|
|
|
|
What we do
|
We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
|
|
|
|
|
| Client case studies — Telstra Dome |
The requirement — Stadia research
The Telstra Dome is a multi-purpose stadium in Melbourne, Australia which boasts a high profile events calendar.
Melbourne Stadiums Limited (MSL) commissioned Comperio Research to undertake a comprehensive review of the commercial structure at the venue, encompassing naming rights, sponsorship, signage and advertising. The objective being, to identify how to maximise the take-up and profitability of all revenue streams, in what is an increasingly competitive marketplace.
The solution
As a starting point, Comperio conducted an in-depth evaluation of Telstra’s current business model to identify flaws and pinpoint scope for development. This was followed by an extensive global, benchmarking exercise to establish how Telstra’s commercial structure compares with that of other stadiums within Australia and the rest of the world.
Primary research was also undertaken with the international businesses community to determine the key factors that would encourage an organisation to enter into a commercial agreement with the stadium.
The business benefit
The insight delivered by the research programme enabled Comperio to design and recommend a choice of three workable and viable business models which would enable the venue to optimise the structure, packaging, marketing and sale of their commercial offering and therefore ensure stable long–term income streams.
Comperio focused in particular on how Telstra could:
- Reduce brand clutter at the venue and provide enhanced value and activation rights to sponsors and partners
- Continue to develop a strong, premium brand identity with a view to differentiating the venue from comparable stadiums
- Appeal to the general public on non-event days by developing and showcasing the features and facilities at the venue
|
|
|
 |
|
|
|
|
|
