\n\nThe document discusses strategies for festivals to attract sponsors. It explains that sponsors want to access festival target markets and connect in meaningful ways to achieve marketing objectives. Festivals should understand their brand, audience, and tangible and intangible benefits to offer sponsors. They are encouraged to create a "brand bullseye" to identify potential sponsors and provide a compelling sponsorship offer. The document also provides tips on defining audiences, identifying tangible benefits, and considering contra sponsorship opportunities.

1. The Festival Offer

2. British Council Vietnam
Festival Workshop
June 2011
What a Sponsor Wants
• To use Festival brand attributes to underpin sponsor's
own brand
• To access one or more festival target markets and to
connect in meaningful way
• To gain a range of tangible benefits to achieve specific
marketing objectives

3. British Council Vietnam
Festival Workshop
June 2011
Sponsorship Drivers
• Brand fit – does it underpin brands values or attributes -
Can it achieve a range of objectives
• Target market fit – relevant to at least one target
market

4. British Council Vietnam
Festival Workshop
June 2011
Understand What You Have to Offer
• Your Brand
• Your Audience
• Tangible Benefits
• The Intangible Benefits : Passion and admiration of your
supporters – emotional added-value benefit for their customers

5. British Council Vietnam
Festival Workshop
June 2011
Create a Festival Brand Bullseye
Outcomes
• Identify Potential Sponsors
• Create a compelling and creative offer
• Provide the sponsor with ideas and insights to gain the
most from its sponsorship

6. British Council Vietnam
Festival Workshop
June 2011
Brand Bullseye
Perceptions
Emotional
Elitist
Inspiring
Aspirational
Eye opening
Innovative Motivations
Creative
Fun
Exciting
Soul
Functional
Expensive
Family orientated
Good entertainment
Easy to reach
Safe for children
High profile
In Na Trang
Community focussed

7. British Council Vietnam
Festival Workshop
June 2011
Exercise
Using DMIAF proposal:
1. Describe 3 things you would like someone
leaving DMIAF to think about their experience?
(describing the personality of the Festival)
2. Create a Festival Brand Bullseye for DMIAF

8. British Council Vietnam
Festival Workshop
June 2011
Sharing
• Feedback on exercise
• Considerations?
• Concerns?

9. British Council Vietnam
Festival Workshop
June 2011
Define Your Audience
• Marketing Plan target audience from sponsor’s perspective
• Connect with as many target market as possible
• Who will receive your message?

10. British Council Vietnam
Festival Workshop
June 2011
Audiences
Need to build a picture
• Where they are
• Who they are
• What they do
• What they think
• How they behave
• How they respond

11. British Council Vietnam
Festival Workshop
June 2011
The New Tourist Audience?
• Historical background intrigues these tourists.
• Demand much more than visiting a place for the sake of visiting
• These tourists prefer living and experiencing the local cultures
indulging in the sense of the place with the local community
• This new dimension in the heritage tourist segment requires
display and demonstration of the local cultures and festivities on
the streets

12. British Council Vietnam
Festival Workshop
June 2011
What is the Overall Marketplace?
• Pre-event publicity
• Street, venue or event signage
• Newspaper advertisements
• Media or online coverage of festival
• Work of mouth recommendations
• Festival reviews
• Post festival coverage

13. British Council Vietnam
Festival Workshop
June 2011
Tangible Benefits
• Naming Rights
• Event sponsorship
• Preferred Supplier status
• Sampling opportunities
• Venue signage
• Access to money can’t buy experiences
• VIP tickets
• Celebrity meet and greets
• Promotion on festival web site
• Access to audience database and research
• Inclusion in Press releases and media activities
• Inclusion in event promotional print/festival programmes

14. British Council Vietnam
Festival Workshop
June 2011
• Access to engage our audiences
• Branding opportunities on festival sites via signage and venue screens
• Visibility in festival brochures
• Corporate presence on Festival print and e-marketing materials
• Advertising and promotion opportunities on and offline
• Sample or sell your product on-site
• Programme in partnership with us to create events that highlight your brand
• Media exposure via high-profile events
• Hospitality venues to entertain clients on-site at world class events
• Complimentary tickets
• Invitations to VIP receptions

