workshop 4 4 fei festival offer

The Festival Offer

British Council VietnamFestival WorkshopJune 2011

What a Sponsor Wants

• To use Festival brand attributes to underpin sponsor's own brand

• To access one or more festival target markets and to connect in meaningful way

• To gain a range of tangible benefits to achieve specific marketing objectives

Sponsorship Drivers


• Brand fit – does it underpin brands values or attributes - Can it achieve a range of objectives

• Target market fit – relevant to at least one target market

Understand What You Have to Offer


• Your Brand

• Your Audience

• Tangible Benefits

• The Intangible Benefits : Passion and admiration of your supporters – emotional added-value benefit for their customers

Create a Festival Brand Bullseye


Outcomes

• Identify Potential Sponsors

• Create a compelling and creative offer

• Provide the sponsor with ideas and insights to gain the most from its sponsorship

Motivations


Emotional Perceptions

Functional

Brand Bullseye

Soul

ExpensiveFamily orientatedGood entertainmentEasy to reachSafe for childrenHigh profileIn Na TrangCommunity focussed

ElitistInspiringAspirationalEye openingInnovativeCreativeFunExciting

Exercise

Using DMIAF proposal:

1. Describe 3 things you would like someone leaving DMIAF to think about their experience? (describing the personality of the Festival)

2. Create a Festival Brand Bullseye for DMIAF


• Feedback on exercise• Considerations?• Concerns?


Sharing


Define Your Audience

• Marketing Plan target audience from sponsor’s perspective

• Connect with as many target market as possible

• Who will receive your message?


Audiences

Need to build a picture• Where they are• Who they are• What they do• What they think• How they behave• How they respond


The New Tourist Audience?

• Historical background intrigues these tourists.

• Demand much more than visiting a place for the sake of visiting

• These tourists prefer living and experiencing the local cultures indulging in the sense of the place with the local community

• This new dimension in the heritage tourist segment requires display and demonstration of the local cultures and festivities on the streets


What is the Overall Marketplace?

• Pre-event publicity

• Street, venue or event signage

• Newspaper advertisements

• Media or online coverage of festival

• Work of mouth recommendations

• Festival reviews

• Post festival coverage


Tangible Benefits

• Naming Rights• Event sponsorship• Preferred Supplier status• Sampling opportunities• Venue signage• Access to money can’t buy experiences• VIP tickets• Celebrity meet and greets• Promotion on festival web site• Access to audience database and research• Inclusion in Press releases and media activities• Inclusion in event promotional print/festival programmes


• Access to engage our audiences• Branding opportunities on festival sites via signage and venue screens• Visibility in festival brochures• Corporate presence on Festival print and e-marketing materials• Advertising and promotion opportunities on and offline• Sample or sell your product on-site• Programme in partnership with us to create events that highlight your brand• Media exposure via high-profile events• Hospitality venues to entertain clients on-site at world class events• Complimentary tickets• Invitations to VIP receptions


Hospitality• All venues offer excellent facilities and a number of attractive rooms in which to entertain guests. A

room will be available for your exclusive use.In addition your package will feature:-

· complimentary tickets in premium seats · complimentary programmes for you and your guests · complimentary concert interval champagne reception · priority opportunity to purchase additional tickets · opportunity for artists to attend post concert reception

Credits · in 50,000 Festival brochures distributed regionally & nationally from May · in 2,000 Souvenir Programmes· on your events’ tickets · Web links from www.harrogate-festival.org.uk to your website

Promotion · full colour advertisement in 2,000 Souvenir Programmes · opportunity for branding at events & promotional displays · PR support · discounts of 20% for your employees at ALL Festival events

...And We Will Provide You With · Regular newsletters updating you on the latest Festival information · Free brochures and Posters with priority booking· Support of Festival team


• Exclusive Receptions • 10 x ‘best house’ tickets per year for any performance or event • 20% ticket discount on all events for staff• Fast-track entry to events• Exclusive Premier Partners events throughout the year• Logo credit in Festival Brochures and Festival Programmes • Half page advert in Festival Programme• Logo and links on Festival website• Verbal acknowledgement of Premier Partners during events• Acknowledgement in e-newsletters • Specially commissioned artwork for your office• Use of an exclusive Premier Partner logo

Premier Partners


Contra SponsorshipThings to keep in mind:-

1. A contra sponsorship only has value if:• You have budgeted for specific item already• It adds value to your sponsorship packages

2. Is the contra sponsorship saving you cash?

3. You still need cash to run your event – endeavour to negotiate contra deals only as a component of the investment


Types of Contra Sponsorship

• Promotion• Media• Creativity• People• Infrastructure• Product or services• Accommodation• Travel


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


1. Review your DMIAF brand bullseye

2. Look for related terms in emotional perceptions and hot buttons

3. Select 3 types of people attending the festival

4. Segment using primary motivations to differentiate

(i.e.. not gender or age)

5. Using template complete a Target Market Assessment for

DMIAF

Exercise

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 music2. 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 families2. Festival village atmosphere3. 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)


Example: Beverley Folk Festival

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 camping2. 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 access2. Know what they are coming to, interested in person or subject; not too folkie beer, beards & sandals3. Meet your mates, it has the trad folk you love, you can join in good beer

Example: Beverley Folk Festival


• Feedback on exercise• Considerations?• Concerns?


Sharing

workshop 4 4 fei festival offer

Education

festival events

festival coverage

festival brand attributes

festival print

festival sites

festival target markets

support of festival

festival web site access