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SponsorMap Overview & Case Studies




                          Capturing Passion Outcomes from Your Sponsorship!




Tuesday, March 30, 2010
Measuring Sponsorship Effectiveness - The Basics
                                                                                                                                      The Measurement Sequence


                                                                                                                1.                        2.                       3.
                                                                                                                Define the sponsorship     Survey the target        Report the findings.
                                                                                                                objectives to be          audience.
                                                                                                                measured.




                                                                                                                To measure the effectiveness of a sponsorship, we need to measure
                                                                                                                outputs not inputs with the target audience.

                                                                                                                These may include some of the following:

                                                                                                                - High sponsor recall
                                                                                                                - Increased sponsor brand loyalty
                                                                                                                - Improved sales leads
     To measure sponsorship ROI we need to measure Attention (audience reach), Understanding (sponsor           - Improved brand image ratings
     recall), Engagement (Passion Index) and Sponsor Appreciation (Gratitude Index). Each of these impact on    - Improvements in goodwill towards the sponsor
     how well a sponsor’s objectives can be achieved and also identify areas where the sponsorship itself can
     be improved.                                                                                               This is obtained by surveying the target audience of a sponsorship or the
                                                                                                                fans.
     Brand shift is based on what the sponsorship itself has shifted in terms of target audience perceptions,
     attitudes and buyer behavior. Achievement of a sponsor’s objectives is what we measure with                Other information that can be used in a SponsorMap evaluation are media
     SponsorMap, whether it is to generate additional sales and leads, improve brand positioning or the         coverage (TV & print), social media (blogs, Facebook etc.) and sales
     reputation of the sponsor with a target audience.                                                          information that can be sourced separately.

                       Inter-relationships                                                                                                The Research Methodology

                                                                                                                The selection of the survey sample is dependent on the target audience
                            Sponsor                                                                             for a sponsorship. Match the survey sample to the intended target
                                                                                                                audience.

                                                                                                                National
                                                          Inter-relationships between a sponsor,                We require a sample that we can project nationally so we can claim for
                                                          property and customer/target audience are             example, 35% of mobile phone subscribers can recall sponsor X.
                                                          what are measured using the SponsorMap
                                                          methodology.                                          Regional
                                                                                                                Sample is taken from a regional level and projected to a regional level.

                                                                                                                Event
                                                                                                                Sample is taken from the event audience. With this sample we can claim
                                                                                                                for example that 48% of the 20,000 people that attended the event were
                                                                                                                delighted with the sponsors involvement and 65% (13,000) were
    Property                                         Customer                                                   considering buying their next motor vehicle from the sponsor.

                                                                                                                Various methods can be used for data collection ranging from on-line
                                                                                                                panels, telephone surveys or face-to-face interviews. Each have there
                                                                                                                own advantages and disadvantages but the trend is towards on-line
                                                                                                                surveys.




Tuesday, March 30, 2010
Return on Objectives



                                                                                                  1.                       2.                        3.
                                                                                                  Define the sponsorship    Survey the target         Report the findings
                                                                                                  objectives to be         audience.                 against the
                                                                                                  measured.                                          sponsorship objectives




        Often we can find a direct relationship between a sponsorship specific metric such as the
        Gratitude Index and brand advocacy. This is what we would expect to see if the
        sponsorship was working as intended.

        Most often there is a direct relationship between the passion for the property and
        sponsorship performance with the target segment.

        It is important to measure performance against what were the objectives for individual
        sponsors. SponsorMap takes this into consideration and has the flexibility to
        demonstrate effectiveness for all different types of sponsors.


                                                                                                  Pre and post sponsorship measurement is the ideal way to demonstrate
                                                                                                  sponsorship’s contribution. In this case there were significant increases on brand
                                                                                                  health metrics for this particular sponsor of NASCAR.

                                                                                                  The sponsors objectives were to increase purchase intent, brand advocacy and
                                                                                                  brand image with the adult spirt drinkers that follow NASCAR. Clearly, the
                                                                                                  sponsorship in our example can be determined to have achieved those
                                                                                                  objectives.




