UNLOCK THE TRUE VALUE OF SPONSORING

Transcription

1 UNLOCK THE TRUE VALUE OF SPONSORING

2 BLAUW SPONSORING RESEARCH Proves and improves ROI Generates new ideas for activation programs Simplifies strategic sponsorship decisions Increases the value of sponsorship in marketing campaigns Reduces budget wastage on sponsorship rights Creates alignment and support in the boardroom

3 WE CHALLENGE CONVENTIONAL THINKING For too long, sponsors have assumed that simply using the rights acquired in a sponsorship package will lead to increased visibility and fan engagement. That is like producing a TV commercial, broadcasting on TV and sitting back to watch sales increase. Neither are likely to happen. Understanding emotional connections allow brands to develop more inspiring campaigns using proprietary data that leads to personalized fan experiences which are essential to create sustainable long term value. Our products and services deliver critical insights to embrace and personalize these connections.

4 OUR EXPERTISE Our mission is to help clients unlock the true value of sponsoring by understanding the emotional connection between brands and communities. We aim to prove and improve the level of engagement between the sponsor and its audience. We achieve this by applying leading research techniques and models such as online real time monitoring, online dashboards, at-the-venue or on-the-spot evaluations (ibeacon and WiFi tracking), deep dive target analysis, social media listening and co-creation workshops.

5 CLIENTS AND WORK SPONSORING EFFECT STUDIES CO-CREATION / CAMPAIGNS EVENTS/SPONSORSHIPS

6 OUR WORK: UEFA Champions League sponsoring effectiveness study We have been helping sponsors understand the positive effects of the UEFA Champions League sponsoring since The insights provided by Blauw have contributed to increased awareness, engagement, loyalty and purchase levels amongst football fans. Currently Heineken, PepsiCo and Nissan are our partners in this research.

7 ADDED VALUE OF BLAUW Measuring and understanding emotional connections requires specific expertise. Four reasons to partner with Blauw: INDEPENDENT: 100% dedicated to the client, totally objective and no hidden agenda. INNOVATIVE: proprietary tools allow measurement of the latest trends and developments. INSPIRING: critical insights lead to inspiring ideas for fan engagement and brand activation. INSIGHTS: 20 years of researching inspiring sponsoring cases

8 INSIGHTS FOR OUR CLIENTS BRAND Supporters are sometimes more receptive to sponsors of a team than avid fans Brand equity grows quicker when sponsors activate online and offline Awareness increases quicker amongst fans who are active participants in sport BUSINESS Product sales increase when fans are not only aware but also enthusiastic about the sponsorship campaign Long term partnerships generate higher returns than one-off campaigns Adding value to the fan experience is critical for conversion of leads to sales and loyalty BEHAVIOUR Segmentation and personalisation of the fan base leads to deeper engagement per target group Co-creation with key stakeholders create stronger activation ideas Proprietary data drives emotional connections between fans and brands

9 CASES: 1. EFFECT STUDIES Our sponsoring effect studies provide insight in the evaluation and impact of the sponsorship on the relationship of consumers with the brand of the sponsor. The results allow sponsors to set objectives and to optimize the activation of their sponsoring in order to create valuable connections with their audience. Read more on our website about UEFA Champions League Sponsoring

10 CASES: 2. CO CREATION Our co-creation workshops with gamification approach ( Let s Play ) give insight in the possibilities for activating a (new) sponsorship. The Let s Play design allows us to generate ideas together with the target audience about the development of sponsoring campaigns. The workshops result in relevant and credible directions for developing sponsoring campaigns that appeal to the target audience and therewith improve the impact of the sponsoring. Read more on our website about our work on the Ziggo Ajax Sponsorship

11 CASES: 3. FANBASE INSIGHTS Segmentation/profiling of fan bases helps sport organizations and sponsors to better target products and communications and to improve fan experiences. It allows the development of more specific and better sponsoring propositions. Herewith the insights contribute to a stronger connection with the most valuable target audience: fans. Read more on our website about the Football Segmentation for the Dutch Football Association (KNVB)

12 FANSHIPLEVEL MODEL We use our proprietary FanshipLevel (FSL) Model to analyse behaviour of sports fans. Through this segmentation model we can isolate sponsoring effects by benchmarking different FSL levels with the general population (or specific client target audiences). The model (developed in cooperation with Heineken) has been successfully used to evaluate sponsorships on a strategic level for a wide range of companies, such as Nissan, Heineken, PepsiCo, ABN AMRO, Volvo, Rabobank. Insight in sponsoring effects The model is based on a person s engagement with a specific sponsoring domain. The higher one s engagement, the bigger the chance of recognition of the sponsor and from there the likeability that the sponsorship influences attitude and behaviour towards that brand. Non-fans Interest Fans

13 ABOUT BLAUW RESEARCH For almost 25 years, we have been researching emotional connections between people and brands, products and experiences. Today, with over 70 researchers, Blauw offers innovative research solutions, broad expertise and enthusiasm to bring our clients closer to success. Our clients know that working with us means state-of-art research solutions providing actionable advice. Two key questions: 1 DO YOUR BRANDING, MARKETING COMMUNICATION AND CUSTOMER EXPERIENCE PROGRAMS HAVE A POSITIVE EFFECT ON EMOTIONAL CONNECTIONS WITH YOUR STAKEHOLDERS? 2 AND CONSEQUENTLY, HOW CAN WE INCREASE THE POSITIVE EFFECTS?

14 OUR PEOPLE 10 YEARS + EXPERIENCE IN SPORTS & SPONSORING INSIGHTS TRUSTED ADVISOR TO SPONSORS LIKE HEINEKEN, PEPSICO CREATIVE SPORT & SPONSORING CONSULTANT EXPERT IN FAN ENGAGEMENT AND FAN BASE SEGMENTATION 15 YEARS EXPERIENCE IN SPONSORING STUDIES TRUSTED ADVISOR TO SPONSORS LIKE NISSAN, ABN AMRO EXPERIENCED ROI/ROO ANALYST EXPERT IN ONLINE DASHBOARDS AND REALTIME REPORTING SPECIALIST IN EVALUATING WORLDWIDE SPONSORSHIPS Eva Gerritse Strategy Consultant Sport & Sponsoring T / E Eva.Gerritse@blauw.com René de Man Research Consultant Sponsoring Effectiveness T / E Rene.deMan@blauw.com

15 OUR PEOPLE FOUNDER OF BLAUW RESEARCH SPONSORING RESEARCH CREATOR OF PROPRIETARY FANSHIP LEVEL MODEL BRAND GROWTH SPECIALIST DATA ORIENTED SPORTS MARKETER FLEXIBLE PROJECT MANAGER EXPERIENCED IN MANAGING INTERNATIONAL SPONSORING STUDIES Bram Jonkheer Managing Partner T / E Bram.Jonkheer@blauw.com Vera Limpens Research Manager International Sponsoring T / E Vera.Limpens@blauw.com

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