By Bill Duggan, Group EVP, ANA
Posted: Nov 18, 2013 9:30am ET
Sponsorship and event marketing are growing in importance within the marketing mix. Per the new ANA survey research report, “Sponsorship and Event Marketing Measurement,” measurement of sponsorship and event marketing is improving, but there is still work to do. The middling satisfaction with the return on sponsorship and event marketing measurement is tied to sub-optimal standards and practices. Suggestions for improving the state of such measurement are outlined below.
Ask Properties to Help with Measurement
Marketers should ask all their sponsorship and event marketing properties for help with measurement, and write that requirement into contracts. It is important for properties not to just offer a menu of benefits, but to become true partners with marketers and work with them to establish, achieve, and measure business objectives.
Consider Procurement as a Resource
Companies with strong marketing procurement organizations are encouraged to engage procurement in sponsorship measurement and evaluation. Procurement often has strong process-oriented skills and could be helpful in establishing standardized processes for sponsorship and event marketing measurement and evaluation.
Consider Marketing Mix Modeling
Only half of those surveyed say that their companies’ sponsorship and/or event marketing measurements attempt to isolate the impact of that activity versus other concurrent marketing communications. More marketers should consider marketing mix modeling to help isolate the specific contribution of sponsorship and/or event marketing.
Partner with Subject Matter Experts
Leverage the expertise of specialists like IEG (www.sponsorship.com) for sponsorships and the Event Marketing Institute (www.eventmarketing.com) for events.
Test and Learn with Social Media
A key finding of this survey is the rise of social media as a valuable tool in measurement. Marketers are encouraged to use social media as a lever for sponsorship and event marketing activation as well as measurement.
Establish a Dedicated Measurement Budget
All sponsorship and event marketers should have a dedicated budget for measurement. The benchmark identified in this study, a measurement budget of 5 percent, should be considered. IEG, in fact, recommends that the measurement budget should be at least 1 percent of the amount spent on the sponsorship, while a figure closer to 5 percent would allow for more meaningful assessment of outcomes.
In conclusion, there are opportunities via properties, procurement, marketing mix modeling, subject matter experts, and social media to enhance sponsorship and event marketing measurement, and help marketers make more qualified investment decisions. In order to maximize those opportunities, a proper dedicated measurement budget is required.
By Bill Duggan, Group EVP, ANA
Posted: Nov 14, 2013 9:30am ET
ANA has just released our survey research report titled “Sponsorship and Event Marketing Measurement.” A snapshot of key findings follows.
Most Companies Measure Return from Sponsorship and Event Marketing for All or Most Activities
Most respondents (68 percent) measure all or most of their sponsorship and event marketing activities, while 32 percent measure about half or less.
Satisfaction with the Ability to Measure ROI and ROO is Not Very High
While the majority (62 percent) of marketers report being at least somewhat satisfied with their firms’ ability to measure ROI (return on investment) for sponsorship and event marketing initiatives, a substantial percentage are dissatisfied (38 percent). Only 20 percent report being “completely” or “very” satisfied with the ability to measure ROI. The majority of marketers (68 percent) also report being at least somewhat satisfied with their ability to measure ROO (return on objectives) but a substantial percentage are dissatisfied (32 percent).
More Companies Have Dedicated Budgets for Sponsorship and/or Event Marketing Measurement
Sixty percent of respondents claim that their companies have a dedicated budget for sponsorship and/or event marketing measurement, up from 40 percent in 2010. While the amount of the measurement budget as a percent of the amount spent to acquire the sponsorship rights is relatively low, the average percentage has gone up from 2.3 percent in 2010 to 5.0 percent in 2013.
Metrics Highly Used and Highly Valued for Measurement
The metrics that are both highly used and highly valued for measuring return of sponsorship and/or event marketing (meaning both noted by at least 50 percent of respondents) are: amount of media exposure generated, social media, awareness of brand, awareness of company’s/brand’s sponsorship, attitudes towards brand, and lead generation.
Having Partners to Help Measure Results Has is Important
Almost three-quarters of respondents feel it is “extremely” or “very” important for their sponsorship and/or event marketing partners to help in the measurement of the results of those initiatives. The top metrics desired from partners are: audience research on propensity to purchase/loyalty/behavior toward sponsors, audience demographics, audience research on attitudes toward sponsors, and audience research on sponsor recognition/recall.
