what sponsors want 2007 what sponsors want 2007 annual business to business research -data summary-
TRANSCRIPT
What What Sponsors Sponsors WantWant2007 2007 Annual Business To Business Research
-Data Summary-
I. METHODOLOGY p.3
III. SPONSORSHIP SPENDING AND INVOLVEMENT p.11
IV. RESEARCH CONSIDERATIONS p.30
V. PROPERTY PERCEPTIONS p.41
II. RESPONDENT PROFILE p.5
Table of Contents
VI. ANALYSIS p.45
I. MethodologyI. Methodology2007 Annual Business To Business Research
Methodology A total of 132 participants were contacted by Performance Research and IEG asked to complete questionnaires about the sponsorship decision-making process.
Respondents, who were screened to be sponsorship decision-makers from small, medium, and large corporations worldwide, completed questionnaires in electronic format.
Data collection was conducted in January and February 2007.
Research objectives included, but were not limited to, determining the benefits and services that are most important to companies when making sponsorship decisions and estimating how companies are budgeting for measurement and activation. The margin of error for this study is approximately + 4%.
This study was conducted in conjunction with IEG, Inc. www.sponsorship.com
II. Respondent ProfileII. Respondent Profile2007 Annual Business To Business Research
Decision Making Responsibilities
77%
78%
78%
86%
Evaluate existing properties
Implementing marketing plans /activation supp. sponsorships
Selecting marketing plans /activation supp. sponsorships
Selecting new properties / eventsto sponsor
Total; N=132
"Within your organization, which of the following describes your responsibilities regarding sponsorships?"
Sponsorship ProgramsBy Region
2%
2%
2%
5%
18%
64%
South America
Asia/Pacific Rim
Africa
Australia/New Zealand
Europe
North America
Total; N=132
“In what regions do you have sponsorship programs?”
Personal LocationBy Region
2%
2%
5%
6%
76%
South America
Africa
Australia/NewZealand
Europe
North America
Total; N=132
“In which region are you personally
based?”
Choosing Property to Sponsor
2%
17%
26%
61%
73%
Commercial relationship development
Consult sponsorship specialist todetermine strategy
Receive details about property by asales agency
Approached directly by property owners
Set strategy and seek the right property
Total; N=132
Top 5 Mentions
“How do you typically go about selecting a property to sponsor?”
Choosing Property to Sponsor
Ad-hoc selection
Create your own property to sponsor
Referrals from financial advisors
Mentions of 2% or Less
Property is owned by company chairman
Referrals from company headquarters
III. Sponsorship Spending And InvolvementIII. Sponsorship Spending And Involvement2007 Annual Business To Business Research
Likely Sponsorship Spending From 2006-2007
Decrease19%
Increase38%
Stay the same43%
Total; N=132How will your overall sponsorship spending in 2007 compare to 2006?
Percentage of MarketingBudget Spent On Sponsorship
2%
1%
5%
7%
13%
13%
56%
2%
1%
1%
5%
3%
7%
17%
47%
17%
1%
0%
10%
6%
12%
19%
49%
3%
0%
7%
4%
1%
10%
21%
54%
3%
75%-100%
51%-75%
41%-50%
31%-40%
21%-30%
11%-20%
1%-10%
0%
2004
2005
2006
2007
Total; N=132
Leveraging/Spending Ratio
"On top of the rights fees paid for your sponsorship, what is the ratio as to how much more your company typically spends on leveraging and activation? As best as you can estimate, what is your company's typical promotional spending ratio?"
3%
9%
26%
38%
16%
3%
15%
21%
43%
14%
2%
8%
21%
45%
19%
4%
9%
16%
46%
23%
$4 to $1 orMore
$3 to $1
$2 to $1
$1 to $1
0 to $1
2004
2005
2006
2007
Average Ratio of Activation Spending to Rights Fees
2004: 1.3:1
2005: 1.5:1
2006: 1.7:1
2007: 1.9:1
Agency Used for Support
“What types of agencies, if any, do you use to help leverage/support your sponsorship program?"
38%
8%
27%
33%
40%
50%
None, manage in-house
Sponsorship specialistagency who sold rights
Independent sponsorhipspecialist
Property / rights holder
Public relations agency
Advertising agency
Total; N=132
Top 6 Mentions
Agency Used for Support
“What types of agencies, if any, do you use to help leverage/support your sponsorship program?"
Other Mentions
Promotional agency
Event marketing agency
Marketing CommunicationChannels Used
“During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?"
Top 9 Mentions
41%
49%
51%
56%
61%
67%
71%
77%
79%
Sales promotion offers
Sampling on-site
Internet tie-ins
Business-to-Business
Direct marketing
Hospitality
Internal communications
Public relations
Traditional advertising
Total; N=132
Marketing CommunicationChannels Used
“During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?"
