Toronto, ON - With seemingly endless brand choices for consumers and an increasing numbness to traditional marketing, companies have been leveraging sponsorship as a means of forging meaningful connections with consumers around the events, charities, and teams they love most. Some valuation metrics, such as media impressions and engagements, can be more easily calculated. However, there has been a recognized difficulty in measuring how the emotional connection between a consumer and a property can be leveraged to provide positive business outcomes for the sponsor.
It was that recognized gap that Ipsos, Canada's market intelligence leader, and TrojanOne, an entrepreneurial marketing agency, set out to fill with the Canada's Most Valuable Property (MVP) Study in 2012. The MVP Study gets down to the root of passion points, establishing a "Value Metric" to measure the degree of emotional connection a property can create between consumers and its sponsors and directly link that to positive business outcomes.
The study draws on qualitative input from industry experts and a nationwide survey of over 1,000 Canadians, assessing a list of 100 Canadian properties across a number of sectors such as professional and amateur sports, arts, events, health causes, and more.
With the third installment, the MVP Study has evolved once more to better capture marketplace needs. "Last year we took a look at identifying Canada's Most Respected Sponsor, ultimately showing the companies that are most likely to be gaining value from their sponsorship activities. This year we've taken the study even further, isolating data for gender and younger generations to show even more insight into the minds and hearts of Canadians," explains Jordan Levitin, Senior Vice President with Ipsos.
Results of this year's MVP Study were presented at Canadian Sponsorship Forum on June 5, 2015 in Edmonton.
The Most Valuable Properties in Each Category Are:
- Health Causes and Overall MVP: Canadian Cancer Society
- Professional Sports: The Grey Cup and Each Canadian's Favorite NHL Team (tie)
- Amateur Sports: Canadian Olympic Committee
- Arts: Major Museums and Art Galleries
- Entertainment: Nearest Theme Park/Attraction
- Events: Winter Cultural Festivals
- Youth Causes: Kids Help Phone
- Social Causes: World Wildlife Fund
- Among Teens: Local High School Sport Organization
"What's fascinating with our study is that the top contenders in each category have seen minor fluctuations in the past three iterations of the study, but once we expanded the focus across demographics, we noticed properties reaching top standings that hadn't even been on our Top 10 radar before," says Dr. Norm O'Reilly, Senior Advisor with TrojanOne's Consulting Group. "This new set of data will be invaluable to both brands and properties as they make strategic decisions in planning, activating, and evaluating their sponsorships."
For more information on Canada's Most Valuable Property Study and how to attain the full results, please visit the MVP Study Product Page.
For more information on this news release, please contact:
(416) 920-7044, ext 325
Director, Marketing Services
Ipsos in North America
TrojanOne thrives on creating intensely evocative brand experiences. Originally founded as Trojan Sports Marketing in 1994, the agency began with a focus on grassroots and community.
In 2003, the company expanded its services to include new offerings for clients in marketing communications, sponsorship consulting, brand activation, consumer- based event management and experiential marketing. TrojanOne works with blue chip corporations to create and deliver memorable brand experiences, and with sport, cause and entertainment properties to identify their value proposition and maximize their business potential. TrojanOne also owns and executes proprietary events.
No matter where you are in North America...and no matter what stage you're at in the marketing cycle, TrojanOne is ready to help -- from strategy through creative and execution to fulfillment. We are fuelled by ideas, driven by results, and through that success, the innate desire to see our clients promoted.
Ipsos is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos in Canada offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications.
Visit www.ipsos.ca to learn more about Ipsos' offerings and capabilities.