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


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

IMI International © Copyright 2014 – not for reproduction without consent


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

9

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

2020

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

Value

Drivers of ‘Favourite brand Status’

My needs

Trust

Love

Innovative

Consumers in

mind

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

6.2MM

8.4MM



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

29

1823 20

41

5550 51

-12

-37-26 -31

-60

-40

-20

0

20

40

60

USA Canada UK Australia

% o

f P

op

ula

tio

n

% 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

1823

12

3222 21

4

5548

62

42 4549

75

-37-25

-50

-10-22

-29

-71-80

-60

-40

-20

0

20

40

60

80

100

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

% o

f P

op

ula

tio

n


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

30

21 2419

4350 51 56

-14

-29 -27-37

-60

-40

-20

0

20

40

60

80


% o

f P

op

ula

tio

n





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

By Demographics

21

41

2722

6

50

2332

50

73

-29

18

-5

-28

-67-80

-60

-40

-20

0

20

40

60

80

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

% o

f P

op

ula

tio

n





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

By Country

79 8077

80

3 3 3 2

76 77 7478

0

10

20

30

40

50

60

70

80

90


% o

f P

op

ula

tio

n


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?

-5%

0%

+10%

-8%

-2%

+1%

+5%

-17%

+5%

+1%

Vs. Vancouver

2010Sochi 2014



How Canadian’s SHARE Major Sports Leagues

Share Socially

20%

Talk about39%

Get together to

watch41%

Share Socially

37%

Talk about27%

Get together to

watch36%

Share Socially

23%

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


Give places for people to shoot their memories


Use your Visual Icons

to Drive immediate Recognition


Winter Classic –Throw a Football?


Consider how many can play


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

39%

41%

57%

25%

Source: IMI International Database 2014 © Copyright


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

FOCUS

KNOW


DRIVING XM/SPONSORSHIP SUCCESSDon Mayo – IMI International

[email protected]

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

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