The collect calling division of this telecommunications carrier was implementing sponsorships to reach young adult customers who are frequent collect call users. Sponsorships were viewed as potentially raising top-of-mind brand awareness and providing an added value to the customer.
A two-phase methodology was implemented on-site at selected concert venues. First, an incidence tally of concert goers was taken to determine the percentage of fans falling within the target demographics, and more specifically, to determine the percentage who make collect calls. Secondly, pre and post surveys were implemented to determine incremental changes in brand awareness, brand image, and intent to use the carrier’s service.
The concert environment (in general) was proven to provide a high concentration of product users. The sponsorship (and related promotions) were seen as providing meaningful benefits to consumers, who indicated that sponsorship may make a difference when selecting a collect calling company when all other factors are equal.
The sponsor utilized learnings developed from the first research study to extend their program into additional concerts and sports venues.
Research was conducted in each new sponsorship domain to verify usage patterns, sponsor awareness, and participation in the sponsor’s collect calling programs.
The strategy of niche sponsorships with a high density of target consumers was determined a success, and adopted for nearly all product categories within the organization.