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Copyright © 2017 The Nielsen Company. Confidential and proprietary.
OPTIMIZING SPORTS SPONSORSHIP & MARKETING STRATEGY
Guy Port
MD Asia Pacific, Nielsen Sports
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BRANDS MEDIA COMPANIES AGENCIES RIGHTS HOLDERS
TRUSTED ADVISOR AND PARTNER We are the provider of choice for over 1,700 of the top rights holders,
brands, agencies and media companies worldwide.
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DECISIONS IS INCREASING FOR ALL STAKEHOLDERS
THE NEED TO JUSTIFY SPONSORSHIP
If you can’t
measure it,
you can’t
manage it!
• ‘Chairman’s whim’ decision-making
still exists; but
follow-up/support must come through
data and tracking.
• Mandate to make sponsorship
decisions based on data.
• Board members, marketing leaders
and financial
analysts increasingly demand
evidence of ROI.
CMO, Global Brand;
December 2015
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• Brand long term
impact • Direct business
revenues
• MMO model
(revisited) incl.
media and
hospitality info
• In-venue exposure
data
• Digital and Social
Media metrics
• Activation results
• Overall investment
information (rights
fees, activation
costs, research and
agency fees,
hospitality, etc.)
from budget
BRANDS DEFINING COMPREHENSIVE MEASUREMENT
MODELS ENABLING QUANTIFIABLE TRACKING
브랜드 스폰서십 효과를 수치화하여 “측정”할 수 있는 통합적인 솔루션
ROI MODEL
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전체 후원 사이클의 이해를 바탕으로 한 정확한 스폰서십 효과의 “측정”
SPONSORSHIP MEASUREMENT NEEDS TO
CONSIDER THE ENTIRE SPONSOR CYCLE
SPONSORSHIP
SELECTION
SPONSORSHIP
VALUATION
SPONSORSHIP
EFFECTIVENESS
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닐슨스포츠 고객들이 제일 궁금해하는 것은?
WHAT ARE THE QUESTIONS WE ARE BEING
ASKED BY OUR BRAND CLIENTS
How do we value sponsorship properties?
How do we select/create the ideal sponsorship
portfolio?
What is best practice in ROI and measuring
effectiveness of our sports marketing investments?
Introducing Korean market insights - SponsorLink
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UNDERSTANDING THE
KOREAN SPORTS MARKET 한국 스포츠 시장의 현황
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53.2 50.8
39.7 29.2 28.1 28.1 24.0 23.3 21.8 20.8
Football Baseball eSports Badminton Basketball Swimming FigureSkating
Archery Bowling Volleyball
Younger Demographic Between 15 and 29
% of Respondents
관심 스포츠 종목
BASEBALL AND FOOTBALL SCORE THE HIGHEST
INTEREST LEVELS FOR BOTH GENERAL AND THE
YOUNGER DEMOGRAPHIC
62.0 52.6
30.9 27.0 26.9 26.3 22.6 22.1 21.9 21.6
Baseball Football Golf Swimming Basketball eSports Badminton Bowling FigureSkating
Volleyball
General Population
% of Respondents
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국내 프로스포츠 관심도
KBO RANKS 1ST IN INTEREST LEVEL
AMONG KOREAN PROFESSIONAL SPORTS
71%
KBO
58%
K-League Classic
52%
Korea National Football Team
38%
KBL
32%
KOVO
32%
KPGA
31%
KLPGA
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한국프로야구팀 인기 척도
KIA TIGERS IS THE MOST POPULAR
KOREAN PROFESSIONAL BASEBALL TEAM
20.6
14.8 14.4 11.2 10.5 9.6
5.5 4.5 3.6 0.9
27.3
24.6 22.7
21.6 19.2 21.7
12.8 14.7
9.6
3.5
KIA
Tigers
Lotte
Giants
Samsung
Lions
LG Twins Hanwha
Eagles
Doosan
Bears
SK
Wyverns
NC Dinos Nexen
Heroes
KT Wiz
2017 KBO Teams by Fan Base (%) Top 1+2
Top 1
% of Respondents
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스포츠 후원 및 상업적으로 연계 된 회사
SAMSUNG IS THE MOST RECALLED BRAND OF ALL
COMPANIES COMMERCIALLY ENGAGED WITH SPORTS
13%
7%
6%
5%
5%
3% 2% 2%
30%
20%
Brands Commercially Engaged with Sports
Samsung
HyundaiMotorsLG
Nike
Hyundai
Adidas
SK
Coca Cola
Lotte
KT
Others
3%
3%
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스포츠 후원 활동 관련 의견
SPORTS SPONSORSHIP CONTRIBUTES TO A POSITIVE
OUTLOOK OF THE SPONSORING BRANDS
27.8
43.8
44.6
45.2
46.5
49.0
53.3
54.0
60.7
Statements about Sports Sponsorship (%)
Top Box (%)
Sports sponsorship increases the brand image
Sports sponsorship helps events to be successfully held
Sponsorship brands are more socially responsible
I tend to remember brands that sponsor my favorite team
I choose a sponsor’s product if price and quality are equal
I am more trusting of the sponsors of my favorite team
I watch the sponsoring brands ads more closely
I am more loyal towards sponsors of my favorite team
I try to inform myself about the sponsoring brands
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THROUGH FANDNA, WE CAN SEE THE MAKEUP OF
THE FAN BASE AND TAILOR ACTIVATIONS FOR EACH
TYPE OF FANS FANDNA라는 팬 성향 분석 방법을 통해 각 팬을 크게 3개의 카테고리로 구분하여 분석
TREND POSITIVE Love my sport. Love what it says
about me.
