The document summarizes key insights from 9 real sponsorship studies conducted over 25 years. It discusses challenges in measuring sponsorship ROI but outlines best practices for defining objectives, choosing appropriate metrics, and evaluating outcomes both quantitatively and qualitatively. Examples include studies on increasing brand awareness and trial through sports and entertainment sponsorships. The presentation emphasizes the importance of ongoing measurement to optimize sponsorship performance and impact over time.
20 leaders form world class organizations come together to tackle the challenge of employee engagement and measure the role that design and space play.
케이큐브미디어키트 2013.3월호 영문판 (K CUBE MEDIA KIT_MAR,2013_ver.English)vaness_kcube
K Cube Ventures is a South Korean early stage venture capital firm founded in 2012 by Brian Kim, founder of Kakao, and Jimmy Rim. The 2013 media kit provides information about K Cube Ventures, including its founders and investment focus, past deals and portfolio companies, team members, and how it supports entrepreneurs. K Cube Ventures typically invests 100 million to 1 billion KRW in internet, mobile, gaming and tech startups. It aims to foster entrepreneurship in Korea by providing funding as well as networking, knowledge sharing, and other resources to portfolio companies.
The 6 Ps Of Social Marketing B&T 30 Oct 09Adam Joseph
Creative teams are no longer solo efforts and now require collaboration across disciplines to develop ideas that can drive significant behavior change and paradigm shifts. Benchmark campaigns now have long credits listing contributions from many experts across areas like advertising, digital, and new channels. Truly transformative ideas will come from unique creative minds working together openly rather than competitively. Social marketing also employs partnerships and policies to maximize impact, like how World Vision addressed poverty and climate change through coordinated efforts.
Hanson Dodge Creative - Active Lifestyle PortfolioBryan Rasch
Hanson Dodge Creative is an agency focused on brand experience design and technology for active lifestyle brands. They have over 25 years of experience working with major outdoor and fitness brands like Trek, Nike Cycling, Johnson Outdoors and Burton. They help clients develop strategic brand programs through integrated solutions including websites, catalogs, packaging and in-store designs. They are also known for their custom product programs that allow consumers to personalize products.
The document summarizes the results of a two-country study examining consumer attitudes towards BP's sponsorship initiatives following the 2010 Gulf of Mexico oil spill. The key findings were:
- Consumers in both the US and UK felt sponsorship should support environmental causes, but UK respondents were more supportive of existing sponsorships continuing.
- Wealthier consumers in both countries felt less strongly about diverting sponsorship funds to recovery efforts. Younger consumers felt more strongly that sponsorship funds could help the environment.
- Both countries agreed with continuing existing arts/culture and sports sponsorships, though support was stronger in the UK. Older, wealthier UK participants agreed more with continuing arts/culture sponsorships.
Resolución de sistemas por el método de gaussajcmarquez
El método de Gauss consiste en transformar un sistema de ecuaciones en otro equivalente de forma escalonada utilizando operaciones como sumar o restar ecuaciones, o multiplicar las ecuaciones por números. Se discute un sistema determinando si tiene solución y si es única o indeterminada, y se clasifican los sistemas como incompatibles, compatibles determinados o compatibles indeterminados. Finalmente, se muestra un ejemplo resuelto paso a paso usando el método de Gauss.
20 leaders form world class organizations come together to tackle the challenge of employee engagement and measure the role that design and space play.
케이큐브미디어키트 2013.3월호 영문판 (K CUBE MEDIA KIT_MAR,2013_ver.English)vaness_kcube
K Cube Ventures is a South Korean early stage venture capital firm founded in 2012 by Brian Kim, founder of Kakao, and Jimmy Rim. The 2013 media kit provides information about K Cube Ventures, including its founders and investment focus, past deals and portfolio companies, team members, and how it supports entrepreneurs. K Cube Ventures typically invests 100 million to 1 billion KRW in internet, mobile, gaming and tech startups. It aims to foster entrepreneurship in Korea by providing funding as well as networking, knowledge sharing, and other resources to portfolio companies.
The 6 Ps Of Social Marketing B&T 30 Oct 09Adam Joseph
Creative teams are no longer solo efforts and now require collaboration across disciplines to develop ideas that can drive significant behavior change and paradigm shifts. Benchmark campaigns now have long credits listing contributions from many experts across areas like advertising, digital, and new channels. Truly transformative ideas will come from unique creative minds working together openly rather than competitively. Social marketing also employs partnerships and policies to maximize impact, like how World Vision addressed poverty and climate change through coordinated efforts.
