Methodology
 Custom
Telephone Tracking Research
Category
Fuel
Client Goals
Measure
awareness of the sponsorship
in the inaugural year
Track
initial changes in image and
perceptions of the brand as a
result of the sponsorship
Continue
to monitor key measures throughout
Client’s sponsorship agreement
Realities
As
well as wanting to develop a
benchmark for developing future
marketing strategies, the Client
was moving in to replace a competitor
and long-time sponsor of a major
racing series.
SRi Strategies
Design
a study for pre-, during and
post-measurement
Conduct
2,000 interviews (1,000 pre-season
and 1,000 post-season) among
consumers in key markets to assess:
- Awareness of Client’s
association with property
- Impact of sponsorship on
image/perception of the Client
brand
- Impact of the sponsorship
on future purchase decisions
and overall brand consideration
- Regional differences in
awareness and perceptions
- Key measures among fans
and non-fan control segments
- Lift on key measures from
beginning to end of inaugural
season
Measurable
Results
Client
effectively communicated to fans
that they were the new official
category sponsor, replacing the
former sponsor partner
Findings
revealed that the sponsorship
was having an impact on image
of the brand; fans aware of the
sponsorship were significantly
more likely to have a higher
opinion of Client
Client
was able to determine that there
was no residual awareness of
previous sponsor after the first
season as a result of their sponsorship
activities
Data
indicated, however, that moving
the needle on increased purchase
would be a challenge
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