Sponsorship Masterclass for Festivals and Events

1. Sponsorship Masterclass for Festivals and Events Bucharest 18 September 2014

2. What is Best-practice Sponsorship? Sponsorship is a mutually beneficial relationship between a company or brand, and a festival or organisation that… • Is meaningful to the target market • Is relevant to the brand • Aims to change people’s perceptions and/or behaviours toward that company or brand • Offers activation opportunities

3. Key Dimensions of Sponsorship • Commercial transaction/investment and not a donation • Sponsorship is not about your need; it’s about achieving the sponsor’s objectives. • May take form of either a direct payment or provision of in-kind services/products • Putting logos on things for awareness and exposure is old hat and no longer the primary goal of sponsorship. • It’s better to get a couple of big sponsors than lots of small ones • The return sought from sponsorship is one that will ultimately positive affect profitability of a business

4. Questions to ask before you begin... • How much money is needed? • Is the purpose just to raise money or is it also to raise awareness? • What is your supporter base? • What resources are available to support the fundraising? • What is the timescale?

5. Steps to Success • Get your own house in order • Understand and segment your audience effectively • Develop a strong marketing plan • Know what you have to offer • Target only the most appropriate sponsors • Develop creative, strategic offers • Approach all negotiations as win win-win • Price yourself correctly • Service your sponsors’ needs

6. Sponsors’ Objectives • Corporate-related Objectives • Increase Public Awareness of the Company and its Services • Enhance Company Image • Alter Public Perception • Increase Community Involvement • Build Business/Trade Relations and Goodwill • Enhance Staff/Employees’ Relations and Motivation • Product/Brand-related Objectives • Increase Target Market Awareness • Identify/Build Image within Target Market (Positioning) • Increase Sales and Market Share

7. Understand What You Have to Offer • Your Brand • Your Audience • Tangible Benefits • The Intangible Benefits

8. Understand What You Have to Offer • Sponsors don’t want to align with you, they want to align with your target market • The more you know about your market and can provide benefits that are meaningful to that market, the more valuable you will be to Sponsors • You provide the opportunity, activation provides the results • You need to foster it • Always think win-win-win • A small, meaningful benefit for all or most of a target market, is more powerful than a chance to win big for one or two

9. Overview of Sponsorship Planning Process

10. Sponsorship Plan Framework Needs to answer 3 questions: • Where are we now? • Fundraising Audit 2. Where do we want to be? • Sponsorship and Fundraising Objectives • How are we going to get there? • Strategies • Tactical Plans

11. 1) Fundraising Audit: a review of the environment; market analysis and competitor benchmarking; information on where the synergies lie; who is likely to support activity and what level of funding is available 2)Fundraising and Sponsorship Objectives: define objectives and setting of realistic income generation targets 3)Definition of the strategy and tactics to achieve these targets The Sponsorship Plan

12. Research to Assess a Match Essential potential sponsor knowledge: • Marketing objectives • Product or brand attributes • Target markets • Needs – absolute requirements • Wants – that that would be nice • Exclusions – what will they not support • Special emphasis – new services, product launches... Desirables • Relevant interests of Chairman, CEO and directors • Do you know anyone who knows them? • Are they already a member of your audience?

13. Knowing your Audience • If all you have is demographics… • You don’t have enough information to market to them successfully • You don’t have enough information for a sponsor to see the value in the audience • If you don’t have strong research (yet), do simple descriptions of each market • Prioritise markets based on their strategic value, not size

14. UK Arts Consumer Segments

15. Target Market Assessment Exercise Segmenting Audience by primary motivations - by perceptions / motivations • Consider and label three types of people attending Festival • What is the prime motivation for segment to attend Festival? • What else makes the Festival appealing to this segment? • What proportion is this segment (%)? • Who will this segment attend with? • What things have to go right in order for this segment to consider their experience to be a success? • What message will this market be receptive to (what will make them attend)?

