Making your Financial Statements Tell the Truth, and the Story
To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am
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Transcript of To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am
Jed Pearsall and Bill Doyle PERFORMANCE RESEARCH
FOCUSING ON WHAT MATTERS
what consumers saywhat they mean
what you should do
To help clients measure and understand the value of sponsorship, and reveal the essential truth about sponsorship impact.
Our mission:
“the truth is rarely pure and never simple”.
Oscar Wilde
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building sponsorship value
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building sponsorship value
reaching targets
common mis-
perceptions: we can rely on assumptions
there are “good” and “bad”
demographics
consumers are the only targets
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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building sponsorship value
generating awareness
common mis-perceptions: visibility is key
bigger is better
it’s all about the signage
there is a linear connection between recall and
spending
generating awareness
let’s hear what
consumers are
saying….
- SPONSORSHIP AWARENESS -
+ SPONSORSHIP AWARENESS +
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"
awareness: what consumers are saying
I can recall certain corporate
sponsors, if I choose to.
If it isn’t important enough to me…
If it isn’t of value to me …
If it isn’t relevant to me …
…I won’t remember your name.
awareness: what consumers mean
case study: generating awareness
2010 Winter Olympic Games
total awareness: 2010 Olympic GamesCoca-Cola
McDonald's
Visa
Nike
AT&T
Budweiser / Bud Light
Procter & Gamble
Home Depot
Polo / Ralph Lauren
Subway
GE / General Electric
Verizon
0% 25% 50% 75% 100%
68%
68%
66%
52%
36%
32%
27%
27%
26%
26%
25%
25%
case study: 2010 Olympic Games
MCDONALD'S is the official restaurant sponsor of the Vancouver 2010 Winter Olympic Games, and SUB-
WAY is not
BOTH McDonald's and Subway are official restaurant sponsors of the Vancouver 2010 Olympic Games
SUBWAY is the official restaurant sponsor of the Vancouver 2010 Winter Olympic Games, and
MCDONALD'S is not
NEITHER are official restaurant sponsors of the Vancouver 2010 Olympic Games
0% 25% 50% 75% 100%
40%
42%
12%
7%
case study: 2010 Olympic Games
case study: 2010 Olympic Games
Recalled Seeing ad
Believe Subway supports United States Olympic
Team as a result of the ad
Believe Subway embodies spirit of the Olympics as a
result of the ad
Believe Subway is an offi-cial sponsor of Vancouver
2010 Winter Olympic Games as a result of the ad
0% 25% 50% 75% 100%
49%
66%
52%
48%
case study: 2010 Olympic Games
Conclusion:
Truth is in the eyes of the consumer
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building sponsorship value
creating sponsorship relevancy
common mis-
perceptions: winning is everything
relevancy can be bought
let’s hear what
consumers are
saying….
creating sponsorship relevancy
- SPONSORSHIP RELEVANCY -
+ SPONSORSHIP RELEVANCY +
relevancy: what consumers are saying
official sponsorship can be confusing and vague
official sponsorship often means "big business"
official sponsorship means "Check written by __"
relevancy: what consumers are saying
when done right, I respect and appreciate them
relevancy: what consumers mean
sponsorship often lacks personal meaning
just being there is not enough
if you love me, I’ll love you back
creating sponsorship relevancy
Quick case study:
Soft drink company
sponsorship of pro
sports
Case study: creating sponsorship relevancy
soft drink and pro sports
Case study: creating sponsorship relevancy
case study: creating sponsorship relevancy
Case study: creating sponsorship relevancy
Conclusion:
Passion points and emotional triggers are often beneath the surface
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building sponsorship value
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
Achieving brand loyalty
Let’s hear what
consumers are
saying….
- SPONSORSHIP LOYALTY -
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
sponsor loyalty: what consumers mean
like any relationship, loyalty is earned through…
sincerity
commitment
trust
understanding each other
case study: achieving brand loyalty
wealth management firm and the arts
case study: achieving brand loyalty
• Worldwide cultural differences
• Need for consistent message
• Platforms resistant to branding
• Target traditionally insulated
case study: achieving brand loyalty
• Focus Groups in U.S., Europe, Asia
• Pre-Post Telephone Surveys in Sponsorship
Markets
• On-Site Intercepts at Events
case study: achieving brand loyalty
• 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…
case study: achieving brand loyalty
case study: achieving brand loyalty
Conclusion:
Sponsor loyalty is the result of fulfilling a need
what consumers say
what they mean
what you should do
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 fan’s attention?
• are we talking with our customers or at them?
Strategy checklist -
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?
Strategy checklist -
achieving brand loyalty
Strategy checklist -
• 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?
closing thoughts
+ SPONSORSHIP LOYALTY +
+ SPONSORSHIP LOYALTY +
thank you!