event evaluation maximizing stakeholder value · evaluate the impact of your events add value to...
TRANSCRIPT
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WE ARE REPUCOM
EVENT EVALUATION
MAXIMIZING STAKEHOLDER VALUE
OTTAWA I 04.08.2013
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MAXIMIZING STAKEHOLDER VALUE WHAT TO EXPECT
CSTA PARTNERSHIP
WHO IS REPUCOM
WHY AM I HERE
WHY SHOULD I CARE
HOW WILL THIS HELP ME
WHAT CAN I DO
CASE STUDIES
Q&A
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REPUCOM & CSTA STRATEGIC ALLIANCE
STEAM INPUT
» Repucom media data integrated
into STEAM
COMPLETE MEASUREMENT SERVICES
» Tourism impact and value
» Media and market research
» Market Intelligence and best practices
ALLIANCE TO OFFER CSTA MEMBERS GLOBAL BEST PRACTISE
IN EVENT AND TOURISM EVALUATION AND RESEARCH
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WE UNDERSTAND THE
BUSINESS OF SPORT, MAJOR
EVENTS AND TOURISM AND
HOW PEOPLE ENGAGE WITH
THEM TO HELP OUR CLIENTS:
WE ARE REPUCOM
» Dedicated GTE division
» Understand the DNA of the attendee
» Know their customers better
» Maximize commercial objectives
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WHEREVER YOU ARE
WHEREVER MAJOR EVENTS ARE
WHERE TOURISTS TRAVEL
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
AMERICAS MIDDLE EAST
AFRICA
ASIA PACIFIC
EUROPE
OFFICES WORLDWIDE
20+
TOTAL EMPLOYEES
1400
YEARS EXPERIENCE
25+
CLIENTS OVER
1000
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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
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BEING SEEN WITH ALL THE RIGHT PEOPLE
THIS IS WHO WE DO IT FOR
Maximizing value for rights holders, brands, broadcasters and agencies
»
»
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TOURISM EXPERIENCE
THIS IS WHO WE DO IT FOR
We have extensive global experience working together with major Government and Tourism bodies
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WHY AM I HERE
WHY INVEST IN RESEARCH AROUND SPORTING EVENTS?
WHAT GETS MEASURED GETS FUNDED!
GOVERNMENT / TOURISM BODY
» Justify spend (government and
public level)
» Unlock budget for potential /
future events
RIGHTS HOLDER
» To open and grow new revenue
streams
» Understand value of your events
to potential host destinations
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TOURISM IMPACT
THE MOST HOLISTIC MEASURE OF TOURISM IMPACT – BEYOND E.I.
Media &
Marketing
Impact
Community
Impact
Economic
Impact
Independent research is vital with regards to decisions around government funding and investment.
Tourism
Impact
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» EI is moving from a ‘nice to have’ measure to a ‘need to have’ measure
» Measure of new money spent in the local economy as a result of
hosting festival or event
» Combines visitor spending along with capital and operational
expenditures
» Visitors includes participants, spectators, media, rights holders,
sponsors, etc.
» CSTA’s steam model gives an ei projection of current or future events
» CSTA’s STEAM PRO model provides a full on-site EI assessment
Economic Impact Assessment
ECONOMIC IMPACT
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» STEAM is research based, comprehensive and
consistent
» Expenditure profiles compiled from more than
15,000 respondents at nearly 100 events
» Nationally consistent EI multipliers developed by
conference board of Canada
» Applicable to small and large events
» Access to STEAM is complimentary for CSTA
members
Economic Impact Assessment STEAM
ECONOMIC IMPACT STEAM
For comprehensive tutorial, come to the STEAM 101 session Wednesday @ 11:00
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» Provides the ACTUAL economic impact associated
with event under consideration
» Includes on-site / web survey as appropriate,
sampling plan, surveyor training
» Develop visitor expenditure profiles specific to
event / community
» Consistent with STEAM results
» Ability to add market research / event satisfaction
questions
Economic Impact Assessment STEAM PRO
ECONOMIC IMPACT STEAM PRO
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» INTEGRATION: How and how often your brand was visible
» REACH: Who is being exposed to your brand
MEDIA & MARKETING IMPACT
THE MEASUREMENT OF YOUR BRAND INTEGRATION
AND REACH DELIVERED VIA YOUR EVENT
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THE LANDSCAPE HAS CHANGED
» Events allow integration in broadcast
» Increased levels of investment
» A means to drive audience, passion and engagement
» Important to demonstrate ROI
» Multiple platforms
TV ONLINE PRINT MOBILE
MEDIA & MARKETING IMPACT
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ADVANCED SOLUTIONS TO ACHIEVE OBJECTIVES
MEDIA EVALUATION [ABOUT]
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DATA COLLECTION BRAND EXPOSURE
MEDIA EVALUATION [HOW]
PROPRIETARY TECHNOLOGY SOLUTION TO QUANTIFY AND
VALUE BRAND EXPOSURE AND INTEGRATION IN BROADCAST.
