Repucom Guest Lecture April 2014 (Thomas More & EHSAL)

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WE ARE REPUCOM
GLOBAL LEADERS
IN SPORTS MARKETING RESEARCH
WIM MATHUES
BELGIUM I APRIL 2014

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WE UNDERSTAND THE BUSINESS OF
SPORT AND HOW FANS ENGAGE
WITH IT TO HELP CLIENTS:
WE ARE REPUCOM
» MAKE BETTER INFORMED DECISIONS
» TRACK COMPETITORS MORE
EFFECTIVELY
» REACH THEIR COMMERCIAL
OBJECTIVES

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WE VALUE SPORTS MARKETING
OPPORTUNITIES & ADD VALUE TO
YOUR SPONSORSHIP INVESTMENT
THIS IS WHAT WE DO
ASSESS
» Sponsorship fit and renewals
» Predictive asset valuation
» Negotiation support
EVALUATE
» Property health
» Portfolio benchmarking
» Sponsorship optimization
MEASURE
» Monitoring
» Measurement frameworks
» Activation diagnostics
SPONSORSHIP
INSIGHTS
LIFECYCLEMEASURE
EVALUATE
ASSESS

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WE DELIVER THE INSIGHTS
THAT LET YOU MAKE TRULY
INFORMED DECISIONS
THIS IS WHAT WE DO
» COMPREHENSIVE
» ADVANCED
» INDEPENDENT
» VALUABLE
» FOCUSED
MEDIA EVALUATION
Analyzing brand impact
in media around the world.
COMMERCIAL AUDITING
Protecting your global
brand and asset rights.
CONSULTANCY
Insights around your needs
to grow Return on Assets
and Objectives.
MARKET INTELLIGENCE
Comprehensive market and
competitor analysis.
MARKET RESEARCH
Understanding target
markets through focused
research.

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WHEREVER YOU ARE
WHEREVER SPORTS FANS ARE
LEADING THE WAY
AMSTERDAM
BANGALORE
BARCELONA
BRUSSELS
BUENOS AIRES
CHARLOTTE, NC
COLOGNE
COLUMBIA
DUBAI
JOHANNESBURG
KANSAS CITY, MO
KARLSRUHE
LONDON
MELBOURNE
MILAN
NEW YORK
PARIS
SAO PAULO
SINGAPORE
SYDNEY
TOKYO
VANCOUVER
AMERICAS MIDDLE EAST
AFRICA
ASIA PACIFIC
EUROPE

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BRANDS RIGHTS HOLDERS AGENCIES MEDIA
TRUSTED ADVISOR TO THE INDUSTRY´S KEY PLAYERS
MAXIMIZING VALUE FOR RIGHTS HOLDERS, BRANDS, MEDIA AND AGENCIES
»
»

»
»
TRUSTED ADVISOR TO THE INDUSTRY´S KEY PLAYERS
MAXIMIZING VALUE FOR RIGHTS HOLDERS, BRANDS, MEDIA AND AGENCIES

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SPONSORSHIPS IN
THE MARKETING MIX

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SPONSORSHIP IS BECOMING A KEY PART OF THE MARKETING MIX:
MAXIMISING THE EFFECTIVENESS OF SPONSORSHIP
SELECTING THE BEST FIT & MEASURING PERFORMANCE
• 63% of brands say sponsorship is now integrated into their marketing
strategy
• 58% feel that this will lead to better quality sponsorships
Source: Repucom Outlook
PERFORMANCE SELECTION
EVALUATION VALUATION

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SELECTING THE BEST FIT
MEASURING PERFORMANCE

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ACCOUNTABILITY
Requirement and expectation to justify actions or decisions
Needs to be independently evaluated
71% of industry professionals
believe that it is essential to
have independent evaluation of
the effectiveness of
sponsorships, only 5%
disagree.

