cprs edmonton luncheon presentation january 18 2013
TRANSCRIPT
January 18, 2013
SPONSORSHIP TODAY
INDUSTRY OVERVIEW TRENDING AND IMPACT ON PR AND
COMMUNICATIONS
CPRS EDMONTON
Mobile Devices
Staying connected in the session
Twitter: #partnershipgrp
#sponsorship@partnershipgrp
BRENT BAROOTES President and CEO
Phone: 403-255-5074
Fax: 888-486-3407
Toll Free: 888-588-9550
Email: [email protected]
SPONSORSHIP TODAY
The plan for this session
Discuss recent trends and updates in the industry
Discuss national sponsorship surveys and the
analysis of that information
How all these affect the PR and communications
world
Canadian Sponsorship Landscape Study 2012
Thanks to:
Norm O’Reilly and Benoit Seguin
University of Ottawa
Sponsorship Marketing Council of Canada
TrojanOne
Canadian Sponsorship Forum
IMI International
Since the CSLS was undertaken in 2006 the industry has grown 43%
Again the industry grew by over 2% since last year – now $1.59 billion
Brands were investing almost 75% of their sponsorship investment dollars within Canada
Almost 22% of spends are on local sponsorships
About 35% of that spend was with “for profit properties” and 65% with “non profits and charities”
Canadian Sponsorship Landscape Study (CSLS) 2012
Canadian Sponsorship Landscape Study 2012
Diversity in sponsorship mix – on average over 100 properties per sponsor (In a range of 0 to 1100!)
Decrease in spending on activation – now at $0.57 / dollar) (2011 was $0.62/dollar and at 75 cents per dollar in 2010)
Both Professional Sport and Fairs/Festivals and Events had the greatest number of largest sponsorship rights fees in the 2012 study (25% each)
Naming rights accounted for only 6% of the sponsorships in Canada last year
Canadian Sponsorship Landscape Study 2012
30% of brands marketing budgets last year were spent in sponsorship and experiential marketing – up by almost 1/3 over the 2011 study and up over 75% over the last 7 years
Cause marketing and professional and amateur sport sponsorships have seen a declining trend over the past several years
Greatest continuous growth has been with fairs, festivals and annual events
Entertainment-Tours – Attractions and the Arts have also continued to see growth trending
Canadian Sponsorship Landscape Study 2012
For in-kind sponsorships, about 18% are in-kind product and 13% are in-kind services and 69% cash
Average sponsorship rights fee investment in Canada for 2012 was $4M (ranged from $0 to $25M for total brand investments)
Sponsors when evaluating ROI the top three areas to measure were:
1. Brand perception
2. Brand value
3. Brand Knowledge / profile
Revenue ranked 6th
Canadian Sponsorship Landscape Study 2012
The 2012 report showed clearly that properties still are failing to provide resources for activation programs and this is a major issue for sponsors
The report also showed that sponsors are not receiving a comprehensive wrap up report and this is critical for them
Also sponsors noted that properties need to be better at providing sponsor recall statistics as well as audience loyalty statistics
Canadian Sponsorship Landscape Study 2012
Almost 55% of properties have operating budgets of less than $1M
The average property had 25 sponsors
On average properties received about $740,000 in sponsorship revenue
It is important to note that 72% of properties receive less than $100,000 in sponsorship revenue and 92% receive less than $1M
Canadian Sponsorship Landscape Study 2012
20% of property sponsorship revenues come from financial institutions and 15% from crown corporations
Food and Beverage sponsors account for 12.5% and oil and gas accounts for 9.5%
Provincial lotteries account for about 8%
The balance (35%) comes from auto, professionals organizations like law firms, communications, retail, travel, agriculture
Canadian Sponsorship Landscape Study 2012
Sponsorship Investment Allocation:
1. Professional sport 19%
2. Amateur sport 19%
3. Cause Marketing 5%
