Sectors to Watch

Our industry is growing faster than ever. The Canadian Sponsorship Landscape Study has clearly revealed that fairs and festivals are the most consistent growth sector in our industry. More brands are flocking to be associated with music and community festivals. The US Entertainment Consumer Report reports that 43% of music fans notice when a brand or product sponsors an artist or brand. Reaching these fans is important; while they represent only 40% of music consumers overall, they account for 75% of spending on music. Separate results suggest that some of these fans will be persuaded by the brands’ promotional activities to try a product. There is a reason that music and festivals continue to grow. Mark Harrison and his team at TrojanOne will demonstrate the art of sponsorship and festivals at the Canadian Sponsorship Forum hosted by the RBC Bluesfest in Ottawa in July.

Another sector to keep your eyes on is municipalities. This sector astounds me. Municipalities own a great many buildings, programs, festivals, events, sports, recreation facilities, and parks. Until a few years ago, they were the sleeping giant. But now, they have clearly awakened with a large number of them investing in sponsorship inventories and valuations to determine what they have to sell, what it is worth, and the level of revenue they can bring to municipal coffers without raising taxes and user fees!

For many municipalities with which we have worked, small and large, this has truly been a successful undertaking. Our clients-the Cities of Toronto, Edmonton, Calgary, Kelowna, Swift Current, the  Town of Kindersley, Resort Municipality of Whistler, and others-have all seen success as they have entered into, or become more professional with their sponsorship programs.

This week, I am in Niagara Fall attending two conferences-the Canadian Association of Municipal Administrators (CAMA) and the Federation of Canadian Municipalities (FCM).  The 2013 Consumer Sponsorship Rankings, Canada’s only annual research study and the largest study of its kind surveying average consumers about sponsorship, has shown repeatedly that over 65% of Canadians believe that municipalities should be seeking corporate sponsorship and over 85% feel that corporate brands should be able to sponsor public spaces such as hockey rinks, pools, ball parks, and recreational facilities. This Saturday, I have the honour of speaking at a breakout session of the FCM Conference to over 150 municipal leaders who are interested in learning how to make money from sponsorship, and deliver sponsorship marketing results and ROI for the brands that see the value of being associated with municipalities. The giant has awakened and there is truly a new player in the game.

These are just one person’s thoughts. Yours are welcomed as well. Please add your thoughts or comments below. Thank you for reading and your feedback.

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