Methodology

 Event/Spectator Research and Market Area Assessment

Category

  Financial Services

Client Goals

 Create a standardized program to evaluate all experiential media initiatives including events, advertising, street teams, market blitzes, online, TV and other related promotional activities.

Realities

 Client currently sponsors multiple initiatives — tennis and golf sponsorships to music and entertainment

 Events span the world — from the US to Europe to Australia

SRi Strategies

 Started measuring various properties in 1999

 Designed a standardized research program to ensure consistent methodologies and wording of questions for all initiatives

 On-site regression analysis used to assess impact of various activities offered at events

 Continue to measure reach of events beyond attendees by looking at event DMA

Measurable Results

 SRi designed and standardized Client’s research programs, which led to the creation of a series of research norms, now used to provide a base of comparison for all new programs.

 Compilation of a robust norm database that now includes data derived from over 35 events consisting of over 7,000 interviews. Data setup allows Client to examine sport, entertainment and other sub-norms

 Norm comparison also provides information regarding sponsorship best practices

 Using established norms, success of a sponsorship is measured against other properties within the portfolio

 Funding and media priorities and decisions can now be based on hard numbers

 Results used internally by Client to set benchmarks for upcoming year’s activities