Repucom Guest Lecture April 2014 (Thomas More & EHSAL)
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Transcript of Repucom Guest Lecture April 2014 (Thomas More & EHSAL)
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WE ARE REPUCOM
GLOBAL LEADERS IN SPORTS MARKETING RESEARCH
WIM MATHUESBELGIUM I APRIL 2014
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INTRODUCTION
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WE UNDERSTAND THE BUSINESS OF SPORT AND HOW FANS ENGAGE WITH IT TO HELP CLIENTS:
WE ARE REPUCOM
» MAKE BETTER INFORMED DECISIONS
» TRACK COMPETITORS MORE EFFECTIVELY
» REACH THEIR COMMERCIAL OBJECTIVES
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WE VALUE SPORTS MARKETINGOPPORTUNITIES & ADD VALUE TOYOUR SPONSORSHIP INVESTMENT
THIS IS WHAT WE DO
ASSESS» Sponsorship fit and renewals» Predictive asset valuation» Negotiation support
EVALUATE» Property health» Portfolio benchmarking» Sponsorship optimization
MEASURE» Monitoring » Measurement frameworks» Activation diagnostics
SPONSORSHIP INSIGHTS
LIFECYCLEMEASURE
EVALUATE
ASSESS
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WE DELIVER THE INSIGHTSTHAT LET YOU MAKE TRULYINFORMED DECISIONS
THIS IS WHAT WE DO
» COMPREHENSIVE
» ADVANCED
» INDEPENDENT
» VALUABLE
» FOCUSED
MEDIA EVALUATION
Analyzing brand impactin media around the world.
COMMERCIAL AUDITING
Protecting your global brand and asset rights.
CONSULTANCY
Insights around your needs to grow Return on Assets and Objectives.
MARKET INTELLIGENCE
Comprehensive market and competitor analysis.
MARKET RESEARCH
Understanding target markets through focused research.
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WHEREVER YOU AREWHEREVER SPORTS FANS ARE
LEADING THE WAY
AMSTERDAMBANGALOREBARCELONABRUSSELSBUENOS AIRESCHARLOTTE, NCCOLOGNECOLUMBIADUBAIJOHANNESBURGKANSAS CITY, MO
KARLSRUHELONDONMELBOURNEMILANNEW YORKPARISSAO PAULOSINGAPORESYDNEYTOKYOVANCOUVER
AMERICAS MIDDLE EAST
AFRICA
ASIA PACIFIC
EUROPE
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BRANDS RIGHTS HOLDERS AGENCIES MEDIA
TRUSTED ADVISOR TO THE INDUSTRY´S KEY PLAYERS
MAXIMIZING VALUE FOR RIGHTS HOLDERS, BRANDS, MEDIA AND AGENCIES
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»
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TRUSTED ADVISOR TO THE INDUSTRY´S KEY PLAYERS
MAXIMIZING VALUE FOR RIGHTS HOLDERS, BRANDS, MEDIA AND AGENCIES
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SPONSORSHIPS IN THE MARKETING MIX
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SPONSORSHIP IS BECOMING A KEY PART OF THE MARKETING MIX:
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
• 63% of brands say sponsorship is now integrated into their marketing strategy
• 58% feel that this will lead to better quality sponsorships
Source: Repucom Outlook
PERFORMANCE SELECTION
EVALUATION VALUATION
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MAXIMISING THE EFFECTIVENESS OF SPONSORSHIP
SELECTING THE BEST FIT
MEASURING PERFORMANCE
PERFORMANCE SELECTION
EVALUATION VALUATION
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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ACCOUNTABILITY
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
Requirement and expectation to justify actions or decisions
Needs to be independently evaluated
Source: Repucom Outlook
PERFORMANCE SELECTION
EVALUATION VALUATION
71% of industry professionals believe that it is essential to have independent evaluation of the effectiveness of sponsorships, only 5% disagree.
