To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am

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The 2010 Performance Research IEG Presentation.

The 2010 Performance Research IEG Presentation.

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  • Our job as researchers is to ask the right questions, and uncover the truth about what people are saying, and what they really mean. . To set the stage for this, we are just going to show you a 2 minute video of some old time celebrities doing just that.Why were we fascinated by this show? Someone did something remarkable Others can fake their way through it, using a little bit of knowledge and a few buzz words We like to think that we are not fooled– we can tell the differenceDoes this relate to sponsorship? Knowing truth about sponsorship has been an issue since its inception IMG story So how do we decipher the truth about sponsorship?
  • We are the judges… everyone in this roomWe need to tell the truth if we are selling sponsorshipWe need to know the truth if we, as a sponsor, are to invest wiselyWe need to understand the truth if we are to make sponsorship more meaningful to consumers and more effective to sponsors
  • This statement is so relevant to sponsorships..Why is it rarely pure? Multiple constituencies all looking at the same things, with very different perspectives: Properties: Sponsors: Sponsorship Managers Other Marketing Departments Upper Management Finance People General PublicBut our goal today is to make it simple for you. How do we do that? …. Break it down into simple steps.
  • …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
  • …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
  • …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
  • So, moving up the ladder….
  • …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
  • …but now lets look at what consumers are saying
  • …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
  • What do we need to do? First we need to answer the following questions.

Transcript

  • 1. FOCUSING ON WHAT MATTERS
    what consumers say
    what they mean
    what you should do
    Jed Pearsall and Bill Doyle PERFORMANCE RESEARCH
  • 2.
  • 3. Our mission:
    To help clients measure and understand the value of sponsorship, and reveal the essential truth about sponsorship impact.
  • 4. “the truth
    is
    rarely pure
    and
    never simple”.
    Oscar Wilde
  • 5. building sponsorship value
    achieving
    brand loyalty
    creating
    relevancy
    generating
    awareness
    reaching
    targets
  • 6. building sponsorship value
    achieving
    brand loyalty
    creating
    relevancy
    generating
    awareness
    reaching
    targets
  • 7. reaching targets
    common mis-perceptions:
    • we can rely on assumptions
    • 8. there are “good” and “bad” demographics
    • 9. consumers are the only targets
  • reaching targets
    actual truths:
    • fan interests are always evolving, and what seems obvious may be misleading
    • 10. there is a lid for every pot, and a sponsor for every demographic.
    • 11. targets include stockholders, employees, trade, even local
    regulators / decision makers
  • 12. building sponsorship value
    achieving
    brand loyalty
    creating
    relevancy
    generating
    awareness
    reaching
    targets
  • 13. generating awareness
    common mis-perceptions:
    • visibility is key
    • 14. bigger is better
    • 15. it’s all about the signage
    • 16. there is a linear connection between recall and spending
  • generating awareness
    let’s hear what consumers are saying….
  • 17. - SPONSORSHIP AWARENESS -
  • 18. + SPONSORSHIP AWARENESS +
  • 19. awareness: what consumers are saying
    • they are being bombarded with sponsor messages
    • 20. even high profile sponsors are lost in the clutter
    • 21. sponsorship is seen as "wall paper"
    • 22. if you "throw" too much, they "catch" nothing
    • 23. visibility, by itself, has minimal personal relevance
    • 24. overload has created an "A.D. consumer"
  • awareness: what consumers are saying
    I can recall certain corporate sponsors, if I choose to.
  • 25. awareness: what consumers mean
    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.
  • 26. case study: generating awareness
    2010 Winter Olympic Games
  • 27. total awareness: 2010 Olympic Games
  • 28. case study: 2010 Olympic Games
  • 29. case study: 2010 Olympic Games
  • 30. case study: 2010 Olympic Games
  • 31. case study: 2010 Olympic Games
    Conclusion:
    Truth is in the eyes of the consumer
  • 32. building sponsorship value
    achieving
    brand loyalty
    creating
    relevancy
    generating
    awareness
    reaching
    targets
  • 33. creating sponsorship relevancy
    common mis-perceptions:
    • winning is everything
    • 34. relevancy can be bought
  • creating sponsorship relevancy
    let’s hear what consumers are saying….
  • 35. - SPONSORSHIP RELEVANCY -
  • 36. + SPONSORSHIP RELEVANCY +
  • 37. relevancy: what consumers are saying
    • official sponsorship can be confusing and vague
    • 38. official sponsorship often means "big business"
    • 39. 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
  • 40. creating sponsorship relevancy
    Quick case study:
    Soft drink company sponsorship of pro sports
  • 41. Case study: creating sponsorship relevancy
    soft drink and pro sports
  • 42. Case study: creating sponsorship relevancy
  • 43. case study: creating sponsorship relevancy
  • 44. Case study: creating sponsorship relevancy
    Conclusion:
    Passion points and emotional triggers are often beneath the surface
  • 45. building sponsorship value
    achieving
    brand loyalty
    creating
    relevancy
    generating
    awareness
    reaching
    targets
  • 46. achieving brand loyalty
    common mis-perceptions:
    • brand loyalty is a “right” of sponsorship
    • 47. brand loyalty is a genetic or demographic pre-disposition
    • 48. brand loyal fans are loyal to all sponsors
  • Achieving brand loyalty
    Let’s hear what consumers are saying….
  • 49. - SPONSORSHIP LOYALTY -
  • 50. sponsor loyalty: what consumers are saying
    • sponsorship is often self-serving -- a one way street
    • 51. I understand what they want, (my support), I just offer
    it selectively
  • 52. sponsor loyalty: what consumers mean
    like any relationship, loyalty is earned through…
    sincerity
    commitment
    trust
    understanding each other
  • 53. case study: achieving brand loyalty
    wealth management firm and the arts
  • 54. case study: achieving brand loyalty
    • Worldwide cultural differences
    • 55. Need for consistent message
    • 56. Platforms resistant to branding
    • 57. Target traditionally insulated
  • case study: achieving brand loyalty
    • Focus Groups in U.S., Europe, Asia
    • 58. Pre-Post Telephone Surveys in Sponsorship Markets
    • 59. On-Site Intercepts at Events
  • case study: achieving brand loyalty
    • Art is a universal language
    • 60. Fear of over-commercialization is unfounded
    • 61. Most want to be informed more about corporate support
    • 62. Arts are not that much different from…
  • case study: achieving brand loyalty
  • 63. case study: achieving brand loyalty
    Conclusion:
    Sponsor loyalty is the result of fulfilling a need
  • 64. what consumers say
    what they mean
    what you should do
  • 65. generating awareness
    Strategy checklist -
    • are we breaking through the sponsorship clutter?
    • 66. how are we differentiating the program from other sponsors?
    • 67. what are the top sponsors doing to command fan’s attention?
    • 68. are we talking with our customers or at them?
  • creating relevancy
    • do the activations focus on their passion points rather than ours?
    • 69. how well have we touched customers emotional triggers?
    • 70. are we reaching all relevant touch points?
    • 71. are we welcoming, engaging, and inviting guests into our space?
    Strategy checklist -
  • 72. achieving brand loyalty
    • is the sponsorship giving something of value?
    • 73. fulfilling a need?
    • 74. being recognized as an enhancement of the experience?
    • 75. is the value of the sponsorship being communicated by a credible source?
    • 76. is there a call to action?
    Strategy checklist -
  • 77. closing thoughts
  • 78. + SPONSORSHIP LOYALTY +
  • 79. + SPONSORSHIP LOYALTY +
  • 80. thank you!