Tuesday, March 30, 2010
Passion - Sponsorshipʼs Powerhouse


  A SponsorMap study involves a
  survey of the target audience to                              Sponsor Recall                      Sponsorship Fit                       Demographics
  obtain key sponsorship
  performance metrics.                                                   PassionIndex                        Gratitude Index                        Return on Objectives




                                      Passion Index - Emotional Engagement
                                                                                                                                           The Measurement Sequence



                                                                                                                  Property                                   Sponsor          “Passionates”

                                                                                                                  Extreme sports                             Fashion                81%

                                                                                                                  Formula One Team                             Telco                70%

                                                                                                                  Property A                               Sponsor X                69%

                                                                                                                  Broadcast                                    Telco                59%

                                                                                                                  Music Festival                               Telco                54%

                                                                                                                  Football                                     Utility              54%

                                                                                                                  Horse Race                                   Beer                 53%

                                                                                                                  Property B                               Sponsor X                46%

                                                                                                                  European Football                          Finance                43%

                                                                                                                  Art/Entertainment                            Utility              34%


    SponsorMap measures the level of passion towards properties by the target audience and segments a property by the strength of its fan base. A strong property will have a high proportion of
    ‘Passionates’ (Fanatics + Great Fans). The most valuable properties are those that have the largest number of Passionates, In the example above, for the mobile phone market the LA Lakers can be
    considered more valuable than the US Open Golf Championship with that particular target audience. SponsorMap can match the property that best fits the passions of a target segment using the
    PassionIndex.




Tuesday, March 30, 2010
Sponsor Recall - A Key Requirement to Measure Sponsorship Effectiveness

        Spontaneous Sponsor Recall                Unaided Spontaneous Recall               Prompted Sponsorship Recall                            Source of Sponsor Awareness
              - First mention-                              -Total-
                                                                                          SPONSOR X                   68%                        From friends                 78%
                                              Sponsor X
      Sponsor X                                                                           Bank of America             53%
                                          Bank of America                                                                                        Information on a
                                                                                                                                                                              22%
                                                                                          Nike                        25%                        website
  Bank of America                                   Nike
                                                                                          Buick                       19%                        From Internet Forum          14%
                                                    Buick
 American Express                                                                         American Express            35%                        From magazines/
                                        American Express                                                                                                                        5%
                                                                                                                                                 newspapers
                                                                                          FedEx                       21%
           FedEx                                   FedEx                                                                                         Banners on Internet            5%
                                                                                          Sony                        13%
                                                    Sony                                                                                         Other Posters                  3%
        Accenture                                                                         Dole                          8%
                                                    Dole                                                                                         TV                             3%
                                                                                          Accenture                     3%
                                               Accenture
            Pepsi                                                                                                                                Pub                            3%
                                                   Target                                 Target                        4%
                                                                                                                                                 Flyers and postcards           2%
  Coca Cola/Coke                              Capital One                                 Capital One                   1%
                                                                                                                                                 Posters in the street          1%
                                                 Citibank                                 Citibank                      1%
         Citibank                                                                                                                                Internet other                 1%
                                          Coca Cola/Coke                                  Coca Cola/Coke                1%
                                                                                                                                                 From organisers                1%
    Miscellaneous                                  Pepsi                                  Pepsi                         1%
                                                                                                                                                 On the radio                   1%
                                            Miscellaneous                                 Exxon Mobil                   8%
 Don't Know/None                                                                                                                                 Online Game                    1%
                                         Don't Know/None                                  Williams                      3%
                                                                                                                                                 Yahoo! Match                   1%
                                                                                          IBM                           1%
                                                                                                                                                 ERA Ticket                     1%
                                                                                          Miscellaneous                 4%
                                                                                                                                                 SMS                            1%
Recall of sponsors from the event showing percentage of visitors that can recall the      Don't Know/None             53%
sponsors at both a spontaneous (unprompted) and prompted (aided) level. This measures                                                            Forget                         1%
how well the sponsor’s involvement is remembered. For a sponsorship to be effective it
first needs to be recalled by the target audience, this is not measured by logo counting
measurement systems.
Media Impressions                                                                          Social Media
                                                                                             Social media is an important method from communicating sponsorship messages. Specialist
Media impressions can be included in a SponsorMap analysis. These can be obtained            social media measurement services have been used in conjunction with SponsorMap in a
from various media sources depending on the sponsorship and they are best used as            number of projects.
a measure of inputs not outputs for a sponsorship.
                                                                                             Unlike media impressions, social media monitoring involves listening to blogs, Facebook, Twitter
These can include coverage in the broadcast and print media. SponsorMap does not             posts for specific mentions of sponsorship messages.
measure media impressions but instead relies on people’s actual recall of sponsors
themselves as opposed to logo counts. Source of sponsor recall is asked to confirm
from what sources the message is actually being received by a target audience.

