sponsorship best practices & thought...

IMI International © Copyright 2017 not for reproduction without consentIMI International © Copyright 2017 not for reproduction without consent

Sponsorship Best Practices & Thought StartersJuly 2017

IMI International © Copyright 2017 not for reproduction without consent


Best Practices based on 20,000 case studies ranging from a local fair to the Olympics.

IMI International © Copyright 2017 not for reproduction without consent 2

IMI International © Copyright 2017 not for reproduction without consentIMI International © Copyright 2017 not for reproduction without consent 3

Best Practices

Starting Point

Time for Questions

Agenda for today

Brief Overview


IMI International – Who We Are

4

CORE PURPOSE

INSIGHTDRIVING

PROFIT

Proprietary Database

& Action Standards

20,000+Case Studies

POD

70

ABOUT US

100+

45

Consultants

Clients

Countries

LOCATIONSHead office: Toronto

USA, Canada, UK, Australia, Singapore, and Japan

ANNUAL INVESTMENT IN R&D

10 studies 2014

40 Studies 2015

250 Studies 2016

300 Studies 2017

COMMITMENT TO EXCELLENCE

If, for any reason,

IMI International does

not satisfy the objective

defined in the agreed-to

proposal, the project will be

refunded in full.


Introduction to IMI InternationalEvent & Sponsorship Optimization

Event/sponsorship measurement and consulting

since the 1984 Olympics

a) Consulting

b) Property Selection

c) Valuation

d) Measurement / ROI Evaluation

e) Optimization

f) Life Time Value

g) Best Practice training

5


*National, Since 2001

60+ Event Evaluation Studies

(EES) since 2001

AHM Database of Event Evaluations

6

http://images.google.com/imgres?imgurl=http://www.ci.huntington-beach.ca.us/Residents/News_Publications/Community_Connection/july05/us_open.jpg&imgrefurl=http://www.ci.huntington-beach.ca.us/Residents/News_Publications/Community_Connection/july05/&h=175&w=123&sz=7&hl=en&start=11&um=1&tbnid=LRna_617O4RiGM:&tbnh=100&tbnw=70&prev=/images?q=honda+us+open+of+surfing+logo&ndsp=20&svnum=10&um=1&hl=en&lr=&sa=N

http://images.google.ca/imgres?imgurl=http://www.aeg-tv.com/assets/images/nojhf_logo.jpg&imgrefurl=http://www.aeg-tv.com/default.aspx?nid=1&pid=1&h=200&w=234&sz=43&hl=en&start=6&um=1&tbnid=zy66_SGVjK7Z6M:&tbnh=93&tbnw=109&prev=/images?q=new+orleans+jazz+festival&um=1&hl=en&sa=N

http://images.google.ca/imgres?imgurl=http://www.visitsunvalley.com/images/db/newsletter/tst_logo_orange_withtag_11-28-06.JPG?size=24824&imgrefurl=http://www.visitsunvalley.com/newsletter/index.cfm?action=FullView&NewsletterID=24&h=325&w=500&sz=25&hl=en&start=1&um=1&tbnid=RNJcZDeWSZNnsM:&tbnh=85&tbnw=130&prev=/images?q=honda+ski+tour&um=1&hl=en


WHAT WE’VE LEARNED OVER THE YEARS

7


Fact #1

The impact / ROI of sponsorship across the USA

is very strong and equal to mass or digital

activations.

8


227212

226

Traditional - Mass Digital /Social / Mobile XM/Sponsorship/Activation

2017: Purchased in the past 12 months due to…

9

Millions of

Americans

Purchasing

P12 Months


Live+ Virtual

Success



Fact #2

Sponsorship works and pays out a very

positive ROI when done effectively

(activation + engagement)

11


The property gives your brand the opportunity to intercept and engage.


Fact #3

Enhance people’s experience = Win

Interfere with experience = Lose/annoy


It’s your brand’s responsibility to SEIZE the opportunity across key touch points.



Present but not Activated

15


Best practice: OPEN THE DOORS

16

5%

20%

35%

45%

50%

Display/signage only Open doors and can see inside Can sit in the vehicle Get driven in the vehicle Do a test drive


How to ensure

NO impact

17


AHM does a great job of making its initiatives

about the property first.

Too often, brands make themselves the hero,

not the property or talent.

18


The Honda Civic Tour and New Orleans Jazz Festival continue to be best-in-class initiatives – but they didn’t start that way.