15. British Council Vietnam
Festival Workshop
June 2011
Hospitality
• All venues offer excellent facilities and a number of attractive rooms in which to entertain guests. A
room will be available for your exclusive use.
In addition your package will feature:-
· complimentary tickets in premium seats
· complimentary programmes for you and your guests
· complimentary concert interval champagne reception
· priority opportunity to purchase additional tickets
· opportunity for artists to attend post concert reception
Credits
· in 50,000 Festival brochures distributed regionally & nationally from May
· in 2,000 Souvenir Programmes· on your events’ tickets
· Web links from www.harrogate-festival.org.uk to your website
Promotion
· full colour advertisement in 2,000 Souvenir Programmes
· opportunity for branding at events & promotional displays
· PR support
· discounts of 20% for your employees at ALL Festival events
...And We Will Provide You With
· Regular newsletters updating you on the latest Festival information
· Free brochures and Posters with priority booking
· Support of Festival team

16. British Council Vietnam
Festival Workshop
June 2011
Premier Partners
• Exclusive Receptions
• 10 x ‘best house’ tickets per year for any performance or event
• 20% ticket discount on all events for staff
• Fast-track entry to events
• Exclusive Premier Partners events throughout the year
• Logo credit in Festival Brochures and Festival Programmes
• Half page advert in Festival Programme
• Logo and links on Festival website
• Verbal acknowledgement of Premier Partners during events
• Acknowledgement in e-newsletters
• Specially commissioned artwork for your office
• Use of an exclusive Premier Partner logo

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Festival Workshop
June 2011

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Festival Workshop
June 2011

19. British Council Vietnam
Festival Workshop
June 2011
Contra Sponsorship
Things to keep in mind:-
1. A contra sponsorship only has value if:
• You have budgeted for specific item already
• It adds value to your sponsorship packages
2. Is the contra sponsorship saving you cash?
3. You still need cash to run your event – endeavour to
negotiate contra deals only as a component of the
investment

20. British Council Vietnam
Festival Workshop
June 2011
Types of Contra Sponsorship
• Promotion
• Media
• Creativity
• People
• Infrastructure
• Product or services
• Accommodation
• Travel

21. British Council Vietnam
Festival Workshop
June 2011

22. British Council Vietnam
Festival Workshop
June 2011
Contra Sponsorship Benefits for Thirsty Planet
• Designated ‘Official Water’ of the Moor Music Festival
• Opportunity of bottled water reseller status on-site
• Opportunities to promote Thirsty Planet on-site
• Raising awareness and generating donations for Pump Aid
• Credit and logo on Festival website
• Photo opportunities with artists
• 10 complimentary Weekender and day passes for staff or promotional use

23. British Council Vietnam
Festival Workshop
June 2011
Exercise
1. Review your DMIAF brand bullseye
2. Look for related terms in emotional perceptions and hot buttons
3. Select 3 types of people attending the festival
4. Segment using primary motivations to differentiate
(i.e.. not gender or age)
5. Using template complete a Target Market Assessment for DMIAF

24. British Council Vietnam
Festival Workshop
June 2011
Example: Beverley Folk Festival
Definition of Target Market
1 Folkies - music lovers, musicians dancers, the in-crowd visitors
2. Locals at individual events with specific interest to them
3. Folkies who want to play with their mates & drink beer in pubs rather than see of buy tickets
What is the prime motivation for segment to attend Festival?
1. Good mix of music
2. Personalities or niche activities
3. Informal sessions/sing a rounds in pubs, meeting mates and playing together good craic
What else makes the Festival appealing to this segment?
1. Friendly atmosphere in attractive setting, safe for families
2. Festival village atmosphere
3. Festival atmosphere Festival village camping (even for locals)
What proportion is this segment (%)?
1. 65%
2. 20&
3. 15%
[65% audience aged 36 – 55 (sim proportion male & female)

25. British Council Vietnam
Festival Workshop
June 2011
Example: Beverley Folk Festival
Who will this segment attend with?
1, 2, 3. Partner or friend
What things have to go right in order for this segment to consider their experience to be a success?
1. Quality breadth of artists friendly welcome from Festival volunteers; clean attractive facility for camping
2. Safe Known names chance to learn something new,
3. Friendly welcoming atmosphere, meeting mates, convivial social occasions
What message will this market be receptive to (what will make them attend)?
1. Good quality music, friendly atmosphere, attractive location, good campsite, easy access
2. Know what they are coming to, interested in person or subject; not too folkie beer, beards & sandals
3. Meet your mates, it has the trad folk you love, you can join in good beer

26. British Council Vietnam
Festival Workshop
June 2011
Sharing
• Feedback on exercise
• Considerations?
• Concerns?