International Association of Libraries and Museums of the Performing Arts

Société Internationale des Bibliothèques et des Musées des Arts du Spectacle

The Bottom Line - Money

How to Sell Our Products and Raise Additional Funds

TOMCOM
Sponsorship & Event Marketing

Winds of Change - New Technology

21st International Congress

Helsinki, 31 August - 6 September 1996

Sponsorship is to hire an image of an activity and to use it in marketing

Understanding the Problems & Objectives of Both Parties

1. Why search for sponsorship - commercial cooperation
   1. The reduction of public money
   2. The difficulty of raising additional funds
   3. PR & marketing communication costs always come before income
   4. The need for external money for the production and public marketing

2. The key notes
   1. To understand the basic marketing objectives and strategies of organizations
   2. To analyse and understand the basic values, target audiences and venues of your activity
   3. To find the perfect match between your activity and the sponsor
   4. Planning and doing product developement work of your activity from the sponsor's point-of-view

Hype the Musical

The Starting Point

• to create and produce an entirely new youth-musical of an international scale
• The knowledge of the high production costs and reduction of public money
• The knowledge of the high marketing communication costs and a difficult target group
• The need of a new, interactive marketing concept to fulfill the financial and the marketing needs of the production
• To create an extensive, interactive network between the worlds of business, Hype and its target audience
• The need of wide publicity and visibility in the media

The Planning Phase

• Which are the key values of Hype?
• Which and how big is the target audience?
• How to reach the target audience?
• Research - how does the target audience feel about advertising and commercialism?
• Which are the interest areas of the target audience?
• Which are the main problems organizations meet in youth marketing?
• What can Hype offer the organizations to solve the problems?
• How much external money do we need to put together the production?
• Can we promise enough value for the invested money and time of the sponsor?

The Basic Marketing Concept

1. To create an entirely new set of alternatives which Hype sponsors can use as a part of their marketing communication
2. Not only a question to collect sponsorship money but to create an interactive marketing mix between the parties
3. To market the Hype name, logo and the cast to be combined in the marketing communication of the sponsor
4. To make the name and image of the production familiar to the target group of the theatre and its sponsors in good time before the first show
5. To achieve the best possible sponsor mix which, aside from providing financial support, would work for Hype marketing and for each other
6. Effective PR-activities for finding and creating media contacts for better public marketing

Product Development > Marketing Elements

• The right to use the name Hype in the marketing and products of the sponsors
• The right to use the Hype music and dances of Hype in the marketing of the sponsors
• The rights to use the cast and its members of Hype in the marketing of the sponsors
• The right to utilise parts of the musical to be used in PR-events of the sponsors
• Corporate visibilty on the outside walls and inside elements of the Swedish theatre
• The right of using the lounges of the theatre for PR-use of the sponsors
• The right to do PR and sell sponsor products in the theatre
• The right for sponsor visibility in the marketing and materials of Hype
• Special rights for utilising parts of the Hype performance in own PR-events

Hype Media Elements

What We Offered Our Sponsors

1. Possibility to name sponsor products by Hype
2. Possibilty to use the name of Hype in sponsor advertising and marketing
3. Possibilty to use pictures of and the cast members in advertising
4. Possibilty to buy own special Hype performances in the theatre
5. Possibilty to use the Hype music and parts of the performances in own PR-events
6. Possibilty to use the facilities of the theatre in special sponsor events
7. Possibilty to sell sponsor products and to do promotions in the lobbies
8. Possibilty to take benefit of the Hype direct marketing campaign posted in schools
9. Possibility to do advertising in the Hype PR-materials
10. To buy advertising space to a reasonable price from the Hype media sponsors
11. To give sponsor interviews in the programs on Radio Hype
12. To get advertising space on the walls of the theatre

How The Sponsorship Concept Worked

HYPE

The Success Story

• The Swedish Theatre - 526 seats
• 226 Hype performances (the optimistic objective was 50 performances
• Mega Hype in the Turku City Hall - 4 performances - 24,000 tickets sold
• Over 130,000 tickets sold
• 10 private performances for the sponsors (Coca-Cola performances, IBM launch, Philips dealer meeting, MTV, TELE Internal marketing event etc.)
• Presented in 73 TV-programs - product placement of the sponsors
• Presented on MTV and CNN
• TV - 2 x HYPE -document programs
• TV - 2 x HYPE - open air concert version
• 278 articles in the press where the sponsors were greatly represented
• 350 pictures in the press - 137 PR-pictures were produced by Hype
• An effective cooperation with the media ( HBL, Radio Ettan, Network)
• A huge amount of Hype products were sold by the theatre (Hype-CD, T-shirts..)

21st Congress

URL: http://www.sibmas.org/congresses/sibmas96/hels03.html