Some Sponsorship ROI Case Studies

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.


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.


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.


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.


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%


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)


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.


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


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
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Some Sponsorship ROI Case Studies

Some Sponsorship ROI Case Studies

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Some Sponsorship ROI Case Studies