Hanson Dodge Creative - Active Lifestyle PortfolioBryan Rasch
Hanson Dodge Creative is an agency focused on brand experience design and technology for active lifestyle brands. They have over 25 years of experience working with major outdoor and fitness brands like Trek, Nike Cycling, Johnson Outdoors and Burton. They help clients develop strategic brand programs through integrated solutions including websites, catalogs, packaging and in-store designs. They are also known for their custom product programs that allow consumers to personalize products.
The document summarizes the results of a two-country study examining consumer attitudes towards BP's sponsorship initiatives following the 2010 Gulf of Mexico oil spill. The key findings were:
- Consumers in both the US and UK felt sponsorship should support environmental causes, but UK respondents were more supportive of existing sponsorships continuing.
- Wealthier consumers in both countries felt less strongly about diverting sponsorship funds to recovery efforts. Younger consumers felt more strongly that sponsorship funds could help the environment.
- Both countries agreed with continuing existing arts/culture and sports sponsorships, though support was stronger in the UK. Older, wealthier UK participants agreed more with continuing arts/culture sponsorships.
Resolución de sistemas por el método de gaussajcmarquez
El método de Gauss consiste en transformar un sistema de ecuaciones en otro equivalente de forma escalonada utilizando operaciones como sumar o restar ecuaciones, o multiplicar las ecuaciones por números. Se discute un sistema determinando si tiene solución y si es única o indeterminada, y se clasifican los sistemas como incompatibles, compatibles determinados o compatibles indeterminados. Finalmente, se muestra un ejemplo resuelto paso a paso usando el método de Gauss.
Resolución de sistemas por el método de gaussajcmarquez
El método de Gauss consiste en transformar un sistema de ecuaciones en otro equivalente de forma escalonada utilizando operaciones como sumar o restar ecuaciones, multiplicar o dividir ecuaciones por números, y sustituir ecuaciones. Se discute un sistema determinando si tiene solución y si es única o indeterminada, y se clasifican los sistemas como incompatibles, compatibles determinados o compatibles indeterminados. El documento presenta un ejemplo para ilustrar el método de Gauss.
Este documento presenta información sobre diferentes animales y sus hábitats divididos en 7 secciones: 1) animales de granja, 2) animales de los campos, 3) animales de la sabana, 4) animales cerca de pantanos, 5) animales del bosque, 6) animales voladores, y 7) animales marinos. Adicionalmente incluye una sección sobre mascotas y una evaluación de 6 preguntas.
Delivering impact through community sports programmes1978Jen
This document discusses delivering impact through community sports programs. It provides an agenda for a meeting on this topic, including presentations on the impact and value of sports focused community investment, and case studies from Premier League 4 Sport and Sky Sports Living for Sports. There will also be an open panel discussion. The document then discusses the potential impact of sports investment on physical health, mental health, numeracy, and quality of life. However, evidence shows sports investment has produced mixed results, with decreases in some areas but increases in others. The document argues maximizing value requires coordinating activities to have broader impacts through partnerships. It also discusses balancing investments, innovating funding models, and creating long term sustainability.
This document outlines the RepTrak model for reputation management. It identifies seven drivers of corporate reputation: products & services, innovation, workplace, governance, citizenship, leadership, and performance. Each reputation driver is defined by supportive behaviors that positively influence perceptions of that driver and lead to beneficial behaviors for the company. The model was created by the Reputation Institute to help companies understand and improve their reputations.
Customer Experience Approach from Peppers & Rogers GroupCustomerConsultant
The document provides an overview of Peppers & Rogers Group, a global consulting firm specializing in customer strategy. It discusses the firm's founders and their expertise in relationship marketing. The core belief of the firm is that customers are unique and should be treated differently. The firm helps clients implement customer-centric strategies and capabilities by understanding customers, aligning organizations, and measuring impact. The broad range of services includes insights, strategy development, business design, capability building, and deployment.
1) PagesJaunes aims to drive more traffic to local advertisers through developing local content and media, enriching their database and websites, and growing their audience.
2) They seek to become a "global local media" by extending their position in the digital engagement funnel for users searching for local businesses.
3) PagesJaunes is deploying various strategies to maximize traffic from sources like their own website, search engines like Google and Bing, social media platforms, and partnerships with other local media companies.
The document discusses employer branding and its importance for organizations. It notes that employer branding is about capturing an organization's value proposition in a way that engages employees and stakeholders. It also discusses how employer branding can help organizations with recruitment by differentiating them from competitors and maintaining consistency. The document provides some key principles for effective employer branding, such as focusing on people and being clear about promises to potential employees. It also discusses how organizations can apply these principles in the new digital environment by using online channels to overcome barriers of time and space.