Enjoy the report!
By Bill Duggan, Group EVP, ANA
Posted: Nov 11, 2013 9:30am ET
Our recent Multicultural Marketing & Diversity Conference was one of our most active from a social media perspective. Below are some conference highlights, each delivered in 140 characters or less. The complete Twitter stream can be found at #ANAMulti.
Sandra Gengler @sandra_gengler 7 Nov
A "Total Market" strategy: where a #multicultural perspective is a necessity for marketers http://adage.com/article/the-big-tent/shift-multicultural-teams-total-market-gains/245149/ …
lindalanegonzal @lindalanegonzal 6 Nov
“Lead with ethnic insights first!” Takeaway from ANA #Multicultural Day 1 http://bit.ly/1b7Hk5o via @portada_online #ANAMulti...
lizette williams @LiZetteW1 6 Nov
You cannot think about growing the $2 billion Huggies business without leading with ethnic insights first #ANAMulti http://lnkd.in/bkhwfRN
Fatma @F_Kokon 5 Nov
"Embrace cultural complexity is what Total Market is" @LatinWorker #anamulti
Marco Lopez @don_marquito 5 Nov
#totalmarket is a journey, until we get to a place where ethnic is not a need #anamulti says Sergio Alcocer @nydiajanet
Sue De Lopez @suedelopez 5 Nov
Nice challenge for #brands "If we do total market right, the role of Multicultural #marketing should go away"~Strachan #ANAMulti #CMO
Victor Paredes @paredes6699 5 Nov
Diageo charges you $5 every time someone says "general market" - #ANAMulti
Kristen Creager @kristencreag 5 Nov
If you're not working for a company that is living & breathing diversity-- where are you working and why? #ANAMulti pic.twitter.com/paSqOij1OA
madeline beniflah @maddybeni 5 Nov
Best quote of the conference so far, "we are not MC marketers, we are all just marketers" #ANAMulti
Jeffrey Bowman @jeffreylbowman 5 Nov
#ANAMulti @diageo_news Marc Strachan great Total Market Enterprise case study & transformation. Requires C-level commitment.
sean blankenship @pairaces 5 Nov
Multicultural advertising means Millennials. As a brand, this is the gap to fill. #ANAMulti
Carlos Santiago @Carlos_SSG 5 Nov
#ANAMulti: Coke, Walmart, GenMills agree #Millennials demand different lens w/ massive #Multicultural overlap & #totalMarket approach.
Alain Groenendaal @AlainGro 5 Nov
Coke's Lauventria Robinson says it's total and (not or) targeting marketing @cocacola @Insidewing #anamulti
Sue De Lopez @suedelopez 5 Nov
"@Walmart we focus on 2 macro trends: rise of multicultural market and growth in technology"~ T. Rogers #ANAMulti #marketing
Alma @AlmaAgency 4 Nov
"Every 30sec a Latino turns 18; every 2 min a GM Consumer retires..." Roberto Orci @AHAA #ANAMulti
Portada-Online.com @portada_online 4 Nov
@PepsiCo's Carlos Saavedra: "Traditional multicultural marketing is not sustainable in the long term," #ANAMulti
Uriel Saenz official @UrielSaenz 4 Nov
“@dcastil: Amway projects 50% of their growth will come from Hispanic #ANAMulti”
Bill Duggan @BillDuggan 4 Nov
Total market strategy being done by all brands only for 35% of companies; a few for 54% & one test brand for 14% per @AHAA #ANAMulti
AHAA @AHAA 5 Nov
Missed yesterday's #ANAMulti AHAA Total Market Study presentation? View it here: http://buff.ly/1bVNDct (and on Slideshare).
Chiqui Cartagena @ChiquiCartagena 14 Nov 11
In case you missed it, my blog from Ad Age on #ANAmulti ...ANA Speakers Push Multicultural Marketing as Key to Growth http://adage.com/u/OHz3sb
By Meghan Medlock, director of committees and conferences, ANA
Posted: Nov 8, 2013 3:00pm ET
Real-Time Marketing is still new and uncharted territory for nearly every brand in the world. As brands determine how they can apply and utilize Real-Time Marketing techniques, they must ask themselves what feels right, why it feels right, how they can react and respond to events that are presently unknown, how technologies will be applied, and how their efforts will be measured. Not an easy task for even marketers with deep pockets and a plethora of resources.
