Ifs presentation fan dna
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Transcript of Ifs presentation fan dna
INTERNATIONAL FOOTBALL SUMMIT 2014
CHANGES IN FAN DNA AND THE IMPACT ON THE SPONSORSHIP INDUSTRY
MIKE WRAGG, GLOBAL HEAD OF RESEARCH COLOGNE I 02.10.2014
WHAT HAS CHANGED?
Global brands are trying to engage GLOBAL AUDIENCES
The repertoire of things we engage with in our TECHNOLOGY ENHANCED LIVES has expanded, while fragmentation and pay walls have nudged us away from old habits
» Our EXPECTATIONS FOR RELATIONSHIPS with brands has become more nuanced
» we’re more focussed on authentic experiences» we’re less focussed on traditional mass media
FAN DNA
FAN DNAAWARENESSACCEPTANCE
THE VALUE OF SPONSORSHIP DERIVES FROM IT’S ABILITY TOCHANGE PEOPLE’S BEHAVIOUR IN RELATION TO A BRAND
PEOPLE ARE NOT GOOD AT RATIONALISING / PREDICTINGTHEIR BEHAVIOUR, OR NOTICING HOW IT’S CHANGING
WORD OFMOUTHTWEET
BUYINGENJOYING
BUYING
GROUNDBREAKING EXPLORATION OF CHANGES IN FAN BEHAVIOUR
FIRST GLOBAL FAN BEHAVIOUR SEGMENTATION IN SPORT
INVOLVEMENT OF KEY PLAYERS
» Research Design discussions with leading rights holders, brands and science partners
10 YEARS OF FAN INSIGHTS
» 30 countries 2004-2014
» 450,000 fan interviews, focusing on all major sports
» Attitudes to Sport, Media & Technology Behaviour, Broader Interests outside sport, Income, Education, Gender, Social Attitudes, Consumer Interests & Attitudes
FAN DNA FOUNDATIONAL RESEARCH
» Media & Technology Behaviour
» Consumer Behaviour
» 8 countries: US, Mexico, UK, China, Germany, Japan, Australia, Malaysia
» 8,000 fan interviews, focusing on leading sports in each country
QUESTIONS RELATED TO
» Sport Behaviour » Attitudes to Sponsorship» Sponsorship Behaviour
Factor & Cluster Analysis byan independent expert modeling and analytics agency.
+
THE 7 BEHAVIOURAL SEGMENTS
x
TREND POSITIVE Love my sport. Love what it says about me.
GAME EXPERT All about the sport, everything else is a distraction.
CONNECTION FAN It’s about participating, it brings people together.
ARMCHAIR FAN Something to watch on my own.
BUSY If only I had time!
DISENGAGED What’s all the fuss about?
CYNIC It’s all a con!
9
13
25
18
18
6
11
Global Average %
THE 7 BEHAVIOURAL SEGMENTS
x
TREND POSITIVE
GAME EXPERT
CONNECTION FAN
ARMCHAIR FAN
BUSY
DISENGAGED
CYNIC
9
13
25
18
18
6
11
Global Average %
5
18
17
19
20
6
15
10
16
32
12
11
5
15
10
15
26
21
12
5
11
17
4
36
9
25
5
3
TREND POSITIVE GAME EXPERT CONNECTION FAN
x1.9
x1.6
9% 13% 25%
Sponsor BuyAmplifySport Buy
Sponsor BuyAmplifySport Buy
Sponsor BuyAmplifySport Buy
AGE
GENDER
INCOME
SPORTS INTEREST
SALES RELATED BEH AVIOUR OF THE TOP 3 SEGMENTS
Researched products & services
Became more trusting of a brand
Started conversations about a brand
Bought products or services
Recommendeda brand
2.3 2.2 0.7
2.5 1.5 1.0
2.0 1.7 1.0
2.6 1.9 0.7
2.4 1.3 1.0
Global Average = 1.0
GAME EXPERTTREND POSITIVE CONNECTION FAN
WHAT HAS CHANGED?
Global brands are trying to engage GLOBAL AUDIENCES
The repertoire of things we engage with in our TECHNOLOGY ENHANCED LIVES has expanded, while fragmentation and pay walls have nudged us away from old habits
» Our EXPECTATIONS FOR RELATIONSHIPS with brands has become more nuanced
» we’re more focussed on authentic experiences» we’re less focussed on traditional mass media