Page 5: Measuring a promotional campaign
Promotional activity is very expensive. Organisations want to see a return on investment (ROI) for the money they spend on a promotional campaign. Sponsorship of London 2012 was no exception. Every aspect of its promotional campaign, both online and offline, was continuously monitored and measured. This enabled adidas to demonstrate that becoming the Official Sportswear Partner of the London Games and the exclusive licensee of all branded (adidas + London 2012) and event branded (London 2012 only) apparel was cost effective.
Throughout the campaign adidas monitored all of its media coverage. This data was then used to establish whether the marketing objectives had been achieved. The table below demonstrates the significant return achieved through this campaign and how adidas successfully achieved its marketing objectives.