unlock the true value of sponsoringour expertise our mission is to help clients unlock the true...
TRANSCRIPT
UNLOCK THE TRUE VALUE OF SPONSORING
BLAUW SPONSORING RESEARCH…
Proves and improves ROI
Generates new ideas for activation programs
Simplifies strategic sponsorship decisions
Increases the value of sponsorship in marketing campaigns
Reduces budget wastage on sponsorship rights
Creates alignment and support in the boardroom
WE CHALLENGE CONVENTIONAL THINKINGFor too long, sponsors have assumed that simply using the rights acquired in a sponsorship package will lead to increased visibility and fan engagement. That is like producing a TV commercial, broadcasting on TV and sitting back to watch sales increase. Neither are likely to happen.
Understanding emotional connections allow brands to develop more inspiring campaigns using proprietary data that leads to personalized fan experiences which are essential to create sustainable long term value.
Our products and services deliver critical insights to embrace and personalize these connections.
OUR EXPERTISEOur mission is to help clients unlock the true value of sponsoring by understanding
the emotional connection between brands and communities. We aim to prove and improve the level of engagement between the sponsor and its audience.
We achieve this by applying leading research techniques and models such as online real time monitoring, online dashboards, at-the-venue
or on-the-spot evaluations (iBeacon and WiFi tracking), deep dive target analysis, social media listening and
co-creation workshops.
SPONSORING EFFECT STUDIES CO-CREATION / CAMPAIGNS EVENTS/SPONSORSHIPS
CLIENTS AND WORK
OUR WORK: UEFA Champions League sponsoring effectiveness study
We have been helping sponsors understand the positive effects of the UEFA Champions League sponsoring since 1999. The insights provided by Blauw have contributed to increased awareness, engagement, loyalty and purchase levels amongst football fans. Currently Heineken, PepsiCo and Nissan are our partners in this research.
ADDED VALUE OF BLAUWMeasuring and understanding emotional connections requires specific expertise. Four reasons to partner with Blauw:
INDEPENDENT: 100% dedicated to the client, totally objective and no hidden agenda.
INNOVATIVE: proprietary tools allow measurement of the latest trends and developments.
INSPIRING: critical insights lead to inspiring ideas for fan engagement and brand activation.
INSIGHTS: 20 years of researching inspiring sponsoring cases
BRAND• Supporters are sometimes more receptive to sponsors of a team than avid fans
• Brand equity grows quicker when sponsors activate online and offline
• Awareness increases quicker amongst fans who are active participants in sport
BUSINESS• Product sales increase when fans are not only aware but also enthusiastic about the sponsorship campaign
• Long term partnerships generate higher returns than one-off campaigns
• Adding value to the fan experience is critical for conversion of leads to sales and loyalty
BEHAVIOUR• Segmentation and personalisation of the fan base leads to deeper engagement per target group
• Co-creation with key stakeholders create stronger activation ideas
• Proprietary data drives emotional connections between fans and brands
INSIGHTS FOR OUR CLIENTS
CASES: 1. EFFECT STUDIESOur sponsoring effect studies provide insight in the evaluation and impact of the sponsorship on the relationship of consumers with the brand of the sponsor. The results allow sponsors to set objectives and to optimize the activation of their sponsoring in order to create valuable connections with their audience.
Read more on our website about UEFA Champions
League Sponsoring
CASES: 2. CO CREATIONOur co-creation workshops with gamification approach (‘Let’s Play’) give insight in the possibilities for activating a (new) sponsorship. The Let’s Play design allows us to generate ideas together with the target audience about the development of sponsoring campaigns. The workshops result in relevant and credible directions for developing sponsoring campaigns that appeal to the target audience and therewith improve the impact of the sponsoring.
Read more on our website about our work on the
Ziggo Ajax Sponsorship
CASES: 3. FANBASE INSIGHTSSegmentation/profiling of fan bases helps sport organizations and sponsors to better target products and communications and to improve fan experiences. It allows the development of more specific and better sponsoring propositions. Herewith the insights contribute to a stronger connection with the most valuable target audience: fans.
Read more on our website about the Football Segmentation for the
Dutch Football Association (KNVB)
FANSHIPLEVEL MODELWe use our proprietary FanshipLevel (FSL) Model to analyse behaviour of sports fans. Through this segmentation model we can isolate sponsoring effects by benchmarking different FSL levels with the general population (or specific client target audiences). The model (developed in cooperation with Heineken) has been successfully used to evaluate sponsorships on a strategic level for a wide range of companies, such as Nissan, Heineken, PepsiCo, ABN AMRO, Volvo, Rabobank.
Insight in sponsoring effectsThe model is based on a person’s engagement with a specific sponsoring domain. The higher one’s engagement, the bigger the chance of recognition of the sponsor and from there the likeability that the sponsorship influences attitude and behaviour towards that brand.
Non-fans Interest Fans
For almost 25 years, we have been researching emotional connections between people and brands, products and experiences. Today, with over 70 researchers, Blauw offers innovative research solutions, broad expertise and enthusiasm to bring our clients closer to success. Our clients know that working with us means state-of-art research solutions providing actionable advice. Two key questions:
ABOUT BLAUW RESEARCH
AND CONSEQUENTLY, HOW CAN WE INCREASE THE POSITIVE EFFECTS?
DO YOUR BRANDING, MARKETING COMMUNICATION AND
CUSTOMER EXPERIENCE PROGRAMS HAVE A POSITIVE EFFECT ON EMOTIONAL CONNECTIONS
WITH YOUR STAKEHOLDERS?
1
2
OUR PEOPLE
• 10 YEARS + EXPERIENCE IN SPORTS & SPONSORING INSIGHTS • TRUSTED ADVISOR TO SPONSORS LIKE HEINEKEN, PEPSICO• CREATIVE SPORT & SPONSORING CONSULTANT• EXPERT IN FAN ENGAGEMENT AND FAN BASE SEGMENTATION
Eva GerritseStrategy Consultant Sport & SponsoringT +31-10-400980 / +31-6-11355095E [email protected]
René de ManResearch Consultant Sponsoring EffectivenessT +31-10-4000949 / +31-6-14234888E [email protected]
• 15 YEARS EXPERIENCE IN SPONSORING STUDIES• TRUSTED ADVISOR TO SPONSORS LIKE NISSAN, ABN AMRO • EXPERIENCED ROI/ROO ANALYST• EXPERT IN ONLINE DASHBOARDS AND REALTIME REPORTING• SPECIALIST IN EVALUATING WORLDWIDE SPONSORSHIPS
OUR PEOPLE
• FOUNDER OF BLAUW RESEARCH SPONSORING RESEARCH• CREATOR OF PROPRIETARY FANSHIP LEVEL MODEL• BRAND GROWTH SPECIALIST
• DATA ORIENTED SPORTS MARKETER• FLEXIBLE PROJECT MANAGER• EXPERIENCED IN MANAGING INTERNATIONAL SPONSORING STUDIES
Bram JonkheerManaging PartnerT +31-10-4000942 / +31-6-26434500E [email protected]
Vera LimpensResearch Manager International SponsoringT +31-10-4000954 / +31-6-15060766E [email protected]
