non-traditional sponsorship benefits · sunfest is florida’s largest music, art and waterfront...

Non-Traditional Sponsorship Benefits

How logos and listings aren’t enough anymore

Presentation review

Sponsors are demanding more from your sponsorship. Everyone wants to offer a “once in a lifetime” experience. From activation weeks prior to social media benefits, sponsors want to engage your festival audience with a customized program.

Help your client sell their “story” through sponsorship of your property.

Questions? Ask now!

Interruptions are more fun

SunFest is Florida’s largest music, art and waterfront festival

5 Days May 1 – May 5, 2013

31st Year

SunFest is a non-profit, 501-(C)3, volunteer-based organization $4.7 million budget 23-member board 25 committees 1,500 members 2,500 volunteers

SF was created as a tourist destination and to expand the shoulder season by keeping the snowbirds here a bit longer

So …. The Basics

A little about Sponsorship in general

What is sponsorship?

“A cash or in-kind fee paid to a

property in return for access to the

exploitable commercial potential

associated with that property.”

(IEG)

Which really means this…

Don’t ask for money from companies

but offer companies an opportunity

to meet their sales and marketing

objectives.

Sponsors Goals – don’t assume, ask!

“Ownership”

The ability to create a meaningful association apart from other sponsors and competitors.

physical spaces

events-within-events

participation in retail partnerships

charitable programs

Differentiation – standing out from the rest

Sponsor’s priorities? TraditionalYes, but how?

Branding Sampling, public awareness, association with

your brand

Sales Direct, indirect, partnerships

Hospitality Clients, employees

Community Relations Good corporate citizen, good/politically desirable

cause

Inventory

Title / Presenting

Official Products

Official Media

Event Components

Day Sponsorships

Site Opportunities

Nothing “fits”

Time to be creative, listen to your partner. What do they want?

What do I have?

Outside the box….

Opportunity Identification

Activation

“Sponsors will pay more to properties that can think like a promotional agency and find creative ways for a company to communicate with customers and enhance their experience”

IEG 4/19/05

Categories of activation

Co-promotions between sponsors

Features that drive traffic to a sponsors retail location / web site

Interactive consumer activities

Brand enhancement – making the sponsor’s brand “come alive”

Text Message Alerts

Austin City Limits text promo

Free ice tea between 12 and 2

Call to action

Incentive to get to event earlier

Specific sponsor promoted

A Few Examples

Hair Cuttery

Coupon

1 week banner ad on web

Featured in eblasts

Able to quantify

Extends length of sponsorship

Banners

To reach out to younger demo, FPL wanted to capitalize on stage sponsorship

Had to text from stage area to qualify to win

The only way to get web address

Tied to mobile marketing

Able to quantify

Increased FB #’s

FPL Front Row Promotion

Benefits Everyone!

Duffy’s discount to their MVP members

Perceived as exclusive offer for being a Duffy’s MVP

SunFest gets in front of 85,000

Ford

Stage Presentations

Visibility pre-headliners

Crowd Interaction

Display Space

Larger space to bring in tour

Added interactive components

59% increase in data capture

89% “opt in” for those that registered

60% increase over leads from 2010

On-Site Activation

Ford Presentation

Ford Presentation

Ford Presentation

Ford Presentation

The Crowd! – ok not really

Seminole Casino Coconut Creek

Goals:

Traffic

Relevance/Reach

Branding

Palm Beach County exposure

Seminole Casino Coconut Creek

4 week “Battle of the Bands”

6 bands per week

1 winner

Finale: 4 finalists compete to play at SunFest

Seminole Casino Coconut Creek

Year 2 became Exclusive Broward ticket outlet & Sold out

Year 1 revealed not enough traffic with just ShootOut

Print

Palm Beach PostAccent

City Link

SCCC 2011 Radio

Seminole Casino Coconut Creek was featured in one :30 and one :60 spot for SunFest. Donut: “Come out Saturday, April 30 for Seminole Casino Coconut Creek Day. And don’t miss the Rock-n- Roll Shoot out winner performing on stage. For more information visit sunfest dot com. Tag: Sponsored in part by Seminole Casino Coconut Creek . The spots ran as follows:

Spots ran on the following stations:

WEAT Sunny 104.3 WIRK 107.9WMBX X102.3 WPBZ Buzz 103.1WNEW B106.3 WKGR Gator 98.7WJNO 1290AM WLDI Wild 95.5WOLL Kool 105.5

pbpulse.com

WebSite

Seminole Casino

Coconut Creek’s logo

appeared in 4 email blasts.

Distribution 40,000 per blast

E Mail Blasts

FacebookSunFest has 20,700 Facebook Friends

Seminole Casino Rock N Roll Shootout finale with audience participation

Traffic Driving

Branding with on-site exposure SCCC presence at 4 entrances on Saturday, April 30

WZZR’s DJ’s and SCCC rep welcoming the crowds to the Shoot Out Winner’s Performance

TD Bank Multi Day ticket sponsor

Goals:

Branch Traffic

Branding

Community Support

Establish sellable inventory

SunFest wants advance ticket sales

TD Bank wants customers in stores

Created a multi day discount ticket for a limited time.

March Money Saver sponsored by TD Bank

TD Bank Reps welcome patrons at gates

More cost effective for sponsor

Bigger impact/ Stand out

Print – Palm Beach Post

E Mail Blasts

TD Bank Logo appeared in multiple email blasts

Facebook promotions

Be a fan to get entertainment announcements

Increased fans

More attractive to sponsors

Facebook - SunFest has 20,700 Facebook Friends

TD Bank’s March Money Saver was featured on SunFest’s Facebook page

Facebook

Traditional MediaTV, Radio, Print

How important is it to your sponsor?

Does it hit your market?

Does it hit their demo?

Don’t offer if not important

Even traditional media wants “Ownership” and unique experiences for their customers Love Shack

Crow’s Nest

Fireworks

Barge

End Results

Happy Sponsors

Multi year contracts

Successful partnerships

Winning! (and not in a Charlie Sheen kind of way)

More Questions?

Please send additional

comments or questions to

Stacey Halpin

561-315-6697shalpin@Comcast.net