We hear feedback from many marketers through Webinars, Surveys, Committee Meetings and Conferences, veterans and rookies alike. One of the most commons questions we get asked is, “How in the world do I get started in Real-Time Marketing?”
I have reflected on this question and tried to dig deeper by speaking to ANA members, reading many articles in the trade, and following brands who I think are doing it right (OREO, Coca-Cola, Honda, IBM, to name a few) and I think it boils down to some simple pillars that marketers can all use as they think, plan, and staff for Real-Time Marketing. Real-Time Marketing is much more complex than coming up with your own “dunk in the dark.”
- Content is King! Good Content + Good Content Strategy = A Marriage Made in Heaven
At the core of integrated social media programs is content. It not only invites your community into a conversation, but a solid content foundation makes real-time content creation incredibly efficient.
- Develop a Social Media Listening/Responding Strategy
Choose keywords to monitor and map out the live events that make sense and matter to your brand. And don’t forget to respond! Did you know that 6% of people generate 80% of impressions online? That 6% are the influencers. They are present, they are there, and they are trend setters and infrastructure is needed to respond to them so that you can make a difference. Think like a publisher, act like a newsroom, and respond quickly!
- Content Mix and Balance Matters
Determine the balance between planned content from your brand, curated content that other people have posted, and real-time content that is in-the-moment interaction. All 3 are necessary, but finding the right balance for your brand is essential for engaging your audience.
- You Can Achieve Results Without Responding to Every Single Individual Tweet.
Create new ways to respond, like Vine videos, to deliver on your goals.
- Understand and Accept That a Social Customer Service Program is Essential
Did you know that 86% of buyers will pay more for the same product or service for a better customer experience, according to a CEI survey, and that 1 in 3 users and growing now prefer to contact brands using social media rather than the phone, according to Nielsen? A solid strategy, involvement from the current customer service team (including a creation of a customer care guidebook), transparency, a dedicated social account for customer service, and a system for tracking and data about your customer service interactions will lead you on the path to success.
I’ll leave you with two quotes I love on Real-Time Marketing:
“The power outage was unexpected, and the brands that pivoted and embraced the opportunity before them were the brands that were celebrated by the public for truly understanding the nature of real-time engagement. Why? Because they related to us, not because they forced us to relate to them.”
- Scott Monty, Global Head of Social Media – Ford Motor Company
“If you say fewer quality things in relevant spaces, that will do so much more for you than trying to force fit your brand into every pop culture event that there is.”
- Jason Miller, Social Content Manager – Jim Beam
Let’s continue this conversation by offering you a chance to dive deep with leading real-time marketers and network with your peers. Please join us for our first EVER ANA Real-Time Marketing Conference presented by Starcom on December 4th in New York City! Learn from Kraft Foods Group, The Coca-Cola Company, Hasbro, Anheuser-Busch, MINI, MasterCard Worldwide, Nestle, and more. Register now because space is limited! Click here for more information.
By Bill Duggan, Group EVP, ANA
Posted: Nov 4, 2013 9:30am ET
I was on a plane to LA this past Friday when the airport was attacked. I heard about it from a woman in my row who was watching in-flight television. I immediately bought the in-flight TV and watched CNN on and off for the next four hours. The television reports made it clear that many or most flights were not taking off from LAX but flights were landing or being diverted to other airports (a colleague of mine was diverted to Long Beach). The reports also informed me that there were no cars allowed inside the airport and showed video of people walking away from the terminals with their bags. The TV reports mentioned shuttle buses and taxis were available outside the airport.
I should note that Wi-Fi was not available on this flight so the internet and social media were not resources at the time. Thank goodness for the information provided by the television as we heard next to nothing from the pilot or crew. When it was announced that the plane was descending, there was a very brief mention of an “incident” at the airport earlier in that day. No more than that. No mention on how the passengers on this flight would be affected and no advice on what to expect upon landing. A friend of mine who was on a later flight had the exact same experience.
