workshop 4 5 fei identifying sponsors

Identifying Potential Sponsors

British Council VietnamFestival WorkshopJune 2011

• Profitability• Turnover• Longevity• Business Sector• Nature of shareholding• Potential fit

What to Look for in Potential Business Sponsors


• Brand /Title Sponsorship

• Category Sponsor within Festival

• Event sponsor within Festival

• Non Event specific e.g. Corporate Membership/Friends

Categories of Sponsorship


Brand /Title Sponsorship


Category Sponsorships


Event Sponsorships within a Festival


• Values – Do you share same value sets?

• Brand – What will be impact of partnership on brands of both organisations?

• Target market– is there a fit between the companies target market and the festival?

• Objectives – is there a fit between the objectives of both parties? Can both set of objectives be met?

• Culture – are there similarities between partners regarding behaviours and attitudes?

Identifying the Fit


Prospect research

Case for support

The approach

Relationship management

Assessment of outcomes

Feedback

Objectives

Overview of Sponsorship Planning

• Assessing your organisation and identifying your requirements and resources

• Developing sponsorship packages with tangible benefits• Research companies• Prepare the Sponsorship Proposal• Make an approach• Determine whom to contact• Develop a partnership or relationship

Key Steps for Planning Sponsorship



• Your Audiences?

• Problem to be solved?

• Launching new product?

• Business clients to entertain?

• Moving into a new market?

Identifying Sponsors Needs


• Few companies have only one brand

• Corporate sponsorship departments and budgets oversubscribed - go directly to brand manager

• Individual brands have separate marketing budgets

Think Brand


Create relevance between sponsor and Festival

Brand bullseye• Soul – essential to create authentic match

- underpins sponsorship brand

• Perception & Hot Buttons – define yourself to match a potential sponsor – creates strong and relevant attributes to wide range of potential sponsors

Attribute Matching


• 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 “A beer on the darkside”• Target market -mature, discerning drinkers

Recognising Synergy


Good hit lists are based on being able to match festival with a sponsor:

• By target markets

• By objectives

• By attributes/values

Where 2 or more matches overlap makes for a powerful offer

Sponsor Matching


Need to match one or more of sponsors core audiences:

• Current customers

• Potential customer fitting one of sponsor’s customer profiles

• Newly targeted potential customer groups

• Internal customers (employees/shareholders

Audience Matching


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?

Research to Assess a Match

Eligibility Criteria


Organisations/activities which will not be considered for sponsorship by Yorkshire Bank include those that:

• Could be detrimental to public health or safety• Are political or religious organisations• Promote or encourage smoking, alcohol or any substance abuse• Take place outside Yorkshire Bank operating area• Are publications, videos, films, recordings or website developments• May be construed as discriminatory• Are associated with gambling or betting


Standard Life’s current sponsorship policy means that we do not sponsor the following:

• non-charitable arts• individuals• religious/political organisations• animal welfare• buildings and heritage• third party funding

Sponsorship Criteria?


Potential Sponsors in Vietnam?

The Context for Sponsorship


• Sponsorship plays an important role in building the HSBC brand and enabling our customers to experience our philosophy and positioning.

• Sponsorships allow us to associate with customer passions, such as sports, culture or entertainment, which we know they actively seek out.

• Engaging with customers in these relevant and trusted environments will help to build purchase preference and loyalty, and ultimately drive business growth.

• HSBC's global Cultural Exchange programme seeks to increase understanding and interaction among cultures around the world through the exploration of culture in all its varied forms - including fine art, cuisine, music, language and literature.

Group policy restrictions


As a matter of policy HSBC does not support:• Individuals or scholarship schemes• Political, partisan, religious, sectarian associations• Multi-sponsor properties with other financial service companies

involved• Projects for commercial gain or to fill a shortfall in statutory

spending• Properties that could potentially create a reputational risk• Capital spend or refurbishment projects• Properties which contradict our environmental and ethical policies.• Restricted sports sponsorship areas are: Motorsport, Horseracing,

Hunting, Shooting, Boxing and other contact or Martial Arts


• Business leaders often know each other

• Ask current sponsor if they know potential sponsors for your festival

• Ask for guest list to sponsor’s hospitality event – will they introduced you to key people?

Ask for Referrals


• Sponsorship guidelines – if available• Website• Media coverage• Competitor festival and event programmes & websites• Other sponsors• In-person meetings• Telephone interview• Annual Report

Sources for Gathering Information


• Gather as much relevant information about your target sponsor as possible

• Use checklist format for each potential sponsor to obtain information required before creating offer

• Sponsor information checklist template

Sponsor Information Checklist


• Think about DMIAF target sponsors

• Choose one potential sponsor

• Use template to create a Sponsor Information Checklist

Exercise


• Feedback on exercise• Considerations?• Concerns?

Sharing

workshop 4 5 fei identifying sponsors

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