michael cole - major events sponsorship
DESCRIPTION
ÂTRANSCRIPT
Sponsoring major sporting events :
Where to invest and how to measure?
Michael Cole Co-founder TrueGold Communications(former marketing director BT Global Services)
Corporate spending on sponsorships in the United States is expected to grow to $20 billion in 2013 - equal to one-third of total US television advertising and one-half of digital advertising.
Yet industry research reveals that about one-third to one-half of US companies don’t have a system in place to measure sponsorship ROI comprehensively.
In our experience, executives who implement a comprehensive approach to gauge the impact of their sponsorships can increase returns by as much as 30 percent.
The Economist Group 2013
1. Case Study – BT’s activation of London 2012
2. Explore methods of measurement
3. Conclusions / Panel
British Telecommunications plc
London 2012 - Highly visible with brand-affecting objectives
….
…. but remember your other critical stakeholders too! …
1. To help stage an inspirational Olympic Games and Paralympic
Games for the athletes, the Olympic family and the viewing
public
2. To deliver services to the Olympic Park and all venues on time,
within agreed budget, to specification, without penalty and
providing for a sustainable legacy
British Telecommunications plc
Brand impact of the Games … for those that get it right and for those that get it wrong
- 17.8 %DECREASE OVER THE PERIOD
+ 20.0 %INCREASE OVER THE PERIOD
British Telecommunications plc
Technology Community Momentum
Bringing (it) us all together for London 2012
Helping to make London
2012 the most connected
Games ever
Giving millions of people
an experience to
remember, and not just
those in London
Continuing to make a
positive impact after the
Games
Community MomentumTechnology
BRAND MESSAGING
ACTIVATION THEMES
British Telecommunications plc
BT named the company that provided the greatest
corporate contribution to the success of the Games *
* TLG/Populus survey, September 2012
British Telecommunications plc
More than 20 million visits to the BT-
hosted London 2012 website during
the Paralympic Games
BT network coped with more tweets on one
day than during the whole of the Beijing
Games
LOCOG teams and 27,500 media provided
with
BT internet, email, phone lines and mobile
1 million users at its peak on its UK Wi-Fi
network – a UK first
Paralympic athletes able to log-on to high
speed fibre broadband at the Village for free
BT told its story through events….
British Telecommunications plc
More than 20 million visits to the BT-
hosted London 2012 website during
the Paralympic Games
BT network coped with more tweets on one
day than during the whole of the Beijing
Games
LOCOG teams and 27,500 media provided
with
BT internet, email, phone lines and mobile
1 million users at its peak on its UK Wi-Fi
network – a UK first
Paralympic athletes able to log-on to high
speed fibre broadband at the Village for free
and across branded assets…
British Telecommunications plc
BT partnered with Channel 4 to give Paralympic sport more air-time than
ever before: 500 hours of Games times footage during London 2012
British Telecommunications plc
Daley Thompson The Brownlees Dame Kelly Holmes Greg Searle
BT recognised the role of athletes at the heart of the story
REACH
RECALL
ROI
Public research to understand
message penetration & attitudes
Econometric modelling of impact of
changed perception on P&L and brand
value
Reach and Frequency for Advertising Online buzz & digital media engagement Media coverage evaluation Hospitality attendees at events Sales engagement Public “dip-stick” research at Games-time
Awareness of Company as sponsor Understanding of Company’s role as sponsor Recall of Advertising Recall of sub-category sponsorship (eg Paralymic) Impact on health of Company brand Impact on Company’s people/pride
Impact on drivers of brand performance (split by individual levers)
Pipeline and new order value Modelled impact on P&L Impact on value of Company brand
Maxus reach & frequency reporting Buzz + digital metrics valuation of offline media Partner agency reports on attendees Company CRM Pan-company survey of hospitality attendees Nielsen L2012 daily survey
Monthly L2012 awareness tracking (Nielsen) Advertising tracking (GfK) Paralympic/C4
sponsorship tracking (Ipsos MORI) Brand streaming annual brand health-check
(MMI Eye) Employee care - quarterly survey
Sales and marketing reporting by Line of Bus (Contract Value, Revenue)
Modelling exposure to Company activation Weekly research over Games time to record
impact on brand Brand evaluation
© TRUEGOLD COMMUNICATIONS LTD
Major Events Measurement FrameworkWHAT HOW
Evaluating Sponsorship Performance
Source : SponsorMapTM
Evaluating Sponsorship Performance(example)
In conclusion ….
1. Consider your strategic objectives first
2. Evaluate the sponsorship marketplace and assess
3. Select the sponsorship that aligns with strategic imperatives, and where the passion and gratitude to the sponsor is likely to be high
4. Develop your measurement framework across the business
5. Each line-of-business to consider its investment at a minimum of three levels and evaluate desired outcomes against budget
6. Draw-up your programme structure and ensure alignment (inter-lock) between programme leadership and strategic focus – resources, budget, suppliers
7. Measure, re-assess and re-align throughout the sponsorship cycle
8. And remember for B2B, the programme extends BEYOND the event - LEGACY
“First of all, thank you so much for all your help with the benchmarking trip. VP Kim [KT] and other clients found it very helpful and we really appreciate the time and efforts you put into the programme in order to design the agenda and provide the expert team.”
Jun Shin | Associate Principal | McKinsey & Company
“As always, it has been a pleasure to work with you, …. and thanks to your help we are confident we have the tools and plan to do what we want.”
George Middleton | Deputy Head of UKTI, Rio de Janeiro | British Consulate General
TrueGold Communications is a specialist consultancy delivering real practitioner marketing and communications expertise to assist corporations and organisations
seeking a podium performance in sponsorship and sport.