How Consumers REACT to Marketing. Understanding Marketing EffectivenessPeter Nguyen
This document summarizes Nielsen's approach to measuring marketing effectiveness. It discusses how Nielsen uses statistical analysis to understand sales drivers for thousands of brands worldwide and measure the impact of over $10 billion in annual media investments. It shows how Nielsen can determine the ROI of different marketing executions and media types. It also provides examples of how dual-platform advertising, online video ads, and social media exposures can enhance TV ad performance. Finally, it discusses how Nielsen helps clients optimize their marketing plans and spending allocation based on insights from its analyses.
Björn Edlund discusses the importance of societal competence for business leaders and sustainability. He asks if leadership is ready to interact with stakeholders and understand how public opinion is formed. Edlund also questions if leaders can assess non-technical risk and are trained to manage issues through assertiveness and compromise. He notes that companies are vulnerable in the public sphere and must frame debates around delivering customer and societal value. Edlund proposes developing societal competence through helping leaders understand reputational vulnerabilities, preparing them for stakeholder engagement, and training them in assertive yet compromising issue management.
This document provides an overview of using LinkedIn for digital marketing. It discusses finding target markets and making messages stand out on LinkedIn. Best practices include developing a unique profile, connecting with contacts, providing recommendations, participating in groups, building relationships, and promoting content. Advanced people searches and case studies are also covered. The presentation aims to help users leverage LinkedIn for marketing, recruitment, and networking.
Andrew Chow is a speaker and consultant who believes conversation is the queen of social media. Testimonials praise him as an articulate, entertaining, and knowledgeable speaker who helps organizations think outside the box. He has received several awards for his work in marketing, communications, and entrepreneurship. Chow writes books on social media branding and life lessons from entrepreneurship. He is also involved with several charities.
The document provides a 10-step approach for conducting effective performance reviews that are transformational and employee-centered. The steps include adopting a mutual learning mindset, establishing performance frameworks, discussing goals and expectations, monitoring performance, and having coaching conversations to discuss what is going well and areas for improvement. The approach focuses on development over evaluation, is anchored to defined goals, and aims to have both parties learn something to improve performance.
This document discusses corporate engagement with non-profits in 2011. It notes that corporate responsibility has broadened beyond just philanthropy. Preferences must match between corporations and charities to build long-term success. Most important factors for corporations in deciding partnerships are marketing impact, fit with corporate social responsibility goals, and achieving social outcomes. The perfect partner is knowledgeable, professional, flexible, and helps deliver corporate objectives. What corporations want from partnerships and what types of charities they prefer are also examined.
Communicating on Corporate Purpose is one of the key strategic tools for managers to build trust and reputation with stakeholders, according to our CORPORATE PURPOSE IMPACT STUDY
This document discusses corporate purpose and its impact. It begins by explaining how companies have evolved from CSR projects to defining a corporate purpose. It then discusses an IMD study that found having a strong, well-communicated corporate purpose can increase financial performance by up to 17% and differentiate companies within their industry. The rest of the document provides examples of corporate purposes from various companies and discusses how communicating purpose helps build trust with stakeholders.
Resolución de sistemas por el método de gaussajcmarquez
El método de Gauss consiste en transformar un sistema de ecuaciones en otro equivalente de forma escalonada utilizando operaciones como sumar o restar ecuaciones, multiplicar o dividir ecuaciones por números, y sustituir ecuaciones. Se discute un sistema determinando si tiene solución y si es única o indeterminada, y se clasifican los sistemas como incompatibles, compatibles determinados o compatibles indeterminados. El documento presenta un ejemplo para ilustrar el método de Gauss.
Este documento presenta información sobre diferentes animales y sus hábitats divididos en 7 secciones: 1) animales de granja, 2) animales de los campos, 3) animales de la sabana, 4) animales cerca de pantanos, 5) animales del bosque, 6) animales voladores, y 7) animales marinos. Adicionalmente incluye una sección sobre mascotas y una evaluación de 6 preguntas.
Delivering impact through community sports programmes1978Jen
This document discusses delivering impact through community sports programs. It provides an agenda for a meeting on this topic, including presentations on the impact and value of sports focused community investment, and case studies from Premier League 4 Sport and Sky Sports Living for Sports. There will also be an open panel discussion. The document then discusses the potential impact of sports investment on physical health, mental health, numeracy, and quality of life. However, evidence shows sports investment has produced mixed results, with decreases in some areas but increases in others. The document argues maximizing value requires coordinating activities to have broader impacts through partnerships. It also discusses balancing investments, innovating funding models, and creating long term sustainability.