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SELECTING THE BEST FIT

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BRANDS STATE THEIR KEY OBJECTIVES FOR…
…SPORTS SPONSORSHIP
1 = Increase brand awareness
1 = Brand Impact/Image
3. Entertainment of clients & prospects
…CAUSE RELATED SPONSORSHIPS:
1. Brand Loyalty
2. Brand Credibility
of brands say that pre-analysis to justify
involvement is becoming more important72%

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AND THEN EVALUATE USING:
» Viewing data
» Media exposure
» Brand trackers
» Attendance numbers
» Media value
DECISIONS TO SPONSOR ARE MOST
LIKELY TO BE BASED ON:
1. Brand exposure
2. TV audiences
BUT A DISCONNECT ON HOW
of brands say that pre-analysis to justify
involvement is becoming more important72%

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ANALYSIS OF SPONSORSHIPS
Brand
Fit
Target Group /
Audience Fit
Fit with overall
marketing strategy &
other Engagements in
the portfolio
Competitive
Context
Business Fit
(Transactional
aspect / CRM)
Geographic
Fit
MATRIX OF CRITERIA
All of these elements should be considered in tandem with any ROI analysis

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PROPERTY SELECTION – ANALYSIS FRAMEWORK
IDENTIFICATION AND EVALUATION OF APPROPRIATE PROPERTIES
Platform PropertyCategory
REPUCOM‘S SPONSORSHIP EVALUATION FRAMEWORK
BRAND
FIT
AUDIENCE
FIT
BUSINESS
FIT
A shortlist of
properties
best suited
to your
brand

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PASSION CATEGORY
SCORECARD EXPLANATION
» An objective and data driven approach to ranking all Categories
» A tool designed specifically to facilitate informed commercial decisions
Scores indexed out of 10

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PLATFORM SCORECARD
EXPLANATION
Top 2 Box HH income
Art Galleries /
Exhibitions
Comedy Opera Ballet Musicals
x.xWithin Category
Top 2 box % score (‘Regularly’ / ‘Sometimes’) for each activity. The
most frequently visited / watched / performed activity within each
category is fixed to 10
Across Category
An analysis of each activity in the context of all the other activities –
across Categories. Only the most regularly performed activity -
across Categories - will receive an index of 10 for this measure
Total An average of the ‘Within Category’ & ‘Across Category’ score
x.x
x.x

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PROPERTY SCORECARD - EXPLANATION
Brand Fit
Audience Fit
Business Fit
Awareness of event / property
Effect on brand Preference
Indirect Property Fit
Direct Property Fit
TV Viewership
Attendance
Social Media interaction
Sponsor-Target Fit
Geographic relevance
B2B Interaction
B2C Interaction
Simple awareness of property
Does sponsoring an event / property makes you feel better about [BRAND]
What does the property / event lend to your brand in terms of desirable image traits
How well the event / property and [BRAND] fit together
TV Audience & viewership figures – indexed vs. other events / properties
A measure of social media activity surrounding each property / event using:
At event attendance – indexed vs. other events / properties
Potential to activate the sponsorship rights (sales promotion opportunities / Hospitality
opportunities, networking potential, linking to other partners)
What degree of relevance does this property have in your brand’s key territories?
Fan profile: Level of product category affinity, brand loyalty
Scores indexed out of 10

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WHAT IS SPONSORGLOBE?
FULL ACCESS TO THE WORLD‘S LARGEST SPONSORSHIP DATABASE
SPONSORGLOBE
[UNIQUE]
» SPONSORGLOBE forms an important part of the analysis in that information can be gleaned to inform
market specific recommendations, in each category amongst any relevant competitor brands

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SPONSORSHIP SUMMARY FIGURES
45%
16%
4%
14%
4%
4%
7%
SPORTS
ARTS &
CULTURE
ATTRACTIONS
DINING
MUSIC
SHOPPING
THEATRE
TRAVEL
NUMBER OF ENGAGEMENTS BY
PASSION CATEGORY
TOTAL NUMBER OF
ENGAGEMENTS:
73
PROPORTION OF OVERALL SPONSORSHIP
INVESTMENT BY PASSION CATEGORY
TOTAL SPONSORSHIP SPEND:
€31.05m
71%
10%
2%
5%
3%
2%
6%
SPORTS
ARTS&CULTURE
ATTRACTIONS
DINING
MUSIC
SHOPPING
THEATRE
TRAVEL
5 Biggest Sponsorships
NBA/USA Basketball/WNBA €4 Mil p.a.
PGA of America €3.1 Mil p.a.
United States Golf Association (USGA) €3 Mil p.a.
US Open €3 Mil p.a.
Barclays Center €1.6 Mil p.a.
SPONSORGLOBE
[EXAMPLE OUTPUT]

