non-traditional sponsorship benefits · sunfest is florida’s largest music, art and waterfront...
TRANSCRIPT
Non-Traditional Sponsorship Benefits
How logos and listings aren’t enough anymore
Presentation review
Sponsors are demanding more from your sponsorship. Everyone wants to offer a “once in a lifetime” experience. From activation weeks prior to social media benefits, sponsors want to engage your festival audience with a customized program.
Help your client sell their “story” through sponsorship of your property.
Questions? Ask now!
Interruptions are more fun
SunFest is Florida’s largest music, art and waterfront festival
5 Days May 1 – May 5, 2013
31st Year
SunFest is a non-profit, 501-(C)3, volunteer-based organization $4.7 million budget 23-member board 25 committees 1,500 members 2,500 volunteers
SF was created as a tourist destination and to expand the shoulder season by keeping the snowbirds here a bit longer
So …. The Basics
A little about Sponsorship in general
What is sponsorship?
“A cash or in-kind fee paid to a
property in return for access to the
exploitable commercial potential
associated with that property.”
(IEG)
Which really means this…
Don’t ask for money from companies
but offer companies an opportunity
to meet their sales and marketing
objectives.
Sponsors Goals – don’t assume, ask!
“Ownership”
The ability to create a meaningful association apart from other sponsors and competitors.
physical spaces
events-within-events
participation in retail partnerships
charitable programs
Differentiation – standing out from the rest
Sponsor’s priorities? TraditionalYes, but how?
Branding Sampling, public awareness, association with
your brand
Sales Direct, indirect, partnerships
Hospitality Clients, employees
Community Relations Good corporate citizen, good/politically desirable
cause
Inventory
Title / Presenting
Official Products
Official Media
Event Components
Day Sponsorships
Site Opportunities
Nothing “fits”
Time to be creative, listen to your partner. What do they want?
What do I have?
Outside the box….
Opportunity Identification
Activation
“Sponsors will pay more to properties that can think like a promotional agency and find creative ways for a company to communicate with customers and enhance their experience”
IEG 4/19/05
Categories of activation
Co-promotions between sponsors
Features that drive traffic to a sponsors retail location / web site
Interactive consumer activities
Brand enhancement – making the sponsor’s brand “come alive”
Text Message Alerts
Austin City Limits text promo
Free ice tea between 12 and 2
Call to action
Incentive to get to event earlier
Specific sponsor promoted
A Few Examples
Hair Cuttery
Coupon
1 week banner ad on web
Featured in eblasts
Able to quantify
Extends length of sponsorship
Banners
To reach out to younger demo, FPL wanted to capitalize on stage sponsorship
Had to text from stage area to qualify to win
The only way to get web address
Tied to mobile marketing
Able to quantify
Increased FB #’s
FPL Front Row Promotion
Benefits Everyone!
Duffy’s discount to their MVP members
Perceived as exclusive offer for being a Duffy’s MVP
SunFest gets in front of 85,000
Ford
Stage Presentations
Visibility pre-headliners
Crowd Interaction
Display Space
Larger space to bring in tour
Added interactive components
59% increase in data capture
89% “opt in” for those that registered
60% increase over leads from 2010
On-Site Activation
Ford Presentation
Ford Presentation
Ford Presentation
Ford Presentation
The Crowd! – ok not really
Seminole Casino Coconut Creek
Goals:
Traffic
Relevance/Reach
Branding
Palm Beach County exposure
Seminole Casino Coconut Creek
4 week “Battle of the Bands”
6 bands per week
1 winner
Finale: 4 finalists compete to play at SunFest
Seminole Casino Coconut Creek
Year 2 became Exclusive Broward ticket outlet & Sold out
Year 1 revealed not enough traffic with just ShootOut
Palm Beach PostAccent
City Link
SCCC 2011 Radio
Seminole Casino Coconut Creek was featured in one :30 and one :60 spot for SunFest. Donut: “Come out Saturday, April 30 for Seminole Casino Coconut Creek Day. And don’t miss the Rock-n- Roll Shoot out winner performing on stage. For more information visit sunfest dot com. Tag: Sponsored in part by Seminole Casino Coconut Creek . The spots ran as follows:
Spots ran on the following stations:
WEAT Sunny 104.3 WIRK 107.9WMBX X102.3 WPBZ Buzz 103.1WNEW B106.3 WKGR Gator 98.7WJNO 1290AM WLDI Wild 95.5WOLL Kool 105.5
pbpulse.com
WebSite
Seminole Casino
Coconut Creek’s logo
appeared in 4 email blasts.
Distribution 40,000 per blast
E Mail Blasts
FacebookSunFest has 20,700 Facebook Friends
Seminole Casino Rock N Roll Shootout finale with audience participation
Traffic Driving
Branding with on-site exposure SCCC presence at 4 entrances on Saturday, April 30
WZZR’s DJ’s and SCCC rep welcoming the crowds to the Shoot Out Winner’s Performance
TD Bank Multi Day ticket sponsor
Goals:
Branch Traffic
Branding
Community Support
Establish sellable inventory
SunFest wants advance ticket sales
TD Bank wants customers in stores
Created a multi day discount ticket for a limited time.
March Money Saver sponsored by TD Bank
TD Bank Reps welcome patrons at gates
More cost effective for sponsor
Bigger impact/ Stand out
Print – Palm Beach Post
E Mail Blasts
TD Bank Logo appeared in multiple email blasts
Facebook promotions
Be a fan to get entertainment announcements
Increased fans
More attractive to sponsors
Facebook - SunFest has 20,700 Facebook Friends
TD Bank’s March Money Saver was featured on SunFest’s Facebook page
Traditional MediaTV, Radio, Print
How important is it to your sponsor?
Does it hit your market?
Does it hit their demo?
Don’t offer if not important
Even traditional media wants “Ownership” and unique experiences for their customers Love Shack
Crow’s Nest
Fireworks
Barge
End Results
Happy Sponsors
Multi year contracts
Successful partnerships
Winning! (and not in a Charlie Sheen kind of way)