SponsorMap can demonstrate how well a sponsorship is actually being
communicated with a target segment by examining media impressions, sponsor recall
and the source of sponsor awareness.




Tuesday, March 30, 2010
Sponsor Appreciation - Do People Appreciate a Sponsors Involvement?

     Sponsor appreciation is mainly impacted by the level of sponsorship activation to enhance the brand experience of the consumer or the choice of the property itself. Those sponsors that
     work to provide an enjoyable brand experience for consumers do achieve higher levels of sponsor appreciation (Gratitude Index) compared to those that just focus on providing logos.
     Cause related properties also generally achieve higher appreciation levels. Sponsor appreciation by itself can deliver significant ROI to sponsors and is driven by sponsorship activation.

                                                                                                                                 Benchmarks - Other Events and Sponsorships


                                                                                                                  Property                                 Sponsor                  “Gratefuls”

                                                                                                                  Arts                                          Utility                74%
                                                                                                                  Formula One Team                              Telco                  61%
                                                                                                                  Property X                             Sponsor X                     59%
                                                                                                                  Music Festival                                Telco                  52%
                                                                                                                  Extreme sports                            Fashion                    52%
                                                                                                                  Horse Race                                    Beer                   47%
                                                                                                                  Broadcast                                     Telco                  38%
                                                                                                                  European Football                         Finance                    24%
                                                                                                                  European Football                             Utility                12%

         Measuring sponsorship fit helps ensure the correct alignment between sponsor and property.
                                                                                                                                             Benchmarks - Sponsorship Fit


                                                                                                                      Property                      Sponsor               Dislike          Like

                                                                                                                      Extreme sports                 Fashion               2%              88%
                                                                                                                      Property X                   Sponsor X               2%              82%
                                                                                                                      Formula One Team                Telco                7%              66%
                                                                                                                      Arts                            Utility              6%              65%
                                                                                                                      Music Festival                  Telco                12%             52%
                                                                                                                      Horse Race                      Beer                 13%             38%
                                                                                                                      Broadcast/Entertainment         Telco                14%             37%
                                                                                                                      European Football              Finance               11%             47%
                                                                                                                      European Football               Utility              9%              34%




Tuesday, March 30, 2010
Property Sponsor Evaluations




              Case Study 1 - Arts Property Evaluation                                                     Case Study 2 - Motor Racing Evaluation
                                                                                                      Another example of SponsorMap in action is for a motor sports team that utilized
     1.                        2.                       3.                                            SponsorMap to measure sponsorship effectiveness at a national level in the United
                                                                                                      States.
     Demonstrate to            Conduct an on-line       Report the findings.
     sponsors the strength     survey with the                                                        The motor racing property needed to demonstrate that sponsorship was a effective
     of an arts sponsorship.   properties own email                                                   marketing tool to one of the the principal sponsors. Importantly, they wanted to
                               database.                                                              communicate that motor racing was an effective way to build a relationship with
                                                                                                      customers.

