The Not So Simple Science of Signage

Toronto's temporary race circuit poses challenges and opportunities

Signs are the most basic element, the starting point really, of sports sponsorship. And just as the scope and goals of sponsorships have grown in sophistication over time, so too has the relationship between properties and brands, with signage often acting as the catalyst for change.

Take for example the Honda Indy Toronto, a major international stop on the open wheel racing circuit for nearly a quarter century. To attract, maintain and ultimately satisfy a group of international and regional sponsors each year, race organizer Green Savoree today offers marketing platforms as diverse as their corporate partners — including business-to- business, business-to-consumer, business-to-government, as well as the ever-popular national and international television exposure delivered by good ol' signage.

“Our job is to drive business for the sponsor,” said Charlie Johnstone, Vice President & General Manager of Green Savoree Toronto. “It is not about hanging a banner and saying ‘gee doesn’t that look nice’ and then moving on. There obviously is much more that goes into it.”

Find the Fit

The first step Johnstone and his staff embark on is a fact-gathering discussion with each current or potential sponsor in an effort to learn exactly what they are looking to reap from a partnership. These conversations often center on the importance, or lack of importance, signage plays in the overall mission of the sponsorship. Johnstone says budgets also have a role in these talks too, but mainly he is concerned about accommodating his large national partners, such as Honda, Budweiser, Schick and Dr Pepper with key TV-friendly locations on the circuit, while at the same time not pushing a local sponsor to pay for a prime on-track location when a grandstand area would more than suffice.

Gone are the days of the Gold, Silver and Bronze packages and the accompanying set-in-stone signage offerings of the past. Instead, the two-way conversation between property and brand has led to innovation and efficiency.

“We are always asking ourselves how we can improve. This year, we changed the approach for some of our partners most interested in television exposure, and for the first time we provided specific turns on the course completely dedicated to single brands. It is a situation where the brand is not sharing the camera shot with 10 other brands, and we believe this approach delivers a greater value to the sponsor.

“When talking with our sponsors and learning what their needs and objectives are, we can create opportunities for them. We can give them ownership.”

Case in point: Auto parts and accessories giant Canadian Tire was granted full branding access to pit row during last month’s race. A perfect marketing fit, fully assembled with all the banners hung during the five week set-up process of preparing the Toronto Street Circuit and then just as quickly removed three weeks later.

Admittedly, the construction of a temporary street racing circuit is akin to setting up a traveling circus-- times a thousand--but Johnstone insists, from a sponsorship perspective, the massive process actually creates a huge advantage over hosting an event from a permanent venue.

“Our sponsors come right in and make a big splash starting with the construction of the course, unlike a static situation at a track. When Indy racing comes to Toronto, the people of the city take notice and from a sponsorship standpoint alone, that is a very good thing.”

Window of Opportunity

Once the retaining walls are in place and cranes move out, the clock really starts ticking for race organizers. Every sign must be eyeballed for maximum visibility. A sign placed two feet in the wrong direction could jeopardize all hopes of landing on television. A course worker located in the sightline of a main camera angle (some have even been known to remove the occasional banner) is a situation to be dealt with promptly without hindering safety.

As soon as the television cameras fire up on Friday, a race representative is in the ABC truck checking every conceivable shot to make sure the sponsors’ logos are present at all times, and visibility is maximized. Johnstone’s crew is also on high-alert signage watch Saturday, as a full day of track activities could easily damage some of those really, really expensive signs. Fortunately there is a full complement of back up signs on hand, and about five hours after the track is closed for the evening, the signage refurbishing process is completed and everything is ready for the big day—finally.

More than a Bow

Finding it much easier to over deliver and keep a valued sponsor than to go forth and find new ones every year, tremendous emphasis is put on post race analysis. According to Johnstone, the goal is to show they met everything spelled out in the sponsorship agreement and document whatever else they may have delivered to their partner beyond the contractual obligations. Ultimately they are looking to quantify the value delivered from the sponsorship and verify the investment was a sound one.

