Havas_SE European Music Festivals Sponsorship Research

IN THE SUMMER of 2011 we LIVED, BREATHED, TASTED02 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

and sometimes even SMELLED FESTIVALS

HERE’S HOW WE DID IT: 6 of the largest European AUG music festivals 2,244 surveys UST 6 countries fans UK from 30 GERMANY POL JULY AND countries 500 CE FRA N hailing from JUNE cities IT A LY SPA IN3 months in201104 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

Alongside a comparative Over 70 personal interviews 66 sponsor activationsstudy of non-festival goers conducted onsite analyzed including:

HERE’S WHAT WE WANTEDTO LEARN: PEACE, LOVE & BRANDS ROCK’n’ROLL CAN THEY LIVE TOGETHER IN PERFECT HARMONY?06 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

Whatever the answer, here’sTHE INESCAPABLE FACT: SPONSOR without SPONSORS, most FESTIVALS couldn’t happen …and festival-goers seem to RECOGNIZE, ACCEPT, and APPRECIATE sponsors for this.

Let’s meet the FESTIVAL-GOERS:54% are female are under 25 years old 64% of them ARE EMPLOYED SHOP NE ONLI They are TWICE as compared to likely to participate VS in cultural activities They spend the only 25% for HALF as much average non-festival goers time watching TV consumer (116 minutes versus 229 minutes per day)* than their non-festival attending peers* Source: HS&E music study and Eurodata NOTA08 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

They’re COMMITTED. And last summer They are VOCAL (2011) 71.9% recommend products and services they like. 37.6% think people come to them for their opinions on products and services before they buygo to at least THREE othermusic events a year there were roughly 2.6 million of them across Europe.

THEY REJECT BRAND ADVERTISING Less than 33% Less than 11.3% ‘like advertising’ find advertising interesting Over two thirds think advertising is a ‘waste of time’ Only 20.4% think advertising helps when making purchasing decisions Some don’t even notice it (25% of fans online and 18.5% on TV claim not to see advertising)10 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

But the GOOD NEWS is, they don’t reject BRANDS:Festival fans are MORE receptive and awareof brand sponsors than the general public:Out of the 2,244 fans 65.2% think that brandsurveyed, only TWO partners actually improvedidn’t notice any the festival experiencesponsor onsiteOn average they noticed 85% LIKED the activations5.8 out of every 10 brands they visitedonsite 36% agreed they would be more likely to purchase32.5% would visit a sponsor’s product AFTERthe brand’s website as the eventa result of the sponsorship They’re ACTIVE, ENGAGED and most importantly VOCAL about the things they LIKE.

FIT is everything. A brand’s DNA determines itA snapshot of brand types’ ‘fit’ score – graded by festival goers, onsite*:10 8.4 8.0 7.7 8 7.0 6.4 6.0 6 5.7 5.3 D 4 BRAN 4.2 2 Title sponsor | Beer | Radio station | Drink | Mobile phone | TV brand | Transportation | Clothing | Bank In terms of recall, BEER brands score highest – often remembered more than even the title sponsor. But ANY brand stands to gain AS LONG AS they*minimum 3 sponsors per category master the art of BRAND ENGAGEMENT.12 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

SO WHAT ARE THE BIG TAKE OUTS? • BRANDS MAKE FESTIVALS (they couldn’t happen without them) • BRANDS CAN MAKE THE FESTIVAL EXPERIENCE BETTER • THE 2.6 MILLION FANS AT EUROPE’S FESTIVALS CAN (and should) BE YOUR BRANDS’ BFF*. They know what they like, they know what they dislike and most importantly, they VOCALIZE their likes and dislikes to influence their peers. • Festival goers are CULTURED, considered, INTERESTED and most importantly, EARLY ADOPTERS • The audience is online, so BE THERE TOO. *Best friend forever

