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!