4. Fairs, Festivals and Annual Events 24%
5. Arts 12%
6. Education 8%
7. Attractions, Entertainment, Tours 8%
8. Other 5%
Canadian Sponsorship Landscape Study 2012
40% of organizations that used an agency to assist them in sponsorship used specifically a sponsorship agency
There continues to be a six year downward slide on post evaluation of sponsorships – now only 2.3% of total sponsorship budgets are spent on evaluation of outcomes
41% of sponsors invested in pre-sponsorship evaluation
Canadian Sponsorship Landscape Study 2012
The biggest growth areas for activation in the 2012 study are:
Ancillary events
Internal marketing (employees)
Social media
The biggest “losers” in activation dollars were:
Product sampling
Trade allowances – distribution incentives
Advertising
Canadian Sponsorship Landscape Study 2012
The brands that epitomized sponsorship passion from an industry perspective were:
Tim Horton’s
Loto Quebec (1/3 of study responses from Quebec)
Kraft
CIBC
TELUS
Canadian Sponsorship Landscape Study 2012
The industries that best epitomize sponsorship as selected by industry people are:
Financial Institutions
Restaurants
Consumer Packaged Goods
Sports Apparel
Alcohol / Lotteries
Canadian Sponsorship Landscape Study 2012
Most influential consumer trends were (almost 75% of areas of influential trends)
Technology
Consumers shift to healthier lifestyles and the environment
Cause based marketing issues
The top areas of concern for sponsors and properties going forward are:
Showing ROI
Budget concerns
Activating
Consumer Sponsorship Rankings 2012
This research was done by Enigma Research
1000 respondents in the 2012 study, all telephone conversations from random Canadians
On average 12-15 minutes with each interview (French and English)
Cross section from every region of Canada
The 2012 study also has four detailed supplementary studies available for subscription purchase on the financial industry, the telecoms, sport and charities
Consumer Sponsorship Rankings 2012
1. Soft drink companies 2. Restaurants and fast food 3. Banks and financial
institutions 4. Telecommunication
companies 5. Breweries
Canada’s Most Supportive Industry Categories
6. Media companies 7. Auto Manufacturers 8. Large Retail 9. High Tech companies 10.Lottery corporations
CONSUMER SPONSORSHIP RANKINGS 2012
1. McDonalds within the restaurant sector and highest scoring among all industries
2. Coca- Cola
3. Air Canada in airlines
4. Ford – Lincoln in auto category
5. Molson for brewery
Canada’s Most Supportive Sponsors by Industry Categories
CONSUMER SPONSORSHIP RANKINGS 2012
6. TD/Canada Trust
7. Shell for energy or petroleum company
8. CN for railway
9. Apple for technology
10.WalMart for large retailer
Canada’s Most Supportive Sponsors by Industry Categories
38% of Quebec felt BMO was the most
supportive FI
CONSUMER SPONSORSHIP RANKINGS 2012
1. Carnaval du Quebec – (Winter festival) 2. Stanley Cup Playoffs (Annual sport event) 3. Montreal Canadiens (Sports team) 4. Montreal Jazz Festival (Music festival) 5. Cancer (Health causes) 6. Terry Fox Run (Run, Walk or Bike) 7. CNE (Exhibition or fair) 8. Terry Fox Run (Fundraising)
Canada’s Most Important Annual Events / Properties
Getting in the Game… CSR 2012
1. Sport ranked #2
2. Cancer related causes rank highest amongst Canadians
3. Red Cross and Heart and Stroke seen also as very important fundraisers by Canadians
4. Hospital related causes are more important amongst higher income earners in Canada
Canada’s Most Important Annual Events / Properties
Getting in the Game… CSR 2012
1. 92% of Canadians believe it is for people to see their brand name
2. Majority say it is to enhance their brand image as good corporate citizens
3. Canadians know it is to create brand loyalty
Others are: • Support causes, athletes • Sample product • Entertain clients • Obtain sales leads • Differentiate themselves
Why do brands get involved in sponsorship according to Canadian consumers?
