For more professionalism in sponsoring
Sponsorship is a form of communication that today is based primarily on individual studies or gut feelings. With the MA Sponsorship index, which WEMF will publish for the first time on September 8, professional planning is now set to become the norm in this field.
The MA Sponsoring is based on the existing Wemf study Mach Consumer, for which 11,000 people are surveyed every two years about their preferences, attitudes, consumer habits and brand loyalty. In cooperation with the Swiss Advertisers Association (SWA, ASA Association Suisse des Annonceurs) and the Sponsorship Association (Faspo) as well as the early movers Axpo, Coop and Orange, Wemf supplemented the questionnaire for the consumer study a year ago with questions on 21 cultural topics, 33 types of sport, 12 sports associations and institutions as well as the 24 leading sporting events in Switzerland. Respondents were asked which major sporting or cultural events they follow live or via the media. This resulted in the MA Sponsoring. What makes it so impressive is the single-source approach and the opportunities it offers for sponsors and media agencies. This is because the data can be linked with that from Mach Consumer, Mach Basic and Mach Radar (psychographics). This allows sponsors to check whether their current sponsorship activities appeal to the desired target audience or whether another major cultural or sporting event would be more ideal. They can find out what else their target group is interested in and which media channels are best suited to reach them. Furthermore, planning reach can be calculated for the first time, on the basis of which a sponsor can compare the cost efficiency of different sponsorship platforms. The study could also open up a new field of activity for media agencies. And last but not least, the MA Sponsoring can also be used by sponsorship recipients for their own marketing.
For the distribution of the study, Wemf is entering into a partnership for the first time with the consulting firm Felten & Compagnie in Winterthur, which specializes in sponsorship. The latter is responsible for marketing and consulting. The MA Sponsoring will be available in three modules: Module 1 (for SMEs) includes sponsorship data and socio-demographic information (CHF 15,000). Module 2 also contains the data on interests and consumption from MACH Consumer and the psychographics from Mach Radar (CHF 22,000). Finally, Module 3 also enables links to be made with MA Strategy and the data from Mach Basic (CHF 28,000).
Felten & Compagnie also offers sponsorship recipients and sponsors analyses of their own platforms or sponsorship portfolios - based on evaluations from MA Sponsoring, among other things. Sponsorship recipients who base their marketing on such data can also have this confirmed by means of a seal of approval from Wemf and SWA. This is intended to ensure more professional marketing in the industry and, of course, to anchor the credibility of Wemf. A specially established Advisory Board, which includes SWA, FASPO, Felten & Compagnie, the consulting firm of former Publipresse director Otto Meier, as well as various study users, will ensure that the MA Sponsoring is optimized and anchored in the market. It is planned to update the MA Sponsoring every two years.
Markus Knöpfli
For the distribution of the study, Wemf is entering into a partnership for the first time with the consulting firm Felten & Compagnie in Winterthur, which specializes in sponsorship. The latter is responsible for marketing and consulting. The MA Sponsoring will be available in three modules: Module 1 (for SMEs) includes sponsorship data and socio-demographic information (CHF 15,000). Module 2 also contains the data on interests and consumption from MACH Consumer and the psychographics from Mach Radar (CHF 22,000). Finally, Module 3 also enables links to be made with MA Strategy and the data from Mach Basic (CHF 28,000).
Felten & Compagnie also offers sponsorship recipients and sponsors analyses of their own platforms or sponsorship portfolios - based on evaluations from MA Sponsoring, among other things. Sponsorship recipients who base their marketing on such data can also have this confirmed by means of a seal of approval from Wemf and SWA. This is intended to ensure more professional marketing in the industry and, of course, to anchor the credibility of Wemf. A specially established Advisory Board, which includes SWA, FASPO, Felten & Compagnie, the consulting firm of former Publipresse director Otto Meier, as well as various study users, will ensure that the MA Sponsoring is optimized and anchored in the market. It is planned to update the MA Sponsoring every two years.
Markus Knöpfli