In terms of post-race exposure analysis, Green Savoree looks to the Joyce Julius Online Portal for insights into the broadcast exposure gathered by their sponsors. Culled from precise digital tracking of each instance of clear and in-focus exposure, the data reveals not only how long and where each sponsor‘s branding appeared, but also additional measurements such as size and screen location of the logo and how many brands appeared within the same frame. With multi-years of in-broadcast data and images from each source used by every sponsor, the online system allows for both detailed sponsor results and signage location analysis.

“The Joyce Julius program is an important component of our reporting process. When we tell a sponsor that a third party, independent research team monitored the exposure generated from our event and valued it at X, it carries tremendous weight. It is not just the promoter saying it, but rather an independent authority.

“For example, our Turn 3 receives a ton of on-screen time, and we value that space differently than some of the other locations, based on those exposure findings. We can also use this type of information provided by Joyce Julius for all the locations when selling to potential sponsors. It provides an important baseline.”

2011 will mark the 25^th year of racing in the streets of Toronto—a point obviously not lost on Johnstone and his staff. Armed with research data and a flexible approach, it will soon be time for more sponsorship conversing.

“This is an exciting marketing opportunity for us to format sponsorship packages highlighting our anniversary. We are going to be extremely busy this fall!”

Apparel Brands Take Advantage of Major League Baseball All-Star Game and Home Run Derby Broadcasts

The familiar Nike “Swoosh” was the most-seen logo of the 18 apparel brands monitored during the Home Run Derby and MLB All-Star Game broadcasts from Anaheim this past July, amassing nearly $2.3 million of comparable television exposure value when considering such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

Nike garnered a total of 13 minutes, 12 seconds (13:12) of on-screen time during the All-Star Game broadcast on Fox and 14:04 during ESPN’s coverage of the Home Run Derby.

Uniform provider Majestic Athletic finished next among the apparel brands, appearing for 13:53 during the two primetime telecasts and earning $1.1 million of in-broadcast Recognition Grade exposure value.

Reebok, boosted by the colorful shoes worn by Home Run Derby winner David Ortiz, amassed $340,000 as a result of an overall exposure time of 5:08.

Shaq Vs. Junior: 45 Brands Went Along for the Ride

Few things are as certain in life as the ability of NASCAR drivers to share the spotlight with their corporate sponsors, no matter the time, place or odd situation. Such was the case earlier this month when Dale Earnhardt Jr. was featured during the season two premier of ‘Shaq Vs’, Shaquille O’Neal’s challenge-all-comers summertime reality show on ABC.

The format--Shaq also went head-to-head with the reigning spelling bee champion in the episode--lent itself perfectly to a little network primetime for the brands backing Junior’s racing endeavors. Despite the two combatants racing in cars featuring ‘Shaq Vs’ paint schemes, and the ABC cameras’ avoidance of prolonged logo shots during visits to Junior’s home and race shop, 45 of Earnhardt’s past and present sponsoring brands were monitored during the show. From four minutes, 27 seconds of clear in-focus time throughout the program, the sponsors garnered $202,465 of in-broadcast exposure value when compared to the cost of a commercial during the program, as well as factors such as size and placement of the image on screen, brand clutter, and integration of the brand into the activity.

National Guard was the most-seen Earnhardt associated brand, appearing for 0:47, while Chevrolet (0:40), AMP Energy (0:21) and Adidas (0:19) also ranked near the top of the list. Earnhardt’s former primary sponsor Budweiser (0:05) even managed to capture a little camera time as a result of early career highlight footage and a framed race suit.

NASCAR Drivers at the Midway Point

A NASCAR driver's skill on the track AND popularity (i.e. do people care) are essential in maximizing exposure for their corporate backers. Joyce Julius now offers an enhanced tracking of driver mentions and interviews via its exclusive Online Portal.

