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repucom.net
Maximising the Effectiveness of Sponsorship
WE AREREPUCOMGLOBAL LEADERS IN SPORTS MARKETING RESEARCH
SELECTING THE BEST FIT AND MEASURING PERFORMANCE
Picture © JUAN BARRETO / AFPPicture © JUAN BARRETO / AFP
repucom.net
media
market Research
Rates & Ratings
market intelligence
Over the following pages we have identifi ed some of the key challenges faced in the market place today and how we can provide solutions and insight that help you deliver against your objectives.
FROM INSIGHTS TO IMPACT your CHALLENGE – our solution
We use our industry experience and expertise to turn our unique data and insights into strategic advice that allows you to:
» SELECT » MEASURE » IMPROVE
unique data and insights
For brands it’s more important than ever to assess the performance of their sponsorship. Selecting the most appropriate sponsorship by aligning both audience and brand values is the fi rst step, with on-going performance measurement against objectives helping to maximise return both fi nancially and against core KPIs.
Repucom has developed a suite of services designed to identify “best fi t” and assess the performance of a brand’s sponsorship, simultaneously identifying areas for improvement. The services also address the challenge of managing multiple sponsorship properties and how best to compare performances and streamline sponsorship portfolio’s.
Lack of
Limited access to the relevant sources to allow
Diffi cult to integrate signifi cant amount of
to combine different data sources
ORGANISATIONS FACE MANY ISSUES IDENTIFYING THE APPROPRIATE SPONSORSHIP PROPERTY AND QUANTIFYING THE RETURN OF THEIR SPONSORSHIP:
STANDARD METRICS
COMPARISONS & BENCHMARKING
DATA FROM DIFFERENT SOURCES
to collect all the relevant data
LACK OF RESOURCES
Complexities/Complications identifying factors leading toUNDERPERFORMANCE
Lack of advanced systems to measure theRETURN OF SPONSORSHIP
RECORDINGS OF SPORT3,200,000 hper year
COUNTRIES
DAILY AUDITS IN
Regions & Territories
200
DAILY APPROX.
via Broadcast Schedule Audit
CHANNELS1100
www.
WEBSITES & SOCIAL MEDIA SITES
YEARLY TRACKING OVER
20,000
GLOBAL DATABASE WITH MORE THAN
SPONSORSHIP DEALS
BRANDS20,000SPONSORSHIP DEALS80,000
per yearINTERVIEWS
MORE THAN
500,000
COUNTRIES
IN MORE THAN
40
INTERACTIONS ANALYSED135,000,000per month
SPORTS BUSINESS PROJECTS
MORE THAN
PER YEAR
2,400
SPONSORSHIP property
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MEASURE YOUR SPONSORSHIP RETURNPROPERTY SELECTION ANALYSIS
THE OUTPUTS THE OUTPUTS
Sponsorship is becoming a key part of the marketing mix with the importance placed on accountability greater than ever. The Sponsorship Performance Measurement System is a single approach to calculate the value of your sponsorship from all perspectives.
The measurement system helps sponsors to gather, generate and understand all of the data sources available to them to demonstrate the return on objectives, investment, leverage and assets.
Selecting the right sponsorship property is crucial to the effi ciency and effectiveness of sponsorship campaigns. With the right property, sponsors dramatically improve their chances of meeting and exceeding their KPIs and receiving a greater return on investments.
Repucom’s property selection analysis enables brands to make clear and informed decisions through assessment of the sponsorship landscape against a defi ned set of criteria and identifi cation of the most appropriate portfolio of key properties.
SPONSORSHIP STRATEGY
SELECTION
PERFORMANCE
EVALUATION
COMPAREKey properties, other potential partnerships and competitors
FACILITATEInformed commercial decisions
on a local and global level
UNDERSTANDhow to reallocate your sponsorship budget
MAXIMIZEthe return of sponsorship campaigns
OBTAINfact-based insights to report the sponsorship return internally
IDENTIFYThe most appropriate sponsorship engagements according to brand,
audience and business fi t
IDENTIFYkey areas of improvement
STREAMLINEYour sponsorship portfolio
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PROPERTY SELECTION ANALYSIS
» Which properties are most popular amongst each target audience in each country?» Which Passion Categories do these properties fall into?» What potential for activation (advantages/ benefi ts/ rewards) do these properties offer?» Opportunities to leverage sponsorship in order to increase spend in key categories
» Best media coverage/ exposure» Best impact on brand preference and image» Best possibilities for activation» Best cost/ benefi t ratio
» Fully tailored user friendly reporting tool displaying all scorecards in a visually appealing manner
IDENTIFICATION AND EVALUATION OF APPROPRIATE PROPERTIES Sponsorship Performance MEASUREMENT System
» Business & marketing objectives
» Target markets» Media footprint» Brand» Target audience(s)
» Media ROI» Cost-Value Ratio
» Property availability» Competitor activity
BENEFITS» MODULAR » FLEXIBLE » USER FRIENDLY
Modules can be selected independently, according to client needs
Every module is reviewed with our clients to include the most relevant metrics to their business and objectives
Performance index metho-dology allows the client to understand and compare values, easier and quicker
Preferred Categories
Platform
Property
DETAILED ANALYSIS1
FIT1 VALUE2 CONTEXT2
RECOMMENDATIONS2 REPORT DASHBOARD3
MEASURE YOUR SPONSORSHIP RETURN
ROI (Return On Investment)
ROl (Return On Leverage)
ROo (Return On Objectives)
ROA (Return On Assets)
A combination of standard and customised metrics are developed in collaboration with the client.
Calculated through evaluation of both tangible and intangible assets
Based on 4 main KPI categories: Opportunity to see, awareness, impact and engagement
Understand the effectiveness of activation campaigns against set objectives along B2B, B2C and B2E
Assess the return on assets based on usage and performance of assets
SPONSORSHIP PERFORMANCE MEASUREMENT SYSTEM
THE FRAMEWORK THE FRAMEWORK
We Watch.We Listen.We Ask.
We bring together over 25 years of expertise in sports marketing research. As the global market leader in our industry, we offer a single source of thought
leading solutions in research and consultancy.
uk@repucom.net+44 (0) 207 221 7040
repucom.net
@RepucomUK
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