Event sponsorships and associations with different properties are increasingly becoming a preferred marketing tool for companies to connect and engage with their discerning consumers. Whether it is sporting extravaganzas such as the Indian Premier League (IPL) or Formula One or musical events, brands are jumping onto to the sponsorship bandwagon.
However, for such associations to be successful, there needs to be a similarity and connect between the attributes of the brand and the particular property or platform.
Partnership Intelligence, a research based tool developed by MEC allows marketers to make a more informed selection of sponsorships and associations across seemingly non-comparable properties – sports, movies, art and music to name a few. Partnership Intelligence provides in-depth analysis into consumer interests, media consumption and attitudes towards different partnership platforms and thereby, according to Shweta Singh, Business Head, MEC Delhi, helps to deliver an analysis of the property attributes and a comprehensive assessment of the potential fit of a property with a brand’s own values. This assessment is reached at by imparting qualitative dimensions to these platforms and properties.
Partnership Intelligence was born out of an online administered study conducted across 17 countries last year. The surveyed people belonged to SEC A, B and C. According to the findings of the study, the ODI Cricket World Cup and the T-20 Cricket Tournament last year were the most preferred sporting properties among the Indian audience with a love and like score of 80 per cent. IPL came in third with a 71 per cent love and like score. FIFA World Cup was found to be the highest among non-cricket properties with a 66 per cent love and like score.
How Partnership Intelligence differs from IRS, TGI & TAM
With the advent of digital, there is a growing emphasis on the creation of content that can be consumed across multiple platforms. In such a dynamic and competitive milieu, a tool like Partnership Intelligence claims to help marketers make informed decisions about how to effectively use multiple channels for engagement.
There are tools like TAM, TGI and IRS which have been providing essential insights about consumer behaviour. Explaining the functioning of these, Singh said that while TAM provides viewership data, and information about the consumption of programming channels mathematically, in TGI, brand consumption is mapped to the audience consumption and to the media consumption. However, there is no linkage between each of them. “TAM and IRS are numerically driven. TGI has psychographics covered to an extent. Partnership Intelligence links brand, audience and media consumption with each other. We take a set of qualitative attributes equivalent to psychographic dimensions and layer it on the brands as well as the properties. You are, therefore, able to marry the brand with the property much better,” she said.
How Partnership Intelligence works
To give an overview into how the tool works, Partnership Intelligence helps brands to see how a property is perceived. There are five different levels of perception that are used – love, like, okay, don’t like, don’t know and indifferent. For instance, according to the findings of the study, Olympic engages more number of people any other property (sports). 53 per cent of the respondents like or love the sporting event versus 36 per cent for Formula One.
Secondly, it compares a brands attributes to a platforms or property’s attributes. On comparison of the London Olympics to the Rugby World Cup, the study showed that the former is perceived by people to be a more realistic and healthy sport while Rugby is thought of as a more aggressive game.
Thirdly, the tool determines a properties’ strength or weakness. While Olympic was found to be the most popular sport among audience, the interest level varied across geographies. In Italy, for instance, 66 per cent of the respondents love plus like Olympics while in Singapore this number is 39 per cent. Next, the tool helps identify the product categories that are of highest interest to those engaged with a property. To give an example, according to the study, 62 per cent of the people who like or love Olympics are interested in travel and 52 per cent are interested in fashion.
Lastly, it helps to assess media consumption habits across properties. In China, for instance, 53 per cent respondents watch the sport live online while 11 per cent prefer to see the video highlights.
Shweta Singh was sharing her views at the Delhi Pitch CMO Summit presented by Colors Viacom18 in association with MEC. The Summit was held on March 1, 2013.