FMCG Brand Engagement & Sponsorship ROI

Have Bought it Before - Brand Trial % Sponsor AwareFMCG Brand Engagement 60 50 Total Market 42% 50% Sponsorship ROI Level 32% 40 15 23 30 5 Market Analysis Reach & Engagement 20 % Total 10 27 27 27 27 Total Market (16-55 age group) 90,700,000 0 Passion for Property 17% 15,419,000 All Aware of Sponsor Passionates Gratefuls (“Passionates”) PassionIndex Prompted Recall of Sponsor 11% 9,977,000 Recommend to Friend/Relative - Recall Sponsor Brand Advocacy % Delighted with Sponsor 7% 6,349,000 Sponsor Aware (Gratitude Index) 39% 40 34% 32 Total Market 21% 17 22 24 LevelThis is a FMCG sponsorship ROI example. The total customer base in the 16 4market for the sponsor is 90.7 million consumers. Of these, 15.4 million arepassionate fans of the property and 9.8 million can recall the sponsorship.Importantly, 6.3 million consumers are delighted that the brand is sponsoring 8 17 17 17 17the property (Gratefuls/Gratitude Index). 0 All Aware of Sponsor Passionates GratefulsUsing the SponsorMap framework we can see that the sponsorship isproviding a brand lift to the FMCG sponsor. Brand trial, advocacy and main Brand Used Most Often %brand lifts are all linked to the sponsorship. Sponsor AwareSponsorMap looks beyond sponsor recall alone to demonstrate the impact ofsponsorship either through passion or sponsorship appreciation or both. 29%Different sponsorships will work differently, some are passion driven others 30 16%appreciation. Total Market 17% 15The example demonstrates the profound effect of sponsorship on brand 20 12 Levelmeasures particularly trial, advocacy and usage. 3 10 14 14 14 14 0 All Aware of Sponsor Passionates Gratefuls

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FMCG Brand Engagement & Sponsorship ROI

by Nicholas Cameron on Jun 03, 2011

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FMCG Brand Engagement & Sponsorship ROI — Presentation Transcript