BRENT IMONEN May 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 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 Solution Be 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 IMONEN