Speaker – KIMBERLEY COOK, CHIEF REVENUE OFFICER, HOOKIT ORGANISATION
The Sports Sponsorship Conference continued with a presentation by Kimberley Cook, the chief revenue officer for the Hookit Organisation.
Ms Cook began by outlining the role of Hookit as;
‘We help brands make better sponsorship decisions’.
Continuing, the speaker mentioned that sport sponsorship is no longer about the ‘sizzle’ (the hype), it’s about the data.
Real-time measurement is key because it makes for smarter decisions, with instant feedback. You can see what is working and what isn’t. Social media drives engagement value.
The presentation looked at a growing trend to use Instagram, whereas a year ago twitter was the most popular medium.
Winning sponsorship is performance-based, and this was explained by Ms Cook, who highlighted the differences between on-field performances and how that can give sponsors additional exposure, compared to off-field performance and how more social media engagement can give value for the brand.
The Hookit Organisation give a score which measures the effectiveness of a brand’s sponsorship portfolio by looking at these factors:
This is geared around:
Promotion Quantity
Promoter Efficiency
Promoter Boost
Ms Cook guided attendees to her organisation’s website www.hookit.com to examine this data.
The presentation concluded with a number of questions from the audience, focusing on the future of sponsorship and Hookit’s role in helping investors in sports sponsorship.
