IEG Presentation for Blog

8/9/2019 IEG Presentation for Blog

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Jed Pearsall and Bill Doyle PERFORMANCE RESEARCH


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To help clients measure

and understand the value

of sponsorship, and reveal

the essential truth about

sponsorship impact.

Our mission:


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the truth

israrely pure

and

never simple.

Oscar Wilde


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r

eaching

targets

creating

relevancy

achieving

brandloyalty

generating

awareness

building sponsorship value


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r

eaching

targets

creating

relevancy

achieving

brandloyalty

generating

awareness



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reaching targets

common mis-perceptions: we can rely on assumptions

there are good and bad demographics consumers are the only targets


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reaching targets

actual truths: fan interests are always evolving, and what seems obvious may be misleading

there is a lid for every pot, and a sponsor for every demographic.

targets include stockholders, employees, trade, even local

regulators / decision makers


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generating awareness

common mis-perceptions: visibility is key

bigger is better

its all about the signage

there is a linear connection between recall and spending


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awareness: what consumers are saying

they are being bombarded with sponsor messages

even high profile sponsors are lost in the clutter

sponsorship is seen as "wall paper"

if you "throw" too much, they "catch" nothing visibility, by itself, has minimal personal relevance

overload has created an "A.D. consumer"


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awareness: what consumers are saying

I can recall certain corporate

sponsors, if I choose to.


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If it isnt important enough to me

If it isnt of value to me

If it isnt relevant to me

I wont remember your name.

awareness: what consumers mean


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case study: generating awareness

2010 Winter Olympic Games


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total awareness: 2010 Olympic Games

68%

68%

66%

52%

36%

32%

27%

27%

26%

26%

25%

25%

0% 25% 50% 75% 100%

Coca-Cola

McDonald's

Visa

Nike

AT&T

Budweiser / Bud Light

Procter & Gamble

Home Depot

Polo / Ralph Lauren

Subway

GE / General Electric

Verizon


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case study: 2010 Olympic Games

40%

42%

12%

7%

0% 25% 50% 75% 100%

MCDONALD'S is the official restaurant sponsor ofthe Vancouver 2010 Winter Olympic Games, and

SUBWAY is not

BOTH McDonald's and Subway are officialrestaurant sponsors of the Vancouver 2010

Olympic Games

SUBWAY is the official restaurant sponsor of theVancouver 2010 Winter Olympic Games, and

MCDONALD'S is not

NEITHER are official restaurant sponsors of the

Vancouver 2010 Olympic Games


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49%

66%

52%

48%

0% 25% 50% 75% 100%

Recalled Seeing ad

Believe Subway supports United States OlympicTeam as a result of the ad

Believe Subway embodies spirit of the Olympicsas a result of the ad

Believe Subway is an official sponsor of

Vancouver 2010 Winter Olympic Games as aresult of the ad


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Conclusion:

Truth is in the eyes of the consumer


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r

eaching

t

argets

creating

relevancy

ach

ieving

brandloyalty

generating

awareness



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creating sponsorship relevancy

common mis-perceptions:

winning is everything

relevancy can be bought


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relevancy: what consumers are saying

official sponsorship can be confusing and vague

official sponsorship often means "big business"

official sponsorship means "Check written by __"


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relevancy: what consumers are saying

when done right, I respect and appreciate them


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relevancy: what consumers mean

sponsorship often lacks personal meaning

just being there is not enough

if you love me, Ill love you back


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creating sponsorship relevancy

Quick case study:

Soft drink company

sponsorship of pro sports


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Case study: creating sponsorship relevancy

soft drink and pro sports


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case study: creating sponsorship relevancy


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Conclusion:

Passion points and emotional triggers areoften beneath the surface


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reaching

targets

creating

relevan

cy

ach

ieving

bra

ndloyalty

generating

awareness



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achieving brand loyalty

common mis-perceptions:

brand loyalty is a right of sponsorship brand loyalty is a genetic or demographic pre-disposition

brand loyal fans are loyal to all sponsors


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sponsor loyalty: what consumers are saying

sponsorship is often self-serving -- a one way street

I understand what they want, (my support), I just offer

it selectively


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sponsor loyalty: what consumers mean

like any relationship, loyalty is earned through

sincerity

commitment

trust

understanding each other


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case study: achieving brand loyalty

wealth management firm and the arts


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Worldwide cultural differences

Need for consistent message

Platforms resistant to branding

Target traditionally insulated


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Focus Groups in U.S., Europe, Asia

Pre-Post Telephone Surveys in Sponsorship

Markets

On-Site Intercepts at Events


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Art is a universal language

Fear of over-commercialization is unfounded

Most want to be informed more about corporate support

Arts are not that much different from


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Conclusion:

Sponsor loyalty is the result of fulfilling a need


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what consumers say

what they mean

what you should do


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generating awareness

are we breaking through the sponsorship clutter?

how are we differentiating the program from other sponsors?

what are the top sponsors doing to command fans attention?

are we talking with our customers or at them?

Strategy checklist -

l


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creating relevancy

do the activations focus on their passion points rather than ours?

how well have we touched customers emotional triggers?

are we reaching all relevant touch points?

are we welcoming, engaging, and inviting guests into our space?


h b d l l


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achieving brand loyalty


is the sponsorship giving something of value?

fulfilling a need?

being recognized as an enhancement of the experience?

is the value of the sponsorship being communicated by a credible source?

is there a call to action?


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thank you!

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