British Council VietnamFestival WorkshopJune 2011 What to Look for in Potential Business Sponsors • Profitability • Turnover • Longevity • Business Sector • Nature of shareholding • Potential fit
British Council VietnamFestival WorkshopJune 2011 Categories of Sponsorship • Brand /Title Sponsorship • Category Sponsor within Festival • Event sponsor within Festival • Non Event specific e.g. Corporate Membership/Friends
British Council VietnamFestival WorkshopJune 2011 Brand /Title Sponsorship
British Council VietnamFestival WorkshopJune 2011 Brand /Title Sponsorship
British Council VietnamFestival WorkshopJune 2011 Category Sponsorships
British Council VietnamFestival WorkshopJune 2011 Event Sponsorships within a Festival
British Council VietnamFestival WorkshopJune 2011 Identifying the Fit • 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?
British Council VietnamFestival WorkshopJune 2011 Overview of Sponsorship Planning Objectives Prospect research Case for support Feedback The approach Relationship management Assessment of outcomes
British Council VietnamFestival WorkshopJune 2011 Key Steps for Planning Sponsorship • 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
British Council VietnamFestival WorkshopJune 2011 Identifying Sponsors Needs • Your Audiences? • Problem to be solved? • Launching new product? • Business clients to entertain? • Moving into a new market?
British Council VietnamFestival WorkshopJune 2011 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
British Council VietnamFestival WorkshopJune 2011 Attribute Matching 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
British Council VietnamFestival WorkshopJune 2011 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 “A beer on the darkside” • Target market -mature, discerning drinkers
British Council VietnamFestival WorkshopJune 2011 Sponsor Matching 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
British Council VietnamFestival WorkshopJune 2011 Audience 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
British Council VietnamFestival WorkshopJune 2011 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?
British Council VietnamFestival WorkshopJune 2011 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
British Council VietnamFestival WorkshopJune 2011 Sponsorship Criteria? 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
British Council VietnamFestival WorkshopJune 2011 Potential Sponsors in Vietnam?
British Council VietnamFestival WorkshopJune 2011 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. • HSBCs 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.
British Council VietnamFestival WorkshopJune 2011 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
British Council VietnamFestival WorkshopJune 2011 Ask for Referrals • 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?
British Council VietnamFestival WorkshopJune 2011 Sources for Gathering Information • Sponsorship guidelines – if available • Website • Media coverage • Competitor festival and event programmes & websites • Other sponsors • In-person meetings • Telephone interview • Annual Report
British Council VietnamFestival WorkshopJune 2011 Sponsor Information Checklist • 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
British Council VietnamFestival WorkshopJune 2011 Exercise • Think about DMIAF target sponsors • Choose one potential sponsor • Use template to create a Sponsor Information Checklist
British Council VietnamFestival WorkshopJune 2011 Sharing • Feedback on exercise • Considerations? • Concerns?