Naming rights get plenty of media mentions, but what about directly tracking consumer engagement? What’s the relative payoff?
Including the effects of digital and social media in conjunction with the use of the team’s marks, we measure specific effects brands want fans to take as a result of sponsorship. These include what fans think, feel, or do because of the sponsorship, such as awareness of the Verizon Up campaign, preferring Heinz over Hunt’s, downloading the AT&T app, or owning a Toyota, Mercedes-Benz or Ford.
Tracking Media Engagement
But, one easy, free way to capture or track media engagement is through Google Trends.Entering key terms, we can find how frequently people search for information regarding the team and its sponsor. This speaks to the importance of the title sponsor promoting offers, deals or events connected directly to the team, so that fans search for “Lions” and “Ford” together. Of course, brands and teams get some co-branded search naturally. The question is, what can the brand do to promote more co-branded search?
People search for what they are interested in.
Comparing Naming Rights by Region
We can compare how AT&T’s sponsorship of the Cowboys fares against other naming rights in Texas–and compare it across time. America’s most valuable team does produce more engagement than others in the state, but the Astros fare about as well and at times when the Cowboys are not in-season (and vice-versa). This chart illustrates the need for sponsors to establish complementary portfolios to reach consumers via passion points year round. (Hover over a point on the graph to see relative scores.)
Compare Naming Rights by League
We can compare with other NFL naming rights. Compared to the Patriots and Gillette, AT&T’s sponsorship of the Cowboys still reigns throughout the season, but the Patriots run lasts longer–right to the Super Bowl. Somewhat surprisingly, Ford’s sponsorship of the Lions fares about as well as the Gillette/Patriots and AT&T/Cowboys until peaking on Thanksgiving.
Compare Promotion Effectiveness
Google trends can also help track the success of promotions compared to other major promotions that might drive search behavior. This comparison shows that the Saints promotion with Verizon and the Texans promotion with the Texas Lottery drives consumers to get online to search for more information on behalf of the brand. Although on a smaller scale, the Lions promotion with Uber to help avoid traffic congestion also drives search behavior.
We continue to look for new ways to capture digital media value. Experienced marketers know the value is not in the exposure level. Everyone has heard of Ford, Verizon, Mercedes-Benz and Uber. The real value is in what people do because of the sponsorship. Measuring search behavior is one step in the right direction.