Licensing Metrics: How To Measure The Success Of Consumer Products Licensing Programs

Quick: Can you justify your licensing program's success in 5 PowerPoint slides or less?

Your answer needs to be "Yes."

In today's uncertain economic times, you need to be able to quickly measure — and clearly communicate — the value of licensing to your company's overall financial and marketing picture. Otherwise, as corporate budgets tighten, your licensing program could be marginalized or eliminated from the picture entirely.

Licensing Metrics, the breakthrough new report from the publishers of The Licensing Letter, will show you how to:

• set realistic objectives that will help you manage the expectations of your licensing partners and C-level bosses
• build an iron-clad case for your existing licensing program
• secure buy-in for your new licensing initiatives.

Based on the contributions of scores of senior executives in all sectors of the licensing community, this first-ever folio of today's most frequently used licensing metrics will give you the bottom-line numbers and convincing "talking points" needed to tell a compelling profit story about your licensing program.

Here's how to use this actionable report to your immediate advantage:

1. Scan and select the metrics that reflect your licensing program objectives. While we've captured the Top 37 Licensing Metrics, you'll only need a handful to tell your story. You can select the most relevant measures from 3 categories:
   • Financial performance
   • Impressions and brand awareness
   • Brand value and consumer relationships
2. Plug in Your Own Numbers by using the easy-to-follow real-world examples. Many of the metrics can be applied easily with numbers you have readily available … or with input from your licensees or brand team.

In no time, you can create a clear snapshot of your licensing success story so that management instantly recognizes its bottom line and marketing impact.

Published April 2008, 41 pages, 32 charts, tables and graphs.

Licensing Insights By Seasoned Pros from General Mills and M&Ms

Authors Leigh Ann Schwarzkopf and Lynn Scott, who worked on Licensing Metrics with Karen Raugust and the editors of The Licensing Letter, bring a wealth of first-hand experience in the corporate demands on licensing programs. Partners in Project Partners Network today, Schwarzkopf is former Manager of Corporate Licensing at General Mills, while Scott is former Licensing Director at M&M/Mars Snack Foods. Raugust, former Executive Editor of The Licensing Letter, is author of the Licensing Business Handbook and nine additional books and research studies for EPM.