cci cotting research impact of ads in ski resorts 2014
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
The Impact of advertising & sponsorship campaigns in ski resorts
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
The Research Company
Further information: http://www.cci-cotting.ch
Led by Prof. Dr. Laura Illia IE University Madrid and London School of Economics & Dr. Patrick Cotting Faculty Member IE University, USI (University of Lugano).
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Overview
• 674 face to face interviews have been conducted in 4 resorts between February 23rd – March 16th 2014
• Resorts: Sölden (AU), Verbier (CH), Val d’Isère (FR), Courmayeur (IT)
• Media activity, image and purchase intention tested in all locations • All interviews were conducted in the local language
• The survey has been carried out with the help of iPads + a compatible software (iSurveySoft)
• The analysis was done with the statistics software SPSS from IBM.
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
The tested CCI Effectiveness Model
S&E Project
Aware-ness
Attitude/
Image
Beha-viour
The influen)als: Length of stay, Na)onality, Age, Gender, being a customer, overall company awarenenss
Destination
Media/ Sponsorship Mix Creative Design
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
A few general results from the Research Study
*The impact on image and sales was measured for the client but cannot be published for confidentiality reasons
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Age Groups
45%
24% 24%
8%
0%
20%
40%
60%
25-‐34 35-‐44 45-‐54 55-‐64
Sölden
35% 31% 26%
9%
0%
20%
40%
60%
25-34 35-44 45-54 55-64
Verbier
35% 27% 28%
10%
0%
20%
40%
60%
25-34 35-44 45-54 55-64
Val d’Isère
20%
43%
27%
10%
0%
20%
40%
60%
25-34 35-44 45-54 55-64
Courmayeur
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Nationalities
Can you tell me firstly what country you are resident in?
0.70% 4.00%
12.20%
20.00% 17.40%
0.10% 0.10%
5.50%
0.40% 0.60% 3.30%
8.20%
16.90%
10.50%
0%
5%
10%
15%
20%
25%
Most people, that we interviewed, came from France (20%), Italy (17.4%) and the UK (16.9%).
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Posters and Lift Posters are the most perceived ads
n=674
56.23% 61.57%
38.58%
29.23%
40.21% 46.44%
25.07% 26.11%
12.61%
0%
10%
20%
30%
40%
50%
60%
70% 1. Posters 2. Ski Lifts 3. Ski schools 4. Flags
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
The Impact on the awareness a. Unaided Recall
The influentials: Length of stay, Nationality, Age group, ...
Destination
Media/ Sponsorship Mix Creative Design
S&E Project
Aware-ness
Attitude/ Image
Beha-viour
9
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Unaided brand recall
The unaided brand recall is higher: - The more the brand is doing
(à all or nothing approach)
- The more the brand is also investing in experiences ( à more than posters; also ski schools, race tracks, events)
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
The Impact on the awareness b. Aided Recall
The influentials: Length of stay, Nationality, Age group, ...
Destination
Media/ Sponsorship Mix Creative Design
S&E Project
Aware-ness
Attitude/ Image
Beha-viour
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Increasing aided brand awareness over the years
23% 26%
51%
41%
19%
39%
55% 54%
0%
10%
20%
30%
40%
50%
60%
10/11 11/12 12/13 13/14
Aided brand recall
All exposed resorts
Courmayeur
The company has stabilized its aided brand recall on a very high level. 12
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
High awareness of the advertisements
yes 95.90%
no 4.10%
Sölden
yes 78.70%
no 21.30%
Verbier
yes 45.20% no
54.80%
Val d’Isère
yes 83.40%
no 16.60%
Courmayeur
Have you seen this advert from company XY during your stay?
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© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
Conclusions regarding impact on the brand awareness
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• Length of stay,
• the nationality,
• being a customer,
• prior awareness of the brand
• and having taken the ski school services…
…have a significant influence on the ad awareness!
© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014
At your service
The CCI COTTING Consulting Research Team • Myrta Zemp • Juliette Montavon • Mario Schuler • Linus Zemp • Caroline Thuret • Michael Sidler • Anna Zemp-Kiser • Chiara Casnati • Liberty Lauren Radice • Tatiana Rojas • Fabia Roos • Prof. Dr. Laura Illia • Dr. Patrick Cotting
CCI COTTING CONSULTING LTD. ZILSTRASSE 27 CH-8153 ZURICH – RUEMLANG OBERDORF 12 CH-1712 FRIBOURG – TAFERS www.cci-cotting.ch +41 43 541 40 00 / +41 79 555 37 25 [email protected]