This document outlines the RepTrak model for reputation management. It identifies seven drivers of corporate reputation: products & services, innovation, workplace, governance, citizenship, leadership, and performance. Each reputation driver is defined by supportive behaviors that positively influence perceptions of that driver and lead to beneficial behaviors for the company. The model was created by the Reputation Institute to help companies understand and improve their reputations.
Customer Experience Approach from Peppers & Rogers GroupCustomerConsultant
The document provides an overview of Peppers & Rogers Group, a global consulting firm specializing in customer strategy. It discusses the firm's founders and their expertise in relationship marketing. The core belief of the firm is that customers are unique and should be treated differently. The firm helps clients implement customer-centric strategies and capabilities by understanding customers, aligning organizations, and measuring impact. The broad range of services includes insights, strategy development, business design, capability building, and deployment.
1) PagesJaunes aims to drive more traffic to local advertisers through developing local content and media, enriching their database and websites, and growing their audience.
2) They seek to become a "global local media" by extending their position in the digital engagement funnel for users searching for local businesses.
3) PagesJaunes is deploying various strategies to maximize traffic from sources like their own website, search engines like Google and Bing, social media platforms, and partnerships with other local media companies.
The document discusses employer branding and its importance for organizations. It notes that employer branding is about capturing an organization's value proposition in a way that engages employees and stakeholders. It also discusses how employer branding can help organizations with recruitment by differentiating them from competitors and maintaining consistency. The document provides some key principles for effective employer branding, such as focusing on people and being clear about promises to potential employees. It also discusses how organizations can apply these principles in the new digital environment by using online channels to overcome barriers of time and space.
How Consumers REACT to Marketing. Understanding Marketing EffectivenessPeter Nguyen
This document summarizes Nielsen's approach to measuring marketing effectiveness. It discusses how Nielsen uses statistical analysis to understand sales drivers for thousands of brands worldwide and measure the impact of over $10 billion in annual media investments. It shows how Nielsen can determine the ROI of different marketing executions and media types. It also provides examples of how dual-platform advertising, online video ads, and social media exposures can enhance TV ad performance. Finally, it discusses how Nielsen helps clients optimize their marketing plans and spending allocation based on insights from its analyses.
Björn Edlund discusses the importance of societal competence for business leaders and sustainability. He asks if leadership is ready to interact with stakeholders and understand how public opinion is formed. Edlund also questions if leaders can assess non-technical risk and are trained to manage issues through assertiveness and compromise. He notes that companies are vulnerable in the public sphere and must frame debates around delivering customer and societal value. Edlund proposes developing societal competence through helping leaders understand reputational vulnerabilities, preparing them for stakeholder engagement, and training them in assertive yet compromising issue management.
This document provides an overview of using LinkedIn for digital marketing. It discusses finding target markets and making messages stand out on LinkedIn. Best practices include developing a unique profile, connecting with contacts, providing recommendations, participating in groups, building relationships, and promoting content. Advanced people searches and case studies are also covered. The presentation aims to help users leverage LinkedIn for marketing, recruitment, and networking.
Andrew Chow is a speaker and consultant who believes conversation is the queen of social media. Testimonials praise him as an articulate, entertaining, and knowledgeable speaker who helps organizations think outside the box. He has received several awards for his work in marketing, communications, and entrepreneurship. Chow writes books on social media branding and life lessons from entrepreneurship. He is also involved with several charities.
The document provides a 10-step approach for conducting effective performance reviews that are transformational and employee-centered. The steps include adopting a mutual learning mindset, establishing performance frameworks, discussing goals and expectations, monitoring performance, and having coaching conversations to discuss what is going well and areas for improvement. The approach focuses on development over evaluation, is anchored to defined goals, and aims to have both parties learn something to improve performance.
This document discusses corporate engagement with non-profits in 2011. It notes that corporate responsibility has broadened beyond just philanthropy. Preferences must match between corporations and charities to build long-term success. Most important factors for corporations in deciding partnerships are marketing impact, fit with corporate social responsibility goals, and achieving social outcomes. The perfect partner is knowledgeable, professional, flexible, and helps deliver corporate objectives. What corporations want from partnerships and what types of charities they prefer are also examined.
Communicating on Corporate Purpose is one of the key strategic tools for managers to build trust and reputation with stakeholders, according to our CORPORATE PURPOSE IMPACT STUDY
This document discusses corporate purpose and its impact. It begins by explaining how companies have evolved from CSR projects to defining a corporate purpose. It then discusses an IMD study that found having a strong, well-communicated corporate purpose can increase financial performance by up to 17% and differentiate companies within their industry. The rest of the document provides examples of corporate purposes from various companies and discusses how communicating purpose helps build trust with stakeholders.
