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Making
the Right Call:
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Presented:
January 27th, 2005
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| Speaker:
Heather Kerner |
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Presentation Outtakes |
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| Session description: Today, marketing besieges consumers and advertising at all levels, which has made them somewhat immune to traditional forms of marketing. However, sponsorships offer companies an alternative channel to communicate with their target audience by associating themselves to a trusted property. As with all marketing measurements, it is important to measure a sponsorship against clearly stated brand objectives. TNSSPORT is a global division of TNS that was created by merging the expertise of custom research with media intelligence from Competitive Media Reporting (CMR) to produce a comprehensive approach to evaluating the sport, event and sponsorship industry. Because sport, event and sponsorship experiences are so unique, TNSSPORT has pioneered our research capabilities to measure the brand experience specific to this field. TNSSPORTS’ approach to evaluation sponsorship is unique, but incorporates traditional research methodologies in the process. TNSSPORT measures both the direct results of sports, events and sponsorships and results relative to other communications in the marketing mix. Therefore, a corporation can assess the extent to which sports, events and sponsorships contribute to the total brand experience. This program is appropriate for senior financial executives with responsibility for Sports Marketing, Branding, Small Business, Wealth Markets, Product Development, Marketing, Market Research and Strategy Teams. |
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About Heather Kerner: Heather is an Account Executive in the Sports, Events and Sponsorship Division. Heather is responsible for managing and selling sport sponsorship research. This includes on site interviewing, Internet surveying, recruit and callbacks and media exposure evaluations. Heather works with clients such as Coca-Cola, NCAA, Heather
is also a moderator with the Qualitative Research division of
TNS. She is
currently responsible for managing qualitative studies in a
variety of industries, including sports and entertainment,
media, retail and consumer packaged goods.
She has experience in various types of qualitative
research, including focus groups, one on one interviews, and
shop-a-longs. Heather
has broad experience working with children’s’ groups as
well as within the sports and entertainment sector. In
addition to conducting qualitative research, she coordinates
fieldwork, designs questionnaires and writes final reports.
Heather has been professionally trained in qualitative
research at the RIVA Training Institute for moderator
training. Heather
has a Bachelor of Arts degree in International Business from
Lehigh
University.
heather.kerner@tns-global.com |
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About the TNS: TNS is one of the world's leading market information groups. We provide market measurement, analysis and insight through our global network of operating companies in 70 countries. Working with national and multi-national organisations, we help our clients to develop effective business strategies and enhance relationships with their customers. In July 2003, the group completed the acquisition of NFO WorldGroup, Inc. Further information on TNS can be found at www.tns-global.com |
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