to tell the truth draft 1 3 21 2010 master jjp tuesday am
TRANSCRIPT
![Page 1: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/1.jpg)
Jed Pearsall and Bill Doyle PERFORMANCE RESEARCH
FOCUSING ON WHAT MATTERS
what consumers saywhat they mean
what you should do
![Page 2: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/2.jpg)
![Page 3: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/3.jpg)
To help clients measure and understand the value of sponsorship, and reveal the essential truth about sponsorship impact.
Our mission:
![Page 4: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/4.jpg)
“the truth is rarely pure and never simple”.
Oscar Wilde
![Page 5: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/5.jpg)
reach
ing
ta
rget
s
crea
tin
g
rele
van
cy
ach
ievi
ng
b
ran
d
loya
lty
gen
erat
ing
aw
aren
ess
building sponsorship value
![Page 6: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/6.jpg)
reach
ing
ta
rget
s
crea
tin
g
rele
van
cy
ach
ievi
ng
b
ran
d
loya
lty
gen
erat
ing
aw
aren
ess
building sponsorship value
![Page 7: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/7.jpg)
reaching targets
common mis-
perceptions: we can rely on assumptions
there are “good” and “bad”
demographics
consumers are the only targets
![Page 8: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/8.jpg)
reaching targets
actual truths: fan interests are always evolving, and what seems obvious may be
misleading
there is a lid for every pot, and a sponsor for every demographic.
targets include stockholders, employees, trade, even local
regulators / decision makers
![Page 9: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/9.jpg)
reach
ing
ta
rget
s
crea
tin
g
rele
van
cy
ach
ievi
ng
b
ran
d
loya
lty
gen
erat
ing
aw
aren
ess
building sponsorship value
![Page 10: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/10.jpg)
generating awareness
common mis-perceptions: visibility is key
bigger is better
it’s all about the signage
there is a linear connection between recall and
spending
![Page 11: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/11.jpg)
generating awareness
let’s hear what
consumers are
saying….
![Page 12: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/12.jpg)
- SPONSORSHIP AWARENESS -
![Page 13: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/13.jpg)
+ SPONSORSHIP AWARENESS +
![Page 14: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/14.jpg)
awareness: what consumers are saying
they are being bombarded with sponsor messages
even high profile sponsors are lost in the clutter
sponsorship is seen as "wall paper"
if you "throw" too much, they "catch" nothing
visibility, by itself, has minimal personal relevance
overload has created an "A.D. consumer"
![Page 15: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/15.jpg)
awareness: what consumers are saying
I can recall certain corporate
sponsors, if I choose to.
![Page 16: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/16.jpg)
If it isn’t important enough to me…
If it isn’t of value to me …
If it isn’t relevant to me …
…I won’t remember your name.
awareness: what consumers mean
![Page 17: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/17.jpg)
case study: generating awareness
2010 Winter Olympic Games
![Page 18: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/18.jpg)
total awareness: 2010 Olympic GamesCoca-Cola
McDonald's
Visa
Nike
AT&T
Budweiser / Bud Light
Procter & Gamble
Home Depot
Polo / Ralph Lauren
Subway
GE / General Electric
Verizon
0% 25% 50% 75% 100%
68%
68%
66%
52%
36%
32%
27%
27%
26%
26%
25%
25%
![Page 19: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/19.jpg)
case study: 2010 Olympic Games
MCDONALD'S is the official restaurant sponsor of the Vancouver 2010 Winter Olympic Games, and SUB-
WAY is not
BOTH McDonald's and Subway are official restaurant sponsors of the Vancouver 2010 Olympic Games
SUBWAY is the official restaurant sponsor of the Vancouver 2010 Winter Olympic Games, and
MCDONALD'S is not
NEITHER are official restaurant sponsors of the Vancouver 2010 Olympic Games
0% 25% 50% 75% 100%
40%
42%
12%
7%
![Page 20: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/20.jpg)
case study: 2010 Olympic Games
![Page 21: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/21.jpg)
case study: 2010 Olympic Games
Recalled Seeing ad
Believe Subway supports United States Olympic
Team as a result of the ad
Believe Subway embodies spirit of the Olympics as a
result of the ad
Believe Subway is an offi-cial sponsor of Vancouver
2010 Winter Olympic Games as a result of the ad
0% 25% 50% 75% 100%
49%
66%
52%
48%
![Page 22: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/22.jpg)
case study: 2010 Olympic Games
Conclusion:
Truth is in the eyes of the consumer
![Page 23: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/23.jpg)
reach
ing
ta
rgets
cre
ati
ng
re
levan
cy
ach
ievin
g
bra
nd
lo
yalt
y
gen
era
tin
g
aw
are
nes
s
building sponsorship value
![Page 24: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/24.jpg)
creating sponsorship relevancy
common mis-
perceptions: winning is everything
relevancy can be bought
![Page 25: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/25.jpg)
let’s hear what
consumers are
saying….