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WHAT DOES SPONSORGLOBE CONTENT LOOK LIKE?
SPONSORGLOBE
[EXAMPLE OUTPUT]
SCUDERIA FERRARI
Brand Company
Contract
start
Contract
end
Industry
Sponsor
origin
Sport
Sponsorship
object origin
Official
sponsorship
title
Value per
season in USD
Marlboro
Philip Morris
International
1983 2015 Tobacco USA Formula One Italy Sponsor >75,000,000
Santander
Banco
Santander
2009 2017
Finance
Banking
Spain Formula One Italy Sponsor
40,000,000 –
49,999,999
Shell
Royal Dutch
Shell
1996 2015
Energy /
Fuel / Oil
Netherlands Formula One Italy Sponsor
30,000,000 –
39,999,999
…
SEASON 2013
EXAMPLE ON FURTHER OUTPUT YOU CAN GENERATE:
SPONSOR ORIGIN
32%
18%14%
9%
27%
Italy
USA
Germany
Switzerland
Others

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60% of brands felt that
the importance placed on
ROI would increase
84% of brands agreed that
they needed to place more
importance on ROI
83% felt that the importance
placed on ACCOUNTABILITY
was greater than ever

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BENEFITS OF MEASURING PERFORMANCE
MAXIMIZE
the return of sponsorship campaigns
IDENTIFY
key areas of improvement
UNDERSTAND
how to reallocate your sponsorship budget effectively
REPORT
fact-based insights to report internally

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BEFORE YOU MEASURE PERFORMANCE YOU NEED TO KNOW:
» Benchmarks
» Letting the assets do the work
» Activating the assets
» Full leverage campaign
» What are your objectives
WHERE YOU ARE
WHERE YOU ARE
GOING
HOW YOU ARE GOING
TO GET THERE

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Most
Economical
Leverage
Assets
Activate
Sponsorship

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WHAT PERFORMANCE TO MEASURE?
ROI ROO
ROIROA ROIROL

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WHAT PERFORMANCE TO MEASURE?
Return on Leverage
» Added Return – Earned
Return on Assets
» Utilisation
» Asset Performance Index
Return on Objectives
» KPIs
» Sponsorship Performance Index
Return on Investment
» $ return/ Ratio of return
» Assets – Paid For
» Activation/Leverage – Earned

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Print
Online
Ambient
Collateral
TV
Additional Components
Sponsorship Attributes
Status
Exclusivity
Clutter
Timing
Geographic Reach
Audience Profile
Track Record
Association Benefits
Awareness
Image
Activation
(B2B, B2C, B2E)
TANGIBLES INTANGIBLES RETURN COSTS
ROI
$
+ = ÷
ROI
RATIO
Assets
Paid For
Earned
Activated+ =
TOTAL
RETURN
ARE YOU GETTING THE BEST RETURN:
FROM THE ASSETS?
FROM YOUR OWN ACTIVATION?

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IS THE SPONSORSHIP MEETING ITS OBJECTIVES?
Do people
know about it?
Is it saying the
right things?
Has it changed
opinions/
considerations?
Has it led
to sales?
Add
PR
Change
branding
Add
Channels
Add
CSR
Change
Message
Add
Retail
Push
Brand being
shown/
mentioned?
SPONSORSHIP

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KPIs TARGET ACTUAL
SPONSORSHIP
PERFORMANCE
INDEX (SPI)
HOW TO FIND OUT WHAT IS WORKING AND WHAT IS NOT.
RETURN ON OBJECTIVES
TV exposure is not achieving target. Is this poor
branding, positioning or not enough coverage?
TOM is over target and maybe at peak levels.
Time to shift to more focus on changing image
through print articles and messaging – add a new
KPI
Social media is reaching target numbers
Next step is engagement – re-tweets, dwell time,
sentiment, messaging

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ONE NUMBER FOR
RETURN ON OBJECTIVES
120
2 : 1
ONE $/RATIO FOR
RETURN ON INVESTMENT

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THANK YOU
GET IN TOUCH
REPUCOM BELGIUM
Drève Richelle 161/37
Building G
1410 Waterloo
Belgium
@REPUCOM
AMERICAS
MIDDLE EAST
AFRICA
ASIA PACIFIC
EUROPE
» WIM MATHUES
» Phone: +32 2 346 42 10
» Mobile: +32 494 606 456
» wmathues@repucom.net
» @wimmathues
» be.linkedin.com/in/wimmathues

Repucom Guest Lecture April 2014 (Thomas More & EHSAL)

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