Core Fans GAME EXPERT All about the sport, everything else
is a distraction
CONNECTION
FAN
It’s about participating, it brings
people together.
ARMCHAIR FAN Something to watch on my own. Potential
Fans BUSY If only I had time!
DISENGAGED What’s all the fuss about? Non Fan
Base CYNIC It’s all a con!
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HOW TO CREATE THE IDEAL
SPONSORSHIP PORTFOLIO
이상적인 스폰서십 포트폴리오의 구성
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Sponsorship as Platform for integrated
suite of business activities
CORPORATE
STRATEGY
SALES, PRODUCT &
MARKETING STRATEGY
PR
AD
VE
RT
ISIN
G
CS
R/ C
OM
MU
NIT
Y
PR
OM
OT
ION
S
EM
PL
OY
EE
“We don’t do
sponsorship for
sponsorship sake, we
do so to amplify our
marketing and build
our business.”
스폰서십 전략과 후원사 마케팅 전략 및 방향과의 일치
ROLE OF SPONSORSHIP MUST BE ALIGNED
TO CORPORATE & MARKETING STRATEGY
CORPORATE
STRATEGY
SALES, PRODUCT &
MARKETING STRATEGY
PR
AD
VE
RT
ISIN
G
CS
R/
CO
MM
UN
ITY
PR
OM
OT
ION
S
EM
PL
OY
EE
Company
Vision
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스폰서십 전략 프레임워크
SPONSORSHIP STRATEGY PLAN FRAMEWORK
Key Insights & Market Analysis
Sponsorship
Evaluation &
Prioritization
Criteria
Ideal Sponsorship
Portfolio
Ongoing
Sponsorship
Management &
Measurement
Sponsorship Strategy
& Plan
Sponsorship Role & Objectives
2
3 4 5
1
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스폰서십 전략 프레임워크를 활용하여 스포츠마케팅 포트폴리오를 구성한 닐슨스포츠의 다양한 글로벌 고객사
LEADING GLOBAL BRAND USING THE PROCESS TO
CREATE THEIR SPORTS MARKETING PORTFOLIOS
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SPONSORSHIP EVALUATION CRITERIA FRAMEWORK 스폰서십 평가 프레임워크
• What is the current status of the market
• What properties are available for investment?
Which properties align
with corporate marketing
strategy?
LANDSCAPE
• What is our priority?
• What can we afford? Sponsorship
Evaluation
Criteria
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경쟁사 스폰서십 소비 행태 분석
HOW ARE COMPETITORS SPENDING IN SPONSORSHIP
Landscape
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80 70 55 40 30 30
Sample – Visibility of Competitors by Sport
WHICH PROPERTIES MOST ACTIVE WITH COMPETITORS 연맹별 스폰서십 계약 건수 분석
Landscape
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후원대상 분석 Matrix 설정
DESIGN A PROPERTY ASSESSMENT MATRIX
Sample – Client Property Matrix
BR
AN
D F
IT
DIMENSION WEIGHT
BRAND ALIGNMENT 25%
TARGET AUDIENCE 25%
PROPERTY
ENGAGEMENT 25%
TOTAL 100%
RATE SCORE
X =
x2
25% Final Brand
Fit Score
Out of 10
REACH
Brand Fit
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Nielsen Research – index of property to brand target demographic
85 125 156 90
UTILIZE NIELSEN RESEARCH FOR PERFORMANCE
AGAINST TARGET 닐슨 리서치 툴을 활용한 타겟 대비 성과 분석
Brand Fit
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후원 대상 별 후원 효과 분석
EVALUATING PERFORMANCE OF EACH PROPERTY
X
Sponsorship Opportunity Matrix
Attractive, but high
opportunity cost of
sponsorship
Ideal for
Consideration
Easy to do but less
Value
Not worth
Sponsoring
Affordability
Att
racti
ven
ess
10 0.0
5
0
5
10
Selection
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후원 대상 별 후원 효과 분석
Sample
EVALUATING PERFORMANCE OF EACH PROPERTY
Affordability
Att
rac
tive
ne
ss
10 0.0
5
0
5
10
Selection
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VALUING SPONSORSHIPS
IN MARKET
마켓에서의 스폰서십 가치 측정
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스폰서십 측정을 위한 두 가지 가치; 유형적 가치 & 무형적 가치
VALUING SPONSORSHIPS NEEDS TWO KEY
COMPONENTS
INTANGIBLE
BENEFITS
TANGIBLE
BENEFITS
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Calculation of
equivalent
media value
for brand
