s\u00e5 er her mit syn p\u00e5, om det er sponsor eller rettigheden, der har ansvaret for at m\u00e5le effekten af sponsoratet eller partnerskabet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Flere og flere topledelser og bestyrelser i dansk erhvervsliv forlanger ordentlig dokumentation for effekten af marketinginvesteringer. Dette stiller krav til, at&nbsp;marketingfolk skal have en st\u00e6rk fokus p\u00e5, hvad marketingkronerne bliver brugt til, og hvilken effekt de forskellige marketingaktiviteter har.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;Sponsorater har som kommerciel platform potentiale til at opbygge et brands identitet, og det er netop et brands styrke, der bidrager markant&nbsp;til salget, og dermed muligg\u00f8r&nbsp;en v\u00e6kst i salget p\u00e5 langt sigt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e5r vi taler om sponsoraftaler, der indg\u00e5s mellem virksomhed og&nbsp;rettighed, s\u00e5 lad mig sl\u00e5 fast, at det er vigtigt, at sponsor foretager yderligere investering i aktiveringen af sponsoratet &#8211; Ellers bliver sponsoratet blot en omkostning for sponsor, og som dermed ikke hj\u00e6lper til at styrke virksomheden som brand!<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>&nbsp;Et sponsorat skal aktiveres, ellers bliver sponsoratet blot en omkostning for virksomheden<\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e5r sponsoratet bliver aktiveret, er det derfor vigtigt at dokumentere effekten for at vurdere, om brandet bev\u00e6ger sig i den rigtige retning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men som indledningsvist n\u00e6vnt, hvem har egentlig ansvaret for at m\u00e5le effekten af sponsorater? Er det sponsor eller rettigheden?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Det korte svar er, at er sponsors ansvar. Det lidt l\u00e6ngere svar er, at det er sponsor, men det er i rettighedens interesse at styre sponsor i den rigtige retning, s\u00e5ledes parterne er enige om, hvilke KPI&#8217;er (Key Performance Indicators) der skal opstilles og m\u00e5les p\u00e5. Det handler om at have klare og pr\u00e6cise m\u00e5ls\u00e6tninger for sponsoratet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hvorfor er det sponsors ansvar?&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Som rettighed stiller man en platform til r\u00e5dighed for sponsor. Det er s\u00e5 sponsors aktiveringsprogram, der oms\u00e6tter denne mulighed til resultater i forhold til sponsors egne marketing- og forretningsm\u00e6ssige m\u00e5ls\u00e6tninger. Som rettighed har man ikke indsigt i disse m\u00e5ls\u00e6tninger, hvorfor man som rettighed IKKE har ansvaret for at m\u00e5le effekten af sponsoratet, som man har indg\u00e5et med sponsor. Dog skal man som rettighed v\u00e6re opm\u00e6rksom p\u00e5, at hvis effekten udebliver, s\u00e5 er antagelsen hos sponsor, at hvis ikke de kan m\u00e5le nogen effekt fra deres sponsorat p\u00e5 deres m\u00e5ls\u00e6tninger, betyder det, at sponsoratet <em>ikke har performet<\/em> &#8230; Og de vil derfor ikke gentegne sponsoratet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Det er derfor vigtigt, at man som rettighed kan tage dialogen omkring effektm\u00e5ling og assistere sponsor med at forst\u00e5 den fulde v\u00e6rdi af deres investering ift. de opsatte m\u00e5ls\u00e6tninger. Kan man som rettighed det, s\u00e5 er man ogs\u00e5 godt p\u00e5 vej til at gentegne sponsoratet med sponsor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fokus p\u00e5 effektm\u00e5ling af sponsorater<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hvis du arbejder med sponsorater, uanset om det er som sponsor eller rettighed, s\u00e5 vil det v\u00e6re interessant at h\u00f8re din holdning til og erfaring med effektm\u00e5ling af sponsorater og partnerskaber? Hvem har ansvaret og hvorfor?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Et sp\u00f8rgsm\u00e5l der kalder p\u00e5 en debat, fordi der er mange sponsorater og partnerskaber, hvor effekten slet ikke bliver m\u00e5lt i dag. Det kan der naturligvis v\u00e6re mange \u00e5rsager til, men hvis vi skal fokusere p\u00e5, hvem der har ansvaret for effektm\u00e5lingen, s\u00e5 er her mit syn p\u00e5, om det er sponsor eller rettigheden, der [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1063,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"right-sidebar","site-content-layout":"plain-container","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6,7],"tags":[],"class_list":["post-1059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rettighedshaver","category-sponsor"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hvem m\u00e5ler effekten af sponsorater? - Marketing og sponsor analyser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/gersdorff-research.dk\/index.php\/2019\/08\/20\/hvem-maaler-effekten-af-sponsorater\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hvem m\u00e5ler effekten af sponsorater? - Marketing og sponsor analyser\" \/>\n<meta property=\"og:description\" content=\"Et sp\u00f8rgsm\u00e5l der kalder p\u00e5 en debat, fordi der er mange sponsorater og partnerskaber, hvor effekten slet ikke bliver m\u00e5lt i dag. 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