what sponsors want from partners

Transcription

WHAT SPONSORS
WANT FROM PARTNERS
THE MOST IMPORTANT BENEFITS,
SERVICES AND OBJECTIVES
www.sponsorship.com
1
FINDINGS FROM THE 14TH ANNUAL
PERFORMANCE RESEARCH/SPONSORSHIP
DECISION-MAKERS SURVEY REFLECT A FAIRLY
CONSISTENT APPROACH OVER THE YEARS
TO WHAT CORPORATE MARKETERS HOPE TO
ACHIEVE FROM THEIR RELATIONSHIPS WITH
RIGHTSHOLDERS.
The 2014 results reveal an interest in more tangible
benefits beyond those that offer visibility, an increasing
reliance on marketing agencies to help execute
sponsorships, and improvement into measuring the
impact of partnership programs.
www.sponsorship.com
2
SURVEY FINDS SPONSORS LOOKING FOR SLIGHTLY DIFFERENT
BENEFITS
SERVICES
PROPERTIES
HowAND
Valuable
Are TheFROM
Following
Benefits To You?
ACCORDING TO THE SURVEY, BRAND
MARKETERS SAY THEY ARE NO LONGER AS
INTERESTED IN RECEIVING IDENTIFICATION
ON SPONSORED PROPERTIES’ MEDIA
BUYS AND COLLATERAL MATERIALS,
WITH BOTH OF THOSE BENEFITS
NO LONGER AMONG THE TEN
MOST VALUABLE.
HOW VALUABLE ARE THE FOLLOWING BENEFITS TO YOU?
CATEGORY EXCLUSIVITY
58%
ON-SITE SIGNAGE
43%
BROADCAST AD OPPORTUNITIES
42%
41%
RIGHT TO PROPERTY MARKS AND LOGO
TITLE OF A PROPRIETARY AREA
ACCESS TO PROPERTY CONTENT
31%
30%
28%
SPOKESPERSON/ACCESS TO PERSONALITIES
Reflecting a desire for benefits that
27%
TICKETS AND HOSPITALITY
deliver more than just visibility,
25%
ACCESS TO PROPERTY MAILING LIST/DATABASE
sponsors are instead prioritizing
RIGHT TO PROMOTE CO-BRANDED
23%
connections to personalities and talent
PRODUCTS/SERVICES
associated with properties, as well as access
Percent of respondents who ranked the factor a 9 or a 10 on a 10-point scale, where 10 is extremely valuable
to sponsored organizations’ databases and
Source: IEG/Performance Research 2014 Sponsorship Decision-Makers Survey
mailing lists. The latter returned to the top ten, Percent of respondents who ranked the factor a 9 or a 10 on a 10-point scale, where 10 is extremely valuable
while the former cracked the list for the first timeSource: IEG/Performance Research 2014 Sponsorship Decision-Makers Survey
in the survey’s history.
www.sponsorship.com
3
How Valuable Are The Following
Property-Provided Services?
Sponsors are also making it clear that help with
HOW VALUABLE ARE THE FOLLOWING PROPERTY-PROVIDED
SERVICES?
determining the impact of their partnerships
is a top priority. Assistance in measuring
ASSISTANCE MEASURING ROI/ROO
ROI and/or ROO topped the list of
42%
AUDIENCE
RESEARCH
ON
PROPENSITY
TO
PURCHASE
42%
valuable services provided by
AUDIENCE
RESEARCH
ON
RECOGNITION/RECALL
34%
properties in this year’s survey.
AUDIENCE RESEARCH ON ATTITUDE/IMAGE
32%
In 2013, sponsors said it was the
POST-EVENT REPORT/FULFILLMENT AUDIT
32%
fourth most valuable service.
LEVERAGING IDEAS
AUDIENCE CONTACT INFORMATION
Also increasing in importance:
rightsholder-provided research on whether
audiences recognize and recall sponsors.
Conversely, sponsorship fulfillment reports fell
to only the fourth most valuable service. Since
best practices for producing such reports include
reporting the type of metrics and research that
sponsors say is critical, the conclusion here is that
the majority of properties must not be following
such practices, instead producing reports that
sponsors don’t find useful.
