{"id":1569,"date":"2019-01-03T18:21:00","date_gmt":"2019-01-03T18:21:00","guid":{"rendered":"http:\/\/gersdorff-research.dk\/?p=1569"},"modified":"2020-12-26T23:58:15","modified_gmt":"2020-12-26T23:58:15","slug":"danskernes-interesse-for-vm-i-herrehaandbold","status":"publish","type":"post","link":"http:\/\/gersdorff-research.dk\/index.php\/2019\/01\/03\/danskernes-interesse-for-vm-i-herrehaandbold\/","title":{"rendered":"Danskernes interesse for VM i herreh\u00e5ndbold"},"content":{"rendered":"\n

Det er tid til VM i herreh\u00e5ndbold, og Danmark deler v\u00e6rtskabet for h\u00e5ndbold-VM med Tyskland, n\u00e5r det afvikles her i januar. Det danske landshold er m\u00f8dt ind i landsholdslejren og er i fuld gang med de sidste forberedelser, inden f\u00f8rste VM-kamp spilles mod Chile den 10. januar.<\/p>\n\n\n\n

Mange virksomheder benytter aktivt sponsering i forbindelse med deres kommunikation til markedet. Is\u00e6r sportssponsering bruges til at komme i dialog med forbrugerne, og vi vil opleve en r\u00e6kke virksomheder, der bliver eksponeret under det kommende h\u00e5ndbold-VM.<\/p>\n\n\n\n

Men hvordan performer et h\u00e5ndbold-VM som platform for sponsorer, n\u00e5r vi ser p\u00e5 det danske marked?<\/p>\n\n\n\n

To ting er vigtige for sponsorer at vide, n\u00e5r de overvejer at markedsf\u00f8re deres virksomhed\/brand i forbindelse med det kommende h\u00e5ndbold-VM:<\/p>\n\n\n\n

  1. Hvor stor en del af danskerne kan man ramme som sponsor ved VM i herreh\u00e5ndbold? Og hvilke m\u00e5lgrupper?<\/li>
  2. Hvilke brandv\u00e6rdier s\u00e6ttes virksomheden\/brandet i forbindelse med som sponsor ved VM i herreh\u00e5ndbold?<\/li><\/ol>\n\n\n\n

    Kvalificeret kendskab og interessegrad<\/h2>\n\n\n\n

    Sp\u00f8rger man den danske befolkning (15+ \u00e5r) om, i hvilken grad de kender til VM i herreh\u00e5ndbold, s\u00e5 tilkendegiver hele 95%, at de kender eller har h\u00f8rt om VM i herreh\u00e5ndbold. Heraf kender 81% af danskerne VM i herreh\u00e5ndbold “minimum lidt”, alts\u00e5 et kvalificeret kendskab p\u00e5 81%.\"Der<\/p>\n\n\n\n

    Det kvalificerede kendskab til VM i herreh\u00e5ndbold er dog forskelligt, n\u00e5r vi kigger p\u00e5 tv\u00e6rs af fx k\u00f8n og alder. S\u00e5ledes er det kvalificerede kendskab markant h\u00f8jere blandt m\u00e6ndene sammenlignet med kvinderne. Hvad ang\u00e5r alder, s\u00e5 er det kvalificerede kendskab ogs\u00e5 markant h\u00f8jere blandt de 50+ \u00e5rige i forhold til de 15-29 \u00e5rige hhv. 30-49 \u00e5rige.<\/p>\n\n\n\n

    Et h\u00f8jt kendskab til en platform g\u00f8r det dog ikke alene. Interessegraden er naturligvis ogs\u00e5 vigtig, n\u00e5r man skal vurdere, hvor mange danskere man som sponsor i forbindelse med VM i herreh\u00e5ndbold potentielt kan komme i kontakt med.<\/p>\n\n\n\n

    Med udgangspunkt i de 81%, der kender minimum lidt til VM i herreh\u00e5ndbold, s\u00e5 synes 64%, at VM i herreh\u00e5ndbold er interessant eller meget interessant. Det svarer til, at 52% af den danske befolkning (15+ \u00e5r) synes, at VM i herreh\u00e5ndbold er interessant eller meget interessant.<\/p>\n\n\n\n

    \"Der<\/p>\n\n\n\n

    Der er dog ogs\u00e5 forskel p\u00e5 interessen for VM i herreh\u00e5ndbold. Interessen blandt m\u00e6ndene er v\u00e6sentligt h\u00f8jere end blandt kvinderne, og interessen blandt de 50+ \u00e5rige er ligeledes markant h\u00f8jere sammenligt med de 15-29 \u00e5rige hhv. de 30-49 \u00e5rige.<\/p>\n\n\n\n

    S\u00e5 hvis m\u00e5lgruppen, en virksomhed eller brand henvender sig til, er m\u00e6nd i alderen 50 \u00e5r eller \u00e6ldre, s\u00e5 kan VM i herreh\u00e5ndbold v\u00e6re en relevant platform for virksomheden eller brandet at benytte i markedsf\u00f8ringen.<\/p>\n\n\n\n