Those findings, along with cumulative exposure standings at the mid-year point of the NASCAR Sprint Cup and Nationwide Series seasons are presented below:

A Second Look is a newsletter published by Joyce Julius & Associates, Inc., updating recent developments, trends and happenings in the areas of sports, special events and entertainment marketing. All information contained in this newsletter is available for journalistic use, with all rights reserved. Copyright ©2010 Joyce Julius & Associates, Inc.

www.JoyceJulius.com Main: 734.971.1900 Toll Free: 877.302.6389

			The Not So Simple Science of Signage Toronto's temporary race circuit poses challenges and opportunities Signs are the most basic element, the starting point really, of sports sponsorship. And just as the scope and goals of sponsorships have grown in sophistication over time, so too has the relationship between properties and brands, with signage often acting as the catalyst for change. Take for example the Honda Indy Toronto, a major international stop on the open wheel racing circuit for nearly a quarter century. To attract, maintain and ultimately satisfy a group of international and regional sponsors each year, race organizer Green Savoree today offers marketing platforms as diverse as their corporate partners — including business-to- business, business-to-consumer, business-to-government, as well as the ever-popular national and international television exposure delivered by good ol' signage. “Our job is to drive business for the sponsor,” said Charlie Johnstone, Vice President & General Manager of Green Savoree Toronto. “It is not about hanging a banner and saying ‘gee doesn’t that look nice’ and then moving on. There obviously is much more that goes into it.” Find the Fit The first step Johnstone and his staff embark on is a fact-gathering discussion with each current or potential sponsor in an effort to learn exactly what they are looking to reap from a partnership. These conversations often center on the importance, or lack of importance, signage plays in the overall mission of the sponsorship. Johnstone says budgets also have a role in these talks too, but mainly he is concerned about accommodating his large national partners, such as Honda, Budweiser, Schick and Dr Pepper with key TV-friendly locations on the circuit, while at the same time not pushing a local sponsor to pay for a prime on-track location when a grandstand area would more than suffice. Gone are the days of the Gold, Silver and Bronze packages and the accompanying set-in-stone signage offerings of the past. Instead, the two-way conversation between property and brand has led to innovation and efficiency. “We are always asking ourselves how we can improve. This year, we changed the approach for some of our partners most interested in television exposure, and for the first time we provided specific turns on the course completely dedicated to single brands. It is a situation where the brand is not sharing the camera shot with 10 other brands, and we believe this approach delivers a greater value to the sponsor. “When talking with our sponsors and learning what their needs and objectives are, we can create opportunities for them. We can give them ownership.” Case in point: Auto parts and accessories giant Canadian Tire was granted full branding access to pit row during last month’s race. A perfect marketing fit, fully assembled with all the banners hung during the five week set-up process of preparing the Toronto Street Circuit and then just as quickly removed three weeks later. Admittedly, the construction of a temporary street racing circuit is akin to setting up a traveling circus-- times a thousand--but Johnstone insists, from a sponsorship perspective, the massive process actually creates a huge advantage over hosting an event from a permanent venue. “Our sponsors come right in and make a big splash starting with the construction of the course, unlike a static situation at a track. When Indy racing comes to Toronto, the people of the city take notice and from a sponsorship standpoint alone, that is a very good thing.” Window of Opportunity Once the retaining walls are in place and cranes move out, the clock really starts ticking for race organizers. Every sign must be eyeballed for maximum visibility. A sign placed two feet in the wrong direction could jeopardize all hopes of landing on television. A course worker located in the sightline of a main camera angle (some have even been known to remove the occasional banner) is a situation to be dealt with promptly without hindering safety. As soon as the television cameras fire up on Friday, a race representative is in the ABC truck checking every conceivable shot to make sure the sponsors’ logos are present at all times, and visibility is maximized. Johnstone’s crew is also on high-alert signage watch Saturday, as a full day of track activities could easily damage some of those really, really expensive signs. Fortunately there is a full complement of back up signs on hand, and about five hours after the track is closed for the evening, the signage refurbishing process is completed and everything is ready for the big day—finally. More than a Bow Finding it much easier to over deliver and keep a valued sponsor than to go forth and find new ones every year, tremendous emphasis is put