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MAXIMISING THE EFFECTIVENESS OF SPONSORSHIP
SELECTING THE BEST FIT
PERFORMANCE SELECTION
EVALUATION VALUATION
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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BRANDS STATE THEIR KEY OBJECTIVES FOR……SPORTS SPONSORSHIP
1 = Increase brand awareness
1 = Brand Impact/Image
3. Entertainment of clients & prospects
…CAUSE RELATED SPONSORSHIPS:
1. Brand Loyalty
2. Brand Credibility
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
of brands say that pre-analysis to justify involvement is becoming more important72%
Source: Repucom Outlook
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AND THEN EVALUATE USING: » Viewing data» Media exposure» Brand trackers» Attendance numbers» Media value
DECISIONS TO SPONSOR ARE MOST LIKELY TO BE BASED ON:
1. Brand exposure
2. TV audiences
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
BUT A DISCONNECT ON HOW
Source: Repucom Outlook
of brands say that pre-analysis to justify involvement is becoming more important72%
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ANALYSIS OF SPONSORSHIPS
Brand Fit
Target Group / Audience Fit
Fit with overall marketing strategy & other Engagements in
the portfolio
Competitive Context
Business Fit (Transactional aspect / CRM)
Geographic Fit
MATRIX OF CRITERIA
All of these elements should be considered in tandem with any ROI analysis
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PROPERTY SELECTION – ANALYSIS FRAMEWORKIDENTIFICATION AND EVALUATION OF APPROPRIATE PROPERTIES
Platform PropertyCategory
REPUCOM‘S SPONSORSHIP EVALUATION FRAMEWORK
BRAND FIT
AUDIENCE FIT
BUSINESS FIT
A shortlist of properties best suited
to your brand
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PASSION CATEGORY SCORECARD EXPLANATION
» An objective and data driven approach to ranking all Categories» A tool designed specifically to facilitate informed commercial decisionsScores indexed out of 10
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PLATFORM SCORECARDEXPLANATION
Top 2 Box HH income
Art Galleries / Exhibitions Comedy Opera Ballet Musicals
x.xWithin CategoryTop 2 box % score (‘Regularly’ / ‘Sometimes’) for each activity. The most frequently visited / watched / performed activity within each category is fixed to 10
Across CategoryAn analysis of each activity in the context of all the other activities – across Categories. Only the most regularly performed activity - across Categories - will receive an index of 10 for this measure
Total An average of the ‘Within Category’ & ‘Across Category’ score
x.x
x.x
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PROPERTY SCORECARD - EXPLANATION
Brand Fit
Audience Fit
Business Fit
Awareness of event / property
Effect on brand Preference
Indirect Property Fit
Direct Property Fit
TV Viewership
Attendance
Social Media interaction
Sponsor-Target Fit
Geographic relevance
B2B Interaction
B2C Interaction
Simple awareness of property
Does sponsoring an event / property makes you feel better about [BRAND]
What does the property / event lend to your brand in terms of desirable image traits
How well the event / property and [BRAND] fit together
TV Audience & viewership figures – indexed vs. other events / properties
A measure of social media activity surrounding each property / event using:
At event attendance – indexed vs. other events / properties
Potential to activate the sponsorship rights (sales promotion opportunities / Hospitality opportunities, networking potential, linking to other partners)
What degree of relevance does this property have in your brand’s key territories?
Fan profile: Level of product category affinity, brand loyalty
Scores indexed out of 10
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DUMMY DATA
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WHAT IS SPONSORGLOBE?FULL ACCESS TO THE WORLD‘S LARGEST SPONSORSHIP DATABASE
SPONSORGLOBE [UNIQUE]
» SPONSORGLOBE forms an important part of the analysis in that information can be gleaned to inform market specific recommendations, in each category amongst any relevant competitor brands
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SPONSORSHIP SUMMARY FIGURES
45%
16%
4%
14%
4%4%
7%SPORTS
ARTS & CULTURE
ATTRACTIONS
DINING
MUSIC
SHOPPING
THEATRE
TRAVEL
NUMBER OF ENGAGEMENTS BY PASSION CATEGORY
TOTAL NUMBER OF ENGAGEMENTS:
73
PROPORTION OF OVERALL SPONSORSHIP INVESTMENT BY PASSION CATEGORY
TOTAL SPONSORSHIP SPEND:
€31.05m
71%
10%
2%
5%3%
2% 6% SPORTS
ARTS&CULTURE
ATTRACTIONS
DINING
MUSIC
SHOPPING
THEATRE
TRAVEL5 Biggest Sponsorships
NBA/USA Basketball/WNBA €4 Mil p.a.
PGA of America €3.1 Mil p.a.
United States Golf Association (USGA) €3 Mil p.a.
US Open €3 Mil p.a.
Barclays Center €1.6 Mil p.a.
SPONSORGLOBE [EXAMPLE OUTPUT]
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WHAT DOES SPONSORGLOBE CONTENT LOOK LIKE?