                                                                                                      The focus was on communicating more than the media value of logos but instead how
                                                                                                      the motor racing was enhancing the brand values of the sponsor and communicating
                                                                                                      to a large passionate audience.
    The key deliverables for the property were:

    - Sponsor recall (First Mention, Spontaneous & Prompted)                                          We conducted an online national survey in order that
    - PassionIndex                                                                                    we could project the results to a national level:
    - Sponsorship Fit
    - Sponsor Appreciation                                                                            - Sponsor recall
    - Event elements evaluation                                                                       - PassionIndex
    - Audience profile - Demographics & Category Usage                                                 - Sponsorship Fit
                                                                                                      - Sponsor Appreciation
                                                                                                      - Event elements evaluation
                                                                                                      - Audience profile - Demographics & Category Usage
   The research methodology involved an online SponsorMap survey with the properties database of
   registered members. An invitation was sent out via email and the survey was hosted by
   SponsorMap and completed on-line. Small incentives were provided and the result was that there
   were approximately n=150 completed interviews that we used to prepare a research report on the              Market Analysis Reach & Engagement
   overall effectiveness.                                                                                                                  %          Total      The research enabled the
                                                                                                                                                                 such claims as “1.7
   The key findings were that the level of sponsor recall was very high, PassionIndex was high with    Sponsor Customer Base                           19,367,100 million of the sponsors
   well educated, high income female professionals that are primary high household decision-makers.   Passion for Property                  9%         1,743,039 target customers are
   Sponsor appreciation was also very strong in this particular case.                                 (“Passionates”) PassionIndex                               passionate about motor
                                                                                                                                                                 sport team and that
   For the property this enabled them to demonstrate the value of the investment to sponsors and      Prompted Recall of Sponsor            7%         1,355,697 352,481 are delighted
   provided useful supporting material for future sponsorship acquisition.                            Base: Recall Sponsor                                       with their involvement as
                                                                                                                                                                 sponsors”.
                                                                                                      Delighted with Sponsor               26%           352,481
                                                                                                      (Gratitude Index)




Tuesday, March 30, 2010
Sponsor Evaluation
   Case Study 3 - Football Sponsorship

       A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national
       research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in
       key market segments.

       The key sponsorship objectives were as follows:

       - To improve brand advocacy (Recommendation)                                                                    Stage 2 - Return on Sponsorship KPIs
       - To improve card loyalty
       - To improve positioning as the card for travel
                                                                                                  Market Analysis KPIs (Pre and Post Market Assessment)
                                                                                         Total Market (24,855,600)               Pre           Post         Gain %       Weighted Gain
                                                                                                                                                                          Customers
                 Stage 1 - Sponsorship Engagement
                                                                                         Base - Recall Sponsor                   0%                23%          +23%            +5,716,780

                Market Analysis Reach & Engagement                                       Loyalty to Sponsor                      13%               19%            +6%               +343,007

                                            %            Total                           Brand Advocacy                          23%               40%          +17%                +971,853
       Total Market (Bank customers)                     24,855,600                      “The card for overseas travel’          35%               56%          +21%            +1,200,524
       Passion for Property                 34%           8,450,900                      Delighted with Sponsor                  0%                41%          +41%            +2,343,880
       (“Passionates”) PassionIndex
       Prompted Recall of Sponsor           23%           5,716,780
                                                                                                               Stage 3 - Sponsorship Driven ROI - Loyalty Example
       Recall Sponsor
                                                                                         Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this
       Delighted with Sponsor               41%           2,343,800                      example, there is increased loyalty to the bank from 343,000 bank customers based on the research
       (Gratitude Index)                                                                 findings.


