Air Show Marketing & Sponsorship. Kim Dell C.K. Newcomb & Associates Cleveland, Ohio

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2 Air Show Marketing & Sponsorship Kim Dell C.K. Newcomb & Associates Cleveland, Ohio 2

3 Quantify needs and motivations of the event s participants and visitors Develop and sell products that meet the needs Build a communication program which expresses event s purpose/objective 3

4 Air Show marketing generates event revenue and is comprised of two main areas: Corporate Sales Promotions 4

5 Corporate sales seeks to maximize revenue outside of the General Admission attendance to the Air Show Encompasses three main areas: Sponsorships Entertainment Seating/Hospitality Advertising 5

6 Promotions seeks to maximize the General Admission attendance at your event. Encompasses three main areas: Publicity Media Cross-Promotions 6

7 Website Most Important Promotional Tool Good Quality Easy to Use/Minimal Download Time Update Often 7

8 Press Releases Focus to maximize media attention from six weeks out through show weekend 8

9 Printed Material Carry theme through 9

10 VIP Coordination - Opening Ceremonies - Media Events - Social Functions 10

11 Distribution Channels Use existing organization to distribute materials locally (coupons, ticket order forms, posters, etc) Clubs and Groups 11

12 Radio 12

13 Radio Case Study Target Key Stations 13

14 Radio Case Study Pitch Promotional Concepts Q104 Top Gun Retro Rewind Trivia Contest 14

15 Radio Case Study Promotional Concept Trivia Contest surrounding the hit 1980 s movie Top Gun and the Air Show Winner Receives 4 VIP Air Show Tickets 1 Top Gun Movie Poster 1 Retro Bomber Jacket Contest could be expanded to include Top Gun Retro Night at the Velvet Dog Nightclub 15

16 Radio Case Study Proposal (Air Show Provides): 100 General Admission Tickets (Value = $1,300) 4 Banner Spaces (Value = $1,200) PA Announcements (Value = $1,000) 10 x 10 Display Space (Value = $1,000) Prize Package (Value = $500): 4 VIP Air Show Tickets 1 Top Gun Movie Poster 1 Retro Bomber Jacket Total Value = $5,000 16

17 Radio Case Study Proposal (Hard Costs): Amenity Quantity Retail Value Hard Costs Tickets 100 $1,300 $0 Banners 4 $1,200 $80 PA X $1,000 $0 Display 1 $1,000 $500 Prize X $500 $100 Total $5,000 $680 17

18 Radio Case Study Proposal (Radio Station Provides): 75 Produced Promos over 2 weeks (Value = $5,000) 20 On-Air Contests over 2 weeks (Value = $2,000) One in-studio interview with performer (Value = $1,000) Hyper-link on station website (Value = $1,000) Total Promotional Value = $9,000 18

19 Radio Case Study Win-Win Situation: Station receives unique prize/contest for listeners Station can sell trivia night to potential advertiser Air Show receives $9,000 in promotional value for $680 in hard costs Air Show can expand promotion via hyper-link 19

20 Radio Case Study Follow-up: Generate contract Provide on-air copy Process tickets/credentials Logistics banners, PA copy, arrange interview, pull winner, etc. Obtain avails and send thank you 20

21 Television Target TV and Cable stations within 75-mile radius 21

22 Print 22

23 Outdoor 23

24 Media Rides and Interviews 24

25 Media Show 25

26 Promotions Media Media Center 26

27 Partner with retail outlets, media outlets, sponsors and local attractions to create win-win situations. 27

28 Discount Coupons 28

29 Sponsor/Retail Promotion 29

30 Remote Ticket Outlet T-Shirt Sponsor 30

31 Contest/Sweepstakes The sky is the limited be creative! Contests/Sweepstakes can be conducted via retail outlets, media outlets, online, at the air show, etc. Kids can Reach for the Gold and become a Golden Knight Crew Chief for the day. 31

32 Contest/Sweepstakes Fans can enter online for. a chance to be a pole holder. 32

33 Contest/Sweepstakes Businesses have a chance to win Corporate Entertainment Seating at the air show by tuning into the local business radio station. 33

