driving xm/sponsorship success: case study exploration of successes/pitfalls (don mayo, imi...

DRIVING XM/SPONSORSHIP SUCCESSDon Mayo – IMI International

dmayo@consultimi.com416-505-7545

Today’s Discussion

• IMI International

• What’s Going on in the industry

• IMI Proprietary Studies – Facts to Drive ROI

• Case Studies / Best Practices : Sponsorship / XM

• Take away for the Road Ahead

IMI International Overview

• Insight / Consulting firm - 40 years / 40 countries

• Offices in Toronto, USA, UK, Australia, Singapore

• Proprietary Database and Action Standards -10,000+ Case Studies

• 10+ R&D Proprietary studies per year

IMI’s Commitment To Excellence If, for any reason, IMI International does not satisfy the objective defined in the agreed-to proposal, the project will be refunded in full with no questions asked.

Optimize ROI = Optimize Gain From Investment

IMI Fundamental

‘Consider how LITTLE you need to spend to achieve your objective’

BEHAVIOURALATTITUDINAL

True ROI

Consider...

“What would have happened

if you did nothing?”

Market Priorities To Drive ROI

Zero SumIncrementalHigh Valued

Where else are the $$ being spent

Digital Ad Spending WW $137 BN 2014

Digital Share of Spend 25%+ : Global Growth +15%

• 1st - 48%

• 3rd - 38%

• 28%

• 23%

Source : IAB April 2014 / eMarketer 2014 / GroupM

Its Here and Exploding

‘1’ Source: ABI Research

30 billion+ wireless devices connected : 4.0/Person12014

10 billion+ wireless devices connected : 1.5/Person1

Can we Predict? Will History Repeat?

B.Gates, Microsoft 1981

‘64k ought to be enough memory’

Published by Popular Mechanics 1949

‘Computers in the future may weigh NO more than 1.5 tons’

T.Watson, Chairman IBM 1943

‘I think there is a world market for, maybe, five

computers’

Memo from Western Union 1876

‘This ‘telephone’ has too many shortcomings to be seriously

considered as a means of communications. This device, is,

inherently of no value’

So where are we going?

Lao Tzu, Born 604 B.C.

‘Those who have knowledge don’t predict. Those who predict, don’t have knowledge’

How to predict the FUTURE using Social Media Monitoring

Twitter Predicts the Future

Predicting Stock Market Indicators Through Twitter

5 Shocking Ways Social Media Trends Predict

Catastrophes

June/July ‘14 Headlines

Facts: Capturing the Voice and Behaviour of Canadians

Information Sources:

• Mar ‘14 - IMI FanTrack™ : n=2100

• May ‘14 - IMI ConsumerTrack™ : N=1,200

• July ‘14 – IMI Optimizing Emerging Media : N=1600

• 1988 to 2014 : XM Case studies/Best Practices : N=2,000+ Events

Biggest issues facing YOUR FAMILY (Unaided)

Biggest issues facing TODAY’S YOUTH (Unaided)

A Selection of Canadian’s Favourite Brands, Products, Services: (Unaided)

Canadian’s Favourite Brands, Products, or Services: Unaided : Top 40 : May 2014

#75 to #8

#16 in ‘04 to #1

#1 in ’04to #5

#152 to #19

#5 to #4

Out of the Top 40HPBell

“It is most popular

among my friends.”

“Affordable,

plenty of choice

and close to

where I live.”

Why it’s my favourite brand

“Their products

suit my needs

in a big way.”

“Coca-Cola has

maintained a consistent

brand image over the

years...I trust this brand.”

“Love the products and

services. Have been a user for

over 20 years.”

“High Quality,

Innovative, Socially

Responsible”

“Like the Loblaw image,

products are made with

consumers in mind.

“Because it is

awesome.”