      By weighting the survey results to project the total market                                          Market Analysis - Improvements on Sponsorship Objectives
      we can conclude that nearly 8.5 million bank customers are
      passionate about the sponsored property. Nearly six million                                                                                      %                    Total
      (5,716,780) can recall the bank as a UEFA sponsor and 2.3                        Base - Increase in Bank Loyalty                                                                343,000
      million bank customers are delighted that the bank is
      sponsoring UEFA.                                                                 Prompted Recall of Sponsor                                          91% Recall driven
                                                                                       (“Passionates”) PassionIndex                                        84% Passion driven
                                                                                       Delighted with Sponsor (Gratitude Index)                            76% Sponsor Appreciation Driven



                                                                                         We are able to use SponsorMap to analyze the increased number of bank customers stating they
                                                                                         are more loyal to the bank. Of these, 91% can recall the sponsorship, 84% are Great Fans or
                                                                                         Fanatics to UEFA (Passionates) and 76% were delighted with the bank for the sponsorship
                                                                                         (Gratitude Index). These are all indications that the sponsorship was driving increases in loyalty.




Tuesday, March 30, 2010
SponsorMap Clients, Market Coverage & Testimonials

                                                                   Global Sponsors




                           "SponsorMap™ is an excellent tool for measuring the effectiveness and
                          value of sponsorship. I believe it is a great improvement over traditional
                          sponsorship awareness measures, giving us deeper insights into how we
                                        enhance the experience for our customers."

                                    Heba Habashy Market Research Manager, Vodafone



                                                                   Global Coverage


                                   Australia                                    United Kingdom
                                   New Zealand                                  Switzerland
                                   China                                        Russia
                                   Taiwan                                       Greece
                                   Malaysia                                     Romania
                                   Philippines                                  Ukraine
                                   United States                                Turkey
                                   Thailand                                     Singapore
                                    Hong Kong                                   UAE
                                    India                                       Canada
                               SponsorMap! has been used in 20 markets
                               across the globe and more than 2000 properties have been measured


Tuesday, March 30, 2010
Further Details

  Contact Us
  SponsorMap is available in more than 80 countries across the globe.

  To speak to us directly call and leave a voicemail on our US number 24/7 on +1 (917) 675-3403.

  Otherwise email info@sponsormap.com




  Resources
  Visit www.sponsormap.com for
  !!Free webinars on measuring sponsorship
  !!Free e-books on measurement for sponsors and properties
  !!Sign-up for our mailing list on some of the latest insights in this area




Tuesday, March 30, 2010
Some Sponsorship ROI Case Studies

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Some Sponsorship ROI Case Studies