25%
21%
AUDIENCE RESEARCH ON BUYING HABITS
THIRD-PARTY VALUATION STATEMENT
TRACKING OF PROMOTIONAL OFFERS
18%
13%
12%
of respondents who ranked the factor a 9 or a 10 on a 10-point scale, where 10 is extremely valuable
DoPercent
properties
meet your expectations in helping you
measure
yourthereturn
Percent of respondents
who ranked
factor a 9 oron
a 10 investment/objectives?
on a 10-point scale, where 10 is extremely valuable
DO PROPERTIES MEET YOUR EXPECTATIONS IN HELPING YOU
MEASURE YOUR RETURN ON INVESTMENT/OBJECTIVES?
YES
Despite the fact that measurement help is now the
top service sponsors want from rightsholders, their
partners are not very good at delivering it, according
to respondents. Nearly three-quarters of sponsors
said properties did not meet their expectations in
helping measure ROI or ROO.
27%
73%
NO
www.sponsorship.com
4
Which Types Of Agencies Do You Use To
Support Your Sponsorships?
Sponsors remain reliant on agency support, with
the number of sponsors who manage execution
and activation completely in-house setting a new
low in the survey’s history, dropping to 22 percent,
one point below last year’s level.
WHICH TYPES OF AGENCIES DO YOU USE TO SUPPORT YOUR
SPONSORSHIPS?
MARKETING, PROMOTIONS, PR
75%
ADVERTISING
NONE, MANAGE ENTIRELY IN-HOUSE
52%
22%
22%
INDEPENDENT SPONSORSHIP SPECIALIST
However, the 2014 survey saw a notable
SPONSORSHIP SPECIALIST REPRESENTING PROPERTY 10%
change in which agency type is providing
those services. In 2013, 63 percent of
sponsors said they used advertising or
media buying agencies, while 60 percent used
marketing/promotion/PR agencies for sponsorship
support—with many clearly using both.
In 2014, 75 percent of sponsors say they rely on
marketing/promotion and PR agencies, while only
52 percent report using ad or media agencies.
In addition, the survey for the first time asked
sponsors who used multiple types of agencies to
note the type that they relied on most. More than
half, 55 percent, selected marketing/promotion/
PR agencies versus just 14 percent who said ad or
media agencies.
www.sponsorship.com
5
For the first time in the survey’s history, social
media claimed the number one spot among
marketing communications channels used to activate
sponsorship, with nine out of 10 sponsors including
it in their leveraging mix. Social media took the top
spot from public relations, which saw significantly
less sponsors—77 percent in 2014 versus 89 percent
in 2013—using it.
On-site interaction moved up to the number three
spot from number eight, with 76 percent of sponsors
activating at events and venues this year compared
to 51 percent last year. On the flip side, internal
communications were less popular in 2014, with
only 65 percent of sponsors reporting the practice
as a leveraging tool compared to 86 percent in
2013 when it was number three.
Survey respondents allocated an average of 23
percent of their overall marketing/advertising/
promotion budgets to sponsorship, the second
highest average in the survey’s 14 years. Over the
past 10 years, sponsorship’s share has bounced
between a low of 16 percent in 2004 to a high of
25 percent in 2010.
What Channels Do You Use To Leverage Your
Sponsorships?
WHAT CHANNELS DO YOU USE TO LEVERAGE YOUR
SPONSORSHIPS?
90%
SOCIAL MEDIA
PUBLIC RELATIONS
77%
ON-SITE INTERACTION
76%
71%
TRADITIONAL ADVERTISING
HOSPITALITY
67%
DIGITAL/MOBILE PROMOTIONS
66%
INTERNAL COMMUNICATIONS
65%
DIRECT MARKETING
41%
BUSINESS TO BUSINESS
40%
SALES PROMOTION OFFERS
28%
What Portion Of Your Marketing Budget Is
Spent On Sponsorship Rights Fees?
WHAT PORTION OF YOUR MARKETING BUDGET IS SPENT ON
SPONSORSHIP RIGHTS FEES?