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» Verbal & Editorial
» Signage & Branding
» Graphic Integration
» Postcard & Vignettes
TOURISM BODIES TELEVISION
MEDIA & MARKETING IMPACT [HOW]
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» Verbal & Editorial
» Signage & Branding
» Graphic Integration
» Postcard & Vignettes
TOURISM BODIES TELEVISION
MEDIA & MARKETING IMPACT [HOW]
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» Verbal & Editorial
» Signage & Branding
» Graphic Integration
» Postcard & Vignettes
TOURISM BODIES TELEVISION
MEDIA & MARKETING IMPACT [HOW]
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» Verbal & Editorial
» Signage & Branding
» Graphic Integration
» Postcard & Vignettes
TOURISM BODIES TELEVISION
MEDIA & MARKETING IMPACT [HOW]
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MEDIA AND MARKETING BENEFITS
MEDIA & MARKETING IMPACT
» Level of key market media coverage – reach and volume.
» Actual audited audiences reached and demos
» Level, type and value of integration
» Brand maximisation strategies
» Brand messaging effectiveness
» Commercial audit of agreed benefits
» Driving future visitation to the destination
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ANALYSIS BASED ON STAGE OF EVENT
MEDIA & MARKETING IMPACT BRAND AND KEY MESSAGE DELIVERY
DURING EVENT
» Verify delivery of agreed benefits
» Day-to-day maximization and
analysis
POST EVENT
» Broadcast distribution & actual
audience reached
» Brand exposure & media value
DELIVERY OF TOURISM MESSAGE
» Image of host city
» Effectiveness of PR & media
strategy
» Value of journalistic programmes
» Translation into future visitation
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CASE STUDY [MEDIA]
Tournament A Tournament B Tournament C
Live Broadcast Hours:Minutes 19:00 13:30 13:00
Hawaii Verbal Mentions 202 278 45
Hawaii Postcard Duration
Per Hour (Seconds) 77 44 50
Total HTA Duration (Seconds) 3,609 3,517 2,396
Total HTA QI Media Value $1,138,379 $781,625 $256,702
» Key value drivers for tourism during golf broadcasts are: Postcard Shots, Audio Mentions, and
Broadcast Graphics
» Despite common assets, each event saw varying levels of integration generating very different
levels of value
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COMMUNITY IMPACT
COMMUNITY IMPACT
WHAT IS THE IMPACT OF YOUR EVENT ON THE POPULATION IN
YOUR LOCAL MARKET COMMUNITY
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» Establishing a mandate for investment
» Event awareness and satisfaction levels
» Impact measures – likability, civic pride, enjoyment, liveability, galvanisation, etc.
» Positive and negative impact feedback
» Attendee engagement and participation
» Community perceptions
» Legacy and long term benefits
COMMUNITY IMPACT
COMMUNITY IMPACT BENEFITS
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CREATING A MANDATE FOR PUBLIC INVESTMENT IN EVENTS
A clear community driven response can provide a powerful mandate for investment
ASK THE QUESTION
COMMUNITY IMPACT
Use of taxpayer funds for major event investment
Investment in a broad range of event genres
ASK THE QUESTION
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CASE STUDY [COMMUNITY]
20% Red Bull Air Race
5% Davis Cup Tennis
10% International Music
8% International Athletics
18% CFL Grey Cup
6% International Soccer
4% International Ballet
4% Formula One Racing
WHAT EVENTS DO YOU WANT TO EXPERIENCE ?
