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What Sponsors Want 2007 Annual Business To Business Research -Data Summary-

What Sponsors Want 2007 Annual Business To Business Research -Data Summary-. Table of Contents. I. METHODOLOGY p.3. II. RESPONDENT PROFILE p.5. III. SPONSORSHIP SPENDING AND INVOLVEMENT p.11. IV. RESEARCH CONSIDERATIONS p.30. V. PROPERTY PERCEPTIONS p.41.

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What Sponsors Want 2007 Annual Business To Business Research -Data Summary-

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  1. What Sponsors Want2007 Annual Business To Business Research -Data Summary-

  2. Table of Contents I. METHODOLOGY p.3 II. RESPONDENT PROFILE p.5 III. SPONSORSHIP SPENDING AND INVOLVEMENT p.11 IV. RESEARCH CONSIDERATIONS p.30 V. PROPERTY PERCEPTIONS p.41 • ANALYSIS p.45

  3. I. Methodology2007Annual Business To Business Research

  4. 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

  5. II. Respondent Profile2007Annual Business To Business Research

  6. Decision Making Responsibilities "Within your organization, which of the following describes your responsibilities regarding sponsorships?"

  7. Sponsorship ProgramsBy Region “In what regions do you have sponsorship programs?”

  8. Personal LocationBy Region “In which region are you personally based?”

  9. Choosing Property to Sponsor Top 5 Mentions “How do you typically go about selecting a property to sponsor?”

  10. Choosing Property to Sponsor Mentions of 2% or Less • Ad-hoc selection • Create your own property to sponsor • Referrals from financial advisors • Property is owned by company chairman • Referrals from company headquarters

  11. III. Sponsorship Spending And Involvement2007Annual Business To Business Research

  12. Likely Sponsorship Spending From 2006-2007 Total; N=132 How will your overall sponsorship spending in 2007 compare to 2006?

  13. Percentage of MarketingBudget Spent On Sponsorship Total; N=132

  14. Average Ratio of Activation Spending to Rights Fees 2004: 1.3:1 2005: 1.5:1 2006: 1.7:1 2007: 1.9:1 "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?" Leveraging/Spending Ratio

  15. “What types of agencies, if any, do you use to help leverage/support your sponsorship program?" Agency Used for Support Top 6 Mentions

  16. “What types of agencies, if any, do you use to help leverage/support your sponsorship program?" Agency Used for Support Other Mentions • Promotional agency • Event marketing agency

  17. “During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?" Marketing CommunicationChannels Used Top 9 Mentions

  18. “During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?" Marketing CommunicationChannels Used Mentions of 5% or Less • Viral marketing • Retail tie-in projects • Onsite experiential programs • Events • Loyalty program • Expos • Non-profit & marketing to its donors & boards

  19. "When compared to 2006, how much do you expect your company to be involved in the following types of sponsorship in 2007?" Likely Involvement InSponsorship Categories 12% 64% Total; N=132 24%

  20. "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?" Sponsorship Objectives Most Important [9&10] Ratings Top 5 Mentions Total; N=132

  21. "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?" Sponsorship Objectives Most Important [9&10] Ratings Mentions 6-9 Total; N=132

  22. "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?" Sponsorship Objectives -Business To Business Most Important [9&10] Ratings Total; N=132

  23. "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?" Sponsorship Objectives -Sales & Promotional Most Important [9&10] Ratings Total; N=132

  24. "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?" Sponsorship Objectives -General Most Important [9&10] Ratings Total; N=132

  25. "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?" Sponsorship Objectives -Other Mentions Mentions of 2% or less • Differentiate the brand • To satisfy the personal interest of the CEO • Client entertainment

  26. "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?" Value of Benefits Top 5 Mentions Most Important [9&10] Ratings Total; N=132

  27. "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?" Value of Benefits Mentions 6-10 Most Important [9&10] Ratings Total; N=132

  28. "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?" Value of Benefits Mentions 11-15 Most Important [9&10] Ratings Total; N=132

  29. "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?" Value of Benefits Mentions 16-20 Most Important [9&10] Ratings Total; N=132

  30. IV. Research Considerations2007Annual Business To Business Research

  31. “What is your primary source of sponsorship industry news?" Primary Source ofSponsorship Industry News

  32. “From the following list, which sources would you say you rely on to provide you with sponsorship industry news?" Sources of SponsorshipIndustry News

  33. "Which of the following do you typically analyze when making your decision?" Information Sought Pre-Sponsorship

  34. "Which of the following do you typically analyze when making your decision?" Information Sought Pre-Sponsorship

  35. "In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?" Renewal Analysis

  36. "In evaluating your decision to change or renew your sponsorship, which of the following types of analysis do you typically complete?" Renewal Analysis

  37. “Please rate these same analysis importance to you or your marketing team’s decision to change or renew your sponsorships." Analysis Importance Most Important [9&10] Ratings

  38. Budget For Sponsorship Research 2006 2007 Total; N=132 Total; N=153 Do you have an on-going budget for sponsorship research?

  39. Spending onPre-Event External Research “How much is typically spent on external or independent research to analyze appropriateness of the sponsorship?”

  40. Rights Fee % Spent on Concurrent/Post-event Research “Approximately what percent of a sponsorships total budget is typically spent on concurrent or post-event research?”

  41. V. Property Perceptions2007Annual Business To Business Research

  42. Value Placed On Property Provided Services Most Important [9&10] Ratings “Please rate the following "property provided services" as to how valuable they are to your organization.”

  43. Average 2004: 4.4 2005: 5.9 2006: 5.2 2007: 5.4 Extent You Depend OnProperties To Measure ROI “To what degree do you depend on properties to help you measure your ROI during / after your sponsorship involvement?”

  44. Properties Meeting Expectations Total; N=132 “Are properties meeting your expectations in delivering ROI measurement or research information?”

  45. VI. Analysis2007Annual Business To Business Research

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