BRENT IMONENMay 15, 2009
SPONSORSHIP OPPORTUNITIES
FOOD & BEVERAGE – FROM BASICS TO BUZZ
HAWAI’I TOURISM AUTHORITY | 2009 FESTIVALS & EVENTS SEMINAR
Agenda
• About
• The Basics
• Industry Trends
• Food & Beverage Opportunities
• Examples
• Lessons Learned
Definition: Sponsorship
An individual or organization that pays some or all of the costs involved in staging a sport or artistic event in return for advertising.
Why Food & Beverage Companies Sponsor Festivals & Events.• Increase brand
awareness and brand loyalty
• Drive product trial and education
• Stimulate sales and retail traffic
• Gain access to new consumers
• Create exposure
Why Festivals and Events need Food & Beverage Partners.• Subsidize and/or
offset event costs• Add value to
programs• Activate essential
categories• Elevate brand
presence
Trends: Food & Beverage Industry
• Consumer spending on food fell to a 62 year low during Q4 of 2008. WSJ (April 21, 2009)
• Food executives worry that shoppers will indefinitely tighten their spending
• Shopping behavior is changing. • 62% of marketers feel that traditional advertising is no
longer as effective as it once was… Brandweek (December 8, 2008)
• 70% of all brand purchase decisions are made at retail Brandweek (June 3, 2002)
Opportunities Abound: Eat or Be Eaten
In Response to those statistics food manufactures and stores are getting creative:
– Kraft – Nestle – Campbell’s – Dole
Feast or Famine:Be Part of the SolutionBe relevant to your consumer and your sponsor
• Keep partnerships simple, practical, beneficial
• Understand your audience• Be creative• Activate commercial potential
– Sampling – Branding – Relationship Building – Revenue Generating– Global Appeal
Fuel Your Event: The Sponsorship/Partnership Relationship
• Know your event needs• Identify and bundle assets• Create new deliverables• Leverage corporate social
responsibility• Decide on sponsorship benefits • Divide categories into usable,
sellable parts
• Research the industry • Deliver more• Initiate retail relationships • Activate, execute and monitor • Over deliver• Stay in touch
Sampling: Entice Their Appetites Through Sampling• Find other
revenue opportunities
• Research the trade journals and business section
• Offer a turnkey sampling experience
• Document Efforts
• Follow up and be persistent!
Program Measurement: An Industry Template
Measurement of the program is about bottom line results
• Total number of cash register receipts to determine number of individual purchases
• Count number of spoons/cups used during the event to determine the number of direct sampling
• Count the number of people each sampler directly interacts with to determine the number of direct consumer touches
• Assess the number of people who walk by and view the booth to determine the gross number of impressions
• Evaluate the competitions tangible and intangible presence• Document with pictures and report on booth, signage, and other
included benefits
Lessons Learned: Promote Strengths
• Embrace your uniqueness
• Tap Hawaii’s national appeal
• Partner with retail• Promote off-venue
opportunities• Put yourself in their
shoes
Top Related