canadian olympic...
TRANSCRIPT
COC – Marketing Partnership Workshop – May 5th 2011
Canadian Olympic Committee
Marketing Partner Workshop
May 5th, 2011
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This report has been created by Charlton Strategic Research Inc.
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will not sell, disclose, give away or distribute in any manner other than as
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© 2010 Charlton Strategic Research Inc.
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COC – Marketing Partnership Workshop – May 5th 2011
Agenda
COT brand
COT Fan segmentation
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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
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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
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Base = Canada, 12+, Post-Olympics 2010 (n=2974)
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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
COC – Marketing Partnership Workshop – May 5th 2011
Impressions of Companies Sponsoring Olympic-Related Properties
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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
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Base = Canada, 12+
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34
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35
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25
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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
%
COC – Marketing Partnership Workshop – May 5th 2011
COT Fan Segmentation Insight
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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
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COT
COT Fan Passion/
Emotional Connectors
Media engagement
and COT Behaviour
Psychological Attitudes
Activation Themes
Demos, life-stage,
ethnicity
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
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• Passion
• Psychographics
• COT/Media Engagement
• Passion
• Psychographics
• COT/Media Engagement
• Passion
• Psychographics
• COT/Media Engagement
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
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
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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
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
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COC – Marketing Partnership Workshop – May 5th 2011
Next Steps
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Report back to COT Sponsors/Partners in the Fall of 2011