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


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

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