Mentions of 5% or Less
Events Loyalty program Expos Non-profit &
marketing to its donors & boards
Viral marketing Retail tie-in
projects Onsite experiential
programs
Likely Involvement InSponsorship Categories
49%
36%
17%
72%
11%
12%
66%
22%
10%
62%
28%
18%
62%
20%
26%
59%
15%
14%
Less
Same
More
Associations and membership organizationsOnline sponsorshipEntertainmentCommunity events / festivals / fairsCausesArtsSports
"When compared to 2006, how much do you expect your company to be involved in the following types of sponsorship in 2007?"
Total; N=132
24%
64%
12%
Sponsorship ObjectivesMost Important [9&10] Ratings
Top 5 Mentions
"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"
39%
42%
58%
64%
64%
43%
51%
51%
68%
63%
39%
51%
60%
73%
70%
51%
52%
71%
71%
79%
Stimulate Sales / Trial / Usage
Drive Retail / Dealer Traffic
Change / Reinforce Image
Increase Brand Loyalty
Create Awareness / Visibility
2004
2005
2006
2007
Total; N=132
Sponsorship ObjectivesMost Important [9&10] Ratings
Mentions 6-9
"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"
16%
23%
33%
38%
21%
21%
35%
35%
20%
25%
32%
37%
14%
25%
43%
46%
On-Site Sales Rights
Entertain Clients / Prospects
Sample / Displays / ShowcaseProducts / Services
Showcase Community / SocialResponsibility
2004
2005
2006
2007
Total; N=132
Sponsorship Objectives -Business To Business
Most Important [9&10] Ratings
"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"
6%
7%
11%
14%
23%
42%
9%
6%
7%
13%
21%
51%
8%
14%
12%
13%
25%
51%
10%
10%
12%
9%
25%
52%
Network withcosponsors
Incent sales force
Excite employees
Sell to sponsee
Entertain clients /prospects
Drive retail /dealer traffic
2004
2005
2006
2007
Total; N=132
Sponsorship Objectives -Sales & Promotional
Most Important [9&10] Ratings
"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"
16%
30%
33%
39%
21%
31%
35%
43%
20%
30%
32%
39%
14%
34%
43%
51%
Gain-site salesrights
Capture database/ lead generation
Sample / display /showcaseproducts
Stimulate sales /trial / usage
2004
2005
2006
2007
Total; N=132
Sponsorship Objectives -General
Most Important [9&10] Ratings
"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"
33%
38%
58%
64%
64%
29%
35%
51%
63%
68%
34%
37%
60%
70%
73%
36%
46%
71%
79%
71%
Access platform for experientialbranding
Showcase community / socialresponsibility
Change / reinforce image
Create awareness / visibility
Increase brand loyalty
2004
2005
2006
2007
Total; N=132
Sponsorship Objectives -Other Mentions
Differentiate the brand
To satisfy the personal interest of the CEO
Client entertainment
Mentions of 2% or less
"Using a scale of one to ten, where one is not at all and ten is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"
Value of BenefitsTop 5 Mentions
Most Important [9&10] Ratings
"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"
40%
39%
42%
54%
55%
45%
39%
39%
53%
67%
45%
50%
53%
56%
78%
48%
55%
52%
57%
61%
ID in property'smedia buy
Broadcast adopportunity
Title ofproprietary area
On-site signage
Categoryexclusivity
2004
2005
2006
2007
Total; N=132
Value of BenefitsMentions 6-10
Most Important [9&10] Ratings
"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"
29%
32%
32%
33%
35%
24%
35%
28%
42%
37%
41%
32%
38%
36%
33%
42%
36%
38%
44%
41%
Access to property providedresearch
Presence on property website
Right to property marks/logos
Access to property mailing list/ database
ID property collateral materials
2004
2005
2006
2007
Total; N=132
Value of BenefitsMentions 11-15
Most Important [9&10] Ratings
"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"
21%
23%
23%
25%
28%
29%
19%
27%
27%
29%
32%
29%
32%
33%
30%
32%
32%
35%
35%
39%
Opportunity to participate in turnkeyretailer promos.
Spokesperson / access to personalities
Right to promote co-branded product /service
Tickets / hospitality
Ad in program book
2004
2005
2006
2007
Total; N=132
Value of BenefitsMentions 16-20
Most Important [9&10] Ratings
"Using the same scale of one to ten, where one is not at all and ten is extremely, please rate the following benefits as to how valuable they are to your organization?"
