Our Mission

To help clients capture and measure

the value of sponsorship and

experiential marketing, and reveal

the essential truth about impact.

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

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72%

Performing Arts:

Boston Symphony OrchestraCarnegie Hall (New York)Chicago Symphony OrchestraCleveland OrchestraHarris Theater, ChicagoKimmel Center for the Performing Arts (Philadelphia)Lincoln Center (New York)London Symphony OrchestraRavinia FestivalSeattle SymphonyVerbier Festival Orchestra (Zurich)Walt Disney Concert Hall, Los Angeles

Visual Arts:

Anselm Kiefer (Touring Exhibition)Art BaselArt Basil Miami BeachChuck Close (Touring Exhibition)Guggenheim MuseumHigh Museum of Art (Atlanta)Modern Art Museum of Fort WorthMoMA / Museum of Modern Art San Francisco Museum of Modern ArtThe Phillips Collection (Washington, D.C.)UBS CollectionWalker Art Center (Minneapolis

Fashion and Design:

Miami Fashion WeekMoscow Fashion Week

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

audience size/ratings

mediaequivalencies

measuring sponsorshipawareness

measuring brandloyalty

measuringbrandimagery

understandingbonds

understandingpassions

sponsorship research

o resistant to trendso heightened senseso heightened responseo contagiouso memorableo timeless

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…

more obstacles…

research is too costly

fear of results

don’t know where to start

Michael LynchVP, Global PartnershipsVisa

“You can’t manage a sponsorship if you can’t measure it.”

4 real studies…

- spanning 25 years of research

- hundreds of thousands of interviews

- representing millions of pages detailed statistics

without showing a pie chart

the s

itu

ati

on

"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 KooninFormer VP, Presence Marketing

the r

ese

arc

h Model market approach

Baseline on-site survey research

Discovering passion points, emotional triggers

Building experiences

Post-activation research to show value

the o

utc

om

e

the situation• outdated space- built to represent

future

• flagship showroom

• chance to impress

• chance to boring

• competition for attention

the research• baseline quantitative surveys

• mini groups -- grabbed right from line

• every aspect tested-- pre show, ride, post show

• sensory aspects: sight, sound, noise

the outcome• no second wasted

• new learnings, retention of information

• verifiable increase in dealer visits

passion points and snowboarding

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

the research• observation on mountains

• video diaries

• focus groups

• quantitative on-mountain

surveys

• goal to find emotional trigger

• group mindset • prefer separation over inclusion• traditional sponsorship rejected

the outcome

• “the place” –o snowboard hutso low key branding

wea l th management fi rm and con tempora ry a r t

“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'AlessandroChief Executive Officer, John Hancock Insurance Author of Brand Warfare

the situation• worldwide cultural differences

• need for consistent message

• platforms resistant to branding

• target traditionally insulated

• need to be understated but

understood

the research• focus Groups in US, Europe, Asia, South America

• pre-post online surveys in sponsorship markets

• on-site intercepts at events

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

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…

Lesson # 1:

making an impression ≠ counting impressions

Lesson # 2:

no passion = no value

Lesson # 3:

experience overrides visibility

Lesson # 4:

ROI and ROO should include ROE and ROR

Lesson # 5:

measurement builds programs- it does not tear them down

thank you!

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www.performanceresearch.com