First, read Chapter 14: Affinity Transfer and ROI.
Then, read the article, "It's over: My breakup letter with impressions."
- For what kinds of companies should brand awareness be the primary goal of the partnership?
- What is brand activation? What are the 5 keys to achieving brand activation?
- How might a company with seemingly poor fit (e.g. Dove Soap and an NHL team) still achieve outcomes through a sports partnership?
- Why are some partners comfortable spending thousands of dollars without any evidence of return on their investment?
- In measuring a partner's ROI, what groups do we want to compare and what effects would we measure?