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Service offering – audience profile (2020)

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Whether you are profiling your audience for the first time or updating it, this research tool will allow you to better understand the people you are reaching, their interests, demographics and consumption habits, so you can be well prepared to re-engage and target sponsors!
You will then be able to compare the general profile of your participants to that of your market (such as Ontario or Toronto), thanks to a study conducted in parallel with a survey of 1,500 adults across the country.
The results of the study will give you a better understanding of your event’s clientele in order to optimize its marketing to attendees and partners. The budget required to conduct the study is $5,000, plus applicable taxes.

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Service offering – audience profile (2020)

  1. 1. Audience profile Service offering
  2. 2. Quebec Population Montreal Population Participants from your event PRESENTATION Whether you are profiling your audience for the first time or updating it, this research tool will allow you to better understand the people you are reaching, their interests, demographics and consumption habits, so you can be well prepared to re-engage and target sponsors! You will then be able to compare the general profile of your participants to that of your market (such as Ontario or Toronto), thanks to a study conducted in parallel with a survey of 1,500 adults across the country. The results of the study will give you a better understanding of your event’s clientele in order to optimize its marketing to attendees and partners. The budget required to conduct the study is $5,000, plus applicable taxes.
  3. 3. APPROACH This study is expected to include 400 respondents, requiring the questionnaire to be shared with a database of approximately 2,000 people. The turnkey study includes: • Project management • The development of the questionnaire according to your needs and its translation into French • Questionnaire scheduling and online interviews • Data coding, validation and processing • The production of a report containing the methodology, tables and graphs for all questions. The project requires 4 to 5 weeks following the confirmation of the study. The survey results will be compared to a sample of 1,500 Canadians (18+) who will be surveyed on the same questions.
  4. 4. STUDY SUMMARY - Where do you live (primary residence)? - Please enter the first three characters of your postal code. - What is your level of education? - Which of the following best describes your employment situation? - In total, how many people live permanently in your household—including children, teenagers and yourself? Location Socio-demographic profile Lifestyle and consumer habits - What are your main sources of entertainment? - In the next year, do you plan to purchase XYZ for personal use?
  5. 5. STUDY SUMMARY Attendance and appreciation Opinion of sponsors To what extent do you agree or disagree with the following statement? - Sponsors are essential to securing festival funding. - By partnering with festivals or sporting events, companies improve their image. - Overall, did you enjoy your experience at PROPERTY NAME this year? - Considering your experience as a visitor to PROPERTY NAME, to what extent would you recommend your family or friend to attend? - In the context of the COVID-19 health crisis, how much would you be willing to pay to attend an exclusive online cultural event of your choice? Interest in virtual programming
  6. 6. SAMPLE RESULTS Socio-demographic profile Post secondary education Average age Male / Female Proportion of families Average household income Language spoken at home
  7. 7. Event profile Intention to return NPS (Intention to recommend) Appreciation Interest in a virtual program Favorability towards sponsors Locals: 70% Day trippers: 21% Tourists: 9%
  8. 8. Media profile (Your event) Podcast Radio Television Traditional newspaper Online newspaper Social Media Influencers Video streaming Music streaming Canada Your Event
  9. 9. APPENDICES
  10. 10. SPONSORSHIP AGENCY Elevent’s purpose is to develop solutions which help sponsorship professionals make informed decisions. We are both consultants and creators of unique tools that facilitate the management and evaluation of sponsorships. We are generally mandated to perform complex analysis and optimization of sponsorship structures to determine their value and relevance, in order to maximize the property’s revenue potential and improve the quality of benefits obtained by sponsors. We also carry out provenance, traffic studies, and economic-impact studies in accordance with Tourisme Québec standards, as well as public opinion and consumer behaviour surveys related to the world of events and sponsorship.
  11. 11. We are the only agency in Canada that brings together all forms of strategic sponsorship expertise under the same roof. CONSULTATION Sponsorship strategy, partnership structure, negotiation, evaluation and performance measurement, research, etc. TOOLS We contribute to your success by providing you with unique tools to maximize the return on your sponsorship strategies. RESEARCH Production of sponsor—surveys, opinion polls, consumer behaviour—, provenance and traffic studies, economic impacts, etc.
  12. 12. SOME CLIENTS WHO TRUST US
  13. 13. TEAM EXPERIENCE DANIEL JUILLET Vice President, Research Active in the field of marketing research for over 25 years, Daniel has extensive expertise in the field of festivals, having conducted close to a hundred provenance and traffic studies over the past 10 years, notably for the Montreal International Jazz Festival, the Just for Laughs Festival, Osheaga, the Francos de Montréal, etc. Daniel also has extensive experience in the field of sponsorship, acquired at Fusion Alliance Marketing, the sponsorship division of Cossette Communication, where he has worked in collaboration with several festivals on behalf of his clients. JAY HÉBERT Partner, Consulting Services Jay has been active in communications and marketing for the past 15 years. A sponsorship specialist, he has worked in an agency environment for several years and has also held the position of Director of Sponsorships at BMO Financial Group. Among his many accomplishments are the development of Olympic programs and the management of several prestigious partnerships for General Motors, BMO Financial Group, Saputo and TELUS. His work has also been recognized twice by the Sponsorship Council of Canada.
  14. 14. SUPPORT TEAM EXPERIENCE RESEARCH TEAM Under the supervision of Vice-President Research Daniel Juillet, Research Project Managers Céleste Morisset and Maxime Chamberland are responsible for programming the questionnaires, processing and analyzing the data, and producing the reports. Elevent’s research team works on more than fifteen of the most important events in Quebec.

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