34 Contest/Sweepstakes Sizzling Shockwave Contest where fans have the chance to win a private meet and greet with Shockwave! 34

35 Corporate sales seeks to maximize revenue outside of the General Admission attendance to the Air Show Encompasses three main areas: Entertainment Seating/Hospitality Advertising Sponsorships Johnsonville Official Brat of the Air Show 35

36 Air Shows deliver top-flight corporate entertainment Provides revenue for event and repeat customers 36

37 An Air Show offers advertisers a unique and cost-effective opportunity to promote their products and services to a large audience. 37

38 Souvenir Program 38

39 Display space 39

40 Red Display White Display Blue Display 40

41 On-site Exposure Air Shows provide a number of on-site exposure opportunities with mobile spectators spending an average of 6 hours at the event. 41

42 Balloon/Inflatable Flight Line Banners Flight Line Markers Autograph Tent Media Center 42

43 Parking Signs Street Location Signs Announcer Stand Tower Banners PA Announcements 43

44 Sponsorships are a form of advertising that seeks to establish a deeper association and integration between a company/product and the event. 44

45 Sponsors Value Event Assets: Audience Advertising and Promotions Signage Tickets Hospitality Exposure Profile in your community Packaging of these assets is key to being able to obtain their maximum potential and value. 45

46 Increases Sales Creates a bond between event and product or service that leads to increased sales. Purchase a 12-pack with your Loyalty Card and automatically entered to win-a-ride with an Air Show performer. 46

47 Allows a company direct interaction with its consumer Sampling, product displays or demonstrations 47

48 Creates a memorable and relevant experience Community Involvement Celebrity Attraction 48

49 Defines and enhances the brand SAAB Born from Jets sponsorship objective is to raise awareness of the storied Swedish carmaker as a premium brand that offers aircraft-inspired design and performance. 49

50 Step 1 First Question: how can you solve one of their needs, meet one of their goals Step 2 Research: now you have the answer to question one 50

51 Step 3 Inventory your assets Audience Advertising and Promotions Signage Tickets Hospitality Exposure Profile in your community Step 4 Review your competition 51

52 Research How? Internet Local Ads Other sponsored events Local, national Geographic territory Vendors/Suppliers Board Members Business Expos Decision makers Local, regional 52

53 Step 5 Devise sponsorship package based on your assets and how you can use your property s strengths to meet Company X s needs Launch of new/extended programs, increase/new revenue B2B or cross-promotion opportunities Logical tie between promotion/air show/company Step 6 Don t pursue it if it doesn t fit! 53

54 Large Corporation Timeline/plan ahead way ahead! Budget considerations - timeframe - decision makers Want Custom Packages Addressing Company Goals/Needs Not as interested in traditional perks What makes your event different? How can you add value? 54

55 Small Local Business Don t price yourself out of market More willing to work on shorter timeframe Sponsorship still a brave new world Convincing: why is sponsorship more effective than advertising alone? More accepting of traditional packages Leverage opportunity for them 55

56 According to IEG, it takes 12 no s for 1 yes! Average time to sell is 6-15 months Determine good prospects one year in advance Invite prospects to your show so they can visualize the event 56

57 Sponsorship Intro Letter Sell benefits of event; not features Outback Intro 83% of spectators dine out every 7-10 days natural marketing link Basic history/summary of event Audience profile Call to action May include brochure or other supporting material 57

58 Sponsorship Intro Package Overview/History of event Marketing Benefits Demographics Psychographics Media/Promotional Value General Packages with Price Range Community Benefits/Foundation/Donations Fact Sheet 58

59 The Sponsorship Proposal Tailor your package to the sponsor Shows understanding Shows you ve done your research Official Vehicle Sponsorship (Example) Drive & Fly Away Contest Test Drive Area Showcasing Car on Runway 59

60 Sponsorship Summary Proposal (Hard Costs): Amenity Quantity Retail Value Hard Costs Tickets 100 $1,300 $0 Banners 4 $1,200 $80 PA X $1,000 $0 Display 1 $1,000 $500 Promo X $1,000 $100 Total $5,500 $680 60