Getting in the Game… CSR 2012
• 69% of Canadians said they would prefer to do business with a brand who supports their favorite causes
• 53% said the same for arts / cultural events
• 45% said the influence is there for sport
Interesting CSR Insight: Higher income Canadians are more
likely to conduct business with sponsors of their favorite properties
Who influences brand loyalty?
Consumer Sponsorship Rankings 2012
35% of Canadians said they pay more for brands that supported their arts and cultural organization, 57% said the same when the sponsorship is related to a cause and only 32% would do so in regards to sports
Interesting CSR Insight: More than 2/3 of higher income Canadians would pay more if a favorite cause is supported
Arts and Cultural Sponsorship
Cause Sponsorship
Sports Sponsorship
Who influences brand loyalty?
CONSUMER SPONSORSHIP RANKINGS 2012
• 2/3 of consumers felt donating prizes to a cause or sport was an appealing or very appealing approach
• Giving cash actually ranked second!
• Providing volunteers and staff was also important as was handing out samples and marketing of the event
Interesting CSR Insight: Signage at events ranked in bottom
of top ten and “naming of an event” ranked last overall!
Consumers thoughts on sponsorship methods
CONSUMER SPONSORSHIP RANKINGS 2012
• 76% frequently or occasionally watched sports on TV
• Almost 50% of Canadians attended alive amateur sport event in the last year
• 36% participated in a walk or run
• 50% of Western Canadians attended fairs or agricultural events
How active are the consumers?
Trending and Impact
• Shift in percent of what sport “owns” – margin used to 50% of all revenues – it is falling • We are seeing other sectors get better at the game – inevitable • Municipalities are really growing and getting in the game
Trending and Impact
• Other major growth area according to
CSLS is entertainment – more an more trade shows, concerts and festivals are understanding sponsorship and beginning to do it right • Fairs and exhibitions and related festivals are growing – we are seeing Ag Societies / Fairs and Exhibitions
Trending and Impact
• Continued shift of corporate philanthropic dollars to corporate sponsorship • Ongoing shift and growth (as illustrated by the CSLS) of sponsorship marketing dollars in brand budgets from traditional marketing
Trending and Impact
Both IEG and The Sponsorium Report have shown a move towards integrating, internal employee relations, public relations and government relations into their sponsorship activation and investment programs
Trending and Impact
•Brands are starting (slowly) to making more demands on their partners (charities or not) and becoming accountable for their ROI • ROI has become a major factor for brands today
Trending and Impact
•The properties who will continue to grow in this sector are getting “the paradigm shift” • They understand the need to be creative in partnerships – and this does not just mean with ideas on activation, but how they can integrate the brand into their theirs and more
Trending and Impact
• Digital media and social media and assets continue to grow and become a focus •Sponsors are now questioning the value of the property social media offerings
Trending and Impact
•Properties are undertaking IAV work specifically for digital and social media for their sponsorship programs •This is a critical step into the future for properties and brands and must be undertaken
Trending and Impact
• Digital media and social media and assets continue to grow and become a focus •Both properties and brands looking to confirm values and understand how to measure success, activate and leverage • Shift to sponsorship agencies working in conjunction with digital agencies
Trending and Impact
IMAGINE Canada study shows 56% of
Canadian corporations switched
from philanthropy to corporate
sponsorship in the preceding year
41
Trending and Impact
Sponsorship is now a fully integrated marketing and communications vehicle
It integrates PR, GR, IR, marketing, advertising, digital and social media, HR and more
BP has invested hundreds of millions into tourism sponsorship in Florida and Louisiana as part of their PR recovery
Industry happenings that should not have happened
KFC blundered in 2010 with their double down fat chicken burger at the same time as the breast cancer launch for pink buckets of chicken
In 2011 they did it again with Mega Jug of Pepsi for just $2.99 with $1 of that going to Juvenile Diabetes (800 calories and 56 spoonfuls of sugar)