Measuring What Matters: Sponsorship Research Lessons for the Placemaking World
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While it’s great to attend a conference and hear from all the experts from within your field, it can be even more useful to hear from experts who work in other fields. At The Art of Placemaking conference we invited Jed Pearsall, founder and president of Performance Research, a global leader in marketing and sponsorship research for Fortune 50 brands, to share his experiences in working with companies that sponsor the Arts. Performance Research’s mission is to help clients capture and measure the value of sponsorship and experiential marketing and reveal the essential truth about the impact.
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Measuring What Matters: Sponsorship Research Lessons for the Placemaking World
- 3. Our Mission To help clients capture and measure the value of sponsorship and experiential marketing, and reveal the essential truth about impact.
- 4. First born sponsorship research firm 750+ programs 12 of Top 15 US sponsors as clients Global reach Olympic Games America’s Cup FIFA World Cup Rugby World Cup NFL, NBA, NHL, MLB Motorsports Extreme Sports Youth sports Theme parks Cause marketing Web sponsorship Music sponsorship TV Sponsorship Site-based marketing Alternative media Minorities / subcultures Experiential marketing Raceways Concert Venues Stadiums Theme Parks Ski Resorts Beaches Bars/ Clubs Golf Courses Fairs / Festivals Football Stadiums Basketball Arenas Olympic Venues College Campuses City Streets Movie Theaters Museums Arts Venues
- 7. Performing Arts: Boston Symphony Orchestra Carnegie Hall (New York) Chicago Symphony Orchestra Cleveland Orchestra Harris Theater, Chicago Kimmel Center for the Performing Arts (Philadelphia) Lincoln Center (New York) London Symphony Orchestra Ravinia Festival Seattle Symphony Verbier Festival Orchestra (Zurich) Walt Disney Concert Hall, Los Angeles
- 9. What SHOULD we do? How can we OPTIMIZE what we do? How DID we do / ARE we doing? NOW what do we do? SPONSORSHIP RESEARCH QUESTIONS
- 11. o resistant to trends o heightened senses o heightened response o contagious o memorable o timeless
- 12. no standard unit of measurement reliance on easy feedback focus on volume rather than value we start on the defensive answering to multiple constituents fruitless search for complex models why measurement is tough…
- 13. more obstacles… research is too costly fear of results don’t know where to start
- 14. Michael Lynch VP, Global Partnerships Visa “You can’t manage a sponsorship if you can’t measure it.”
- 16. 4 real studies… - spanning 25 years of research - hundreds of thousands of interviews - representing millions of pages detailed statistics withoutshowing a pie chart
- 18. thesituation
- 19. "If you named a sport or venue, we were there. The problem was the consumer didn't notice we were there. The consumer said that signage in these venues is nothing more than advertising. So what's the difference between a sign in a bus shelter and one at a baseball stadium? Probably about a million dollars in fees, and the bus shelter is probably better for you. Steve Koonin Former VP, Presence Marketing
- 20. theresearch Model market approach Baseline on-site survey research Discovering passion points, emotional triggers Building experiences Post-activation research to show value
- 21. theoutcome
- 24. the situation • outdated space- built to represent future • flagship showroom • chance to impress • chance to boring • competition for attention
- 25. the research • baseline quantitative surveys • mini groups -- grabbed right from line • every aspect tested-- pre show, ride, post show • sensory aspects: sight, sound, noise
- 26. the outcome • no second wasted • new learnings, retention of information • verifiable increase in dealer visits
- 27. passion points and snowboarding
- 28. Determine the emotional components and passion points among snowboarders for global soft drink Riders considered to be: • opinion leaders • early adopters • anti-establishment Brand wanted to be: • Authentic • Relevant • Integrated the situation riders considered to be: • anti-establishment • early adopters • opinion leaders brand needed to be: • Authentic • Relevant • Integrated
- 29. the research • observation on mountains • video diaries • focus groups • quantitative on-mountain surveys • goal to find emotional trigger
- 30. • group mindset • prefer separation over inclusion • traditional sponsorship rejected the outcome • “the place” – o snowboard huts o low key branding
- 31. wea lth ma na gement firm a nd co ntempo ra ry a rt
- 32. “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, 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
- 33. the situation • worldwide cultural differences • need for consistent message • platforms resistant to branding • target traditionally insulated • need to be understated but understood
- 34. the research • focus Groups in US, Europe, Asia, South America • pre-post online surveys in sponsorship markets • on-site intercepts at events
- 35. It’s more penetrative. It’s hammering in all the time. You see it everywhere. And it burns its way into your brain. The moment the subject become interesting, you notice the sponsoring The effect is not so selfish. Your still advertising, but you’re doing something for others as well. If a sponsor does something that’s selfless, a real commitment to the people, that counts. If I notice a sponsor and think “Thank you, otherwise this great thing wouldn’t take place!” That’s emotion. The best chance of emotional influence is providing timely help
- 36. the outcome • 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…
- 39. Lesson # 1: making an impression ≠ counting impressions
- 40. Lesson # 2: no passion = no value
- 41. Lesson # 3: experience overrides visibility
- 42. Lesson # 4: ROI and ROO should include ROE and ROR
- 43. Lesson # 5: measurement builds programs- it does not tear them down
Hinweis der Redaktion
- When Peter asked me to speak here, he said, “The main reason we chose measurement as a topic to explore is because there is currently little agreement on what to measure… and honestly there isn’t even a definition of what creative placemaking.This is exactly where sponsorship was in the mid-80’s
- Corporate clients such as Visa, Anheuser-Bush, Coca-Cola, Pepsi, GM, Allstate, Nestle, CitibankSports properties such as ESPN, NCAA
- This is a hard thing to do– we like to think we look good-- but how often do we ask? Do we want validation? Or contrastive criticism? The whole story? Part of the story?In short- do we really want to know the truth?Our job is to help clients capture and measure the value of sponsorship, and reveal the essential truths about sponsorship impact.
- Biggest commonality– no on thought it was possibleNo standard unit? Of course not– There is no such thing as "sponsorship effectiveness" in any general or abstract sense. Sponsorship can be effective only in accomplishing specific goals and objectives.
- Biggest commonality– no on thought it was possible. These are EXCUSES not obstaclesNo standard unit? Of course not– there is no such thing as sponsorship success in any general or abstract sense– sponsorship can only be successful in reaching specific objectives
- So how do we count? Or not count?Onsite surveysOnline surveysFocus groupsOnline research Video research
- Disney is probably represents the modern day place-makers…Everything is about the experience, escape, adventure, interactivity, memoriesBut how do you keep that alive and current?
- have we been invited into fans’ personal space, or are we invading it? are we giving something of value? have we created an emotional commitment for the brand? have we broken through to an inner circle of trust? does our sponsorship or activations fulfill a need?
- Emotional trigger-You know it when you see it, touch it, feel it, experience it.
- are seen as vital by both sides to sustaining arts programsof arts can be considered more valuable and unique than other genres, especially among the High Net Worth segmentmust be justified – now more than everrarely illicit negative feedback regarding “over-commercialization” of cultural venuesneed to know how (you) the property, or (them) the audience is benefitingneed to see that sponsorship is providing the otherwise unattainableneed to understand that without sponsors, they may lose cultural initiativesneed to experience sponsors as "enablers" of the event or artists, rather than just as advertisers dominating the event
- Research, measurement and creativity can all co-exist. Measurement keeps the creativity on task… and ultimately the money coming in.The balance can be struck--- and I am guessing that the field of creative placemaking, simply by talking about this so early in the game-- has a very bright future.
- 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.