Post on 02-Nov-2014
description
Our Mission
To help clients capture and measure
the value of sponsorship and
experiential marketing, and reveal
the essential truth about impact.
First born sponsorship research firm
750+ programs
12 of Top 15 US sponsors as clients
Global reach
Olympic Games
America’s Cup
FIFA World Cup
Rugby World Cup
NFL, NBA, NHL, MLB
Motorsports
Extreme Sports
Youth sports
Theme parks
Cause marketing
Web sponsorship
Music sponsorship
TV Sponsorship
Site-based marketing
Alternative media
Minorities / subcultures
Experiential marketing
Raceways
Concert Venues
Stadiums
Theme Parks
Ski Resorts
Beaches
Bars/ Clubs
Golf Courses
Fairs / Festivals
Football Stadiums
Basketball Arenas
Olympic Venues
College Campuses
City Streets
Movie Theaters
Museums
Arts Venues
seeyourselfas othersseeyou
72%
Performing Arts:
Boston Symphony OrchestraCarnegie Hall (New York)Chicago Symphony OrchestraCleveland OrchestraHarris Theater, ChicagoKimmel Center for the Performing Arts (Philadelphia)Lincoln Center (New York)London Symphony OrchestraRavinia FestivalSeattle SymphonyVerbier Festival Orchestra (Zurich)Walt Disney Concert Hall, Los Angeles
Visual Arts:
Anselm Kiefer (Touring Exhibition)Art BaselArt Basil Miami BeachChuck Close (Touring Exhibition)Guggenheim MuseumHigh Museum of Art (Atlanta)Modern Art Museum of Fort WorthMoMA / Museum of Modern Art San Francisco Museum of Modern ArtThe Phillips Collection (Washington, D.C.)UBS CollectionWalker Art Center (Minneapolis
Fashion and Design:
Miami Fashion WeekMoscow Fashion Week
What SHOULD we do?
How can we
OPTIMIZE what we
do?
How DID we do / ARE we doing?
NOW what do we do?
SPONSORSHIP RESEARCH
QUESTIONS
audience size/ratings
mediaequivalencies
measuring sponsorshipawareness
measuring brandloyalty
measuringbrandimagery
understandingbonds
understandingpassions
sponsorship research
o resistant to trendso heightened senseso heightened responseo contagiouso memorableo timeless
no standard unit of measurement
reliance on easy feedback
focus on volume rather than value
we start on the defensive
answering to multiple constituents
fruitless search for complex models
why measurement is tough…
more obstacles…
research is too costly
fear of results
don’t know where to start
Michael LynchVP, Global PartnershipsVisa
“You can’t manage a sponsorship if you can’t measure it.”
4 real studies…
- spanning 25 years of research
- hundreds of thousands of interviews
- representing millions of pages detailed statistics
without showing a pie chart
the s
itu
ati
on
"If you named a sport or venue, we were there. The problem was the
consumer didn't notice we were there. The consumer said
that signage in these venues is nothing more than advertising.
So what's the difference between a sign in a bus shelter and one at a
baseball stadium? Probably about a million dollars in fees, and the
bus shelter is probably better for you.
Steve KooninFormer VP, Presence Marketing
the r
ese
arc
h Model market approach
Baseline on-site survey research
Discovering passion points, emotional triggers
Building experiences
Post-activation research to show value
the o
utc
om
e
the situation• outdated space- built to represent
future
• flagship showroom
• chance to impress
• chance to boring
• competition for attention
the research• baseline quantitative surveys
• mini groups -- grabbed right from line
• every aspect tested-- pre show, ride, post show
• sensory aspects: sight, sound, noise
the outcome• no second wasted
• new learnings, retention of information
• verifiable increase in dealer visits
passion points and snowboarding
Determine the emotional components and passion
points among snowboarders for global soft drink
Riders considered to be:• opinion leaders• early adopters• anti-establishment
Brand wanted to be:• Authentic• Relevant• Integrated
the situation
riders considered to be:• anti-establishment• early adopters• opinion leaders
brand needed to be:• Authentic• Relevant• Integrated
the research• observation on mountains
• video diaries
• focus groups
• quantitative on-mountain
surveys
• goal to find emotional trigger
• group mindset • prefer separation over inclusion• traditional sponsorship rejected
the outcome
• “the place” –o snowboard hutso low key branding
wea l th management fi rm and con tempora ry a r t
“Arts & cultural sponsorships have two enormous advantages. First, they represent one of the last kinds of sponsorships where consumers give you credit for just showing up…
Secondly, they allow you to be distinctive and win attention by doing something unexpected.”
David D'AlessandroChief Executive Officer, John Hancock Insurance Author of Brand Warfare
the situation• worldwide cultural differences
• need for consistent message
• platforms resistant to branding
• target traditionally insulated
• need to be understated but
understood
the research• focus Groups in US, Europe, Asia, South America
• pre-post online surveys in sponsorship markets
• on-site intercepts at events
It’s more penetrative. It’s hammering in all the time. You see it everywhere. And it burns its way into your brain.
The moment the subject become interesting, you notice the sponsoring
The effect is not so selfish. Your still advertising, but you’re doing something for others as well.
If a sponsor does something that’s selfless, a real commitment to the people, that counts. If I notice a sponsor and think “Thank you, otherwise this great thing wouldn’t take place!” That’s emotion.
The best chance of emotional influence is providing timely help
the outcome• 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…
Lesson # 1:
making an impression ≠ counting impressions
Lesson # 2:
no passion = no value
Lesson # 3:
experience overrides visibility
Lesson # 4:
ROI and ROO should include ROE and ROR
Lesson # 5:
measurement builds programs- it does not tear them down
thank you!
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www.performanceresearch.com