beverage special event sponsor effectiveness study

The Client
Global FMCG company.

The Challenge
In one of their growing markets, the client wanted to test the effectiveness of a sponsorship campaign focused on evening entertainment venues. The client asked MASMI to find out the correlation between users of their product and visitors to relevant evening entertainment venues where their sponsorship was advertised. Interviews had to be conducted on-site without distracting the consumer from a pleasant evening recreational experience.

The Solution
MASMI conducted 500 face-to-face interviews directly at the entrance to the evening entertainment venues and obtained specific demographic information about users of the sponsor’s product, their interest in using the product while visiting these entertainment venues, and their attitude toward the product in relation to the event they were visiting. In addition, consumers were asked about their interest in follow-on events that the client was interested in sponsoring.

The Business Result
Client received confirmation that an overwhelming percentage of consumers experiencing this form of urban evening entertainment saw their product as an appropriate part of the entertainment experience. The client also learned the interest level of consumers who used their product towards an additional sponsorship opportunity which consumers could experience on-site as part of their evening entertainment experience. Client requested follow-on study to determine whether the promoted product was purchased 90 days after completion of this study.