The sponsorship for the Travel show and for Florence and the Machine.
“Sponsorship is a mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.”
-Masterman, Guy (2007) Sponsorship For A Return on Investment, London: Elsevier.
Sponsorship has to be relevant to the event and in order to do that it is critical that they are aware of their target market.
Firstly focusing on TNT Travel Show.
Using KMR Software to identify the type of people that had taken holidays and short break holidays over the past 12 months I could establish the type of market the travel show would be intended for;
It is important that the right target market is defined as there is certain types of advertising which will apply more to certain people, Such as; an elegant romantic advert for a perfume such as ‘Chanel’s’ adverts are clearly aimed at females and also look expensive like the perfume itself so are aimed at a higher financial band.
Whereas a comical advert such as the ‘Old Spice’ advert is aimed at females mainly to buy for their husbands, but also males because of its humour. The product is cheaper and the ad reflects that and is directed to a lower social grade which is also important when picking the sponsors of the event.
The choice must be related to the type of event but also have a matching target audience too, otherwise the people whom are directed to your site will have no interest in the event and it would be the same as having no sponsor at all. This is also important when picking the venue, and some consideration should be taken as to if the venue has sponsors and if so do they match your event?
As KMR shows the types of people who may attend these events e.g. the ones that are going to be going on holiday or booking holidays are:
- Least likely to be aged 15-24 and most likely to be aged 35-44.
- They are most likely to be social grade A, and least likely to be social grade E.
- And the more money earned has a clear positive trend towards how many of that salary group went on holiday.
Although this information is not absolutely the same as the target market drawn up by the Travel show itself drawn up from the information of the past attendees it is very similar and shows the same trends.
This is the list of sponsors to the event, The Travel shows sponsorship is corporate based as appose to trusts and foundations or individual giving.
TNT Travel Show 2012 has hand-picked a supporting choice of the top youth travel names as associate sponsors to share their expertise.
The Flight Centre is the headline sponsor at the event, alongside three associate sponsors including industry tax, financial and migration expert, 1st Contact; travel and backpack specialists, Gapyear; and adventure travel company- Travel Talk.
Outdoor clothing and equipment supplier; Kathmandu, is the partner sponsor for the stage area – to be called Kathmandu’s Big Stage and the seminar rooms will be named the ‘Travel Seminars sponsored by Kathmandu’. The sponsors will also be represented with stands at the show.
These sponsors are all interested in being represented by the travel show because they are the UK’s leading free Travel Show. They are also a welcome match to the show because they are all leaders in specific areas of travel.
TNT Multimedia CEO, Kevin Ellis says: “We’re delighted to be in such good company with this year’s sponsors, each one a leader in their field. The support and presence on the day of these companies will add further kudos to the reputation of the show, and will no doubt prove a huge draw to the thousands of visitors who come to plan and book their travels.”
Focusing on Florence and the Machine.
As the Arts is the 3rd biggest sector for sponsorship in the UK, with a 14% share of the market it would be expected that sponsoring events such as live performances and artists tours would have positive benefits. However after looking for a sponsor of the tour many times it is apparent there are no sponsors. In fact as for artist’s tours, I looked at a few other artists and they did not have sponsors for their tours either.
Although I would say that it would be a good for businesses to join up with these sorts of event(s) as sponsors, and for a business such as virgin phone company who are already linked with live performances (V Festival), they have the target customer potential because of the variety of people who take out phone contracts and being linked with artists will make the company appeal more to fans of Florence and therefore choose that company over others, which would mean for a company like that to sponsor the tour there would be a good return on investment.
Nonetheless it is the case that Events like these do not tend to have sponsorship.
References
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