creating sponsorship relevancy
![Page 26: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/26.jpg)
- SPONSORSHIP RELEVANCY -
![Page 27: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/27.jpg)
+ SPONSORSHIP RELEVANCY +
![Page 28: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/28.jpg)
relevancy: what consumers are saying
official sponsorship can be confusing and vague
official sponsorship often means "big business"
official sponsorship means "Check written by __"
![Page 29: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/29.jpg)
relevancy: what consumers are saying
when done right, I respect and appreciate them
![Page 30: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/30.jpg)
relevancy: what consumers mean
sponsorship often lacks personal meaning
just being there is not enough
if you love me, I’ll love you back
![Page 31: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/31.jpg)
creating sponsorship relevancy
Quick case study:
Soft drink company
sponsorship of pro
sports
![Page 32: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/32.jpg)
Case study: creating sponsorship relevancy
soft drink and pro sports
![Page 33: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/33.jpg)
Case study: creating sponsorship relevancy
![Page 34: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/34.jpg)
case study: creating sponsorship relevancy
![Page 35: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/35.jpg)
Case study: creating sponsorship relevancy
Conclusion:
Passion points and emotional triggers are often beneath the surface
![Page 36: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/36.jpg)
reach
ing
ta
rgets
cre
ati
ng
re
levan
cy
ach
ievin
g
bra
nd
lo
yalt
y
gen
era
tin
g
aw
are
nes
s
building sponsorship value
![Page 37: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/37.jpg)
achieving brand loyalty
common mis-perceptions: brand loyalty is a “right” of sponsorship
brand loyalty is a genetic or demographic pre-
disposition
brand loyal fans are loyal to all sponsors
![Page 38: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/38.jpg)
Achieving brand loyalty
Let’s hear what
consumers are
saying….
![Page 39: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/39.jpg)
- SPONSORSHIP LOYALTY -
![Page 40: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/40.jpg)
sponsor loyalty: what consumers are saying
sponsorship is often self-serving -- a one way street
I understand what they want, (my support), I just offer
it selectively
![Page 41: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/41.jpg)
sponsor loyalty: what consumers mean
like any relationship, loyalty is earned through…
sincerity
commitment
trust
understanding each other
![Page 42: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/42.jpg)
case study: achieving brand loyalty
wealth management firm and the arts
![Page 43: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/43.jpg)
case study: achieving brand loyalty
• Worldwide cultural differences
• Need for consistent message
• Platforms resistant to branding
• Target traditionally insulated
![Page 44: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/44.jpg)
case study: achieving brand loyalty
• Focus Groups in U.S., Europe, Asia
• Pre-Post Telephone Surveys in Sponsorship
Markets
• On-Site Intercepts at Events
![Page 45: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/45.jpg)
case study: achieving brand loyalty
• Art is a universal language
• Fear of over-commercialization is unfounded
• Most want to be informed more about corporate support
• Arts are not that much different from…
![Page 46: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/46.jpg)
case study: achieving brand loyalty
![Page 47: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/47.jpg)
case study: achieving brand loyalty
Conclusion:
Sponsor loyalty is the result of fulfilling a need
![Page 48: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/48.jpg)
what consumers say
what they mean
what you should do
![Page 49: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/49.jpg)
generating awareness
• are we breaking through the sponsorship clutter?
• how are we differentiating the program from other sponsors?
• what are the top sponsors doing to command fan’s attention?
• are we talking with our customers or at them?
Strategy checklist -
![Page 50: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/50.jpg)
creating relevancy
• do the activations focus on their passion points rather than ours?
• how well have we touched customers emotional triggers?
• are we reaching all relevant touch points?
• are we welcoming, engaging, and inviting guests into our space?
Strategy checklist -
![Page 51: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/51.jpg)
achieving brand loyalty
Strategy checklist -
• is the sponsorship giving something of value?
• fulfilling a need?
• being recognized as an enhancement of the experience?
• is the value of the sponsorship being communicated by a credible source?
• is there a call to action?
![Page 52: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/52.jpg)
closing thoughts
![Page 53: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/53.jpg)
+ SPONSORSHIP LOYALTY +
![Page 54: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/54.jpg)
+ SPONSORSHIP LOYALTY +
![Page 55: To Tell The Truth Draft 1 3 21 2010 Master Jjp Tuesday Am](https://reader035.vdocument.in/reader035/viewer/2022062308/55d4da2cbb61ebb77b8b468b/html5/thumbnails/55.jpg)
thank you!