repucom.net

Maximising the Effectiveness of Sponsorship

WE AREREPUCOMGLOBAL LEADERS IN SPORTS MARKETING RESEARCH

SELECTING THE BEST FIT AND MEASURING PERFORMANCE

Picture © JUAN BARRETO / AFPPicture © JUAN BARRETO / AFP

repucom.net

media

market Research

Rates & Ratings

market intelligence

Over the following pages we have identifi ed some of the key challenges faced in the market place today and how we can provide solutions and insight that help you deliver against your objectives.

FROM INSIGHTS TO IMPACT your CHALLENGE – our solution

We use our industry experience and expertise to turn our unique data and insights into strategic advice that allows you to:

» SELECT » MEASURE » IMPROVE

unique data and insights

For brands it’s more important than ever to assess the performance of their sponsorship. Selecting the most appropriate sponsorship by aligning both audience and brand values is the fi rst step, with on-going performance measurement against objectives helping to maximise return both fi nancially and against core KPIs.

Repucom has developed a suite of services designed to identify “best fi t” and assess the performance of a brand’s sponsorship, simultaneously identifying areas for improvement. The services also address the challenge of managing multiple sponsorship properties and how best to compare performances and streamline sponsorship portfolio’s.

Lack of

Limited access to the relevant sources to allow

Diffi cult to integrate signifi cant amount of

to combine different data sources

ORGANISATIONS FACE MANY ISSUES IDENTIFYING THE APPROPRIATE SPONSORSHIP PROPERTY AND QUANTIFYING THE RETURN OF THEIR SPONSORSHIP:

STANDARD METRICS

COMPARISONS & BENCHMARKING

DATA FROM DIFFERENT SOURCES

to collect all the relevant data

LACK OF RESOURCES

Complexities/Complications identifying factors leading toUNDERPERFORMANCE

Lack of advanced systems to measure theRETURN OF SPONSORSHIP

RECORDINGS OF SPORT3,200,000 hper year

COUNTRIES

DAILY AUDITS IN

Regions & Territories

200

DAILY APPROX.

via Broadcast Schedule Audit

CHANNELS1100

www.

WEBSITES & SOCIAL MEDIA SITES

YEARLY TRACKING OVER

20,000

GLOBAL DATABASE WITH MORE THAN

SPONSORSHIP DEALS

BRANDS20,000SPONSORSHIP DEALS80,000

per yearINTERVIEWS

MORE THAN

500,000

COUNTRIES

IN MORE THAN

40

INTERACTIONS ANALYSED135,000,000per month

SPORTS BUSINESS PROJECTS

MORE THAN

PER YEAR

2,400

SPONSORSHIP property

repucom.net

MEASURE YOUR SPONSORSHIP RETURNPROPERTY SELECTION ANALYSIS

THE OUTPUTS THE OUTPUTS

Sponsorship is becoming a key part of the marketing mix with the importance placed on accountability greater than ever. The Sponsorship Performance Measurement System is a single approach to calculate the value of your sponsorship from all perspectives.

The measurement system helps sponsors to gather, generate and understand all of the data sources available to them to demonstrate the return on objectives, investment, leverage and assets.

Selecting the right sponsorship property is crucial to the effi ciency and effectiveness of sponsorship campaigns. With the right property, sponsors dramatically improve their chances of meeting and exceeding their KPIs and receiving a greater return on investments.

Repucom’s property selection analysis enables brands to make clear and informed decisions through assessment of the sponsorship landscape against a defi ned set of criteria and identifi cation of the most appropriate portfolio of key properties.

SPONSORSHIP STRATEGY

SELECTION

PERFORMANCE

EVALUATION

COMPAREKey properties, other potential partnerships and competitors

FACILITATEInformed commercial decisions

on a local and global level

UNDERSTANDhow to reallocate your sponsorship budget

MAXIMIZEthe return of sponsorship campaigns

OBTAINfact-based insights to report the sponsorship return internally

IDENTIFYThe most appropriate sponsorship engagements according to brand,

audience and business fi t

IDENTIFYkey areas of improvement

STREAMLINEYour sponsorship portfolio

repucom.net

PROPERTY SELECTION ANALYSIS

» Which properties are most popular amongst each target audience in each country?» Which Passion Categories do these properties fall into?» What potential for activation (advantages/ benefi ts/ rewards) do these properties offer?» Opportunities to leverage sponsorship in order to increase spend in key categories

» Best media coverage/ exposure» Best impact on brand preference and image» Best possibilities for activation» Best cost/ benefi t ratio

» Fully tailored user friendly reporting tool displaying all scorecards in a visually appealing manner

IDENTIFICATION AND EVALUATION OF APPROPRIATE PROPERTIES Sponsorship Performance MEASUREMENT System

» Business & marketing objectives

» Target markets» Media footprint» Brand» Target audience(s)

» Media ROI» Cost-Value Ratio

» Property availability» Competitor activity

BENEFITS» MODULAR » FLEXIBLE » USER FRIENDLY

Modules can be selected independently, according to client needs

Every module is reviewed with our clients to include the most relevant metrics to their business and objectives

Performance index metho-dology allows the client to understand and compare values, easier and quicker

Preferred Categories

Platform

Property

DETAILED ANALYSIS1

FIT1 VALUE2 CONTEXT2

RECOMMENDATIONS2 REPORT DASHBOARD3

MEASURE YOUR SPONSORSHIP RETURN

ROI (Return On Investment)

ROl (Return On Leverage)

ROo (Return On Objectives)

ROA (Return On Assets)

A combination of standard and customised metrics are developed in collaboration with the client.

Calculated through evaluation of both tangible and intangible assets

Based on 4 main KPI categories: Opportunity to see, awareness, impact and engagement

Understand the effectiveness of activation campaigns against set objectives along B2B, B2C and B2E

Assess the return on assets based on usage and performance of assets

SPONSORSHIP PERFORMANCE MEASUREMENT SYSTEM

THE FRAMEWORK THE FRAMEWORK

We Watch.We Listen.We Ask.

We bring together over 25 years of expertise in sports marketing research. As the global market leader in our industry, we offer a single source of thought

leading solutions in research and consultancy.

uk@repucom.net+44 (0) 207 221 7040

repucom.net

@RepucomUK

FOLLOW US!