Following their multi million pound deal to become headline partner of the Manchester Arena, Phones 4u needed to gain a comprehensive understanding of their new asset in order to identify opportunities to connect with Fans and maximise the return on their investment.
Phones 4u worked with Fanatic, our strategic planning, insight and evaluation department, to complete a four stage research project, providing an extensive and wide-ranging analysis of Phones 4u’s opportunity in sponsoring the largest indoor arena in Europe and the second busiest in the world.
The four stage project included:
A detailed Industry Snapshot including global best practice case studies and insight into current tech trends to give Phones 4u an understanding of the arena sponsorship industry and how other brands are activating in this field.
An in-depth Fan Audit involving qualitative and quantative research into the various Fan groups who visit the arena, looking at their behaviours, characteristics and motivations to determine how Phones 4u can target them most effectively.
A comprehensive Space Audit involving a thorough exploration of the entire arena and how Fans interact with the various spaces, providing Phones 4u with insights into how they can better take advantage of the physical asset.
Stakeholder engagement research including interviews with various experts from across the music & sport industry to equip Phones 4u with the knowledge required to navigate the complex rights landscape to leverage their asset more cost effectively.
Following the research, Fanatic produced a detailed report containing the key results and learning’s from each stage alongside specific recommendations on how Phones 4u should look to leverage their sponsorship.
Based on the insights garnered from the research, Fanatic have also been able to provide Phones 4u with strategic creative solutions for activating their sponsorship which are based in a thorough understanding of the asset and arena space.
These recommendations and creative solutions are currently being put into practice by Phones 4u.