Burson-Marsteller has carried out a research together with IMD business school involving over 200 European companies, looking at how they define and communicate Corporate Purpose to internal and external stakeholders. The analysis led to a number of findings, most notably that corporate purpose enhances financial performance by 17%!
Background slides for a 30-minute talk with 50 or so high-impact entrepreneurs enrolled in the Founder Institute\'s Chicago cohort. This message requires 90 to 180 minutes, and twice as many slides.
Telling Your Story Through Branding is an overview of how stories serve as vehicles to illustrate differentiation and easily share the brand experience.
Marketing Your Association in a Social Media Age: 60 ideas in 60 minutesSteve Drake
Marketing Your Association in a Social Media Age: 60 ideas in 60 minutes is a fast-paced session during which a panel of 6 association marketing executives share marketing tips from 35 associations. The live presentation will be made at the 2011 ASAE convention in St. Louis starting at 3:15 on Monday, August 8.
1. The document discusses partner marketing and how to improve relationships with partners to drive conversion. It emphasizes developing progressive partnerships through understanding partners' businesses and adding value.
2. The iris approach involves defining strategic paths and shared growth agendas with partners. It also focuses on field teams, brand effect, consumer behavior and marketing support to optimize partner activities.
3. Dashboards are used to track partner strategies, observations, and opportunities for briefs that accelerate brands and add value through differentiated products and services. The goal is influencing purchase both in and outside of retail through long-term progressive partnerships.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Income Tax exemption for Start up : Section 80 IAC
Performance Research ROI
1. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Jed Pearsall
Bill Doyle PERFORMANCE RESEARCH
Our mission:
To help clients measure
and understand the value
of sponsorship, and reveal
the essential truth about
sponsorship impact.
2. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Michael Lynch
VP, Global Partnerships
Visa
“You can’t manage a sponsorship
if you can’t measure it.”
research is too costly
fear of results
don’t know where to start
3. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
What
SHOULD we
do?
How DID we do /
How can we
NOW what
do we do?
SPONSORSHIP
RESEARCH
OPTIMIZE
what we
ARE we doing?
do?
How DID
we do /
ARE we
doing?
4. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
define the type of sponsorship
outline your objectives
5. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
media based engagement based
- target markets - experiences
- eye balls - relevancy
- cost efficiency - emotions
- relationships
Measurement:
cost per thousand
impressions
outputs not outcomes
6. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
specific
measurable
appropriate
realistic
time specific
7. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Not everything that can
be counted counts.
And not everything that
counts can be counted.
Albert Einstein
8. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
build awareness and familiarity
initiate a conversation
generate trials
drive store traffic
differentiate the brand
engage new consumers
fulfill a need
increase consideration
elevate sales
build long term loyalty
9. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Olympic Games Raceways
America’s Cup Concert Venues
First sponsorship research firm FIFA World Cup Stadiums
Rugby World Cup Theme Parks
Single focus on sponsorship NFL, NBA, NHL, MLB Ski Resorts
Motorsports Beaches
& lifestyle marketing Extreme Sports Bars/ Clubs
Youth sports Golf Courses
750+ programs Theme parks Fairs / Festivals
Cause marketing Football Stadiums
12 clients on IEG’s Top 15 sponsors Web sponsorship Basketball Arenas
Music sponsorship Olympic Venues
TV Sponsorship College Campuses
Site-based marketing City Streets
Alternative media Movie Theaters
Minorities / subcultures Museums
Websites Arts Venues
on-site research
online research
telephone research
focus groups
immersion studies
strategic consulting
10. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
“the truth
is
rarely pure
and
never simple”.
Oscar Wilde
11. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
9 real studies…
- covering 25 years of research
- hundreds of thousands of interviews
- representing millions of pages detailed statistics
without showing a pie chart
under 3 minutes each
Taking On The World: Sony Ericsson Tries for an Ace with WTA
12. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
confusion of what product is
new logo, new products
hard to reach youth / young adults
active local sponsors
global considerations
don’t sell directly
on-site measurements, 8 countries
market-area online interviews
tracking through successive years
13. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Business objectives
8 of 10 fell into primary target
unaided brand awareness up 20 points
correct “familiarity” driven up
attribute for “attractive brand” up 40 points
consideration rose 30 points
Sponsorship objectives
variable unaided awareness (10%-60%)
over 1 million units for every 2 pts)
Meeting a Challenge: Attracting Recruits in Time of War
14. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
increase reach to a specific target
positive impact on imagery
personal connection to deliver information
motivate to visit a recruiting office
re-contacted visitors to activation 10 days post
compare to existing base-line measures
• change of imagery
• propensity to consider
• rank Army higher than other branches
• initiation of conversation with influencers
• reduction of concerns / fears
15. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
80% of visitors were males
75% connected to someone in the service
Over half had improved imagery
40% were more likely to consider
Rose to be the most preferred service
40% discussed options with parents
35% plan to investigate option further
Showing it off: Powering up for Scrubbing Bubbles
16. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
needed platform to showcase new product
wanted interactive, educational, fun
traditional barriers to trial
on-site intercepts, 3 of 10 stops
30-day post re-contact
qualitative observations
17. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
quantitative findings
3/4 “enjoyed very much”
virtually all took coupons
over ½ correctly assimilated info.
