brand opportunity for the olympics - activations leading up to the games and non-olympic years . y....
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Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Michael O’Hara Lynch
Head of Global Brand & Sponsorship Consulting,
Nielsen Sports
BRAND OPPORTUNITY FOR THE OLYMPICS How to Maximize Olympic & Paralympic Partnership
올림픽대회 및 장애인올림픽대회의 파트너십 효과 극대화 방안
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SPONSORSHIP MARKETING BEGINS AND
ENDS WITH STRATEGY 스폰서십 마케팅의 시작과 끝은 “전략”
Sponsorship as Platform to amplify integrated
marketing activities
CORPORATE
STRATEGY
SALES, PRODUCT &
MARKETING STRATEGY
PR
AD
VE
RT
ISIN
G
CS
R/ C
OM
MU
NIT
Y
PR
OM
OT
ION
S
EM
PL
OY
EE
Company
Vision
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FIVE THINGS BRANDS GET FROM
SPONSORSHIP 후원사가 얻는 스폰서십의 5대 가치
Measure and value all media exposure and branded content integration (TV, Digital, Social, Mobile) MEDIA 1
Brand equity value that brands receive from IP/marks, imagery, intangibles, and impact
INTELLECTUAL
PROPERTY 2
Measure audience segmentation, their journey, behaviors, openness to sponsorships and more
PASSIONATE
FAN BASE 3
Value the assets, events, experiences and impact on a brand’s business HOSPITALITY 4
Measure the impact of activation on marketing mix and consumers path down the purchase funnel
ACTIVATION
RIGHTS ($) 5
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SPONSORSHIP IMPACT - BRAND AND
BUSINESS 스폰서십 효과 – 브랜드와 비즈니스
Sponsorship Marketing Activation
Brand & Business Metrics
Consumer
Journey
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ACTIVATION – KEY TO SUCCESS 적극적인 “활성화” 전략 – 성공의 열쇠
• Role of Olympic organizations
• Consumer engagement and experiences
• $1 – $3 in spend vs. rights
• Sitting on rights – unacceptable
“If no product
showcase, no
business case”
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POWER OF THE FIVE RINGS 스포츠를 통한 인류애의 확산과 더 밝은 세상으로의 발돋움
Excellence Friendship Respect Community
Opportunity to connect your brand, its distributors and dealers to
one of the most powerful brands in the world
Doing one’s
best, on the field
of play and in life
– Participation
vs. winning
medals
Overcoming
differences to
build a peaceful
and better world
– Fair Play,
Inclusive
Respect for
oneself, one
another, rules –
Integrity & Honor
Global, celebration,
festive, hope,
dreams and
aspiration
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PASSIONATE FAN BASE 세계에서 제일 열성적인 올림픽대회 팬들의 참여
Something for everyone
• 41 Summer Sports
• 15 Winter Sports
• Ceremonies - Arts
Dual Gender – Access to Women
Global fan base – All eyes tuned into Korea
Korea - #1 Sport Koreans are most interested
in Olympic Year:
• Summer – Swimming, Table Tennis,
Football, Taekwondo, Judo
• Winter – Short Track Speed Skating,
Bobsleigh, Curling, Figure Skating
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17.9
16.0
15.5
14.6
13.2
12.6
12.0
10.6
9.9
8.5
8.4
8.2
FIFA World Cup
Korea Professional…
Olympic Summer Games
Olympic Winter Games
Asian Games
World Baseball…
MLB (Major League…
English Premier League
Korean K-League
UEFA Champions League
Wimbledon
LPGA Tour (Women's…
SOUTH KOREA TOP LEAGUES/EVENTS 한국의 인기 스포츠 리그 및 대회
FAN BASE SIZE IN MM
Q1 Please indicate how interested you are in each of these sports.
Olympic Summer Games
Olympic Winter Games
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COMPETITIVE LANDSCAPE: BREAKING
THROUGH 오늘날 후원사의 경쟁 환경 및 구도: 카테고리별 분석
TOPs
Global IPC
Partners
NOC and
NPC
Partners
OCOG
Partners,
Sponsors,
Suppliers,
Supporters
IF
Partners
NGB/NSF
Partners
Athlete
Partners
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TOP 10 OLYMPIC ACTIVATION BEST
PRACTICES 올림픽대회 및 장애인올림픽대회의 마케팅 효과 극대화 방안
1. Global Message and Paid Media
2. Cross-Channel Activation & Consistency – TV, Digital, Social, PR,
Experiential, CSR, Etc.
