Methodology
 Event/Spectator
Research and Property Valuation
Category
Automotive
Client Goals
Create
a program to allow for a full analysis
of the sponsorship portfolio —
from consumer response to the
value of the tangible and intangible
aspects of the sponsorships
Identify
the strengths and weaknesses
of properties within the portfolio
Gain
insight into effectiveness of
activation elements
Realities
Currently
a sponsor of numerous and diverse
properties
No
consistent customized research
program in place to evaluate impact
and determine an overall value
(both in terms of dollars and intangible
elements) across entire portfolio
SRi Strategies
Quantitative
Consumer Analysis:
- Create a standardized questionnaire
template to develop benchmarks
and to enable comparisons
between various properties
on year-to-year basis
- Perform on-site recruitment
and re-contact methodology
with control group comparison
- Measure sponsorship awareness,
participation in Client
activities offered on-site,
opinion and consideration of
Client, sponsorship influence
on opinion, consideration and
familiarity
Valuation:
- Media analysis and full property
valuation for each property
- TV analysis includes legibility
efficiency analysis — looking
at how efficient different
sources of exposure are
based on the percentage
of presence time they are
actually legible on-screen
- Media value discounted to
accurately reflect reach of
different sources (i.e. apparel,
signage, on-screen graphics)
Measurable Results
Client
gained insight into event attendee
response as well as how the sponsorship
moves key measures (i.e. opinion
and perceptions) in comparison
to the control group
- Allowed for ability to make
comparisons between the various
events and creation of overall
and event-specific norms
- Property valuation allowed
for cost/benefit analysis
comparing sponsorship value
with actual rights fees
|