19


Best-in-class execution on a “dollar per person” basis for over a decade

20

$6.23 $7.43

$15.28

$8.35 $13.00

$17.80 $16.20 $15.00 $11.50

$24.60

$9.70 $8.60

$88.10

One Direction

2015

Maroon 5/

Kelly Clarkson

2013

Linkin Park/

Incubus, 2012

Blink 182/

MCR, 2011

Paramore

2010

Panic At The

Disco 2008

Fall Out

Boy 2007

Black Eyed

Peas 2006

Maroon 5

2005

Dashboard

Confessional

2004

NFG/

Good Charlotte

2003

Incubus 2002Everclear/

Blink 182 2001

Cost per attendee over the years


Attendance & Target

Efficiency

Awareness of

Honda’s

Sponsorship

Impact on Brand &

Behavior

Cost

Effectiveness

Performance vs. IMI’s experiential database

21

2001

For the past decade+


ROI =

Start with ‘can you intercept/engage/activate’?

Determine the cost to do a ‘good’ to ‘excellent job’.

Then negotiate the Rights fees you are willing to pay.

22


What best practices drive success?



The magic number is...

24

Unfortunately not the only number!

1 2 3


3 Pieces of Information

Properties MUST PROVIDE


3 Key Pieces of Information to Start the Conversation

26

# of Target Market

People on Site

Past 3 years

3 Best Activation

Opportunities for

our Brand – exact

locations

Performance of

Top 3 Sponsors –Unaided / Aided

Awareness : what and

where they activate


No More than

3 Objectives


Driving Impact

EmotionalAttitudinal Behavioral

Think Differently Feel Differently Act Differently

28uction without consent


HOW LITTLE

DO YOU NEED

TO SPEND…

TO GET THE

DESIRED

CHANGE?

ATTITUDE EMOTION BEHAVIOUR

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Maximum of 3 Measures



Three measures

EFFICIENCY

Are key consumers

being reached?

EFFECTIVENESS

What is the impact

on attitudes &

behavior?

COST EFFECTIVENESS

What is the cost

per impacted

consumer?

31


Maximum of 3

onsite Tactics


Percentage that will interact with 3 On Site Tactics

33

% Likely to Engage Increment

Activation 1 35% +35%

Activation 1 + 2 + 3 51% +16%

Activation 1,2,3,4,5,6…15 56% +5%


And no matter the setup, consideration doubles if attendees

engaged with the customized vehicle – it’s the hero

34

Total

One Direction

Audience

One Direction Civic

Visitors

Total

Maroon 5 Audience

Maroon 5

Civic Visitors

Net Increase in Consideration 34% 62% 35% 58%

IMPACT ON CIVIC,

FOUR WEEKS LATER

2x 2x


Tier 3 Markets

Tier 3 Properties

Tier 3 Rights fees



Realities

• Big Event in a Big Market = Small Event

• Big Event in a Mid Sized Market = Good Opportunity

• Small Size Event in a Small Market = Good to Great Opportunity


Intercept for Maximum

of 3 Minutes



The Power of Community Alumni

38


Optimal wait time

of <3 Minutes


Experience at LLB World Series

41

“Best entertainment in the

world and I have met so many

people from all over the

world.”

“The entire

experience was fun

for the whole

family”

“We enjoyed watching games

and visiting all the sponsor’s

booths also. We will go

again.”

“My kids just love going here

every year. They love the games

and all the activities.”

“It was a wonderful time, I

can't wait to go back next

year.”

“Very welcoming and a very

family friendly environment.”

4141IMI International © Copyright 2017 not for reproduction without consent

Q40 How would you describe your experience at the Little League Baseball World Series?


Impact Grows for 3+ Years


Start social communication

3 months prior


Start early! When people want information

information For a chance to win ticketsA chance to meet a

participant/player/artist

For a chance

to win merchandise

Access to content and info

about the people/event

Anytime 30 32 33 36 29

1 to 6months prior 46 46 42 38 48

2 Weeks –

A few days 15 14 18 19 15

44


Top 3 products /

promotion / prizes


Don’t forget the power of what you sell: cars are an elite giveaway

46

NUMBER 5

CATEGORY

GIFT CARDSGreat frequency prize.

NUMBER 4

CATEGORY

TRIPSMost strongly appealing in

UK and Aus - provide

choice where possible to

broaden appeal.

NUMBER 3

CATEGORY

CARSProvide choice where

possible to broaden

appeal.

