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

THANK YOU for your participation.

BRENT IMONEN808.285.6667brent@pacificrimsports.com