Plain and simple, airline pilots need to do a much better job keeping passengers informed of relevant information. Airline pilots must be chief communications officers! I have often been frustrated with the lack of information provided by pilots, e.g., “Why have we been going in circles for the past half hour?” That needs to change as consumers expect much more from their interactions with brands. Yes, airlines should think of themselves as brands and employees should think of themselves as brand ambassadors, especially those in-flight employees, led by the pilot.
It was widely reported that the first reports of the LAX shooting came from social media. When all (or most) airplanes have Wi-Fi, of course, the internet and social media will be available to passengers. While passengers would then have information (or perhaps misinformation) from the internet and television, information from the person flying the plane is critically needed.
I think this LAX incident (as incredibly unfortunate as it was) provides an opportunity for airlines to re-examine their in-flight communications policies and to better train their pilots to be chief communications officers.
By Bill Duggan, Group EVP, ANA
Posted: Oct 31, 2013 10:22am ET
It’s Halloween. But it’s not witches, goblins, or vampires keeping the marketing industry up at night. It’s measurement!
Today ANA and Nielsen release our report titled “Optimizing Integrated Multi-Screen Campaigns.” Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. A few key findings follow.
Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase in three years.
- Today, 48 percent of respondents rate integrated multi-screen campaigns as very important and 20 percent of media spend is attributed to such campaigns.
- In three years, 88 percent of respondents expect integrated multi-screen campaigns to be very important and account for 50 percent of media spend.
There is a significant gap between how respondents currently measure the effectiveness/ROI of integrated multi-screen campaigns and how they would prefer to measure it.
- Currently, the large majority (71 percent) use a variety of metrics specific to individual screens.
- Meanwhile, there is overwhelming preference (73 percent) for using one set of metrics across all screens.
When asked to identify “the single biggest issue regarding multi-screen advertising that keeps you up at night”, measurement, by a wide margin, was the most common response.
A key recommendation in our report is to establish an industry-wide initiative to drive multi-screen measurement. Industry trade associations — initially led by ANA, ARF, and MRC — would invite key senior leaders from across the advertising ecosystem to join to help foster standards and best practices for multi-screen campaign measurement and management. This would build on Making Measurement Make Sense (3MS), an industry-wide initiative to improve cross-platform comparability through improved digital metrics and standards, particularly focused on supporting brand advertising.
Measurement should not be so scary and we look forward to working with the marketing industry to help us all sleep a little better at night.
By Bill Duggan, Group EVP, ANA
Posted: Oct 28, 2013 10:30am ET
I visited the Tenement Museum in NYC recently. The museum is a National Historic Landmark on the Lower East Side and originally housed 22 apartments and a basement level saloon. The building now stands as a kind of time capsule reflecting 19th and early 20th century living conditions. I went on a tour called “Irish Outsiders.” Irish emigration to the United States was driven by the potato famine in Ireland, 1845-1852. During the famine approximately one million people died and a million more emigrated from Ireland. New York saw the largest amount of Irish emigration and by 1855, 26% of the population in Manhattan was Irish, putting strains on the labor force and resulting in “No Irish Need Apply” signs. There was rampant anti-Irish racism at that time including the stereotyping of the Irish as alcoholics and newspaper illustrations depicting prehistoric "ape-like images" of Irish faces to bolster claims that the Irish people were an inferior race.
Other groups have followed the Irish as targets of stereotypes and racism. The Italians soon thereafter. African-Americans. Hispanics. Asians. LGBTs.
I visited the Tenement Museum with my teenage daughters and we discussed how their ancestors came to America from Ireland during the potato famine. I’m glad that my kids are growing up in a more diverse and tolerant world than my ancestors did 130 years ago and I did a generation ago.
Of course, America still has issues of stereotypes and racism. But I am proud that the advertising industry is doing such a great job in building positive images of a multicultural America. There are more ads than ever before that feature couples of different races. Kudos to companies/brands such as General Mills/Cheerios. I look forward to the ANA Multicultural Marketing & Diversity Conference and Multicultural Excellence Awards dinner (November 3-5 in LA) as there will surely be great stories shared on marketing to a multicultural nation.