    Imageopfattelse<\/h2>\n\n\n\n

    N\u00e5r en virksomhed\/brand bliver eksponeret i forbindelse med VM i herreh\u00e5ndbold, s\u00e5 overf\u00f8res de brand v\u00e6rdier i st\u00f8rre eller mindre grad til virksomheden\/brandet, som VM i herreh\u00e5ndbold st\u00e5r for.<\/p>\n\n\n\n

    Sp\u00f8rgsm\u00e5let er s\u00e5, hvilken imageopfattelse danskerne har af VM i herreh\u00e5ndbold. De kernev\u00e6rdier, som danskerne prim\u00e6rt forbinder med VM i herreh\u00e5ndbold, er popul\u00e6r<\/em>, underholdende<\/em>, international<\/em>, seri\u00f8s<\/em> og m\u00e5lrettet<\/em>. Derudover st\u00e5r VM i herreh\u00e5ndbold for v\u00e6rdierne folkelig<\/em>, energisk<\/em>, h\u00f8j kvalitet<\/em>, ambiti\u00f8s<\/em> og engageret<\/em>.<\/p>\n\n\n\n

    \"Der<\/p>\n\n\n\n

    Det er s\u00e5ledes ovenst\u00e5ende v\u00e6rdier, som virksomheder og brands vil blive associeret med, n\u00e5r de bliver eksponeret i forbindelse med VM i herreh\u00e5ndbold.<\/p>\n\n\n\n

    Strategisk sponsorv\u00e6rkt\u00f8j<\/h2>\n\n\n\n

    SponsorOptimizer er et strategisk sponsorv\u00e6rkt\u00f8j, og i fem \u00e5r har vi i Danmark m\u00e5lt sponsorship performance<\/em> og kortlagt v\u00e6rdiprofiler<\/em> p\u00e5 mere end 175 rettigheder inden for sport, kultur og sociale sponsorater. Derudover har vi ligeledes kortlagt v\u00e6rdiprofiler p\u00e5 mere end 250 sponsoraktive virksomheder og brands.<\/p>\n\n\n\n

    Med adgang til SponsorOptimizer kan du arbejde strategisk og v\u00e6rdibaseret med sponsering og dermed opn\u00e5 en optimal v\u00e6rdim\u00e6ssig effekt p\u00e5 din virksomhed eller brand. <\/p>\n\n\n\n

    SponsorOptimizer giver dig som sponsor mulighed for at optimere dit sponsorat(er) fremadrettet gennem en mere strategisk og emotionel tilgang til sponsering.<\/p>\n\n\n\n

    Som sponsor kan du med SponsorOptimizer bl.a. f\u00e5:<\/p>\n\n\n\n

    • en brand v\u00e6rdim\u00e6ssig evaluering af dit sponsorat(er)<\/li>
    • indsigt i brand v\u00e6rdimatch med din virksomhed\/brand og potentielle sponsorater<\/li>
    • identificeret de mest relevante sponsorater i forhold til \u00f8nskede brand v\u00e6rdier<\/li><\/ul>\n\n\n\n

      Det unikke ved SponsorOptimizer er muligheden for simulering. Alt afh\u00e6ngig af, hvilke brand v\u00e6rdier du \u00f8nsker din virksomhed eller brand associeret med, identificeres de mest relevante sponsorater. Med andre ord viser SponsorOptimizer dig, i hvilken \u201dretning\u201d du skal kigge efter det helt rigtige sponsorat for dig og din virksomhed\/brand.<\/p>\n\n\n\n

      \u00d8nsker du at f\u00e5 demonstreret, hvilke muligheder SponsorOptimizer giver dig som sponsor, s\u00e5 kan du fange mig p\u00e5 telefon 20 22 20 26 eller p\u00e5 mail claus@gersdorff-research.dk.<\/p>\n\n\n\n

      Godt nyt\u00e5r … og held og lykke til Mikkel Hansen & Co.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Det er tid til VM i herreh\u00e5ndbold, og Danmark deler v\u00e6rtskabet for h\u00e5ndbold-VM med Tyskland, n\u00e5r det afvikles her i januar. Det danske landshold er m\u00f8dt ind i landsholdslejren og er i fuld gang med de sidste forberedelser, inden f\u00f8rste VM-kamp spilles mod Chile den 10. januar. Mange virksomheder benytter aktivt sponsering i forbindelse med […]<\/p>\n","protected":false},"author":1,"featured_media":1570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diverse"],"yoast_head":"\nDanskernes interesse for VM i herreh\u00e5ndbold - Marketing og sponsor analyser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gersdorff-research.dk\/index.php\/2019\/01\/03\/danskernes-interesse-for-vm-i-herrehaandbold\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Danskernes interesse for VM i herreh\u00e5ndbold - Marketing og sponsor analyser\" \/>\n<meta property=\"og:description\" content=\"Det er tid til VM i herreh\u00e5ndbold, og Danmark deler v\u00e6rtskabet for h\u00e5ndbold-VM med Tyskland, n\u00e5r det afvikles her i januar. 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