Evaluating Sponsorships
These days, the big challenge for marketers appears to be the need to create sponsorship programs that are “consumer-centric” — that is, programs that are relevant to and have an impact on the target consumer.
In an effort to gain awareness, create positive brand image, and boost product sales, sports marketers are searching for and reinventing the “secret formula” that will combine all the right elements and, in the end, produce positive results. But how do you continually uncover this ever-changing secret formula?
Traditional quantitative research does well in gathering awareness and image-shift data. However, it could be argued that an additional method of research that has yet to be embraced in the mainstream of sponsorship evaluation is qualitative research. Qualitative research forces us to listen to the consumer.
There are many components that require attention in the evaluation of any sponsorship program. Exposure through either television, the Internet, or press analysis is perhaps the most recognized. Awareness of the sponsorship, image shifts, or enhanced brand imagery, and the effect on purchase intent or product trial are additional vital components to be measured. Three new components we have added to our model through the use of qualitative research are:
Fan Definition: Do you know how fans really feel about the sports or events you sponsor?
Understanding: Do fans really understand sponsorship? Do they understand the involvement of the sponsor?
The Connection: Has the sponsorship made a connection with your target?
Let’s start with Fan Definition. In group discussions, we focus fans on why they love their sport. We ask them to help us define the experience of their sport. For the sponsor or prospective sponsor, herein lies a pool of creative ideas to leverage a program. How better to reach your target than through their own images?
Now, look at Understanding. If sponsors become involved with an event and provide funding or other support, are they guaranteed their potential customers will understand their contribution?
The answer is a resounding “No.” Research has shown that the level of understanding among fans on what benefits sponsors provide is much lower than expected. This understanding does seem to vary by sport, however, with auto-racing fans exhibiting a much higher level of understanding than fans of other sports.
Making the Connection with consumers is the last stage of the process. Did the sponsorship work? Did people notice, and do they feel a sense of goodwill toward the sponsor as a result?
An understanding of this connection is at times difficult to gather through traditional quantitative research such as telephone interviews. Clients listening to panelist responses seem to gain a sense of comfort when they hear a target consumer make the connection between the event and the sponsor. While clients understand that what they hear is only representative of those included in the group sessions, the deeper, more conceptual information appears (in most cases) to be equally as meaningful and insightful as traditional quantitative data.
The second diagram (above) can help to further express the power of qualitative research in evaluating and creating effective programs. Sponsorship is the development of a relationship between the target and the sponsoring company through the use of an event or sport. The sponsor uses the passion or emotion the consumer has for the sport to create that connection. Notice how each of the three components we have discussed fit within this model.
Traditional measures such as quantitative telephone interviewing and media analysis are essential to the measurement of any sponsorship program. However, qualitative research can take the measurement process a step further to unveiling that secret formula of making a true connection with the consumer.
Julie Zdziarski is head of Sponsorship Research International USA, Norwalk, CT. She can be reached at [email protected].
