michael cole - major events sponsorship

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


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


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


BT named the company that provided the greatest

corporate contribution to the success of the Games *

* TLG/Populus survey, September 2012


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….


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…


BT partnered with Channel 4 to give Paralympic sport more air-time than

ever before: 500 hours of Games times footage during London 2012


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.

[email protected]

michael cole - major events sponsorship

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