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12 November 2015 Bruce Cook Measurement: Sponsorship’s best strategic Prequel

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Page 1: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

12 November 2015 Bruce Cook

Measurement: Sponsorship’s best strategic Prequel

Page 2: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

Context: Sponsorship Measurement evolution

•  Data trumps the gut

•  Scorecard a must

•  Shifting media / consumer split

•  Models improving (ROO & ROI)

•  Digital data matters more and more, but…

•  Awareness linked to brand metrics

Consumer Media

Consideration Uplift

Page 3: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

Prequel: defined

/ˈpri:kw(ə)l/ noun a story or film containing events which precede those of an existing work.

something you should do at the beginning so you don’t end up wasting a bunch of time and money.

Page 4: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

Why Measure your sponsorship?

Typical reasons:

•  Objective post-campaign evaluation

•  Compare sponsorships / campaigns

•  Improve future activation /strategy

•  Budget & portfolio decisions (start, stop, continue)

•  More effective negotiation

•  Justify spend

Page 5: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

But what about NOW? Comprehensive measurement is the best way to optimise your current strategy.

Option A 1.  Objectives – what do we

want to achieve?

2.  Strategy

3.  Delivery

4.  Measurement – how did we do?

Option B 1.  Objectives – what do we

want to achieve?

2.  Measurement Plan (weight objectives & KPIs)

3.  Strategy

4.  Delivery

5.  Measurement – how did we do?

Option Better

Page 6: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

The Carpenter’s Rule:

Measure twice, cut once.

Page 7: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

Example: Objectives

Sponsorship Objectives Wt. 1 Increase brand visibility 10% 2 Improve brand perception 40% 3 Drive product sales 5% 4 Deepen client & prospect relationships 30% 5 Improve staff morale 15%

Total 100%

Weightings begin to focus your strategic perspective.

Sponsorship Objectives 1 Increase brand visibility 2 Improve brand perception 3 Drive product sales 4 Deepen client & prospect relationships 5 Improve staff morale

Page 8: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

Example: Weighted Metrics *At this stage, set the targets and scores aside and focus on the metrics and relative weightings.

Succ

ess

Driv

ers

Sample break-down (3 of 5) 1 Increase brand visibility

A. Media Monitoring 10%

B. Consumer Survey: Uplift in Brand Awareness 60%

C. Social Media Reach 30%

Objective Total 100%

2 Improve brand perception

A. Survey: Uplift in Positive Perception 70%

B. Survey: Uplift in Consideration 30%

Objective Total 100%

4 Deepen Client & Prospect Relationships

A. Gold client hospitality attendance 80%

B. Hospitality Feedback form scores 20%

Objective Total 100%

Sample break-down (3 of 5) 1 Increase brand visibility 10% Rel. Wt.

A. Media Monitoring 10% 1%

B. Consumer Survey: Uplift in Brand Awareness 60% 6%

C. Social Media Reach 30% 3%

Objective Total 100%

2 Improve brand perception 40%

A. Survey: Uplift in Positive Perception 70% 28%

B. Survey: Uplift in Consideration 30% 12%

Objective Total 100%

4 Deepen Client & Prospect Relationships 30%

A. Gold client hospitality attendance 80% 24%

B. Hospitality Feedback form scores 20% 6%

Objective Total 100%

Page 9: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

Value: what was the point?

Before an activation penny is spent, you have:

•  Thoroughly discussed your specific priorities

•  Identified the key results that will determine success

•  Produced sound rationale for your proposed spend

Now, you are better prepared to:

•  Produce a success-focused activation strategy & plan

•  Efficiently allocate your staff, budget, and time

•  Analyse and Report on the results of the campaign

Page 10: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

The Moral of the Story…

Don’t waste your time and risk your success by guessing your way through your strategy just so you can measure it at the end and ‘get it right next time.’

Get it right NOW! The only way to do that is to move measurement to the FRONT of the strategic process.

Warning: ‘Almost...’ or ‘Sort of…’ isn’t good enough.

Page 11: Measurement: Sponsorship’s best strategic Prequel · Context: Sponsorship Measurement evolution • Data trumps the gut • Scorecard a must • Shifting media / consumer split

SMG Insight: the sport & sponsorship arm of YouGov

London Edinburgh New York Mumbai

[email protected]

Thank you.