By Marni Gordon, vice president of committees and conferences, ANA
Posted: Oct 24, 2013 9:00am ET
This week we held our first-ever ANA Members Only Conference on Content Marketing in New York City and had a great day! The event was hosted by Thomson Reuters and A&E Networks was the presenting sponsor. The day was filled with rich real-time insights on keys to content marketing success and included sessions from Charles Schwab & Co., GE, Thomson Reuters, A&E/Duck Dynasty, Post Foods, and L’Oreal. Here are some key highlights from the event:
- Charles Schwab & Co., Inc.: Helen Loh, Vice President, Content & Digital Marketing stressed that today’s marketing must deliver useful value to consumers and that content marketing is the currency to earn consumer engagement and affinity. Helen shared her team’s key lessons learned in content marketing which are:
- Content in paid media is highly effective in generating engagement.
- Engagement vs. conversion may be optimized in different formats.
- Content expands the scope of marketing – key challenge is to integrate functions in new ways.
- Content requires different teams and processes.
- Creating a “content center of excellence” can be a low-friction way to build centralized governance.
- The media is the message.
- Think like a publisher.
- Go beyond eyeballs: passions
- Within content marketing, the brand needs to be authentic and have a voice of people talking to people vs. a brand talking to people.
- If you set up a strong owned and earned media strategy first, then your brand is more likely to use your paid media more wisely.
- Search is where the consumer thinks on their own terms and it is important to use this data to create relevant and authentic content.
By Bill Duggan, Group EVP, ANA
Posted: Oct 23, 2013 10:22am ET
ANA Procurement Day was hosted by BP in Chicago yesterday (10/23) and the learning was rich.
Business Value (from BP)
Creating business value is the role of procurement. It’s not about marketing, it’s not about procurement, and it’s not about cost savings. Rather, it’s about creating business value.
Emerging Procurement Practices (from McKinsey)
Such practices include:
- Exploring new partner options
- e-auctions for agency services
- Increased use of trading desks
- Production decoupling
- “Clean sheet” models to improve transparency (to better understand supplier costs)
Talk Less, Listen More (from Nationwide)
Procurement helps facilitate key relationships and should talk less and listen more. Examples at Nationwide:
- Management of agency evaluations was moved internally.
- Consistent scope of work processes were implemented with scope and quote templates.
Getting Started (from Groupon)
Those organizations getting started in marketing procurement need to conduct a spend analysis to determine how much is spent, on what, with whom, and by whom. That analysis would uncover:
- Top categories
- Top suppliers
- Suppliers that serve in multiple geographies
- How fragmented or concentrated the supplier base is
- Who the key stakeholders are
- Which categories to source and in which sequence
State Commercial Production Incentives (from Kraft)
State commercial production incentives are on the rise. States view these programs as job creators. The net savings in some states range between 15-50 percent of the total production budget. Talent residuals, celebrity talent, and agency compensation can qualify in some states.
Thanks BP, McKinsey, Nationwide, Groupon, and Kraft. We all learned so much!
For Experiential Marketers Facilitating Fan Interaction Post-event Is Just as Important as the Event
By Yasmin Melendez, director of committees and conferences, ANA
Posted: Oct 10, 2013 12:20pm ET
Grand Central Station is a hub of constant activity and experiential marketers flock to it to give away free samples and raise brand awareness with New Yorkers and tourists. On my way home last night, I walked past a group of ladies giving away a tiny pink package. As a native New Yorker walking a mile a minute, I did not have time to stop, but I grabbed the freebie and continued on my way to the bus.
After I had a chance to settle down, I checked out the package, which I first thought was a lip balm, but instead found a tiny pink Baked by Melissa Cupcake. I took a photo and shared it on Facebook and then I realized that the package itself didn’t shed light on the campaign background and purpose.
Without a reference, you would think the giveaway was to promote Baked by Melissa, a New York City bakery known for its bite-sized cupcakes. However, I remembered the pink van with the Ford logo and did some research online. This was part of a campaign by Ford Warrior in Pink #LoveandCupcakes tour for Breast Cancer Awareness Month. Fans had a chance to meet with Gilles Marini, receive the delicious treat and support the Dr. Susan Love Research Foundation by buying one of Gille’s designed T-shirts.
This was no small event; it was a well-orchestrated tour to promote their cause and celebrity spokesperson, but there was no consideration given to the Ford brand or Warriors in Pink cause on the souvenir potential customers would leave with. As a result, I was unable to spread the word on the bigger cause and the support Ford gave it. It was a missed opportunity to continue the fan interaction beyond the first, and only, bite.