  • 1. SponsorMap Overview & Case Studies Capturing Passion Outcomes from Your Sponsorship! Tuesday, March 30, 2010
  • 2. Measuring Sponsorship Effectiveness - The Basics The Measurement Sequence 1. 2. 3. Define the sponsorship Survey the target Report the findings. objectives to be audience. measured. To measure the effectiveness of a sponsorship, we need to measure outputs not inputs with the target audience. These may include some of the following: - High sponsor recall - Increased sponsor brand loyalty - Improved sales leads To measure sponsorship ROI we need to measure Attention (audience reach), Understanding (sponsor - Improved brand image ratings recall), Engagement (Passion Index) and Sponsor Appreciation (Gratitude Index). Each of these impact on - Improvements in goodwill towards the sponsor how well a sponsor’s objectives can be achieved and also identify areas where the sponsorship itself can be improved. This is obtained by surveying the target audience of a sponsorship or the fans. Brand shift is based on what the sponsorship itself has shifted in terms of target audience perceptions, attitudes and buyer behavior. Achievement of a sponsor’s objectives is what we measure with Other information that can be used in a SponsorMap evaluation are media SponsorMap, whether it is to generate additional sales and leads, improve brand positioning or the coverage (TV & print), social media (blogs, Facebook etc.) and sales reputation of the sponsor with a target audience. information that can be sourced separately. Inter-relationships The Research Methodology The selection of the survey sample is dependent on the target audience Sponsor for a sponsorship. Match the survey sample to the intended target audience. National Inter-relationships between a sponsor, We require a sample that we can project nationally so we can claim for property and customer/target audience are example, 35% of mobile phone subscribers can recall sponsor X. what are measured using the SponsorMap methodology. Regional Sample is taken from a regional level and projected to a regional level. Event Sample is taken from the event audience. With this sample we can claim for example that 48% of the 20,000 people that attended the event were delighted with the sponsors involvement and 65% (13,000) were Property Customer considering buying their next motor vehicle from the sponsor. Various methods can be used for data collection ranging from on-line panels, telephone surveys or face-to-face interviews. Each have there own advantages and disadvantages but the trend is towards on-line surveys. Tuesday, March 30, 2010
  • 3. Return on Objectives 1. 2. 3. Define the sponsorship Survey the target Report the findings objectives to be audience. against the measured. sponsorship objectives Often we can find a direct relationship between a sponsorship specific metric such as the Gratitude Index and brand advocacy. This is what we would expect to see if the sponsorship was working as intended. Most often there is a direct relationship between the passion for the property and sponsorship performance with the target segment. It is important to measure performance against what were the objectives for individual sponsors. SponsorMap takes this into consideration and has the flexibility to demonstrate effectiveness for all different types of sponsors. Pre and post sponsorship measurement is the ideal way to demonstrate sponsorship’s contribution. In this case there were significant increases on brand health metrics for this particular sponsor of NASCAR. The sponsors objectives were to increase purchase intent, brand advocacy and brand image with the adult spirt drinkers that follow NASCAR. Clearly, the sponsorship in our example can be determined to have achieved those objectives. Tuesday, March 30, 2010
  • 4. Passion - Sponsorshipʼs Powerhouse A SponsorMap study involves a survey of the target audience to Sponsor Recall Sponsorship Fit Demographics obtain key sponsorship performance metrics. PassionIndex Gratitude Index Return on Objectives Passion Index - Emotional Engagement The Measurement Sequence Property Sponsor “Passionates” Extreme sports Fashion 81% Formula One Team Telco 70% Property A Sponsor X 69% Broadcast Telco 59% Music Festival Telco 54% Football Utility 54% Horse Race Beer 53% Property B Sponsor X 46% European Football Finance 43% Art/Entertainment Utility 34% SponsorMap measures the level of passion towards properties by the target audience and segments a property by the strength of its fan base. A strong property will have a high proportion of ‘Passionates’ (Fanatics + Great Fans). The most valuable properties are those that have the largest number of Passionates, In the example above, for the mobile phone market the LA Lakers can be considered more valuable than the US Open Golf Championship with that particular target audience. SponsorMap can match the property that best fits the passions of a target segment using the PassionIndex. Tuesday, March 30, 2010
