EVERY MARKET IS DIFFERENT.
Whether your brand is looking to add a sponsorship property in a certain market—or divest to be more efficient—it’s important to understand the dynamics between different properties, their partners and the fans.
Only after having a clear grasp of the factors at play can help you identify the best way to move forward as a sponsor, target and engage consumers efficiently, and make the most of your investments.
Lumency’s sponsorship consultancy deploys several data and analytics tools that focus on increasing sponsorship efficiency—portfolio health audits, a customized-to-each-client governance model, comprehensive property evaluations, measurement, and more
This includes a Market Analytics service that assesses properties for target efficiencies in the context of a particular market.
LUMENCY CAN PROVIDE A MODEL FOR MANAGING SPONSORSHIP INVESTMENTS MORE EASILY & EFFECTIVELY.
Lumency’s Market Analytics service identifies the most optimal property mix for your brand in a particular market (urban, country, region).
Lumency leverages a robust data set of consumer and property research that, with additional analytics, supplies brands with actionable intel. By examining key audience/fan metrics, we can provide guidance on the most optimal mix of properties in a particular market, reducing inefficient fan duplication and maximizing incremental reach.
OUR MARKET ANALYTICS DELIVER INTEL AROUND:
CROSS-PROPERTY ENGAGEMENT
One of the main outputs is a comprehensive analysis of the relation and overlap of fans between a market’s key properties. This analysis illuminates the optimal set of properties to reach your brand’s most relevant audience.
TARGET ALIGNMENT
We perform an in-depth assessment to understand where and how your brand’s priority demographic show up and align with the main properties being considered, looking at levels of engagement and overall fandom. This intel informs activation plans.
LANDSCAPE ASSESSMENT & PLAN
Obtaining the most efficient portfolio is difficult if a competitor holds the rights to a key property. We perform background research to understand existing relationships and contract expiry windows. This informs a phased strategic approach for what to renew, acquire or remove—and the key considerations for making it happen.
ESTIMATED SPEND LEVELS
Efficiency is, of course, dependent on spend (as well as objective alignment). We investigate rights fees by category to understand which potential properties might be the most efficient.
Lumency’s Market Analytics service helps brands secure the ideal property mix within a market to improve target efficiency, reduce unintended fan duplication, and optimize incremental reach. This process includes a recommended plan with specific timings and considerations for portfolio adjustments. We also consider the varied seasonality and activation windows of different property types to ensure your portfolio is conducive to a well-balanced marketing calendar.
Looking for maximum efficiency from your sponsorship spend in a key market?
We can help you understand the landscape and make evidence-based decisions on where to invest.
By: Kirby Zdrill
