U.S. Soccer, Philips

1
U.S. Soccer, Philips TWIi

• Sponsorship Website Analysis

A Marketing Research Project conducted under the
supervision of Dr. Jay Gladden at the University
of Massachusetts
Presented By
Joe Smith Zaileen Hassanali
Greg Treinen Lindsey Burket
Amanda Hutchinson
May 2005
2
Presentation Agenda

• Project Objectives
• Methodology
• Visitor Demographics
• U.S. Soccer Survey Results
• Philips Electronics Survey Results
• Recommendations

3
Project Objectives U.S. Soccer

• Demographic Information of ussoccer.com visitors
• How soccer fans view the new aspects of
  ussoccer.com
• How visitors feel about MatchTracker
  ussoccerstore.com
• What are some additional web capabilities
  important to soccer fans that are currently not
  available visitors?
• Are soccer fans aware of the U.S. Soccer sponsors?

4
Project Objectives Philips

• Feeling towards Philips brand attributes
• Awareness of Philips products
• Does the U.S. Soccer sponsorship affect buying
  behavior?
• Awareness of the Sense Simplicity campaign
  launched in September 2004

5
Methodology

• Online Survey
• Website ussoccer.com
• Available March 17th 31st, 2005
• Number of Questions 29 (Open/Closed Ended)
• Data Points 162 (9 Open Ended)
• Valid Responses 1,864
• Sweepstakes 3 Prize Packages

Please see page 6 of the report for more info

6
Visitor Demographics

• 2005
• Male (84)
• 25-34 (36)
• 0 Children under 18 (53)
• Bachelors Degree (44)
• All different income levels
• Respondents from all 50 States abroad
• California
• Texas
• New York
• Ohio
• Illinois

• 2004
• Male (68)
• 25-34 (33)
• 0 Children under 18 (55)
• Household income above 50,000/year (69)
• Respondents from all 50 States abroad
• California
• Texas
• New York
• Ohio
• Virginia

U.S. Soccer Matches held in these states in the
past year
Please see pages 8 51 of the report for more
info
7
Survey Results
8
Please see page 14 of the report for more info

9
Please see page 2 of the report for more info

10
Teams/Leagues
Please see pages 3 70 of the report for more
info
11
Website Features
12
Website Features / Ratings

• Question Rate the quality of the website
  features on a scale of 1 to 10.
• Average Response for all features
• 2005 7.60 (out of 10)
• 2004 7.15 (out of 10)
• Features Rated

Please see page 25 of the report for more info

13
Visitor Rating Corner Picks
  Corner Picks is a little confusing, in that I
can never tell whether I've successfully
submitted my picks... Do I have a 'username', or
am I supposed to use my email is my email my
username, or what?

• Average
• Corner Picks 7.62
• All Features 7.60
• Frequency
• Positive Response 75.3
• Do Not Use 0.8
• Not Familiar 7.7

Please see pages 25 34 of the report for
more info
14
Visitor Rating Corner Picks
I played every single corner picks match since
the start of qualifying, and during round 1, my
answers and points were registered for only the
first game. I did not receive any points for my
participation in games 2-6. I sent in several
emails to the technical support for the website
to try to get the situation fixed and it was
never resolved. I don't know what kind of sham
contest you are running

• Average
• Corner Picks 7.62
• All Features 7.60
• Frequency
• Positive Response 75.3
• Do Not Use 0.8
• Not Familiar 7.7

Please see pages 25 34 of the report for
more info
15
Visitor Rating Video
 "Wish better quality video was available. Maybe
a high and low quality option...Love the all
access addition, great stuff! Would love to see
audio option available for U.S. mens matches,
would even pay a yearly fee since not all matches
are available on tv."

• Average
• Video 7.52
• All Features 7.60
• Frequency
• Positive Response 75.1
• Do Not Use 1.3
• Not Familiar 6.4
• Comments 9.4

Please see pages 25 34 of the report for
more info
16
Visitor Rating Video
the video highlights from games you have
started posting is excellent. More of that would
be wonderful

• Average
• Video 7.52
• All Features 7.60
• Frequency
• Positive Response 75.1
• Do Not Use 1.3
• Not Familiar 6.4
• Comments 9.4

Please see pages 25 34 of the report for
more info
17
Visitor Rating Video
  and maybe in the Sights and Sounds have video
from games in the past to relive moments or maybe
individual highlight reels for players and such

• Average
• Video 7.52
• All Features 7.60
• Frequency
• Positive Response 75.1
• Do Not Use 1.3
• Not Familiar 6.4
• Comments 9.4

Please see pages 25 34 of the report for
more info
18
Visitor Rating Best of Voting
  No mention of Best of Voting in open-ended
comments section

• Average
• Best of Voting 7.75
• All Features 7.60
• Frequency
• Positive Response 80.6
• Do Not Use 0.9
• Not Familiar 5.8

Please see pages 25 34 of the report for
more info
19
Visitor Rating MatchTracker