Check list for success: GREEN STAND OUT! BE BE BIG! EEN BE G GR R EE BE NSIZE matters.The biggest brand activations 74.4% visited one stand,attracted more fans 25.1% visited 3 or more. 5% visited 5 or more. 80% of fans felt strongly– a minimum of +40% that brands should have a green strategy BUT BE CAREFUL... 32.9% 19.2% felt that sponsoring ... thought they brands were were ‘tasteless’! ‘imposing’...14 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

Instigate LONG TERM TED unobtrusiveRELATIONSHIPS through: UNEXPEC DATA capture meaningful ongoing REAL dialogue I agree online ENT INVOLVEM but relevant experiences WE U! …and most of all, give them something they’ll love to talk about

SPORTS & ENTERTAINMENT: an interesting discoveryTheir passion for SPORT directly relates to theirINTERACTION WITH SPONSORS SOR SPON Fans interested in sport visited over twice as many brand stands on average (3.7 versus 1.6) and remembered 55% more brands onsite16 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

A FINAL MESSAGE FOR ORGANIZERS & BRANDS Your audience is online, WHY AREN’T YOU? 9.1% BUT despite the 60.1% of festival goers with active Festival-goers social media accounts, spend 220% MORE only 9.1% of fans heard time online than about the festival via the average global social media. So HALF consumer. the festival audience isn’t engaging with the event via social media. We discovered that fans Festivals with an active Facebook heard about a festival account stimulate twice as much via word of mouth auxiliary online buzz as festivals (65.7%) – nearly half of without. them (45.3%) hearing about it EXCLUSIVELY via word of mouth. So they weren’t exposed to ANY other communication.

Be THERE, be UNEXPECTED, add VALUE to their experience About Havas Sports & Entertainment | We’re the brand engagement network of the Havas Group. We help brands connect with fans by putting people’s passions at the center of the conversation. We do it through sponsorship, content creation, partnerships, social media, and live brand experiences. Who we are | Over 550 dynamic and creative individuals spread across 35 offices in 20 countries. Our network includes Havas Sports & Entertainment, the Cake Group, and ignition. Our music expertise | From driving buzz for Burn energy drink to leveraging the partnership between MTV and Hyundai, to blending extreme sports and live music for Snickers, to handling PR for Virgin Media’s V Festival, and staging major music events for Motorola, Vodafone, Axe, and Ben & Jerry’s, we are leaders in music PR and music event production.18 | DIGGING THE DIRT ON FESTIVAL SPONSORSHIP

and the fans will LOVE YOU! Why we did this study | To be totally credible when advising our clients, we wanted to go further than ticket sales, media coverage and gut feel by living the experience alongside music fans to determine what makes festival sponsors entertaining, memorable and welcomed. Intrigued and hungry for more? | We had to condense three months of research into this little booklet, so we left a few juicy bits out. Contact Christopher Rapaport, Network Business Development and Global Research Manager via email christopher.rapaport@havas-se.com or phone, +33 (0)1 58 47 84 28 or visit www.havas-se.com to get the full lowdown, including those tasty nuggets we didn’t include such as what matters more to festival goers, which brands really bring festivals to life and why, and which ones don’t.

http://raroywag.com	299
http://course.online.fullsail.edu	41
http://strangedaze.co.za	40
http://sponsorpitch.com	32
http://www.scoop.it	30
http://strangedaze.posterous.com	18
http://www.sponsorworld.com	16
http://www.linkedin.com	9
http://pinterest.com	8
http://posterous.com	6
http://www.onlydoo.com	2
http://memolane.com	2
http://faculty.online.fullsail.edu	2
http://www.tumblr.com	1
http://www.eventattitude-blog.be	1
https://blackboard.swic.edu	1
http://twitter.com	1
http://feeds.feedburner.com	1
https://si0.twimg.com	1
http://www.sponsorworld.se	1
http://www2.fundacioninlea.org	1
http://us-w1.rockmelt.com	1
https://twitter.com	1

Havas_SE European Music Festivals Sponsorship Research

by Havas Sports & Entertainment on May 31, 2012

Accessibility

Categories

Upload Details

Usage Rights

23 Embeds 515

Statistics

Havas_SE European Music Festivals Sponsorship Research Presentation Transcript