NUMBER 2

CATEGORY

FOOD AND

DRINKEspecially at venue

NUMBER 1

CATEGORY

CASHBuild imagery around

cash as a grand prize, not

just a bribe.

Winning a car has been a top 3

aspirational prize globally for 20+ years.



Avoid buying media to

drive attendance in the 3 days

leading up to the activation/event


3+ Opportunities to

Intercept over a 3+ hour

time period


3+ Opportunities to Intercept

49

Maybe not a Balloon Festival

your brand has to be able to win


The best thing about the Acura sponsorship

51

The Product Experience The VIP Area The Sponsorship Legacy

“Their tent was awesome, offering a

place to rest and cool off, and their

people were so friendly.”

The racing games, water

mist fans in the tent to

cool down

“The Acura tent next to the Acura

Stage. Very well done. Made me

want to buy an Acura!”

The VIP area - I won and it

was amazing!

First and only time invited to enjoy the

pleasures of the VIP tent. The set up and

catering were first class!!! The Acura

employees were beyond pleasant.

The Acura stage sounds

natural, a part of Fest.

Some sponsorships sound

contrived

20 years worth


Q. What was the best thing about Acura’s involvement with New Orleans Jazz Festival? Among Product Experience Attendees (N=152)


3 Brands Typically

Breakthrough and Impact


2016 Global Impact of Olympic SponsorsIMI FanPulse™ - August 23-28th, 2016 : Sample n=16,000+

53


64 62

26

1612

63 3 1

6 in 10 had Unaided recall of Shell/Acura as a sponsor

54

% Unaided Brand Mentions - Top 10 (Among Attendees)

Q. Thinking about sponsors, companies or brands that were involved with New Orleans Jazz Festival, which sponsors, companies or brands comes to mind?

Base: Total Attendees (N=201)

20% IMI Action Standard

Presenting

sponsor


Honda and Acura perform very well against competition

55

85

66 65 64 62 59 5751 48 46

Samsung

Charging Stations

SunPower

Charging Station

Rock & Recycle

Program

Samsung Lounge Honda Artist SS Uber Booth and

Viewing Area

AT&T GigaPower

Gallery

Tito's Handmade

Vodka Plinko

Parlour

Red Bull

Umbrellas and

Tables

KIND Flower

Giveaway

Q.32 This year Honda, in partnership with Waterloo Records, had an Artist Signing Shack, where fans could meet and receive autographs from <festival> artists. Which one statement best describes your interaction with the Honda Artist Signing Shack at <festival>?

Q.29 Several other brands and companies had activities and special areas set up at <festival>. Which of the following best describes your interaction with the following?

Base: MM Attendees (n=151); ACL Attendees (n=162)

Honda Artist SS

7762 62 60 58 52 50 44

Honda Artist SS Coors Light Lounge

near Belk Stage

Coors Light Lounge

near EB Stage

AT&T Connection

Zone

#Coke Lounge Jack Daniels Drink

Truck (including Bean

Bag Toss)

#CokeZero Lounge el Jimador Drink Truck

(including Face

Painting Booth)

Awareness of Brand Activations (Among Attendees)

Honda Artist SS


The Magic Number is...1. Information Properties MUST PROVIDE

2. Objectives

3. Measures

4. Tactics

5. Tiers (Market, Property, Rights fees)

6. Minute Intercept

7. Minutes of wait time

8. Year – relationship is optimized

9. Months prior to engage socially

10. Auto as a prize offer

11. Day prior to avoid buying media

12. Months+ of residual value

13. Opportunities to intercept

14. Brands that typically will breakthrough


57


A Few Global Activations & Innovations


Beer Reality


9


0

60


Embrace the Cultural Tradition, Even if it is not yours!

61


Can we ensure our

reach extends

beyond the stage

and footprint with

mobile activations?

Whether low-tech or

high-tech.



Drones + Bluetooth – truly portable speaker in a festival setting



227 people in line : 3 ½ hours prior to puck drop


BEST PRACTICE – Asset integration

66


3 TAKEWAYS


3 Key Takeaways

68

1

Focus on opportunities where

you can win. If it is too

complicated it won’t work.

Embrace the power of 3!

People of all ages love cars!

Unlike most products and

services. Let them experience!

Where possible activate

properties where a) the rights

have already been acquired or

b) there are no rights fees.

2 3Fewer things better Open the doors! Leverage Assets


Thank youDon Mayo

[email protected]


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