ARE THEY A REASONABLE SPEND OF PUBLIC FUNDING?
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CASE STUDY [COMMUNITY]
SPECIFIC EVENT RATINGS AND SCORES
EVENT SATISFACTION RATING
ENHANCING VISITATION
Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)
3.6
Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)
3.6
Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)
3.6
Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)
3.2
56% agree
57% agree
60% agree
37% agree
RAISE COMMUNITY SPIRIT AND PRIDE
RAISE DESTINATION PROFILE
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EVALUATE THE IMPACT OF YOUR EVENTS
ADD VALUE TO SHAREHOLDERS INVESTMENTS
GENERAL EVENT RESEARCH [ABOUT]
» Various methodologies exist to gather insights and feedback from the
appropriate target audiences.
» What gets measured gets funded!
» Actionable market research delivers a solution for measuring and
quantifying return on investment (ROI).
FACE TO FACE
ONLINE
TELEPHONE
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ASSESS
» Sponsorship and event fit
» Predictive event asset valuation
» Negotiation support documentation
EVALUATE
» Event Economic, Media and Community Impacts
» Event portfolio benchmarking
» Sponsorship and event optimization
MEASURE
» Monitoring event impacts
» Measurement models and frameworks
» Event satisfaction diagnostics
GENERAL EVENT RESEARCH [ABOUT]
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CASE STUDY [EVENT RESEARCH]
HOW TO IMPROVE YOUR EVENT ASK THE QUESTION
» FACTORS DRIVING
SATISFACTION
» ATTENDANCE DRIVERS
» PRICING
» PERCEPTIONS AND
FUTURE VISITATION
» ATTENDEE PROFILING 70
65
80
Stand Out
Recommendation
Overall Opinion
Industry Benchmark
80
55
60
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SOCIAL NETWORKS OFFER
INSIGHT INTO REACTION &
OPINION NEVER PREVIOUSLY
AVAILABLE
SOCIAL MEDIA INTELLIGENCE [ABOUT]
Social Media Intelligence
serves to inform us as to how
fans are reacting to the content
they are being exposed to.
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WHERE DOES SOCIAL MEDIA
INTELLIGENCE BELONG?
SOCIAL MEDIA INTELLIGENCE [ABOUT]
The ultimate
focus group for
sports / event
marketers
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HOW DOES IT WORK IN DETAIL?
SOCIAL MEDIA INTELLIGENCE [ABOUT]
WHO IS TALKING …
WHAT THEY 'RE SAYING …
WHERE THEY 'RE TALKING …
WHEN THEY 'RE TALKING …
AND HOW MUCH
WHAT IS DRIVING THIS? THEUNDERSTANDING OF WHAT THE FAN IS BEING EXPOSED TO DRIVES THE INSIGHTS.
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RYDER CUP CONVERSATION
6%
12%
12%
15%
15%
17%
23%
Fans tuning in
Frustrations for Team USA
Press Releases
Players
Support for Team USA
Excitement around the Tournament
Support for Team Europe
1,403,865 Mentions
921,377,122
Twitter Impressions 0
2
4
6
8
10
12
14
16
0
100000
200000
300000
400000
500000
600000
700000
Acc
um
ula
ted
Tea
m P
oin
ts
Po
sts
per
Day
Posts USA Points Europe Points
CASE STUDY [RYDER CUP]
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RYDER CUP – DEMOGRAPHIC ANALYSIS
Conversation is truly global, but the majority
emanates from the United States and the
United Kingdom
Country # Posts
USA 450,067
Europe 342,760
3,408
4,586
7,765
12,212
14,034
15,328
22,135
44,566
247,886
450,067
Belgium
Germany
Australia
Netherlands
South Africa
Spain
Canada
Ireland
United Kingdom
United States
86% 14%
CASE STUDY [RYDER CUP]
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GET IN TOUCH
THANK YOU
REPUCOM
1501 WEST BROADWAY, SUITE #250
VANCOUVER, BC, V6J 4Z6
CANADA
» DEREK MAGER, SVP
» PHONE: +1.778.370.4600
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