16. Example Target Market Assessment Definition of Target Market 1 Folkies - music lovers, musicians dancers, the in-crowd visitors 2. Locals at individual events with specific interest to them 3. Folkies who want to play with their mates & drink beer in pubs rather than see of buy tickets What is the prime motivation for segment to attend Festival? 1. Good mix of music 2. Personalities or niche activities 3. Informal sessions/sing a rounds in pubs, meeting mates and playing together good craic What else makes the Festival appealing to this segment? 1. Friendly atmosphere in attractive setting, safe for families 2. Festival village atmosphere 3. Festival atmosphere Festival village camping (even for locals) What proportion is this segment (%)? 1. 65% 2. 20& 3. 15% [65% audience aged 36 – 55 (sim proportion male & female)

17. Target Market Assessment Who will this segment attend with? 1, 2, & 3. Partner or friend What things have to go right in order for this segment to consider their experience to be a success? 1. Quality breadth of artists friendly welcome from Festival volunteers; clean attractive facility for camping 2. Safe Known names chance to learn something new, 3. Friendly welcoming atmosphere, meeting mates, convivial social occasions What message will this market be receptive to (what will make them attend)? 1. Good quality music, friendly atmosphere, attractive location, good campsite, easy access 2. Know what they are coming to, interested in person or subject; not too folkie beer, beards & sandals 3. Meet your mates, it has the trad folk you love, you can join in good beer

18. Think Brand • Few companies have only one brand • Corporate sponsorship departments and budgets oversubscribed - go directly to brand manager • Individual brands have separate marketing budgets

19. Recognising Synergy • Brewery based near Harrogate in Yorkshire • Recently bought back into Theakston family ownership – desire to raise profile • Beer has historic crime link - Peculier Court of Masham • Emblem is a legendary tale from the crusades • Solving problems over a pint of beer is a common theme in crime fiction • Promotional strapline “Beer on the darkside” • Target market -mature, discerning drinkers

20. Activation Definition: Activation = marketing activities implemented by sponsor to make most out of funds invested directly in sponsorship = added expense to sponsor above and beyond the cash paid to sponsoree. Sponsor’s ”activation activities” should not be left up to sponsors alone, but should be handled in a spirit of coordination and cooperation.

21. Supporting event sponsorship Sponsors use these types of activation: Traditional advertising: 80% Public Relations: 77% Internal communication 71% Hospitality: 69% Online promotion: 70% Direct marketing: 62% On-site sampling: 60% B-to-B: 50% Sales promotion/offers 47% Kilde: IEG

22. IEG's sponsorship activation tools... • Promotional • Reputational • Experiential • Behavioral • Emotional

23. Activation level 1: PromotionalStrategy > action > result Strategy: Action: Result: Promotion Naming something Visibility Sponsoree's www Awareness Sponsors' www & exposure Dedicated micro-site Enhances effect of Logos i ads other activities Cross-advertising Cross-advertising with other sponsors

24. Activation level 2: ReputationalStrategy > action > result Strategy: Action: Result: Reputation Auction or give-away… Higher level of Add ”a good purpose” affinity Add a theme Transfer/association Demonstrate own of attributes Experteese / knowledge Social responsibility Less commercial impression Adds greater internal pride

25. Activation level 3: ExperientialStrategy > action > result Strategy: Action: Result Experience Integrate product or service Relevance Give space/room own ”brand” Demonstrates Create on-site competition or special abilities Similar instant participation Encourages new Create pre-event experiences or renewed Create post-event experiences sense of loyalty / Stage special area/ belonging viewpoint for for ”insiders” Plan www-oplevelser

26. Activation level 4: BehavioralStrategy > action > result Strategy: Action: Result: Behavior: Start loyality programme Build up databases Get something before others Reach new outlets Do something to get something Generate revenue Involve own sales channels Increase market Product launch share

27. Activation level 5: EmotionalStrategy > action > result Strategy: Action: Result: Emotion Awarding costumers with Stronger ties something unexpected Greater loyalty Produce special merchandise Retention not available elsewhere Engage employees

28. The Sponsorship Proposal Must answer three basic questions: • What is the organisation being asked to sponsor? • What will the organisation receive for its sponsorship? • What will it cost?