positive movement in brand perception
“off the charts” post-event purchase
qualitative review
variability in events, staff, location
children increased interaction
husband decreased interaction
Scrubby rules!
Hitting the Streets: Brand Engagement Teams Bring Fashion Out of the Store
18. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Awareness is universal
- Education about experience key to gaining customers
New Customers
- Has a hurdle to initiate trials
- Needs explanation to convince newbies
Existing Customers
- Typically become brand evangelists
- Need reasons to return and shop different departments
objectives
- drive store traffic trials for new customers
- increase visitation frequency among existing customers
- increase “Basket” for existing customers
19. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
on-site intercepts of surrounding activities
- test cells had engaged in activation
- control cells not exposed to activation
respondents re-contacted 30 days post activation
multiple cities across the US
four unique activations tested in18 months
significant increase in…
- trials and repeat visits
- average “basket”
incremental sales directly attributable to
program were calculated
20. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Making Them Sweat: Getting Kids to Get Rid of the Stink
need to encourage use
early users = long users
kids tell mom’s what to buy
peer pressure to conform
21. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
varied sports events
pre, during, re-contact surveys
sampling vs. non sampling
respondents
high incoming brand awareness made some
ROI measures questionable
“Coolness” jumped 20+ points
two-thirds received a sample
purchase intent rose 15 points among trials
22. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Getting Into The Cart: Encouraging Kids To Call The Shots
cereal aisle has become
more and more cluttered
mature brands have difficulty
standing out
needed to increase trials and
relevance
kids request numbers rule
23. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
on-site intercepts among attending kids
control, prior to exposure of event
test, immediately following the event
stratified by current “users” and “non-users”
event covered multiple sites over 3 months
brand attribute significantly increased
(test vs. control)
relevancy increased
non users- greatest increases
three quarters reported learning
something “new” about the brand
overall mom “requests” were
significantly up (nearly all agreed).
24. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Quiet Please: The (Marketing) Show is About to Start
sense of responsibility
sense of isolation
need for socialization
need to have confidence
25. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
pre-exposure baseline
online surveys
post-event online surveys
throughout summer months
strong repeat attendance (6+)
most had previously used brand
15+ point pre-to-post lift in purchase intent
15+ pre-to post drop for key competitor
significant increase in all brand health measures
26. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Say Cheese: Racing to Save Customers
brand leader in film (back then!)
facing new competition from low price retailers
protect against erosion, needed to keep base
especially vulnerable in the South East
signed a 4 race deal to decide if it was working
27. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
on-site interviews- race fans
final race of the contract
control / pre-race
test / post race
brand loyalty was quantified
aware of sponsorship were 2x as likely to
purchase
exposure to the program stopped erosion
28. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
Speaking Through the Arts: Reaching HNWI’s in a Quite Way
worldwide cultural differences
need for consistent message
platforms resistant to branding
target traditionally insulated
29. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
“Arts & cultural sponsorships have two enormous
advantages. First, they represent one of the last kinds of
sponsorships where consumers give you credit for just
showing up… Secondly, because they draw fewer
sponsorship dollars, they allow you to be distinctive and
win attention by doing something unexpected.”
David D'Alessandro
Chief Executive Officer, John Hancock Insurance
Author of Brand Warfare
focus Groups in U.S., Europe, Asia
pre-post telephone surveys
in sponsorship markets
on-site intercepts at events
30. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
art is a universal language
fear of over-commercialization is unfounded
most want to be informed more about corporate
support
arts are not that much different from…
Arts are not that much different from…
31. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
evaluation has become more walk, less talk
interest in evaluation has moved higher up the ladder
raising the bar for success
ROO and ROI also includes ROR
ROI is NOT static- fluid and adapting
the industry is getting smarter
the challenges may be getting bigger
the learning never stops
32. page
Sponsorship ROI in the Real World
Presented by Jed Pearsall & Bill Doyle, Performance Research, March 14, 2011
see
yourself
as
others
see
you
www.performanceresearch.com
33. PERFORMANCE RESEARCH
25 MILL STREET • QUEEN ANNE SQUARE • NEWPORT, RHODE ISLAND 02840 • (401) 848-0111 • FAX (401) 848-0110
Nuts & Bolts of Sponsorship Research
28th Annual IEG Sponsorship Conference
“Return on Engagement”
Monday March 13, 2011
Bill Doyle -- Vice President
bill@performanceresearch.com
Why sponsor..... ?
