The automotive industry are significant investors in sponsorship in most countries and certainly at global events. This presentation has a specific focus on understanding the needs of the automotive business in relation to measurement of sponsorship ROI and provides an example of a consumer based ROI based model.

1. Measuring Sponsorship ROI for the
Automotive Industry
Capturing Passion Outcomes from Your Sponsorship!
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2. Industry Challenge?
Property View Sponsor View
How can I justify the investment to the sponsor?
Does our sponsorship create more car sales?
Ok. Just send them something with sponsorship
ROI on it....
Does it improve our brand loyalty
Logo measurement & Scorecard systems with existing owners?
equivalent media value An independent agency rates
a sponsorship on several Are car buyers more likely to visit one the
criteria based on judgement car dealerships based on the sponsorship?
What’s the financial ROI?
Clearly the sponsors have many questions that
properties will struggle to know the answer Does it improve our brand image?
Does it help with our dealer satisfaction?
Does it assist with larger corporate sales?
THESE ARE MARKETING QUESTIONS
FOR THE SPONSOR TO ANSWER
THEMSELVES
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3. Sponsor driven or Property Driven?
Property Driven Sponsor Driven
Sponsorship objectives not provided by sponsor Sponsorship objectives taken from the sponsors
marketing objectives and serve as the basis of ROI
Property asked to provide ROI without
involvement of the sponsor Sponsor involved in ROI approach
Property takes an off-the shelf solution that
does not require a sponsors involvement ROI approach based on market based the
sponsors market metrics
Scorecard systems
Logo measurement &
An independent agency rates ROI based on several measures not just
equivalent media value
a sponsorship on several one but they are all based on the target
criteria based on judgement market. Feedback is obtained based on
market information and surveys.
ROI not based on sponsor’s business
objectives or marketing objectives
with a target market. Sponsorship ROI is easier to justify because
it has been linked to a sponsor’s original
market driven objectives.
Measurements more difficult to use.
Eg., How does logo exposure tell me if I will sell more cars?
Measurements can be linked to brand and sales
performance.
Sponsorship critics use the lack of market
driven measurements to question
investment.
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4. Sponsors need to ensure the ROI they need
is sponsor driven.
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5. Media Exposure Methods
• Largely discredited today in the context of ROI
• This old school method was simply based on media
exposure or logo counting and placing a value on each
exposure
• ROI was not based on sponsor results
• No regard to the objectives of the sponsorship
• Disconnected from the actual objectives of a sponsorship
such as improving brand equity or generating sales.
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6. Current Sponsorship ROI Principles
• Driven by the sponsorship objectives
• Based on what a sponsorship actually delivers.
• Driven by the sponsors not the properties
• Sponsorship ROI is ‘fan centric’, meaning it is
based on actual target customer attitudes and
behaviour
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7. 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.
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8. 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.
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9. 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.
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10. 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.
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11. 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%
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12. Now for automotive sponsors with survey based
information market based models can be constructed
based on car buyers.
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13. Sponsor Evaluation
Case Study - Sponsorship ROI for Automotive Sponsor
A car company applied SponsorMap to assess the ROI for their investment in motor racing. A national
research of car buyers 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 car loyalty Market Analysis KPIs (Pre and Post Market Assessment)
- To improve positioning as the car for high performance
- Generate sales leads for dealers Total Market (13,560,000) Pre Post Gain % Weighted Gain
Customers
Base - Recall Sponsor 0% 23% +23% +3,118,000
Stage 1 - Sponsorship Engagement
Loyalty to Sponsor 23% 31% +8% +249,000
Market Analysis Reach & Engagement Brand Advocacy 26% 36% +10% +311,800
% Total High performance car’ 25% 39% +14% +436,520
Total Market (Car buyers) 13,560,000 Delighted with Sponsor 0% 64% +64% +1,996,300
Passion for Property 28% 3,796,800
(“Passionates”) PassionIndex
Prompted Recall of Sponsor 23% 3,118,000
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 64% 1,996,300 example, there is increased loyalty to the car company from 249,000 car buyers based on the
(Gratitude Index) research findings.
By weighting the survey results to project the total market Market Analysis - Improvements on Sponsorship Objectives
we can conclude that nearly 3.8 million car buyers are
passionate about the sponsored motor racing property. Just % Total
over three million (3,118,000) can recall the car maker as a Base - Increase in Bank Loyalty 249,000
motor racing sponsor and close to 2 million car buyers are
delighted that the car company is sponsoring the motor Prompted Recall of Sponsor 87% Recall driven
racing.
(“Passionates”) PassionIndex 79% Passion driven
Delighted with Sponsor (Gratitude Index) 82% Sponsor Appreciation Driven
We are able to use SponsorMap to analyze the increased number of car buyers stating they are
more loyal to the car company. There is high correlation to sponsorship based measures of recall,
passion and sponsor appreciation. These are all indications that the sponsorship was driving
increases in loyalty. In summary we can estimate that at least a quarter of million car buyers are
more likely to buy a car in the future and therefore put a financial figure on the return to the sponsor
in terms of car sales.
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14. 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
SponsorMap has been used in more than 24 countries and is available in more than 80 today.
Australia
New Zealand United Kingdom
China Switzerland
Taiwan Russia
Malaysia France
Germany Greece
Philippines Romania
India Turkey
Indonesia Singapore
Hong Kong United Arab Emirates
Thailand Canada
United States Vietnam
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15. 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
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Wednesday, February 2, 2011