Workshop 4 5 fei identifying sponsors
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  • 1. Identifying Potential Sponsors
  • 2. British Council VietnamFestival WorkshopJune 2011 What to Look for in Potential Business Sponsors • Profitability • Turnover • Longevity • Business Sector • Nature of shareholding • Potential fit
  • 3. 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
  • 4. British Council VietnamFestival WorkshopJune 2011 Brand /Title Sponsorship
  • 5. British Council VietnamFestival WorkshopJune 2011 Brand /Title Sponsorship
  • 6. British Council VietnamFestival WorkshopJune 2011 Category Sponsorships
  • 7. British Council VietnamFestival WorkshopJune 2011 Event Sponsorships within a Festival
  • 8. 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?
  • 9. British Council VietnamFestival WorkshopJune 2011 Overview of Sponsorship Planning Objectives Prospect research Case for support Feedback The approach Relationship management Assessment of outcomes
  • 10. 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
  • 11. 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?
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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?
  • 18. 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
  • 19. 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
  • 20. British Council VietnamFestival WorkshopJune 2011 Potential Sponsors in Vietnam?
  • 21. 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.
  • 22. 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
  • 23. 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?
  • 24. 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
  • 25. 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
  • 26. British Council VietnamFestival WorkshopJune 2011 Exercise • Think about DMIAF target sponsors • Choose one potential sponsor • Use template to create a Sponsor Information Checklist
  • 27. British Council VietnamFestival WorkshopJune 2011 Sharing • Feedback on exercise • Considerations? • Concerns?