o At first it was “to get free publicity” -- which then evolved into
-- “logo placement”
-- and eventually “alignment with a property”
-- Clipping services
-- Media Impressions
(Joyce Julius 734-971-1900 / SiS 212-736-0645)
-- Event Audits
This is now a valuable tool to analyze a means to an end and no longer
just an end result.
But, sponsorship objectives can now include:
o To increase awareness
o Reach my target market
– DEMOGRAPHICS AND BUYER-GRAPHICS – a must for properties
o Change / Enhance Image
o Business to business / Client entertainment
o Employee / Internal Motivations
o On-Site Sales Opportunities
o Related Direct Sales Opportunities (Licensed Merchandise)
o Sales Promotions / Incentives / Retail POP
o Be an Integral Part of the Property Experience
How do you measure all these?
34. PERFORMANCE RESEARCH
25 MILL STREET • QUEEN ANNE SQUARE • NEWPORT, RHODE ISLAND 02840 • (401) 848-0111 • FAX (401) 848-0110
Traditional Methods
Quantitative / Surveys --- Answers the question “IF?”:
- Awareness
- Target Market / Demo’s
- Image Enhance
- Employee / Internal Motivations
- Purchase intent
Survey Methodologies Include:
- On-site Intercepts (When sponsorship is “site” based)
- On-site Intercepts / Telephone Re-Contact
- Telephone RDD – LISTS AVAIL?
- On-line – LISTS AVAIL?
Property Pointer:
You MUST be gathering data-bases of your audience, this will save
SIGNIFICANT amounts of time and money when research is needed.
Common Nuts and Bolts Questions about survey research at events:
-- How do you select a methodology? (Efficiency/sampling issues)
-- How long can the survey be? (Think “down-time”)
-- When do you need incentives & How much? (Depends on interest level)
-- How do you phrase ??’s / know what to ask? (Use a pro or existing Q’s)
-- How much does it cost? (Huge ranges - $5k - $50k)
-- Where do I start? (Tabulations are first step!)
-- Can I do this myself? (Yes and no.. see above)
-- How / where do I collect the surveys? (Avoid Bias! Geo/Demo or?)
-- How many surveys make a valid sample? (See chart – 200 is typical)
(Remember sub-groups)
35. Qualitative -- Focus Groups -- Answers the question “WHY?”:
- Why does it (or why does in not) change an image?
- Why would purchase intent change for one sponsor and not another?
- Why do you like one concept over another?
Focus Group Methodologies (as they pertain to Sponsorships)
- In affect, “Sit around and Talk”
- Focus Groups are NOT quantitative.. don’t “count” votes or opinions.
Observational Research -- Answers the question “HOW?”
- How do they become aware?
- What do they do with that knowledge?
- How does it translate to actual behavior?
Observational Research Methodologies:
- Day In Life Of (DILO)
- Product Inventories
(Cupboard / Cooler checks / Ashtray Sift / Tire Counts)
- Video Accounting
- Video Intercepts
- Self-Directed Videos
- Purchases / Uses / Aspirations / Problems - concerns
Common Nuts and Bolts Questions about qualitative research:
-- How long can a session be? (2hr MAX.)
-- When do you need incentives?
(How much?) (Depends – but $50-$100 common)
-- How do you phrase the discussions? (Consult a pro / educator or course)
-- How much does it cost? (All totaled about $6-$8k per group)
-- How long does it take to schedule? (Should be min. 14-21 days notice)
-- How do you recruit? (Consider sub-ing out or intercepts)
-- How many groups make a valid sample? (Trick question!)
36. PERFORMANCE RESEARCH
25 MILL STREET • QUEEN ANNE SQUARE • NEWPORT, RHODE ISLAND 02840 • (401) 848-0111 • FAX (401) 848-0110
COMPANY PROFILE
Performance Research (Newport, Rhode Island) was organized in 1985 to provide quantitative
and qualitative evaluation of event marketing programs to corporate sponsors, properties and
their agencies.
