2. British Council Vietnam
Festival Workshop
June 2011
What to Look for in Potential
Business Sponsors
• Profitability
• Turnover
• Longevity
• Business Sector
• Nature of shareholding
• Potential fit
3. British Council Vietnam
Festival Workshop
June 2011
Categories of Sponsorship
• Brand /Title Sponsorship
• Category Sponsor within Festival
• Event sponsor within Festival
• Non Event specific e.g. Corporate
Membership/Friends
8. British Council Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 2011
Overview of Sponsorship Planning
Objectives
Prospect research
Case for support
Feedback
The approach
Relationship management
Assessment of outcomes
10. British Council Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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
21. British Council Vietnam
Festival Workshop
June 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.
• HSBC's 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 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 Vietnam
Festival Workshop
June 2011
Exercise
• Think about DMIAF target sponsors
• Choose one potential sponsor
• Use template to create a Sponsor Information
Checklist