61 Real World Air Show Style (staff of one) Create sponsor package for core categories: Auto Retail Packaged Goods Telecommunications Credit Cards Banks Computer IT Medical/Pharmaceutical Insurance 61

62 Preparing for Presentation Secure an in-person meeting Pre-flight your brief Arrive early Don t bring the battalion Use video (short) if available; sets stage/excitement 62

63 Event Overview Short History Prestige of Event Audience Awareness Demographics/Psychographics Media/Promotional Value Community Benefits Future of event Create value in your show Deep Breath listen and watch for feedback 63

64 Sponsorship Rights & Benefits Sponsorship Level Event Naming Rights Category Exclusivity 64

65 Sponsorship Rights & Benefits Advertising and Promotional Benefits Retail Cross-Promotion Media Opportunities/Inclusion Online Opportunities Association with Performer Mailing Lists Cause Promotion/Cause Overlays 65

66 Sponsorship Rights & Benefits On-Site Exposure and Benefits Display Space, Sampling, Product Demonstration Program Ad Space PA Announcements Corporate ID On-Site Banner Space 66

67 Sponsorship Rights & Benefits Hospitality Entertainment Seating Options, examples General Admission Tickets Credentials Air Show Receptions 67

68 Sponsorship Fee & Terms Cost Option for Future Years Implementation Close listen and watch for feedback Next Steps 68

69 Next Steps Beware The Boss Loves It Who Is The Decision Maker? Don t Be Afraid To Say No Follow-up Next Steps Thank You Note If they say no find out why 69

70 Signing Official Clarify the name on the contract verse who will facilitate the sponsorship Advertising & Promotion Outlines the sponsors advertising & promotional rights with respect to being an Official Sponsor. Public Identification and Use of Trademark 70

71 Sponsorship Fee & Expenditures 25%-50% at contract signing Payment date or balance Payment due month prior to air show Refund policy Multi Year Sponsorship include payment schedule for each year Detailed Sponsorship Amenities Square Footage of Chalet Area Number of Parking Passes Deadlines 71

72 Force Majure Protects event from acts of God, etc. Indemnification & Insurance Indemnify and save harmless sponsor from any liability, lost, cost, etc. arising from injuries, death or property damage resulting from the conduct of the Air Show State of Law Agreement is governed by and construed according to the laws of the State of 72

73 Option For Future Years with Deadline Option to renew agreement under same terms OR Option to renew provided agree on terms and conditions Term Commence on date contract is signed and end one month after event Entire Understanding Agreement contains entire understanding between the parties 73

74 Communication Assign Sponsor Liaison/Intern Fax reminder for banners, PA announcements, etc. Develop detailed information packets with maps, setup/tear down procedures, event times, etc. Distribute Credentials/Tickets One Month Prior Anticipate late needs - more tickets, chairs, tables, etc. Don t be afraid to say no Keep your Sponsors in the loop Small gifts, cards (year round reminders) 74

75 Quick Summary One page within 48 hours of event Preliminary attendance figures Preliminary media coverage Expected date of complete report 75

76 Final Report 30 Days After Event Generic Portion Summary Paragraph Demographics/Psychographics Photos Media/Promotional Summaries Clippings Don t hide negative/explain changes from previous years 76

77 Final Report 30 Days After Event Custom Portion Sponsor Specific Photos Return on Investment (ROI) Change in attitude/propensity to purchase Number of qualified leads Increase in sales compared to same time/region or region compared to national Clients/customers entertained Dealer/employee involvement Media equivalencies and impressions Traffic to company website 77

78 Set meeting within 30 days of event Deliver custom report Commitment for following year Contract signed within 30 days Sponsor reception/other public appreciation 78

79 Develop month-to-month plans for both Corporate Sales and Promotions. Update and revise each year. Develop a hard costs summary form for sponsorship, trade and promotional agreements. Develop monthly reports for both Corporate Sales and Promotions. 79

80 Air Show Marketing 80

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