3. Localization – Bring National to Local Market
4. Athlete Voices – “Heart of the Games”
5. Olympic Turf & Product Relevancy
6. Activation – Drive Product & Service Sales
7. Digital & Social
8. Public Relations
9. Employee Engagement
10.CSR – Paralympic Inspiration
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CROSS-CHANNEL ACTIVATION &
CONSISTENCY 빠르게 반복적으로 모든 채널 “활성화”
Begin Early • First mover advantage – PR
engagement
• Games clutter from sponsors and
ambush marketers
Consistent look, tone, and feel
across platforms and markets
Activation drives awareness given
“clean” Olympic venues
Fully integrated marketing
program
Breakthrough competitive field
with long standing equity
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LOCALIZATION – BRING NATIONAL TO LOCAL 지역맞춤형 마케팅 전략으로 지역 상권 및 소비자에게 브랜드 상기
Nationalist Pride – Fans of your
country’s teams and athletes first
Local Partnerships and relevance:
• NOC, NPC, NGB / NSFs, Athletes,
Media Partners
• Leverage in local campaigns, sales
• Activations leading up to the Games
and non-Olympic years
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ATHLETE VOICES 선수들의 목소리를 통한 브랜드 커뮤니케이션
The Games begin and end with the athletes
Authentic Storytelling
Emotional journey to tell your story
Demonstrate role in enabling athletes:
• Reach their potential
• Achieve their dreams
Athletes connect Games back to local
communities
These refugee athletes will show
the world that …anyone can
contribute to society through their
talent, skills and strength of the
human spirit
- Thomas Bach
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OLYMPIC TURF & PRODUCT RELEVANCY 지역맞춤형 마케팅 전략으로 지역 상권 및 소비자에 브랜드 상기
Olympic Turf:
“The specific territory in which an
Olympic sponsor chooses to concentrate
its communications.
Clearly demonstrating the brand’s
unique role and product relevancy in
making the Olympic Games happen,
helping to enable the world’s athletes and
deliver the world’s greatest event”
Ensure partnership VIK – Olympic family
(Athletes, NOC, NBGs) using your
Products & Services
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ACTIVATION PROGRAMS 리테일 상품 및 서비스 판매 촉진
• Sales Incentive Programs
• Template Marketing Communications
• Point of Sale Signage – Olympic
Themed Customized to Local Market
• Consumer sweepstakes – Games,
Trials, NGB hospitality, etc.
• Olympic Merchandise
• Athlete appearances/Clinics
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DIGITAL & SOCIAL 디지털 & 소셜미디어를 통한 파트너십 관계 “활성화”
Reach Millennial audience
• Digital/Social advertising passes TV in 2017
Social engagement element supplements campaign
• User generated content – enable consumers to contribute
• Call to action
• Consumer sweepstakes
Extend campaign beyond Games17 days
• Road to Games
• Year-Round relevancy
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PUBLIC RELATIONS 커뮤니케이션 플랫폼을 통한 올림픽대회의 메시지 전달
Drive Sponsor awareness
• Brand focus and media campaign
• Local partnerships – Athletes, NGBs, events
• CSR contributions
Leverage Olympic & Paralympic
partnership in your story
• Demonstrate commitment to athlete and/or fan experience
Use athletes voice to amplify PR
message • Social media
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EMPLOYEE ENGAGEMENT 직원 참여 “활성화”
• Employee Motivation
Programs
• Recruiting – More likely to
work for Olympic Sponsors
• Sales Incentive
• Olympic Merchandise
• Posters, Olympic pins,
athlete appearances
• Athletes hired as
Employees
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CSR 후원사의 올림픽대회 파트너십을 통한 사회공헌활동 “활성화”
Better Korea for All
• Synergy with IOC commitment to the broader Olympic values
• IOC – UN Sustainable Development Goals
Feature Paralympic Partnership
• Inspirational Paralympic stories
• Authentic fit
• Natural extension of able-bodied athlete program
Paralympic Games changing Views throughout Society around Disability
• UK 62% say Games have power to change way public treats disabled
…and CSR is good for business:
• 4 out of 5 millennials more likely to purchase from a company that supports a cause they care about
• 3 out of 4 millennials think more highly of a company that supports a social cause
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TOP GLOBAL SPORTS FUTURE TRENDS: Sponsors will have to continue to adapt to remain relevant
Increasing Sponsorship
Spend
Changing Format
Emerging New Markets
China, Mexico, Russia, Turkey, India
• Olympics – Alibaba Group, Intel
• FIFA – Wanda, Vivo, Hisense, Qatar Airways
1
2
3
Content, Conversation, Context & Ownership
• Digital and Social – OTT, non-traditional
media companies bidding on sports
rights
• UGC, Short form, video rules, VR & AR
content
• eSports growth – 161M viewers/month,
global gaming revenue $100B +9% YOY
with 2.6B Gamers
• Digital advertising will surpass TV in
2017, led by Google and Facebook
• Mobile surpassed Desktop in 2016
• Pictures and voice replacing typing
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TOP GLOBAL SPORTS FUTURE TRENDS: Sponsors will have to continue to adapt to remain relevant
Changing Viewing Habits
Declining linear TV all demo’s but 50+, 78% are online while watching sports (Mobile), Live sports continues as “appointment” viewing, Indian consumers watch media 7X on mobile as TV
Changing Voices
• Data and CRM central to fan relationships and segmentation
Measurement and Reporting
Changing Fan Demographics
Social Responsibility & Activation in Sports “You can’t manage
what you don’t measure”
• Holly Grail = ROI
4
• Millennials - Over 3 hours a day on digital/social media > linear TV, now prefer to watch eSports as much as traditional sports
5
i.e. Women
• Sponsors & Athletes
6 7
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ENJOY THE JOURNEY
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Michael O’Hara Lynch
Head of Global Brand & Sponsorship Consulting