Measurement

8 May 2013 – 12:35 pm

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EFG International, the Swiss private bank, sponsored this weekend’s third Donington Historic Festival. EFG has made itself synonymous with historic motoring events and this year issued a small guide covering its involvement in this and the other historic series over the 2013 season.

There is no doubt this form of sponsorship and soft sell works, but how can anyone quantify the exact ROI (return on investment). For an organisation such as EFG, many factors need to align to snare the quarry, such as the invitee’s ability to afford their service, be in a position to change providers and come to think of it, actually have a requirement for an EFG style operation.

With any sensitive proposition and especially when aimed at HNWI (high net worth individuals) an organisation must take a softly, softly approach. There really is no other way. While time consuming, this will ensure a long lasting business relationship and further generate much positive word of mouth amongst the customer’s family, friends and contacts. In this case, sponsorship does bring an ROI, even if hard to quantify.

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