Chapter 1 – Structure of Living Things Lesson 1 – Cells © Brent Coley 2009 | .
BRENT IMONEN May 15, 2009
-
Upload
roary-holloway -
Category
Documents
-
view
29 -
download
3
description
Transcript of BRENT IMONEN May 15, 2009
![Page 1: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/1.jpg)
BRENT IMONENMay 15, 2009
SPONSORSHIP OPPORTUNITIES
FOOD & BEVERAGE – FROM BASICS TO BUZZ
HAWAI’I TOURISM AUTHORITY | 2009 FESTIVALS & EVENTS SEMINAR
![Page 2: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/2.jpg)
Agenda
• About
• The Basics
• Industry Trends
• Food & Beverage Opportunities
• Examples
• Lessons Learned
![Page 3: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/3.jpg)
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.
![Page 4: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/4.jpg)
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
![Page 5: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/5.jpg)
Why Festivals and Events need Food & Beverage Partners.• Subsidize and/or
offset event costs• Add value to
programs• Activate essential
categories• Elevate brand
presence
![Page 6: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/6.jpg)
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)
![Page 7: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/7.jpg)
Opportunities Abound: Eat or Be Eaten
In Response to those statistics food manufactures and stores are getting creative:
– Kraft – Nestle – Campbell’s – Dole
![Page 8: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/8.jpg)
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
![Page 9: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/9.jpg)
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
![Page 10: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/10.jpg)
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!
![Page 11: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/11.jpg)
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
![Page 12: BRENT IMONEN May 15, 2009](https://reader035.fdocuments.net/reader035/viewer/2022062422/568131de550346895d984495/html5/thumbnails/12.jpg)
Lessons Learned: Promote Strengths
• Embrace your uniqueness
• Tap Hawaii’s national appeal
• Partner with retail• Promote off-venue
opportunities• Put yourself in their
shoes