gfks "asian sponsorship survey"
TRANSCRIPT
© GfK September 2013 | Sponsorship Matters Survey 1
Sponsorship Matters: what you told us
© GfK September 2013 | Sponsorship Matters Survey 2
Have you or your organisation ever been
involved in sponsoring an event of any sort?
29% NO
71% YES
© GfK September 2013 | Sponsorship Matters Survey 3
Do you typically renew the sponsorship each year or
not? Base: those who have undertaken some sponsorships before
38% NO
62% YES
© GfK September 2013 | Sponsorship Matters Survey 4
What are the reasons for deciding not to sponsor any
event? Base: those who said they haven’t undertaken any sponsorship
0%
20%
40%
60%
80%
100%
Not clear aboutthe returns or
metrics forsuccess
High costs Worried aboutguerilla
marketing
Difficult/ complexto organize
Other reasons……
52%
22% 17%
9%
39%
© GfK September 2013 | Sponsorship Matters Survey 5
Is your company planning or considering using
sponsorship in future? Base: those who said they haven’t undertaken any sponsorship
43% NO
57% YES
© GfK September 2013 | Sponsorship Matters Survey 6
What types of events did you sponsor? Base: those who have undertaken some sponsorships before
0%
20%
40%
60%
80%
100%
Sports Entertainment/music
B2B/TradeEvents
CSR Celebrity Arts
72%
31%
40%
27%
13% 15%
© GfK September 2013 | Sponsorship Matters Survey 7
What are the metrics you use to measure the
success of sponsorships? Base: those who have undertaken some sponsorships before
© GfK September 2013 | Sponsorship Matters Survey 8
What are the metrics you use to measure the
success of sponsorships? Base: those who have undertaken some sponsorships before
© GfK September 2013 | Sponsorship Matters Survey 9
?
© GfK September 2013 | Sponsorship Matters Survey 10
??
© GfK September 2013 | Sponsorship Matters Survey 11
???
© GfK September 2013 | Sponsorship Matters Survey 12
ALIGN BRAND
& EVENT
© GfK September 2013 | Sponsorship Matters Survey 13
Does your company manage sponsorships in-house or
does it use an agency? Base: those who have undertaken some sponsorships before
82%
13%
5%
In-house only
Use an ad/ PR agency
Use a specialist agency
© GfK September 2013 | Sponsorship Matters Survey 14
Is this sponsorship budget likely to increase,
stay the same or decrease next year? Base: those who have undertaken some sponsorships before
18%
69%
13%
Increase
Stay the same
Decrease
© GfK September 2013 | Sponsorship Matters Survey 15
What’s the best example of sponsorship you can recall? Base: all respondents
© GfK September 2013 | Sponsorship Matters Survey 16
What’s the best example of sponsorship you can recall? Base: all respondents
© GfK September 2013 | Sponsorship Matters Survey 17
Is Asia lagging behind the quality standards
and variety of sports event sponsorships which
you see in the US and Europe? Base: all respondents
62% 12%
26% Yes
No
Not sure/ don’t know
© GfK September 2013 | Sponsorship Matters Survey 18
How valuable would an Asian Sponsorship
Association be for each of the following statements? Base: all respondents, top 2 boxes
0%
20%
40%
60%
80%
100%
Raising thequality standardsof sponsorship in
Asia
Increasing thevariety of
sponsorshipopportunities
Equippingmarketers with
metrics tomeasure thesuccess of
sponsorships
Organisingindustry training
events onsponsorships
Resolvingdisputes
71%
59% 65%
60%
27%
© GfK September 2013 | Sponsorship Matters Survey 19
THANK YOU
GfK Hong Kong Ltd.
Steve Garton, Head of Media, North Asia, GfK Retail and Technology