SPONSORGLOBE [EXAMPLE OUTPUT]
SCUDERIA FERRARI
Brand Company Contract start
Contract end Industry Sponsor
origin Sport Sponsorship object origin
Official sponsorship title
Value per season in USD
Marlboro Philip Morris International 1983 2015 Tobacco USA Formula One Italy Sponsor >75,000,000
Santander Banco Santander 2009 2017 Finance
Banking Spain Formula One Italy Sponsor 40,000,000 – 49,999,999
Shell Royal Dutch Shell 1996 2015 Energy /
Fuel / Oil Netherlands Formula One Italy Sponsor 30,000,000 – 39,999,999
…
SEASON 2013
EXAMPLE ON FURTHER OUTPUT YOU CAN GENERATE: SPONSOR ORIGIN
32%
18%14%9%
27% ItalyUSAGermanySwitzerlandOthers
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MAXIMISING THE EFFECTIVENESS OF SPONSORSHIP
MEASURING PERFORMANCE
PERFORMANCE SELECTION
EVALUATION VALUATION
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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MEASURING PERFORMANCE
60% of brands felt that the importance placed on ROI would increase
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
84% of brands agreed that they needed to place more importance on ROI
83% felt that the importance placed on ACCOUNTABILITY was greater than ever
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BENEFITS OF MEASURING PERFORMANCE
MAXIMIZEthe return of sponsorship campaigns
IDENTIFYkey areas of improvement
UNDERSTANDhow to reallocate your sponsorship budget effectively
REPORTfact-based insights to report internally
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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BEFORE YOU MEASURE PERFORMANCE YOU NEED TO KNOW:
» Benchmarks
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
» Letting the assets do the work» Activating the assets» Full leverage campaign
» What are your objectives
WHERE YOU ARE WHERE YOU ARE GOING
HOW YOU ARE GOING TO GET THERE
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Most Economical
LeverageAssets
ActivateSponsorship
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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WHAT PERFORMANCE TO MEASURE?
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
ROI ROO
ROIROA ROIROL
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WHAT PERFORMANCE TO MEASURE?
Return on Leverage» Added Return – Earned
Return on Assets» Utilisation» Asset Performance Index
Return on Objectives» KPIs» Sponsorship Performance Index
Return on Investment» $ return/ Ratio of return» Assets – Paid For» Activation/Leverage – Earned
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
Online
Ambient
Collateral
TV
Additional Components
Sponsorship AttributesStatus
ExclusivityClutterTiming
Geographic ReachAudience Profile
Track Record
Association BenefitsAwareness
ImageActivation
(B2B, B2C, B2E)
TANGIBLES INTANGIBLES RETURN COSTS
ROI $
+ = ÷
ROI RATIO
AssetsPaid For
EarnedActivated+ =
TOTALRETURN
ARE YOU GETTING THE BEST RETURN:FROM THE ASSETS?
FROM YOUR OWN ACTIVATION?
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IS THE SPONSORSHIP MEETING ITS OBJECTIVES?
Do people know about it?
Is it saying the right things?
Has it changed opinions/
considerations?
Has it led to sales?
Add PR
Changebranding
Add Channels
Add CSR
Change Message
AddRetail Push
Brand being shown/
mentioned?SPONSORSHIP
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
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MAXIMISING THE EFFECTIVENESS OF SPONSORSHIPSELECTING THE BEST FIT & MEASURING PERFORMANCE
KPIs TARGET ACTUALSPONSORSHIPPERFORMANCE
INDEX (SPI)
HOW TO FIND OUT WHAT IS WORKING AND WHAT IS NOT.RETURN ON OBJECTIVES
TV exposure is not achieving target. Is this poor branding, positioning or not enough coverage?
TOM is over target and maybe at peak levels.
Time to shift to more focus on changing image through print articles and messaging – add a new
KPI
Social media is reaching target numbers
Next step is engagement – re-tweets, dwell time, sentiment, messaging
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ONE NUMBER FOR RETURN ON OBJECTIVES
120
£2 : 1
ONE $/RATIO FOR RETURN ON INVESTMENT
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THANK YOU
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THANK YOU
GET IN TOUCH
REPUCOM BELGIUM
Drève Richelle 161/37Building G1410 WaterlooBelgium@REPUCOM
AMERICASMIDDLE EAST
AFRICA
ASIA PACIFIC
EUROPE
» WIM MATHUES» Phone: +32 2 346 42 10» Mobile: +32 494 606 456» [email protected]» @wimmathues» be.linkedin.com/in/wimmathues