Building a Successful Marketing Strategy in Harsh Economic Weather

Transcription

1 Building a Successful Marketing Strategy in Harsh Economic Weather Jed Pearsall 2009 ASTA Annual Conference, Cleveland

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3 IEG-Performance Research study 9 th Annual Study On-line Survey 100+ Sponsorship Decision Makers

4 What are companies doing in 2009? How will your overall sponsorship spending in 2009 compare to 2008, Is your company seeking to drop out of any current sponsorships, How will your spending, specifically on sponsorship leveraging and activations in 2009, compare to 2008? Source: IEG / Performance Research Study (March 2009)

5 Just this week 2009 marked the first year total charitable giving dropped since largest charities expect giving to decline by median of 9% in 2010 Corporate giving expected to drop 3% to 5% Among companies with cause marketing programs, 17% cut funding in 2009 Sources: The Chronicle of Philanthropy LBG Research PR Week (Cited in USA Today, November 3, 2009)

6 Comprehensive Research Study: Online study (February 23-28) Nationally representative of U.S. consumers Respondents Ages 18-64, equal gender, range of HHI All AVID involvement with sports, arts, and/or causes Open forum feedback Qualitative one-on-one discussions

7 top line findings: Consumers started questioning traditional sponsorships

8 I Think More About Wasteful Corporate Spending Than In The Past 74% Total; N=1005 Today, how would you rate how much you agree or disagree with the following statements? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

9 The Consumer Mindset Consumer Mindset

10 MSNBC REPORTING ON NORTHERN TRUST BAILOUT

11 CNN REPORTING ON CITIBANK

12 top line findings: There is a sense of low confidence in corporations

13 Approval Ratings of Corporate America Total; N=1005 Overall, has your approval rating of how corporate America conducts business today changed from what it was a year ago? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

14 top line findings: The halo effect of corporate sponsorship became less bright

15 Paying More/Same/Less Attention To Sponsorship In Current Economy [by activities in past 6 months] Total; N=1005 At the current time and [given] the current economic situation, are you paying more, the same or less attention to the following? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

16 Suggested Spending Changes To Raise Opinion Of Corporate America Sponsorship of your favorite sports event Total; N=1005 In order to raise your opinion of corporate America in the near future, would you like to see increases or decreases in the following areas? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

17 Sponsorship Association - Very Positive Feeling (listed in order of current sponsorship halo ) Among fans of: 1 year ago Today Point drop 1 Campbell Soup sponsoring the American Heart Association General public 56% 43% 13 23% 2 Ford sponsoring NASCAR racing NASCAR 54% 40% 14 26% 3 Ford sponsoring Susan G. Komen (Breast Cancer Awareness) General public 53% 38% 15 28% 4 Sprint Communications sponsoring the NASCAR series NASCAR 58% 37% 21 36% 5 Home Depot sponsoring the Olympics Olympics 47% 36% 11 22% 6 Coca-Cola sponsoring your local Food or Cultural Festival General public 46% 35% 11 24% 7 Bank of America sponsoring the US Olympic team Olympics 41% 31% 10 25% 8 State Farm sponsoring the NFL NFL 34% 23% 11 30% 9 MasterCard sponsoring Major League Baseball MLB 35% 21% 14 39% 10 Buick sponsoring Tiger Woods PGA 42% 21% 21 50% 11 Wachovia Bank sponsoring Wachovia Championship (PGA Tourn.) PGA 53% 21% 32 60% 12 Capital One sponsoring the Capital One Bowl (college FB game) NFL 28% 20% 8 31% 13 Capital One sponsoring Capital One Bowl (college FB game) College Sports 34% 20% 14 40% 14 General Motors sponsoring the NY Yankees MLB 30% 18% 12 39% 15 Bank of America sponsoring Bank of America Stadium (Carolina Panthers) NFL 24% 15% 9 37% 16 Citibank sponsoring the New York METS Stadium CITI Field MLB 31% 16% 15 48% 17 AIG Insurance sponsoring the Manchester United Soccer team General Public 19% 13% 6 35% Total; N=1005 % Loss The following are some examples of corporate sponsorships. A year ago, what would have been your reaction to the following? Today, considering the current economy, what is your reaction to the following? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

18 A few comments Keep sponsorships humble, grounded and not frivolous. Relate to the people's fears about the economy and the future. Before making a decision ask the question. 'What would the average Joe say or react to this.' Go on a diet like the rest of us.

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20 Top good stories: Sponsorship damage may be contained to specific industries

21 Level of Confidence in Sponsors by Industry 100% 15 % 15 % 14 % 13 % 13 % 11% 11% 10 % 11% 10 % 11% 9% 9% 10 % 75% 50% 73% 71% 70% 68% 65% 67% 65% 66% 63% 61% 60% 58% 55% 52% 25% 12 % 14 % 16 % 20% 22% 22% 25% 24% 25% 29% 30% 34% 36% 37% 0% Soft Drink More confidence Same / Doesn't matter Less confidence Fast Food Beer Consumer Electronics National Retail Chains Telecommunications Pharmaceutical Foreign Automotive Airlines Insurance Domestic Automotive Credit Card Investment Firms Banks Total; N=1005 Given the state of today's economy as a consumer, would it give you more or less confidence if a company in one of these industries sponsored your favorite sports events? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

22 Top good stories: Consumers still appreciate and want sponsorship

23 Sponsorship Importance Today

24 Top good stories: Sponsors are still shopping

25 Are corporate sponsorship managers considering new sponsorships? Source: IEG / Performance Research Study (March 2009)

26 Top good stories: Sponsorships can be seen as part of economic recovery

27 Sports Sponsorship

28 Arts Sponsorship

29 Top good stories: Non-profits and causes may garner more support than ever

30 A few comments Priorities priorities priorities!!!! Corporate responsibility to the community which keeps them going in these desperate times should be number one. Sponsorships of non profits provide a good look into the company s soul.. But sponsorship of sports makes you look like you are giving the money away. Do what is morally right! Non profit organizations give the sense that you care more about what is going on in the country, almost like being patriotic.

31 Non-profit / Causes

32 Agree That Corporate Sponsorship Of [INSERT] In Order To Keep The Events Going Is More Important To Me Now Than Ever 49% 33% 23% Total; N=1005 Today, how would you rate how much you agree or disagree with the following statements? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

33 Suggested Spending Changes To Raise Opinion Of Corporate America Sponsorship of your favorite sports event Sponsorship of your favorite cultural activities Sponsorship of your favorite non profit org s or causes 20% 41% 60% 47% 20% 12% 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% Total; N=1005 In order to raise your opinion of corporate America in the near future, would you like to see increases or decreases in the following areas? Source: Performance Research Study (March 2009) Consumer Viewpoints on Corporate Sponsorship in the Down Economy

34 Learnings: Corporate Sponsorships are seen as vital to non-profit organizations are considered more valuable for non-profits than sports need to be justified now more than ever

35 Learnings: consumers need to know What are the benefits? (directly or indirectly) It a sponsorship providing what is otherwise unattainable? Sponsors are the oxygen for non-profit organizations Sponsors are partners, not exploiters

36 What is the key takeaway? Hope is not a strategy

37 What is the key takeaway? Be confident.. you have attributes that sponsors need want will pay for in today s economy!

38 Thank you! Jed Pearsall 2009 ASTA Annual Conference, Cleveland