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COC Marketing Partnership Workshop May 5 th 2011 Canadian Olympic Committee Marketing Partner Workshop May 5th, 2011 1 This report has been created by Charlton Strategic Research Inc. (Charlton) and is only for authorized use. Authorized users agree they will not sell, disclose, give away or distribute in any manner other than as authorized. © 2010 Charlton Strategic Research Inc. TM Charlton Strategic Research Inc.™ Copyright. © 2011

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Page 1: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Canadian Olympic Committee

Marketing Partner Workshop

May 5th, 2011

1

This report has been created by Charlton Strategic Research Inc.

(Charlton) and is only for authorized use. Authorized users agree they

will not sell, disclose, give away or distribute in any manner other than as

authorized.

© 2010 Charlton Strategic Research Inc.

TM Charlton Strategic Research Inc.™ Copyright. © 2011

Page 2: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Agenda

COT brand

COT Fan segmentation

Charlton Strategic Research Inc.™ © Copyright 2011 2

Page 3: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

COT Brand

When we last met as a group in Whistler …

COC was focusing on aspects that are keys to its success:

The Canadian Olympic Team - the #1 property in generating positive sponsor impressions

Emotional connection with COT

Charlton Strategic Research Inc.™ © Copyright 2011 3

Page 4: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Reasons for Following the Olympics

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Canadian athletes represent the key emotional connection and the main driver in following the Olympics

Canadian athletes are even more important and therefore influential in a non-domestically hosted games

TM Charlton Strategic Research Inc.™ Copyright. © 2010

Base = Canada, 12+, Post-Olympics 2010 (n=2974)

59

41 39 37 37

26

130

14 13 12 12 6

Follow Cdn athletes

See the best athletes

Vancouver hosting/ national

pride

Watch countries come together

See sports you don't get to see all

the time

See a major event Watch specific sport

Total mentions

Main reason for following

Main reason for following

2006 Post 40 15 n/a 12 14 7 -

2008 Post 26 19 5 11 14 6 2

%

/ = Higher/lower than previous wave

Page 5: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Impressions of Companies Sponsoring Olympic-Related Properties

5

Canadian Olympic Team continues to generate the most positive impressions for sponsors – versus other Olympic sponsorship options

This leading relationship for the COT has been observed in 2010 but also in non domestically hosted games in 2008, 2006, 2004

Focusing branding around the COT offers the most powerful emotional connection

TM Charlton Strategic Research Inc.™ Copyright. © 2010

Base = Canada, 12+

36

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Canadian Olympic Team sponsor

Individual Canadian athlete sponsor

Canadian National Team sponsor

Worldwide sponsor of the Olympics

Vancouver 2010 Olympic sponsor

World Cup or National Championship event sponsor

5 - Excellent 4 3 2 1 - Poor

A superscripted letter indicates that the result is higher than the corresponding result

%

Page 6: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

COT Fan Segmentation Insight

6Charlton Strategic Research Inc.™ © Copyright 2011

Page 7: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

COT Fan Segmentation

What is a segmentation study?

Segmentation defines the unique sub groups of the COT’s fan base - defining the key drivers of why fans of the COT/athletes are fans

Why significant?

First time undertaken by the COC

Focuses on deep insight about the COT Fan base

Provides foundation insights to help build brands and business of COT partners

Charlton Strategic Research Inc.™ © Copyright 2011 7

COT

COT Fan Passion/

Emotional Connectors

Media engagement

and COT Behaviour

Psychological Attitudes

Activation Themes

Demos, life-stage,

ethnicity

Page 8: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

COT Segment Overview

Segment #5

Segment #4

Segment #3

Segment #2

Segment #1

• Passion

• Psychographics

• COT/Media Engagement

• Passion

• Psychographics

• COT/Media Engagement

TM Charlton Strategic Research Inc.™ 2011 Copyright. © 8

• Passion

• Psychographics

• COT/Media Engagement

• Passion

• Psychographics

• COT/Media Engagement

• Passion

• Psychographics

• COT/Media Engagement

Page 9: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Segment #1:360° COT Fan

Demos:Age, family stage, ethnicity,

new Canadian

Media Behaviour

Priority breakout themes are …

Olympic Engagement

Region

Strong emotional

Connectors are

360° Fan prides himself/herself on …

Psychographics

Eg. Loves the Olympic Games

Eg. Consumes all possible COT related opportunities

EXAMPLE OF SEGMENT PROFILE

Fit with Partners

Page 10: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Key Outcomes for COT Partners

Our Overall Goal:

Deep dive insight about the COT fan base to help COT partners build their brands and their business

Charlton Strategic Research Inc.™ © Copyright 2011 10

Profile of COT Fans defined in ~ 5 mutually exclusive segments

Segment by segment insights defining profile and opportunities:

Passion, emotional connection, engagement, attitudes

Activation themes

Fit of these segments with COT partner target audience profiles

Page 11: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

How COT Segmentation can help COT Sponsors

Targeting: Profile and scope of key COT segments

Activation Development:Sponsor fit with key segmentsEmotional connections to leverageOpportunities and key activation themes

Impact:Effective COT/Partner activationBuild Partner brands/business

Charlton Strategic Research Inc.™ © Copyright 2011 11

Page 12: Canadian Olympic Committeebrand.olympic.ca/dl/Events/PartnerWorkshopFR/Presentations/Charlton...Canadian Olympic Team sponsor Individual Canadian athlete sponsor Canadian National

COC – Marketing Partnership Workshop – May 5th 2011

Next Steps

Charlton Strategic Research Inc.™ © Copyright 2011 12

Report back to COT Sponsors/Partners in the Fall of 2011