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To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am
- 1. FOCUSING ON WHAT MATTERS what consumers say what they mean what you should do Jed Pearsall and Bill Doyle PERFORMANCE RESEARCH
- 3. Our mission: To help clients measure and understand the value of sponsorship, and reveal the essential truth about sponsorship impact.
- 5. building sponsorship value achieving brand loyalty creating relevancy generating awareness reaching targets
- 6. building sponsorship value achieving brand loyalty creating relevancy generating awareness reaching targets
- 8. there are “good” and “bad” demographics
- 10. there is a lid for every pot, and a sponsor for every demographic.
- 11. targets include stockholders, employees, trade, even local regulators / decision makers
- 12. building sponsorship value achieving brand loyalty creating relevancy generating awareness reaching targets
- 14. bigger is better
- 15. it’s all about the signage
- 17. - SPONSORSHIP AWARENESS -
- 18. + SPONSORSHIP AWARENESS +
- 20. even high profile sponsors are lost in the clutter
- 21. sponsorship is seen as "wall paper"
- 22. if you "throw" too much, they "catch" nothing
- 23. visibility, by itself, has minimal personal relevance
- 25. awareness: what consumers mean If it isn’t important enough to me… If it isn’t of value to me … If it isn’t relevant to me … …I won’t remember your name.
- 26. case study: generating awareness 2010 Winter Olympic Games
- 27. total awareness: 2010 Olympic Games
- 28. case study: 2010 Olympic Games
- 29. case study: 2010 Olympic Games
- 30. case study: 2010 Olympic Games
- 31. case study: 2010 Olympic Games Conclusion: Truth is in the eyes of the consumer
- 32. building sponsorship value achieving brand loyalty creating relevancy generating awareness reaching targets
- 35. - SPONSORSHIP RELEVANCY -
- 36. + SPONSORSHIP RELEVANCY +
- 38. official sponsorship often means "big business"
- 40. creating sponsorship relevancy Quick case study: Soft drink company sponsorship of pro sports
- 41. Case study: creating sponsorship relevancy soft drink and pro sports
- 42. Case study: creating sponsorship relevancy
- 43. case study: creating sponsorship relevancy
- 44. Case study: creating sponsorship relevancy Conclusion: Passion points and emotional triggers are often beneath the surface
- 45. building sponsorship value achieving brand loyalty creating relevancy generating awareness reaching targets
- 47. brand loyalty is a genetic or demographic pre-disposition
- 49. - SPONSORSHIP LOYALTY -
- 51. I understand what they want, (my support), I just offer it selectively
- 52. sponsor loyalty: what consumers mean like any relationship, loyalty is earned through… sincerity commitment trust understanding each other
- 53. case study: achieving brand loyalty wealth management firm and the arts
- 55. Need for consistent message
- 56. Platforms resistant to branding
- 58. Pre-Post Telephone Surveys in Sponsorship Markets
- 60. Fear of over-commercialization is unfounded
- 61. Most want to be informed more about corporate support
- 63. case study: achieving brand loyalty Conclusion: Sponsor loyalty is the result of fulfilling a need
- 64. what consumers say what they mean what you should do
- 66. how are we differentiating the program from other sponsors?
- 67. what are the top sponsors doing to command fan’s attention?
- 69. how well have we touched customers emotional triggers?
- 70. are we reaching all relevant touch points?
- 71. are we welcoming, engaging, and inviting guests into our space?Strategy checklist -
- 73. fulfilling a need?
- 74. being recognized as an enhancement of the experience?
- 75. is the value of the sponsorship being communicated by a credible source?
- 76. is there a call to action?Strategy checklist -
- 77. closing thoughts
- 78. + SPONSORSHIP LOYALTY +
- 79. + SPONSORSHIP LOYALTY +
- 80. thank you!
Notes de l'éditeur
- Our job as researchers is to ask the right questions, and uncover the truth about what people are saying, and what they really mean. . To set the stage for this, we are just going to show you a 2 minute video of some old time celebrities doing just that.Why were we fascinated by this show? Someone did something remarkable Others can fake their way through it, using a little bit of knowledge and a few buzz words We like to think that we are not fooled– we can tell the differenceDoes this relate to sponsorship? Knowing truth about sponsorship has been an issue since its inception IMG story So how do we decipher the truth about sponsorship?
- We are the judges… everyone in this roomWe need to tell the truth if we are selling sponsorshipWe need to know the truth if we, as a sponsor, are to invest wiselyWe need to understand the truth if we are to make sponsorship more meaningful to consumers and more effective to sponsors
- This statement is so relevant to sponsorships..Why is it rarely pure? Multiple constituencies all looking at the same things, with very different perspectives: Properties: Sponsors: Sponsorship Managers Other Marketing Departments Upper Management Finance People General PublicBut our goal today is to make it simple for you. How do we do that? …. Break it down into simple steps.
- …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
- …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
- …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
- So, moving up the ladder….
- …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
- …but now lets look at what consumers are saying
- …but now lets look at what consumers are actually saying (need to introduce the how the videos are made)
- What do we need to do? First we need to answer the following questions.