Most Popular

Drivers of ‘Favourite brand Status’

My needs

Innovative

Consumers in

Awesome

Have Done in the past 3 MonthsSource: IMI ConsumerTrack™ - May 2014

• Used mobile phone while shopping to help the decision

• Interacted with someone handing out a product/sample

Have Purchased in the past 12 MonthsSource: IMI ConsumerTrack™ - May 2014

• After Learning about through social media (Facebook, Instagram,

YouTube, Twitter)

• After sampling / experiencing the product/service

7.4 MM

14.7 MM

• After using your phone to research a product while shopping

• After interacting with the product on the street/event/store

3.9 MM

8.4 MM

• After seeing friends become fans of, or follow a brand through social media

• Because the brand sponsors national sports/music/cultural events

2.7 MM

6.6 MM

• After researching about it online

• After seeing a display of the product

16.3 MM

16.4 MM

• Total ‘Digital / Mobile / Social’

• Total ‘XM / Sponsorship / Display’

31.6 MM

46.1 MM

XM + 45%

'I like Products/Brands that send messages to my smart phone’By Country

1823 20

5550 51

-37-26 -31

USA Canada UK Australia

% Agree % Disagree Net Agree

Source : IMI International ConsumerTrack™ : May 2014 N=1286

'I like Products/Brands that send messages to my smart phone’By Demographics

3222 21

42 4549

-37-25

-10-22

-71-80

Canada Male Female 13 - 18 19 - 29 30 - 49 50+

Source : IMI International ConsumerTrack: May 2014 N=625

‘I relate better to products/brands that use Facebook, Twitter, You Tube and Instagram to promote themselves and communicate to me’

By Country

21 2419

4350 51 56

-29 -27-37

‘I relate better to products/brands that use Facebook, Twitter, You Tube and Instagram to promote themselves and communicate to me’

By Demographics

-67-80

Canada 13 - 18 19 - 29 30 - 49 50+

‘Experiencing a product is the best way to try and get me to purchase that product’

By Country

79 8077

3 3 3 2

76 77 7478

Source : IMI International ConsumerTrack: May 2014 N=1286

Sponsor Breakthrough for Sochi 2014

1. Coca-Cola (33%)

2. McDonald's (33%)

3. Visa (23%)

4. RBC (12%)

5. Nike (8%)

6. Tim Horton's (6%)

7. Canadian Tire (6%)

8. Hudson’s Bay (5%)

9. P&G (5%)

10.Petro Canada (5%)

IMI International’s 2014 Sochi - Olympics Post Study, (Total Unaided Mentions, N = 1,229)

When thinking specifically of the Sochi 2014 Winter Olympics, which company or brand comes to mind?

Vs. Vancouver

2010Sochi 2014

How Canadian’s SHARE Major Sports Leagues

Share Socially

Talk about39%

Get together to

watch41%

Share Socially

Talk about27%

Get together to

watch36%

Share Socially

Talk about34%

Get together to

watch43%

Case Studies

How to ensure

no impact

Toronto Pride -2012

Summer of Pleasure Tour

Plan For A Crowd

Back Lighting drives impact

BRANDING AND

MESSAGE UP TOP

- 7’ Min

Give places for people to shoot their memories

Be Mobile When

Possible

Use your Visual Icons

to Drive immediate Recognition

Winter Classic –Throw a Football?

Consider how many can play

Consider if you would

re-gift

for reproduction without consent

Expect Intercept Brands

Allow Brand Exposure to

drive Attendee

Engagement

Realities from across the Globe

• Many forget / disregard best practice essentials to drive success

• Engagement / XM / Sponsorship DRIVES ROI – Stand up and be counted

• Mass media, POS, CRM, Flyer – remain effective/cost effective

• Learning on the job with real client $$$ - Little R&D

• Faster * cheaper rarely = better results or ROI

• Stop becoming excited by 10,000 of anything

LIVE + VIRTUAL = MAGIC

% of Activations that Have No Ability to Drive ROI : Attitude or Behaviour

- In 1985

- In 2013/14

- With New Media

- With Activated XM

Realities Going Forward

The only guarantee 2015 to 2020 is CHANGE

• Red flag – ‘we’ve always done it that way!’

• Yellow Flag – ‘Faster / Cheaper / New’

• Green Flag – ‘Engage High Value Customers’

• Checkered Flag – ‘Relevant/Compelling/Better’

5 Key Things for Tomorrow

PASSION

ENGAGE

COURAGE

DRIVING XM/SPONSORSHIP SUCCESSDon Mayo – IMI International

dmayo@consultimi.com416-505-7545

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