6%
14%
14%
16%
21%
5%
15%
21%
15%
25%
11%
18%
22%
19%
22%
18%
16%
29%
23%
27%
Access to propertymerchandise
Pass through rights to youown retailers
Intro to cosponsors / cross-promotion opportunities
Nonprofit / cause overlay
Rights to survey audienceonsite
2004
2005
2006
2007
Total; N=132
IV. Research ConsiderationsIV. Research Considerations2007 Annual Business To Business Research
Primary Source ofSponsorship Industry News
“What is your primary source of sponsorship industry news?"
5%
5%
6%
11%
11%
18%
35%
Conferences
Colleagues
Independentagencies
Sports businessjournal
Industry press /journals
Internet
IEG
Total; N=132
Sources of SponsorshipIndustry News
“From the following list, which sources would you say you rely on to provide you with sponsorship industry news?"
14%
27%
37%
53%
55%
56%
64%
71%
74%
Radio / TV
Email circulars
Newspapers
Industry conferences
Colleagues and contacts
Internet
Sponsorship industry newsletters
Sponsorship websites
Advertising / marketing magazinesand journals
Total; N=132
Information Sought Pre-Sponsorship
"Which of the following do you typically analyze when making your decision?"
54%
64%
77%
91%
47%
65%
77%
87%
53%
69%
86%
90%
64%
69%
79%
94%
Psychographics
Fan Passion /Affinity
Attendance
Demographics
2004
2005
2006
2007
Information Sought Pre-Sponsorship
"Which of the following do you typically analyze when making your decision?"
36%
36%
43%
47%
33%
35%
40%
45%
41%
41%
50%
54%
45%
46%
55%
59%
TV Ratings
Interest inProperty AmongTrade / Dealers
What YourCompetition
Sponsors
Growth Trends inProperty Category
2004
2005
2006
2007
Renewal Analysis
"In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?"
33%
39%
52%
83%
43%
45%
60%
91%
48%
52%
66%
95%
51%
55%
57%
94%
TV Exposure Analysis
Print Media Analysis
Sales / Promotional Bounce BackMeasures
Internal Feedback
2004
2005
2006
2007
21%
38%
42%
15%
41%
45%
12%
47%
48%
20%
42%
47%
SyndicatedConsumer
Research Studies
Dealer / TradeResponse
PrimaryConsumerResearch
2004
2005
2006
2007
Renewal Analysis
"In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?"
Analysis Importance
“Please rate these same analysis importance to you or your marketing team’s decision to change or renew your sponsorships."
8%
11%
12%
16%
21%
33%
36%
Syndicated consumer research
TV exposure analysis
Print media analysis / clipping
Dealer / trade response
Primary consumer research
Sales / promo bounce-backmeasures
Internal feedback
Total; N=132
Most Important [9&10] Ratings
Budget For Sponsorship Research
No81%
Yes19%
Total; N=153
2006
No75%
Yes25%
Total; N=132
2007
Do you have an on-going budget for sponsorship research?
Spending onPre-Event External Research
1%
3%
3%
14%
27%
39%
0%
1%
5%
14%
35%
43%
0%
1%
3%
18%
46%
32%
1%
2%
2%
23%
36%
35%
More than$100,000
$50,000 to$100,000
$25,000 to$50,000
$5,000 to $25,000
Less than $5,000
None
2004
2005
2006
2007
“How much is typically spent on external or independent research to analyze appropriateness of the sponsorship?”
Rights Fee % Spent on Concurrent/Post-event Research
0%
18%
42%
27%
More than 5%
1% to 5%
1% or Less
None
Total; N=132
“Approximately what percent of a sponsorships total budget is typically spent on concurrent or post-event research?”
V. Property PerceptionsV. Property Perceptions2007 Annual Business To Business Research
Value Placed On Property Provided Services
Most Important [9&10] Ratings
10%
18%
21%
27%
27%
27%
42%
15%
23%
25%
29%
31%
35%
49%
17%
22%
30%
41%
39%
48%
59%
28%
28%
39%
45%
50%
48%
57%
Sponsor Workshop
Third-party valuationstatement
Research on Audience BuyingHabits
Leveraging Ideas
Research on Sponsor Loyalty
Research on Sponsor Recall
Post Event Report / FulfillmentAudit
2004
2005
2006
2007
“Please rate the following "property provided services" as to how valuable they are to your organization.”
Extent You Depend OnProperties To Measure ROI
2%
7%
9%
13%
18%
26%
5%
2%
8%
9%
10 Completely
9
8
7
6
5
4
3
2
1 Not at all
Total; N=132
Average
2004: 4.4
2005: 5.9
2006: 5.2
2007: 5.4
“To what degree do you depend on properties to help you measure your ROI during / after your sponsorship involvement?”
Properties Meeting Expectations
No70%
Yes30%
Total; N=132
“Are properties meeting your expectations in delivering ROI measurement or research information?”
VI. AnalysisVI. Analysis2007 Annual Business To Business Research