exposure
opportunities
ASSET-BASED SPONSORSHIP VALUE
INTANGIBLES
TANGIBLES
Undiscounted,
taken ‘as is’
SPONSOR STATUS
CLUTTER
SPONSORSHIP TRACK RECORD
CATEGORY EXCLUSIVITY
CONTINUITY
ASSOCIATION BENEFITS
SPONSORSHIP ATTRIBUTES
AWARENESS & RECOGNIZABILITY
GEOGRAPHIC REACH
ABILITY TO ACTIVATE
PROPERTY PRESTIGE
AUDIENCE PROFILE
COLLATERAL
ADDITIONAL COMPONENTS
ON-SITE
HOSPITALITY
TV
PRINT & ONLINE
SOCIAL
THERE ARE MULTIPLE ELEMENTS THAT MAKE UP
EACH COMPONENT
유형적 가치와 무형적 가치를 구성하는 다양한 요인
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스폰서십 효과 “측정”의 혁신
THE SCIENCE BEHIND SPONSOR VALUATION
5M+ SPORT HOURS
150k BRANDS
60 GLOBAL
MARKETS
BILLIONS OF DATA POINTS
15,000+ TEAMS,
LEAGUES & EVENTS
Nielsen Sports is shaping the future of omnichannel media valuation with innovative technology & the largest syndicated data platform in the
business
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스포츠만을 위한 옴니채널 “측정”기술
SPORTS FIRST OMNICHANNEL MEASUREMENT
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HOW IT WORKS
Unique Nielsen audience and cost data applied to calculate media value comparable to classic forms of advertising
Image detection and machine ccollect rich brand exposure data in live competition television broadcasts
Quality of exposure information collected –
size, location, and duration on screen
OUR VALUATION TECHNOLOGY
닐슨스포츠의 스폰서십 효과 “측정“ 기술
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QI MEDIA VALUE TOP 10 TIRE BRANDS QI MEDIA OTHERS (11)
32%
% of Total QI Media Value
% of Total
QI Media Value 97%
40%
17%
8%
$24M
$8M $6M $5M
Total QI Media
Value $108M
$34M
$3M $2M $1M
UNDERSTAND YOUR INDUSTRY SHARE OF VOICE
경쟁사의 광고점유율 분석 및 이해
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ROI AND MEASURING
SPONSORSHIP EFFECTIVENESS ROI 및 스폰서십 효과 측정
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REACH
Are the
sponsorships
reaching my
target audience?
RESONANCE
What is the cut
through of the
partnership within
our customer base?
REACTION
How is the
sponsorship
impacting key brand
health metrics and
purchase behaviour?
OUR SPONSORSHIP IMPACT MODEL
닐슨스포츠의 스폰서십 임팩트 모델
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BUY DATA
ANONYMOUS SINGLE SOURCE HHS
SPONSORSHIP EXPOSURES
CONNECTING THE DOTS TO MATCH SPONSORSHIP EXPOSURES
WITH RETAIL SALES…
Single Source TV HHs
SINGLE SOURCE AND IMPACT ON SALES 단일 원천 데이터와 세일즈 효과
Case Study
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FORECASTING SALES VIA SPORTS SPONSORSHIP –
QSR CATEGORY
Fans aware of QSR Sponsorship 2.0 million
Past month usage by group 45%
1
2
Difference to national population +12%
Size of impact group ~240,000
3
4
Average visits per month
0.5
Total visits ~120,000
5
6
Average spend per visit
$35
Sponsorship Revenue
$4.20
million
7
8
Case Study
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평균 64%의 후원사 브랜드가 스폰서십 활동을 통해 긍정적 이미지 변화
LONG TERM BRAND IMPACT VIA SPONSORSHIP
General Brand Awareness
95%
If b
ran
d w
as
kn
ow
n
UPLIFT
42% AWARE
of [BRAND]
being
a sponsor of
[XXX]
64% Perceived Brand Quality
(Top 2 Box) 45% 42%
60% Image / Appeal
(Top 2 Box) 40% 50%
51% Favorability / Preference
(Top 2 Box) 23% 122%
41% Purchase Consideration
(Top 2 Box) 23% 78%
66% Brand Advocacy 52% 27%
Case Study
58% UNAWARE
of [BRAND] being
a sponsor of
[XXX]
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Δ Attitudinal
COST PER ATTITUDINAL SHIFT
Fan Base
Investment
$200 PER
PERSON
+5% Loyalty
100,000 Fans
$1M
LONG TERM BRAND IMPACT VIA SPONSORSHIP 스폰서십을 통한 장기적인 브랜드 임팩트
Case Study
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Guy Port
MD Asia Pacific