on post race analysis. According to Johnstone, the goal is to show they met everything spelled out in the sponsorship agreement and document whatever else they may have delivered to their partner beyond the contractual obligations. Ultimately they are looking to quantify the value delivered from the sponsorship and verify the investment was a sound one. In terms of post-race exposure analysis, Green Savoree looks to the Joyce Julius Online Portal for insights into the broadcast exposure gathered by their sponsors. Culled from precise digital tracking of each instance of clear and in-focus exposure, the data reveals not only how long and where each sponsor‘s branding appeared, but also additional measurements such as size and screen location of the logo and how many brands appeared within the same frame. With multi-years of in-broadcast data and images from each source used by every sponsor, the online system allows for both detailed sponsor results and signage location analysis. “The Joyce Julius program is an important component of our reporting process. When we tell a sponsor that a third party, independent research team monitored the exposure generated from our event and valued it at X, it carries tremendous weight. It is not just the promoter saying it, but rather an independent authority. “For example, our Turn 3 receives a ton of on-screen time, and we value that space differently than some of the other locations, based on those exposure findings. We can also use this type of information provided by Joyce Julius for all the locations when selling to potential sponsors. It provides an important baseline.” 2011 will mark the 25^th year of racing in the streets of Toronto—a point obviously not lost on Johnstone and his staff. Armed with research data and a flexible approach, it will soon be time for more sponsorship conversing. “This is an exciting marketing opportunity for us to format sponsorship packages highlighting our anniversary. We are going to be extremely busy this fall!” Apparel Brands Take Advantage of Major League Baseball All-Star Game and Home Run Derby Broadcasts The familiar Nike “Swoosh” was the most-seen logo of the 18 apparel brands monitored during the Home Run Derby and MLB All-Star Game broadcasts from Anaheim this past July, amassing nearly $2.3 million of comparable television exposure value when considering such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity. Nike garnered a total of 13 minutes, 12 seconds (13:12) of on-screen time during the All-Star Game broadcast on Fox and 14:04 during ESPN’s coverage of the Home Run Derby. Uniform provider Majestic Athletic finished next among the apparel brands, appearing for 13:53 during the two primetime telecasts and earning $1.1 million of in-broadcast Recognition Grade exposure value. Reebok, boosted by the colorful shoes worn by Home Run Derby winner David Ortiz, amassed $340,000 as a result of an overall exposure time of 5:08. Shaq Vs. Junior: 45 Brands Went Along for the Ride Few things are as certain in life as the ability of NASCAR drivers to share the spotlight with their corporate sponsors, no matter the time, place or odd situation. Such was the case earlier this month when Dale Earnhardt Jr. was featured during the season two premier of ‘Shaq Vs’, Shaquille O’Neal’s challenge-all-comers summertime reality show on ABC. The format--Shaq also went head-to-head with the reigning spelling bee champion in the episode--lent itself perfectly to a little network primetime for the brands backing Junior’s racing endeavors. Despite the two combatants racing in cars featuring ‘Shaq Vs’ paint schemes, and the ABC cameras’ avoidance of prolonged logo shots during visits to Junior’s home and race shop, 45 of Earnhardt’s past and present sponsoring brands were monitored during the show. From four minutes, 27 seconds of clear in-focus time throughout the program, the sponsors garnered $202,465 of in-broadcast exposure value when compared to the cost of a commercial during the program, as well as factors such as size and placement of the image on screen, brand clutter, and integration of the brand into the activity. National Guard was the most-seen Earnhardt associated brand, appearing for 0:47, while Chevrolet (0:40), AMP Energy (0:21) and Adidas (0:19) also ranked near the top of the list. Earnhardt’s former primary sponsor Budweiser (0:05) even managed to capture a little camera time as a result of early career highlight footage and a framed race suit. NASCAR Drivers at the Midway Point A NASCAR driver's skill on the track AND popularity (i.e. do people care) are essential in maximizing exposure for their corporate backers. Joyce Julius now offers an enhanced tracking of driver mentions and interviews via its exclusive Online Portal. Those findings, along with cumulative exposure standings at the mid-year point of the NASCAR Sprint Cup and Nationwide Series seasons are presented below: A Second Look is a newsletter published by Joyce Julius & Associates, Inc., updating recent developments, trends and happenings in the areas of sports, special events and entertainment marketing. All information contained in this newsletter is available for journalistic use, with all rights reserved. Copyright ©2010 Joyce Julius & Associates, Inc. www.JoyceJulius.com Main: 734.971.1900 Toll Free: 877.302.6389