• 2004
• Average
• MatchTracker 7.65
• All Features 7.15
• Frequency
• Positive Response 76.4
• Do Not Use 7.3
• Not Familiar N/A
• Comments N/A

• 2005
• Average
• MatchTracker 7.79
• All Features 7.60
• Frequency
• Positive Response 79.4
• Do Not Use 0.6
• Not Familiar 6.5
• Comments 3.9

Could include Not Familiar
Please see pages 25 34 of the report for
more info
20
Visitor Rating MatchTracker

• Matchtracker sometimes only shows line ups and
  not minute per minute match information. Nor
  stats
• matchtracker seems to always crash, stops
  working when I am already on or sometimes I
  cannot get in at all
• The matchtracker has been crappy so far this
  year, and as a U.S. fan living in England it's my
  only way of keeping track of most of the games!

Please see pages 25 34 of the report for
more info
21
Visitor Rating Online Store

• 2004
• Average
• Online Store 6.97
• All Features 7.15
• Frequency
• Positive Response 68.3
• Do Not Use 7.4
• Not Familiar N/A
• Comments N/A

• 2005
• Average
• Online Store 7.58
• All Features 7.60
• Frequency
• Positive Response 69.4
• Do Not Use 5.3
• Not Familiar 12.7
• Comments 5.5

Could include Not Familiar
Please see pages 25, 27 34 of the report for
more info
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Visitor Rating Online Store
Please see pages 28-30 of the report for more
info
23
Visitor Rating Online Store

• I feel that the U.S. soccer store should have
  more to offer in the way of U.S. national team
  items than any other store/website and this is
  not the case most times.
• The soccer store needs to carry items that
  people can wear on a day to day basis. Items for
  the office would also be a hit.
• I would like to see the ussoccer store expand to
  include more items of every kind. It would be my
  number one place to go to buy U.S. Soccer gear.

Please see page 34 of the report for more info

24
Additional Web Capabilities
25
Website Rating (Specific Aspects)
Please see pages 31-33 of the report for more
info
26
Other Comments (Open-Ended)
  I think the homepage is too busy. Even though
I visit the site pretty frequently its hard to
get past how busy the front page is overall
458 Total Comments
Please see page 34 of the report for more info

27
Other Comments (Open-Ended)
The feel and ease of use on the site are good
but it seems the content could be more global and
stories updated more frequently. Things just seem
to get stale here. I would prefer ussoccer.com be
my favorite website and the fact is, it's not.
458 Total Comments
Please see page 34 of the report for more info

28
Other Comments (Open-Ended)
  I think that for the most part, ussoccer.com
does a great job with many of the things asked
about in this survey. My only qualms are that I
want more. I often log on to see that the site
hasn't been updated in a day or two and can find
more information about the team on soccernet.com
or foxsoccer.com. I wish that the information on
players abroad were updated more often so that
those people who may not have access to the
special channels or radio stations to watch the
teams they play on, could stay up to date with
their progress.
458 Total Comments
Please see page 34 of the report for more info

29
U.S. Soccer Sponsor Recall
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Sponsor Unaided Recall

• High Philips recall percentage in 2004 may be due
  to 2004 survey format

Please see pages 35-36 of the report for more
info
31
Sponsor Unaided Recall
Please see pages 35-36 of the report for more
info
32
Survey Results
33
Brand Opinions
Please see page 39 of the report for more info

34
Brand Attributes
Please see page 44 of the report for more info

35
Product Unaided Recall
Please see page 40 of the report for more info

36
U.S. Soccer Sponsorship Purchasing Behavior
Please see pages 45-49 of the report for more
info
37
U.S. Soccer Sponsorship Purchasing Behavior
Please see pages 45-49 of the report for more
info
38
U.S. Soccer Sponsorship Purchasing Behavior
Please see pages 45-49 of the report for more
info
39
Brand Slogan Aided Recall
Please see page 50 of the report for more info

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Recommendations
41
U.S. Soccer Recommendations

• Organization (Web/Slide)
• Utilize Story Teasers on Main Page
• Reorganize Toolbar
• Player Info. (Web/Slide)
• Bios
• Stats (National Club)
• Info. Analyst (Web/Slide)
• Up-to-Date Sponsor Ticker

Please see pages 11-12 of the report for more
info
42
May 4, 2005
Please see pages 11-12 of the report for more
info
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Recommendations
44
Recommendations

• Product Displays on U.S. Soccer Website
• High Sponsor Recall, Low Product Recall
• Product Interaction
• Increase Brand Rating
• Increase Click-Through Rate
• Prominent Slogan Display on U.S. Soccer Website
  main page
• Increase Slogan Aided Recall

Please see page 13 of the report for more info

45
Please see page 13 of the report for more info

46
Please see page 13 of the report for more info

47
Simplify Your morning
Please see page 13 of the report for more info

48
Thank You

• Questions

49
Please see pages 11-12 of the report for more
info
50
Please see pages 11-12 of the report for more
info
51
Please see pages 11-12 of the report for more
info