29. Attributes of a Successful Proposal • Sell benefits, not featuresNot the artistic merit of the festival - rather benefits to sponsor • Address the sponsors needs not the festivalsMany proposals emphasise the festival needs for money, rather than the sponsors needs -such as market access • Tailor proposal to the business Benefits will not have equal meaning to each potential sponsor • Include promotional extensions a) identification in collateral materials b) sponsor leverage of event: provide ‘exploitation menu’ • Minimise Riske.g. guaranteed media coverage or listing reputable co-sponsors • Include added value present in terms of its total impact on achieving greater sales

30. Sponsor Benefits • Use inventory to create list of benefits • Make a comprehensive package • Categorise benefits where appropriate • Must be tailored to sponsor’s needs

31. Example Benefits • Naming Rights • Category Exclusivity • Event sponsorship • Preferred Supplier status • Sampling opportunities • Venue usage /signage • Inclusion in all print, outdoor and/or broadcast advertising • Access to money can’t buy experiences • Celebrity meet and greets • Promotion on festival web site (hyperlinked) • Loyalty marketing (eg early access to tickets for customers) • Access to audience database and research • Opportunity to provide inserts in event-oriented mailings • Inclusion in Press releases and media activities • Preview /participation in the event by employees • Workshops for employees • Opportunity to provide prizes for media or event promotions

32. Calculating the cost of sponsorship Calculating Baseline Fee ie cost of servicing sponsorship:- 2 x (cost to deliver benefits + cost of sale + cost of servicing) = baseline fee or Full cost of event + cost of benefits + cost of sale & servicing – budgeted ticket sales) = baseline fee Then apply market influencers: • What the market will bear • Research • Use your network • Lead time before the event • Under 6 months will very likely impact your price • Under 3 months will severely impact both your price and your credibility • Other activities competing in the marketplace • Uniqueness of what you offer and its position in the marketplace • Economic situation and trends

33. Determining Market Price • What is cost of similar sponsorship products on the market? • How does your proposal stand up? • How does you sponsorship servicing measure up? • How much is your potential sponsor likely to invest? • Multi-year discount?

34. Some Sponsorship Queries • Should we offer different sponsorship levels? • How do we define category exclusivity • When is the best time to approach sponsors?

35. a) Should We Offer Different Sponsorship Levels? • Platinum, Gold, Silver, Bronze levels are popular – But • Only usually work best with lower level sponsorships - e.g. Corporate Membership • Not beneficial to creating strong high level sponsorships – makes for bargain hunters paradise

37. b) How Do We Define Exclusivity? • Rule of exclusivity – the more exclusive is granted, the more valuable it is • Exclusive naming rights - Title sponsorship • Event exclusivity – sole concert sponsorship • Official supplier (water; alcohol; travel/transport; printing; musical instruments...)

38. Sponsorship Exclusivity

39. Exclusivity – does not Exclude

40. c) When Is Best Time To Approach Sponsors? • Ask when they set budgets during your research • Best time is before they have set their annual budget • You can try last minute deal but can smack of desperation

41. Contra Sponsorship • Things to keep in mind:- • A contra sponsorship only has value if: • You have budgeted for specific item already • It adds value to your sponsorship packages • Is the contra sponsorship saving you cash? • You still need cash to run your event • - endeavour to negotiate contra deals only as a component of the investment

42. Types of Contra Sponsorship • Promotion • Media • Creativity • People • Infrastructure • Product or services • Accommodation • Travel

43. Contra Sponsorship Benefits • for Thirsty Planet • Designated ‘Official Water’ of the Moor Music Festival • Opportunity of bottled water reseller status on-site • Opportunities to promote Thirsty Planet on-site • Raising awareness and generating donations for Pump Aid • Credit and logo on Festival website • Photo opportunities with artists • 10 complimentary Weekender and day passes for staff or promotional use

44. Evaluating the Sponsorship • To demonstrate evidence of value generated to internal and external stakeholders • To review if your partnership met its objectives and delivered for your Festival • To improve and enhance your partnership so that you achieve maximum return on investment?

45. Measuring Success • Robust evaluation process will be necessary to enable Festival to measure success against the expectations of sponsor • Things to include in an evaluation: • Quantitative measures • Exposure to sponsor logo • Media coverage • Attendances • Audience awareness of sponsor • NB. Remember the need to benchmark in advance to measure impact!

46. An Evaluation Framework

47. Discussion and Questions