Over the past twenty+ years, the company has conducted over 1 million, on-site, on-line, and
telephone interviews and more than 500 focus groups regarding corporate sponsorships of
sports, leisure activities and special events. As a leader in custom sponsorship evaluation,
Performance Research has in-depth experience with worldwide events such as the Olympic
Games, Rugby World Cup, America’s Cup, FIFA World Cup and Formula 1 Grand Prix, and U.S.
professional sports such as the NFL, NBA, NHL, PGA and ATP tours. In addition they have
worked with motorsports such as NASCAR, IRL, NHRA, FIM, and IMSA series, as well as
regional sponsorships and events with extensive experience in concerts, theme parks, ski resorts,
museums, cinemas, zoo’s and traveling exhibits.
Performance Research is a primary research partner with many of the top sports sponsors,
including: Anheuser-Busch, Amoco Oil, AT&T, adidas, Coca-Cola, Citi-Financial, Coors Brewing
Company, Eastman Kodak, Exxon, Ford Motor Company, General Motors, Harley Davidson, IBM,
Gillette, Honda, Kellogg’s, McDonald’s, Miller Brewing Company, Nissan, NCAA, MCI, Pepsi,
Philips Electronics, R.J. Reynolds, Shell Oil, Sony-Ericsson, Subaru, Ticketmaster, TJX, UBS,
VISA and WGBH / PBS.
Market data presented by Performance Research has been referenced by leading publications
such as: Financial Times, The Wall Street Journal, The New York Times, USA Today, Business
Week, Financial World, Fortune, Hollis Sponsorship Report, Adweek, Advertising Age, Autoweek,
BrandWeek, Marketing, MediaWeek, NewsWeek, Promo Magazine, Sport Business Sports
Marketing Letter, Sports Marketing Quarterly, Smart Money, IEG Sponsorship Report, Sports
Marketing and Sponsorship News.
PRINCIPALS
Jed Pearsall is the founder of Performance Research. He holds a doctorate in sports
management from Temple University, and is a former faculty member at Temple specializing in
Sociology of Sports. Pearsall’s pre-doctoral work was completed at Dartmouth College and The
Wharton School of Finance (Univ. of Pennsylvania). Pearsall is a frequent speaker at IEG’s
annual conference on Sports and Special Events, the BDS Sponsorship Conference (London), as
well as Association of National Advertisers (ANA) conferences for Financial Mgt. and
Sponsorship.
Bill Doyle (Vice President) holds a degree in Business Management from Rutgers University and
has developed most of the event measurement criteria now standard in the industry. Doyle is the
first and possibly the only focus group moderator in the United States specializing in the event
marketing industry. He has lectured at the International Conference on Sports and Special
Events (Paris), and the AMA Conference on Sports Marketing, IEG’s annual conference on
Sports and Special Events as well as several other sports marketing conferences globally.
37. PERFORMANCE RESEARCH
25 MILL STREET • QUEEN ANNE SQUARE • NEWPORT, RHODE ISLAND 02840 • (401) 848-0111 • FAX (401) 848-0110
SAMPLE SIZE SELECTION: Internet, On-Site and TELEPHONE RESEARCH
Statistical significance is only relevant to randomly selected samples and does not apply to samples collected with an
inherent bias (self-selection, geographic, etc.). Increased sample sizes have no effect on legitimizing improperly selected
respondents. (Collecting 4,000 biased surveys is far worse than collecting 100 random surveys.)
Prior to the collection of data, the effect of sample size on the precision of the research can only be estimated in a + / -
percentage range.
The actual +/- percentage figure will depend on how extreme, or how close the final percentage of responses are to either
0% or 100%.
For example, with a sample size of 200 respondents, on a simple YES/NO question with 90% of the respondents
answering YES and 10% answering NO, the data could vary by +/- 2% (at a 95% confidence level). However, if 50%
answered YES and 50% answered NO, the margin of error could be as high as +/-7%. When considering sample sizes,
this 7% variation would then be the "worst case scenario".
Although it is extremely rare in any sponsorship-related study for the worst-case scenario to happen, it should still be
considered as a possibility when selecting sample size.
The following chart outlines the best and worst case scenarios, showing the margin of error for various sample sizes at
the 95% confidence level. Margin of error decreases as confidence level decreases. 1
BEST CASE: WORST CASE:
MARGIN OF ERROR MARGIN OF ERROR
200 RESPONDENTS +/- 2% +/- 7%
300 RESPONDENTS +/- 1½% +/- 5½%
500 RESPONDENTS +/- 1% +/- 4½%
1500 RESPONDENTS +/- 1% +/- 2¼%
1
Statistical References:
Kachigan, Sam. Multivariate Statistical Analysis, Radius Press, New York, 1982, p.81.
Kinnear, T. & Taylor, J. Marketing Research: An Applied Approach, McGraw-Hill, New
York, 1983,
pp. 227-233.