23%
SPONSORSHIP
www.sponsorship.com
6
Another survey data point that has fluctuated over
the years is the ratio of activation spending to
spending on rights fees. For 2014, sponsors report
spending an average of $1.70 on leveraging for
every $1 spent on rights fees, up from $1.50 in 2013.
Only 27 percent of sponsors say their spending will
increase this year over last, with 21 percent cutting
spending and 52 percent keeping their budgets at
2013 levels.
What Is Your Company’s Typical Promotional
Spending Ratio?
WHAT IS YOUR COMPANY’S TYPICAL PROMOTIONAL
SPENDING RATIO?
AVERAGE IS 1.7 TO 1
3 TO 1
2 TO 1
10%
15%
4 TO 1
OR MORE
12%
0 TO 1
18%
45%
1 TO 1
How
Will Your 2014 Sponsorship Spending
Compare To 2013?
HOW WILL YOUR 2014 SPONSORSHIP SPENDING COMPARE
TO 2013?
DECREASE
21%
52%
INCREASE
STAY
THE SAME
27%
www.sponsorship.com
7
How Will Your 2014 Leveraging And
Activation Spending Compare To 2013?
The outlook is slightly more positive for activation
spending, with more than a third of sponsors—
35 percent—upping the amount they will direct
toward activation, while 14 percent are lowering
their activation budgets and 51 percent are keeping
spending on par with 2013.
The majority of sponsors are in the market for new
partnerships, but fewer sponsors are considering
first-time deals this year than last. Only 66 percent
say they are considering new relationships versus
75 percent in 2013.
Sponsors are seemingly much more dissatisfied with
at least one of their partners this year. A majority
of survey respondents—57 percent—are looking
to drop out of a current sponsorship, compared
to only 41 percent of sponsors in 2013.
HOW WILL YOUR 2014 LEVERAGING AND ACTIVATION
SPENDING COMPARE TO 2013?
DECREASE
14%
51%
INCREASE
STAY
THE SAME
35%
Is Your Company Considering New
Sponsorships In 2014?
IS YOUR
COMPANY
CONSIDERING
SPONSORSHIPS
Source:
IEG/Performance
Research
2014 SponsorshipNEW
Decision-Makers
Survey
IN 2014?
34%
YES
NO
66%
www.sponsorship.com
8
How Important Are These Objectives
When Evaluating Properties?
In terms of the most important objectives, there
was a little movement among the top 10, with
using sponsorship to increase sales/trial or usage
of products jumping from number nine to
number four, with nearly half of sponsors
rating it a 9 or 10 on a 10-point scale.
Moving in the opposite direction was
“showcase community/social responsibility,”
which dropped from number four to
number seven, as only 26 percent of
sponsors gave it a 9 or 10.
HOW IMPORTANT ARE THESE OBJECTIVES WHEN EVALUATING
PROPERTIES?
CREATE AWARENESS/VISIBILITY
67%
INCREASE BRAND LOYALTY
63%
CHANGE/REINFORCE IMAGE
48%
STIMULATE SALES/TRIAL/USAGE
47%
ACCESS PLATFORM FOR EXPERIENTIAL BRANDING
30%
DRIVE RETAIL/DEALER TRAFFIC
30%
SHOWCASE COMMUNITY/SOCIAL RESPONSIBILITY
ENTERTAIN CLIENTS/PROSPECT
26%
20%
SAMPLE/DISPLAY/SHOWCASE PRODUCTS/SERVICES
19%
ACCESS CONTENT TO USE IN PAID,
OWNED AND EARNED MEDIA
19%
Survey participants were given a new option among
possible objectives in this year’s study: “Access
content to use in paid, owned and earned media.”
It ranked ninth.
www.sponsorship.com
9
Has Your ROI Increased, Decreased Or Stayed
The Same?
The survey had some good news to report on
the sponsorship measurement front. Although it
continues to show a limited amount of dedicated
spending on evaluating the success of partnerships,
there were two bright spots.
HAS YOUR ROI INCREASED, DECREASED OR STAYED THE SAME?
