Media agency MEC has developed an online tool, Partnership Intelligence, which is designed to aid a marketer. The tool provides in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms, including sport, music, art, TV programming, entertainment and other global properties. Zubin Tatna, National Director, Planning, MEC says that the basic idea behind the tool is to get marketers to share their brand. Tatna explains that while brand partnership and activation is done across various platforms, most brands choose the platform on gut feel. The new tool aids the marketer by “taking the gut out of decision making”, Tatna said.
The tool helps bring out the effectiveness of different properties available to marketers and helps them identify which property is best suited for the brand as it helps advertisers make choices between seemingly disparate opportunities.
MEC carried out a Partnership Intelligence global research via an online survey across 17 markets, including India, with a sample size of 1,500 in each market. The study offers insights based on people’s motivations and choices and thus helps choose the right partnership or association for a specific brand.
Tatna showcased a study on Indian Premier League (IPL) as a property and the relationship that a consumer has with this property and also how the property is perceived by the consumer. The target group chosen was 25-34 Males, Sec A. IPL emerged as a strong property with the top three attributes being associated with IPL being Playful, Fun and Successful. Looking at the purchase funnel, consumers were asked if they were likely to buy a brand associated with IPL, 86 per cent showed likelihood to buy the brand associated with this property.
The tool also allows multi-platform comparison and it was seen that while IPL was consumed majorly on TV, it was also consumed on various other platforms such as websites, newspapers, radio, mobile apps, etc. The tool also allows a brand to be compared to a property to understand how it can benefit and also determines the various product categories that interest consumers.
The study also revealed ‘Kaun Banega Crorepati’ (KBC) to be the property with most value (72.22). The rest of the list was dominated by reality shows. In sports, FIFA World Cup (79.84) pipped the Indian cricket team as the property with the most value.
Zubin Tatna was speaking on the topic ‘MEC Partnership Intelligence (TM): An Informed Approach to Entertainment, Sports & Partnerships’ at the Mumbai leg of the Pitch CMO Summit 2013, held on March 6, 2013. The Summit was presented by Colors in association with MEC.