INITIAL PARTNERSHIP ANALYSIS
- Predictive Modeling Evaluation
- Comparative Property Analysis
- Sponsorship Package Evaluation
- Quantification of IP Associative Value
ACTIVATION PLAN TESTING
- Concept & Copy Testing
- Message Optimization Analysis
POST PROGRAM RESULTS
- Sponsorship ROI / ROO Modeling
- Customized Sponsorship Dashboards
- Activation Plan Optimization
- Source Analysis
- Longitudinal Analysis
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United States Olympic Committee
Challenge:The USOC was in the process of launching a new logo and wanted to demonstrate to their partners that no loss of equity or perceptions would result as a consequence of the switch to the new system.
Solution:SRi developed a custom internet research study focused on diagnosing the current equity of both the current and proposed logos. The study focused on identifying the strengths and weaknesses of each. Furthermore, the study identified how consumers perceived each logo and what personality traits each was communicating. SRi's proprietary Amplification tool quantified the added value of the new logos when incorporated within partner creative and communications. As part of the ongoing custom tracking research being conducted on behalf of the USOC, SRi continues to measure how well the new logo is breaking through and if consumers have effectively made the transition to the new system.
"This research allowed us to provide our partners with a definitive understanding of the equity and personality of both the new and old logos and the value a switch to the new system would provide. Through our ongoing tracking research with SRi, we (USOC) have been able to validate the performance of the logos in market and demonstrate to partners the added value provided as a result of the switch." - Lisa Baird, CMO, USOC
Challenge:With a wide variety of assets and properties in its sponsorship portfolio, Toyota challenged SRi to develop a plan for measuring their various partnerships and determining how properties were performing within the portfolio. The plan was also designed to diagnose which activation elements were driving impact, and how engagement with the activation was impacting KPIs (key performance indicators.
Solution:To provide the marketing team with the information they needed, SRi employed an extensive attendee research platform to gain insight into the on-site activation and how engagement impacted brand perceptions and future consideration. Given the range of events in the portfolio such as music festivals, angler tournaments, motorsports, triathlons, national auto shows and many more, the research plan was designed to provide consistent comparisons among all opportunities. As a result of this approach, a set of norms was created across the portfolio, allowing Toyota to determine what role and value each property is providing.
“The analytical support provided by SRi gave us insight into consumer attitudes and behaviors we previously found difficult to truly quantify. The data has given us a normative statistical standard by which we can evaluate future sponsorships.” - Keith Dahl, General Manager, Motorsports & Marketing Asset Management, Toyota Motor Sales, USA, Inc.
NBA – Detroit Pistons
Challenge:Individual NBA Teams were seeking to quantify the amplification effect their marks have on their partner’s brand communications.
Solution:SRi examined the relationship of how the inclusion of sponsorship/ third-party logos change consumer perceptions of a brand, and how such logos can markedly improve the effectiveness of the brand’s existing marketing tactics. To measure the influence of the marks/logos, SRi developed a proprietary research approach, called Amplification, which identifies the impact across various marketing channels. While results vary across properties, rightsholders are able to use this data to sell more sponsorships and further justify current sponsorship spend.
"As a result of SRi’s work with us (Detroit Pistons) we were able to gather vital information regarding the value our marks and logos add to our partner’s marketing tactics. Data highlighted that Piston’s IP further amplified our partner’s perceived role in the local community as well as increasing the likelihood fans will purchase our partner brands." - Shelly Bouren, Research Manager, Detroit Pistons
New Era Cap