CCI COTTING Research - Impact of ads in ski resorts on brands

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We have completed an extensive research in ski resorts to find out what impact brand advertising and sponsorship campaigns have on brand awareness, image and consumer behavior. Find here a few teasing results.

If you would like to know more about actual ad and sponsorship opportunities in ski destinations, then please contact the team @ CCI MEDIA or send an e-mail to: pcotting@cci-media.com

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CCI COTTING Research - Impact of ads in ski resorts on brands

  1. 1. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 The Impact of advertising & sponsorship campaigns in ski resorts
  2. 2. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 The Research Company Further information: http://www.cci-cotting.ch Led by Prof. Dr. Laura Illia IE University Madrid and London School of Economics & Dr. Patrick Cotting Faculty Member IE University, USI (University of Lugano).
  3. 3. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 Overview •  674 face to face interviews have been conducted in 4 resorts between February 23rd – March 16th 2014 •  Resorts: Sölden (AU), Verbier (CH), Val d’Isère (FR), Courmayeur (IT) •  Media activity, image and purchase intention tested in all locations •  All interviews were conducted in the local language •  The survey has been carried out with the help of iPads + a compatible software (iSurveySoft) •  The analysis was done with the statistics software SPSS from IBM.
  4. 4. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 The tested CCI Effectiveness Model S&E Project Aware- ness Attitude / Image Beha- viour The  influen)als:     Length  of  stay,  Na)onality,  Age,  Gender,  being  a  customer,  overall  company  awarenenss   Destination Media/ Sponsorship Mix Creative Design 4
  5. 5. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 A few general results from the Study *The impact on image and sales was measured for the client but cannot be published for confidentiality reasons 5
  6. 6. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 Age Groups 45% 24% 24% 8% 0% 20% 40% 60% 25-­‐34   35-­‐44   45-­‐54   55-­‐64   Sölden 35% 31% 26% 9% 0% 20% 40% 60% 25-34 35-44 45-54 55-64 Verbier 35% 27% 28% 10% 0% 20% 40% 60% 25-34 35-44 45-54 55-64 Val d’Isère 20% 43% 27% 10% 0% 20% 40% 60% 25-34 35-44 45-54 55-64 Courmayeur
  7. 7. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 Nationalities Can you tell me firstly what country you are resident in? 0.70% 4.00% 12.20% 20.00% 17.40% 0.10%0.10% 5.50% 0.40%0.60% 3.30% 8.20% 16.90% 10.50% 0% 5% 10% 15% 20% 25% Most people, that we interviewed, came from France (20%), Italy (17.4%) and the UK (16.9%).
  8. 8. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 Posters and Lift Posters are the most perceived ads n=674 56.23% 61.57% 38.58% 29.23% 40.21% 46.44% 25.07% 26.11% 12.61% 0% 10% 20% 30% 40% 50% 60% 70% 1.  Posters 2.  Ski Lifts 8 Other  media  &  plaHorms   (for  details  please  contact  CCI)    
  9. 9. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 The Impact on the awareness a. Unaided Recall The influentials: Length of stay, Nationality, Age group, ... Destination Media/ Sponsorship Mix Creative Design S&E Project Aware- ness Attitude / Image Beha- viour 9
  10. 10. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 Unaided brand recall The unaided brand recall is higher: -  The more the brand is doing (à all or nothing approach) -  The more the brand is also investing in experiences ( à more than posters; also ski schools, race tracks, events) 10
  11. 11. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 The Impact on the awareness b. Aided Recall The influentials: Length of stay, Nationality, Age group, ... Destination Media/ Sponsorship Mix Creative Design S&E Project Aware- ness Attitude / Image Beha- viour 11
  12. 12. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 High awareness of the advertisements yes 95.90% no 4.10% Sölden yes 78.70% no 21.30% Verbier yes 45.20%no 54.80% Val d’Isère yes 83.40% no 16.60% Courmayeur Have you seen this advert from company XY during your stay? 12
  13. 13. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 Conclusions regarding impact on the brand awareness 13 •  Length of stay, •  the nationality, •  being a customer, •  prior awareness of the brand •  and having taken the ski school services… …have a significant influence on the ad awareness!
  14. 14. © CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014 At your service The CCI COTTING Consulting Research Team •  Myrta Zemp •  Juliette Montavon •  Mario Schuler •  Linus Zemp •  Caroline Thuret •  Michael Sidler •  Anna Zemp-Kiser •  Chiara Casnati •  Liberty Lauren Radice •  Tatiana Rojas •  Fabia Roos •  Prof. Dr. Laura Illia •  Dr. Patrick Cotting CCI COTTING CONSULTING LTD. ZILSTRASSE 27 CH-8153 ZURICH – RUEMLANG OBERDORF 12 CH-1712 FRIBOURG – TAFERS www.cci-cotting.ch +41 43 541 40 00 / +41 79 555 37 25 pcotting@cci-cotting.com

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