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| Return on Assets |
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| En - Spire |
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Overview of En-Spire
Establishing the ROI of media investments, celebrity endorsements and sponsorship activities is an ongoing challenge for marketers and corporate asset managers alike. R3 En-Spire is a breakthrough new benchmarking tool that follows the trends of popular culture in China, bringing the latest information on media, sports, stars and sponsorship to your fingertips to improve your asset management intelligence. |
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| Benefits for Marketers |
| En-Spire is the first study of its kind in China. If offers marketers and agencies a single source measurement tool to track the performance of endorsement and sponsorship for their own brands and competitors. En-Spire facilitates data-based decision making in all aspects of talent and asset management: |
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A new perspective on strategic asset identification – helping clients to identify what and who are the most relatable, |
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respected or up and coming media, stars and events, and importantly which assets best fit their brand equity and objectives. |
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A new look at Media Engagement – two shows might rate the same, but which ones are consumers really engaged with? |
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What media is really building the strongest connections, becoming a real favourite? |
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New insight into the influence of star talent and sponsorship on purchase - we explore the power of star talent and |
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sponsorship for improving brand consideration, purchase intent and loyalty. We also investigate the most effective |
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advertising campaigns featuring star talent and define the key characteristics that improve the leverage of endorsement |
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Tracking the trends in popular culture – quarterly reports ensure subscribers have the latest data about the people, events, |
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advertisements, movies, sports and TV shows that are capturing the nation’s attention. |
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| Methodology |
En-Spire uses a comprehensive face to face methodology to deliver in-depth data from a panel of more than 1,500 people across China.
We will cover the ten main cities of BJ, SH, GZ, SZ, HZ, CD, NJ, WH, SY and TJ |
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| DashBoard |
| Beyond detailed quarterly reports, En-Spire introduces a DashBoard format to simplify program, talent and asset performance benchmarking. The En-Spire Dashboard is based on a proprietary questionnaire and analysis methodology across 3 critical areas: |
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| 1.Engagement - Explores the popularity and appeal of a broad spectrum of sports, movies, TV, music, even politics as well as sponsorship assets. |
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2.Aspirations - Establishes a positioning map for each star talent according to perception of relevance, influence and affinity. Values mapping facilitates customized brand fit analysis and tracking. |
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3.Brand Power - Tests talent endorsement saturation, recall of endorsements, influence of endorsement on brand perception and purchase intent. |
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| Leading on from the landmark R3 Olympics benchmarking study, En-Spire also measures the saliency of Olympic sponsorship activities for subscriber brands, making it your complete asset management tool. |
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Subscription |
| Each quarter subscribers receive the En-Spire Dashboard plus a comprehensive hard copy report detailing the performance of talent and sponsorship activity. Confidential Survey questions can be customized for ongoing ROI measurement or on a needs basis to test the market response to activity or analyze the potential of new talent or assets prior to acquisition. |
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| For more information, contact Sunny Chen - sunny@rthree.com |
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