STAYED
THE SAME
DECREASED
First, the number of sponsors who replied that they
could not say whether, in general, their ROI and/or
ROO from sponsorship was increasing, decreasing
or staying the same dropped to 15 percent from
26 percent.
Second, although the amounts allocated to
evaluation are still low—with only 27 percent of
sponsors spending more than one percent of a
sponsorship’s total budget on measurement—
significantly fewer sponsors report that they spend
nothing at all. Although still high at 22 percent,
the figure is at least down from 27 percent in 2013.
19%
DON’T
KNOW
15%
5%
INCREASED
61%
What
Percentage
A Sponsorship’s
Budget Is
Source:
IEG/Performance Research Of
2014 Sponsorship
Decision-Makers Survey
Spent On Measuring Return?
Source:
IEG/Performance
Research 2014
Decision-MakersBUDGET
Survey
WHAT
PERCENTAGE
OF Sponsorship
A SPONSORSHIP’S
ON MEASURING RETURN?
IS SPENT
FIVE PERCENT
OR MORE
3%
ONE TO
FIVE PERCENT
24%
NONE
22%
ONE PERCENT
OR LESS
51%
6
www.sponsorship.com
10
How Valuable Are These Metrics In Evaluating
Sponsorships?
Regarding which metrics were most important to
HOW VALUABLE ARE THESE METRICS IN EVALUATING
SPONSORSHIPS?
sponsors, there was little change among the top
ten. Awareness of products/services/brands
AWARENESS OF PRODUCTS/SERVICES/BRAND
and attitudes toward the brand each moved
ATTITUDES TOWARD BRAND
up one spot to number one and number
AWARENESS OF COMPANY’S/BRAND’S SPONSORSHIP
two, respectively—replacing the former
73%
PRODUCT/SERVICE SALES
number one: awareness of the company
73%
AMOUNT OF MEDIA EXPOSURE GENERATED
or brand’s sponsorship.
AMOUNT OF POSITIVE SOCIAL MEDIA ACTIVITY
71%
The survey was conducted online in
March 2014 and received 115 reponses.
83%
69%
RESPONSE TO CUSTOMER/PROSPECT ENTERTAINMENT
The survey included a new option for
respondents among metrics: “Amount
of positive social media activity.”
It joined the top ten at number six.
91%
88%
RESPONSE TO SPONSORSHIP-RELATED PROMOTIONS/ADS
64%
LEAD GENERATION
54%
EMPLOYEE/INTERNAL RESPONSE
53%
When
DoesResearch
Your
Company
Determine
Its
Source: IEG/Performance
2014 Sponsorship
Decision-Makers
Survey
Sponsorship Budget?
WHEN DOES YOUR COMPANY DETERMINE ITS SPONSORSHIP
BUDGET?
FOURTH QUARTER
(OCT. – DEC.)
45%
22%
FIRST QUARTER
(JAN. – MARCH)
SECOND QUARTER
(APRIL – JUNE)
5%
28%
THIRD QUARTER
(JULY – SEPT.)
www.sponsorship.com
11
ABOUT IEG AND
ESP PROPERTIES
IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry
insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports,
surveys and webinars.
IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP
Properties helps organizations unlock greater value from their audiences and brand partnerships.
Our consulting team assesses and advises how to grow the value of rightsholders’ commercial programs. We do
this through a full range of services across data, digital and content development to better understand audiences
and create more relevant ways to engage with them. This provides brand partners with new ways to connect with
communities of fans and followers, growing the potential value of commercial partnerships.
Our sales team provides partnership strategy and sales representation to the world’s most active sponsors, within
and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into
what it takes to create successful partnerships.
For more information about the value of sponsorships and partnerships, IEG and ESP Properties, please visit
www.sponsorship.com, www.espglobal.com, or call Dan Kowitz at 312/725-5114.
DAN KOWITZ
Senior Vice President, Business
Development, ESP Properties
© 2014 IEG, LLC. All Rights Reserved. www.sponsorship.com
12

what sponsors want from partners

Transcription

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