Workshop 4 3 fei why sponsor

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  • 1. Why BusinessesSponsor Festivals
  • 2. British Council VietnamFestival WorkshopJune 2011 Reasons Why Businesses Sponsor • Access to target audience/market • Name awareness • Image enhancement / Raising Profile • Entertaining clients • Developing community links • Staff/employee relations • Product sampling • Public relations opportunities
  • 3. British Council VietnamFestival WorkshopJune 2011 Access to Target Market
  • 4. British Council VietnamFestival WorkshopJune 2011 Access to Target Student Market
  • 5. British Council VietnamFestival WorkshopJune 2011 Access to Target Student Market
  • 6. British Council VietnamFestival WorkshopJune 2011 Raising Profile
  • 7. British Council VietnamFestival WorkshopJune 2011 Developing Community Links
  • 8. British Council VietnamFestival WorkshopJune 2011 Business Development
  • 9. British Council VietnamFestival WorkshopJune 2011 Product Sampling
  • 10. British Council VietnamFestival WorkshopJune 2011 Public Relations
  • 11. British Council VietnamFestival WorkshopJune 2011 Sponsorship Objectives Corporation-related Objectives 1. Increase Public Awareness of the Company and its Services 2. Enhance Company Image 3. Alter Public Perception 4. Increase Community Involvement 5. Build Business/Trade Relations and Goodwill 6. Enhance Staff/Employees’ Relations and Motivation Product/Brand-related Objectives 1. Increase Target Market Awareness 2. Identify/Build Image within Target Market (Positioning) 3. Increase Sales and Market Share 4. Block/Pre-empt Competition
  • 12. British Council VietnamFestival WorkshopJune 2011 Accessible Target Groups Key Decision-Makers - Government - Business LeadersCompany Shareholders Local Community Product Markets Competitors Sponsoring Company / - Existing Customers Brand - Potential CustomersKey Decision-Makers - Government - Business Leaders General Public - Opinion Leaders Company Workforce
  • 13. British Council VietnamFestival WorkshopJune 2011 Why Should We Give Money to You? • What are the aims of your Festival? • What are your objectives? • How will you achieve your aims and objectives? • What do you want to do? • How will it benefit us?
  • 14. British Council VietnamFestival WorkshopJune 2011 Key Dimensions of Sponsorship 1. Commercial transaction/investment and not a donation 2. May take form of either a direct payment or provision of in-kind services/products 3. The return sought from sponsorship is one that will ultimately positive affect profitability of a business
  • 15. British Council VietnamFestival WorkshopJune 2011 Sponsorship Screening Process CEDAR EEE Customer audience Exposure potential Distribution channel audience Advantage over competitors Resource investment required Event’s characteristics Event organisations reputation Entertainment and hospitality opportunities
  • 16. British Council VietnamFestival WorkshopJune 2011 Customer Audience • Does demographic, lifestyle profile of target audience match that of product? • What is the on-site audience? • Is sponsorship of the festival the best way to communicate about the product/service to this target audience?
  • 17. British Council VietnamFestival WorkshopJune 2011 Events Characteristics • What is the perceived stature of the festival? • Is it the best of its kind? • Will involvement with it enhance our image? • Is there any chance it will be controversial? • Is there potential for positive impact on employees
  • 18. British Council VietnamFestival WorkshopJune 2011 Exposure Potential • What is the built in news value of the festival? • What potential medial cover of sponsorship is likely? • Can the even be tied into other media advertising • What is the life of the event? • Is signage included in the sponsorship? • Where will our name appear in the programme ?
  • 19. British Council VietnamFestival WorkshopJune 2011 Advantages over Competitors • Is the festival unique or otherwise distinctive? • Has the festival previously been sponsored? • If so how successful has it been in delivering desired benefits to them? • Is it strongly associated with other sponsors? • Will clutter be a problem • Does the festival need co-sponsors? • Are other sponsors of the festival compatible with the companys product? • If the company does not sponsor, will the competitor? • Is that a concern?