  • 5. Sponsor Recall - A Key Requirement to Measure Sponsorship Effectiveness Spontaneous Sponsor Recall Unaided Spontaneous Recall Prompted Sponsorship Recall Source of Sponsor Awareness - First mention- -Total- SPONSOR X 68% From friends 78% Sponsor X Sponsor X Bank of America 53% Bank of America Information on a 22% Nike 25% website Bank of America Nike Buick 19% From Internet Forum 14% Buick American Express American Express 35% From magazines/ American Express 5% newspapers FedEx 21% FedEx FedEx Banners on Internet 5% Sony 13% Sony Other Posters 3% Accenture Dole 8% Dole TV 3% Accenture 3% Accenture Pepsi Pub 3% Target Target 4% Flyers and postcards 2% Coca Cola/Coke Capital One Capital One 1% Posters in the street 1% Citibank Citibank 1% Citibank Internet other 1% Coca Cola/Coke Coca Cola/Coke 1% From organisers 1% Miscellaneous Pepsi Pepsi 1% On the radio 1% Miscellaneous Exxon Mobil 8% Don't Know/None Online Game 1% Don't Know/None Williams 3% Yahoo! Match 1% IBM 1% ERA Ticket 1% Miscellaneous 4% SMS 1% Recall of sponsors from the event showing percentage of visitors that can recall the Don't Know/None 53% sponsors at both a spontaneous (unprompted) and prompted (aided) level. This measures Forget 1% how well the sponsor’s involvement is remembered. For a sponsorship to be effective it first needs to be recalled by the target audience, this is not measured by logo counting measurement systems. Media Impressions Social Media Social media is an important method from communicating sponsorship messages. Specialist Media impressions can be included in a SponsorMap analysis. These can be obtained social media measurement services have been used in conjunction with SponsorMap in a from various media sources depending on the sponsorship and they are best used as number of projects. a measure of inputs not outputs for a sponsorship. Unlike media impressions, social media monitoring involves listening to blogs, Facebook, Twitter These can include coverage in the broadcast and print media. SponsorMap does not posts for specific mentions of sponsorship messages. measure media impressions but instead relies on people’s actual recall of sponsors themselves as opposed to logo counts. Source of sponsor recall is asked to confirm from what sources the message is actually being received by a target audience. SponsorMap can demonstrate how well a sponsorship is actually being communicated with a target segment by examining media impressions, sponsor recall and the source of sponsor awareness. Tuesday, March 30, 2010
  • 6. Sponsor Appreciation - Do People Appreciate a Sponsors Involvement? Sponsor appreciation is mainly impacted by the level of sponsorship activation to enhance the brand experience of the consumer or the choice of the property itself. Those sponsors that work to provide an enjoyable brand experience for consumers do achieve higher levels of sponsor appreciation (Gratitude Index) compared to those that just focus on providing logos. Cause related properties also generally achieve higher appreciation levels. Sponsor appreciation by itself can deliver significant ROI to sponsors and is driven by sponsorship activation. Benchmarks - Other Events and Sponsorships Property Sponsor “Gratefuls” Arts Utility 74% Formula One Team Telco 61% Property X Sponsor X 59% Music Festival Telco 52% Extreme sports Fashion 52% Horse Race Beer 47% Broadcast Telco 38% European Football Finance 24% European Football Utility 12% Measuring sponsorship fit helps ensure the correct alignment between sponsor and property. Benchmarks - Sponsorship Fit Property Sponsor Dislike Like Extreme sports Fashion 2% 88% Property X Sponsor X 2% 82% Formula One Team Telco 7% 66% Arts Utility 6% 65% Music Festival Telco 12% 52% Horse Race Beer 13% 38% Broadcast/Entertainment Telco 14% 37% European Football Finance 11% 47% European Football Utility 9% 34% Tuesday, March 30, 2010
  • 7. Property Sponsor Evaluations Case Study 1 - Arts Property Evaluation Case Study 2 - Motor Racing Evaluation Another example of SponsorMap in action is for a motor sports team that utilized 1. 2. 3. SponsorMap to measure sponsorship effectiveness at a national level in the United States. Demonstrate to Conduct an on-line Report the findings. sponsors the strength survey with the The motor racing property needed to demonstrate that sponsorship was a effective of an arts sponsorship. properties own email marketing tool to one of the the principal sponsors. Importantly, they wanted to database. communicate that motor racing was an effective way to build a relationship with customers. The focus was on communicating more than the media value of logos but instead how the motor racing was enhancing the brand values of the sponsor and communicating to a large passionate audience. The key deliverables for the property were: - Sponsor recall (First Mention, Spontaneous & Prompted) We conducted an online national survey in order that - PassionIndex we could project the results to a national level: - Sponsorship Fit - Sponsor Appreciation - Sponsor recall - Event elements evaluation - PassionIndex - Audience profile - Demographics & Category Usage - Sponsorship Fit - Sponsor Appreciation - Event elements evaluation - Audience profile - Demographics & Category Usage The research methodology involved an online SponsorMap survey with the properties database of registered members. An invitation was sent out via email and the survey was hosted by SponsorMap and completed on-line. Small incentives were provided and the result was that there were approximately n=150 completed interviews that we used to prepare a research report on the Market Analysis Reach & Engagement overall effectiveness. % Total The research enabled the such claims as “1.7 The key findings were that the level of sponsor recall was very high, PassionIndex was high with Sponsor Customer Base 19,367,100 million of the sponsors well educated, high income female professionals that are primary high household decision-makers. Passion for Property 9% 1,743,039 target customers are Sponsor appreciation was also very strong in this particular case. (“Passionates”) PassionIndex passionate about motor sport team and that For the property this enabled them to demonstrate the value of the investment to sponsors and Prompted Recall of Sponsor 7% 1,355,697 352,481 are delighted provided useful supporting material for future sponsorship acquisition. Base: Recall Sponsor with their involvement as sponsors”. Delighted with Sponsor 26% 352,481 (Gratitude Index) Tuesday, March 30, 2010
  • 8. Sponsor Evaluation Case Study 3 - Football Sponsorship A financial institution applied SponsorMap to assess the ROI for their investment in UEFA football. A national research of bank account holders was conducted in order to gauge the effectiveness of the sponsorship in key market segments. The key sponsorship objectives were as follows: - To improve brand advocacy (Recommendation) Stage 2 - Return on Sponsorship KPIs - To improve card loyalty - To improve positioning as the card for travel Market Analysis KPIs (Pre and Post Market Assessment) Total Market (24,855,600) Pre Post Gain % Weighted Gain Customers Stage 1 - Sponsorship Engagement Base - Recall Sponsor 0% 23% +23% +5,716,780 Market Analysis Reach & Engagement Loyalty to Sponsor 13% 19% +6% +343,007 % Total Brand Advocacy 23% 40% +17% +971,853 Total Market (Bank customers) 24,855,600 “The card for overseas travel’ 35% 56% +21% +1,200,524 Passion for Property 34% 8,450,900 Delighted with Sponsor 0% 41% +41% +2,343,880 (“Passionates”) PassionIndex Prompted Recall of Sponsor 23% 5,716,780 Stage 3 - Sponsorship Driven ROI - Loyalty Example Recall Sponsor Pre and post measurement to demonstrate how the key sponsorship objectives are fulfilled. In this Delighted with Sponsor 41% 2,343,800 example, there is increased loyalty to the bank from 343,000 bank customers based on the research (Gratitude Index) findings. By weighting the survey results to project the total market Market Analysis - Improvements on Sponsorship Objectives we can conclude that nearly 8.5 million bank customers are passionate about the sponsored property. Nearly six million % Total (5,716,780) can recall the bank as a UEFA sponsor and 2.3 Base - Increase in Bank Loyalty 343,000 million bank customers are delighted that the bank is sponsoring UEFA. Prompted Recall of Sponsor 91% Recall driven (“Passionates”) PassionIndex 84% Passion driven Delighted with Sponsor (Gratitude Index) 76% Sponsor Appreciation Driven We are able to use SponsorMap to analyze the increased number of bank customers stating they are more loyal to the bank. Of these, 91% can recall the sponsorship, 84% are Great Fans or Fanatics to UEFA (Passionates) and 76% were delighted with the bank for the sponsorship (Gratitude Index). These are all indications that the sponsorship was driving increases in loyalty. Tuesday, March 30, 2010
  • 9. SponsorMap Clients, Market Coverage & Testimonials Global Sponsors "SponsorMap™ is an excellent tool for measuring the effectiveness and value of sponsorship. I believe it is a great improvement over traditional sponsorship awareness measures, giving us deeper insights into how we enhance the experience for our customers." Heba Habashy Market Research Manager, Vodafone Global Coverage Australia United Kingdom New Zealand Switzerland China Russia Taiwan Greece Malaysia Romania Philippines Ukraine United States Turkey Thailand Singapore Hong Kong UAE India Canada SponsorMap! has been used in 20 markets across the globe and more than 2000 properties have been measured Tuesday, March 30, 2010
  • 10. Further Details Contact Us SponsorMap is available in more than 80 countries across the globe. To speak to us directly call and leave a voicemail on our US number 24/7 on +1 (917) 675-3403. Otherwise email info@sponsormap.com Resources Visit www.sponsormap.com for !!Free webinars on measuring sponsorship !!Free e-books on measurement for sponsors and properties !!Sign-up for our mailing list on some of the latest insights in this area Tuesday, March 30, 2010