  • 20. British Council VietnamFestival WorkshopJune 2011 Resource Required • Cost of sponsorship, marketing support investment required, staff requirements? • Will the sponsor be difficult to manage? • Does the festival guarantee a minimum level of benefits to the company?
  • 21. British Council VietnamFestival WorkshopJune 2011 Festival Reputation • Does the Festival have a proven track record? • Does the festival have a reputation and an image with what the company desires to be associated? • Doed it have a history of honouring its obligations? • How respond is the festival staff to sponsors’ requests? Are they accessible?
  • 22. British Council VietnamFestival WorkshopJune 2011Entertainment and Hospitality Opportunities • Are there opportunities for direct sales of product or sampling? • Are ticket of the festival including in the sponsorship? How many? Where are seats located? • Will there be access to VIP hospitality areas for the company’s guests? Will artists appear?
  • 23. British Council VietnamFestival WorkshopJune 2011 Exercise 1 • Review DMIAF offer • Use the CEDAR EEE framework and short response for each of the heading in the Screening Process
  • 24. British Council VietnamFestival WorkshopJune 2011 Sharing • Feedback on exercise • Considerations? • Concerns?
  • 25. British Council VietnamFestival WorkshopJune 2011 The Social Responsibility of Business “Its CSR because it goes much further than legal requirements and voluntarily responds to society “needs”. EMI
  • 26. British Council VietnamFestival WorkshopJune 2011 The Social Responsibility of Business CSR is a term that is used to describe good corporate management practice. There is growing pressure on businesses to prove they are acting responsibly and to show evidence of their impact CSR encompasses the activities of a business - other than provision of core products or services - that benefit society However terminology and definition of CSR is far from widely agreed and can include: • Sponsorship • Corporate philanthropy • Cause related marketing • Corporate community involvement • Sustainability
  • 27. British Council VietnamFestival WorkshopJune 2011 No.1 Deciding Factor for Consumers The “social purpose” of companies and brands ranks as No.1 deciding factor for global consumers • 61% of consumers have a better opinion of corporations that integrate good causes into business • 86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests • 25% of companies reporting on CSR worldwide were from Asia Edelman’s Good purpose annual global research
  • 28. British Council VietnamFestival WorkshopJune 2011Corporate Social Responsibility and the Arts PROS • Arts activities are useful for reaching a wide group of stakeholders in a high profile public environment • Arts activities with a community focus are particularly useful in engaging with stakeholders and influencing opinion formers • Opportunity to showcase a business’ social impact
  • 29. British Council VietnamFestival WorkshopJune 2011Corporate Social Responsibility and the Arts CONS • Arts compete with initiatives that appear far more pressing in terms of social need • Arts as a cause do not register within CSR circles • Businesses moving away from traditional forms of corporate hospitality • Investing employee time rather than cash
  • 30. British Council VietnamFestival WorkshopJune 2011 Arts Activities Offering Specific Benefits Arts activities offer specific benefits when compared with other causes including: • improving relationships with local communities • employee training • engaging a wide group of stakeholders • injecting creativity, helping businesses to think differently
  • 31. British Council VietnamFestival WorkshopJune 2011 Next Steps for Festivals • Improve their understanding of what companies are seeking to achieve through their community investment and target proposals more accurately • Develop long-term partnerships that involve staff • Improve the quality of evaluation
  • 32. British Council VietnamFestival WorkshopJune 2011 Examples of CSR Activities Staff Development
  • 33. British Council VietnamFestival WorkshopJune 2011 Examples of CSR ActivitiesReading Groups in Rural Pubs
  • 34. British Council VietnamFestival WorkshopJune 2011 Exercise 2 • Consider who could be a potential DMIAF CSR sponsor • Write down potential activities that would fit CSR objectives
  • 35. British Council VietnamFestival WorkshopJune 2011 Sharing • Feedback on exercise • Considerations? • Concerns?