FIS Marketing Manager Marcel Looze gives some great marketing advice to current and potential organisers
World Snow Day has been an incredible event that gained a huge amount of media attention. Amongst the many goals of World Snow Day, FIS sought to create an event that was controlled by the local Organisers for the people. Within this aim FIS wanted to provide the event organisers with a platform to reach new partners and potential sponsors. From the reports received so far this goal is being achieved and many organisations have been able to find and grow new partnerships. On the back of this wonderful news, the World Snow Day team were lucky to interview FIS Event and Sponsoring Manager Marcel Looze to offer organisers and potential organisers some advice when preparing a search for partners for the World Snow Day 2013.
1. Beginning with an easy question, how was your World Snow Day event?
World Snow Day for me was a great thrill this year as I was travelling between the Youth Olympic Games in Innsbruck and the Hahnenkamm Races KItzbühel. This opportunity to go between events was a truly an eye opening experience because I was able to compare the young athletes at the Youth Olympic Games with the professional athletes of the World Cup circuit. The standard of competition at the Youth Olympic Games was far beyond my expectation. I would not be surprised to see many of those young athletes competing on the World Cup shortly.
2. World Snow Day has gained a lot of media attention. Can you give us
an insight into what you think of the marketing potential of World Snow Day for our organisers?
World Snow Day is an Incredible opportunity. The best element of World Snow Day is that it is an initiative from local people for local people. But by having numerous local Organisers all around the world the local Organisers receive global attention. In my opinion, World Snow Day provides an opportunity in which both parties benefit. Organisers are able to stage better events through partnerships and partners are able to find global attention but connect with the local people in a very direct and fun environment. Additionally by having FIS guide the global campaign we are able to help establish vital contacts, one great example was Eurosport.
3. What is your best advice for an organiser when approaching a potential partner?
First before approaching a potential partner or sponsor:
- Evaluate what you have and firstly compare it to the goals you have set: Were you successful in achieving your goals or not?
- What can be improved for next season?
- Can the bar be raised for the next World Snow Day event?
- Only build on what you have not what you don’t
Be prepared that partners and sponsors will ask you for the goals of your event so make sure you can answer them confidently. Once you have answered the above questions there next advice I would give is:
- Look locally first and begin to motivate people in the area you are in. These people will be the ones who will be attending your event so they need the most attention. Schools are one great place to motivate people
- Connect with your national association. They have good contacts which they may be able to share.
- Don’t limit local opportunities. If you find a national sponsor make sure that it does not exclude the possibility of including a local partner in your event.
4. What do you think of some of the items in the Toolkit e.g. power point presentations, sticker templates, document headers?
My biggest advice is to see them. These are free tools that not a lot of people have at their disposal. From my understanding there is also a lot of flexibility meaning you can add your own text and images which gives your event a greater identity. So be creative and leverage this toolkit - it a great item from the World Snow Day team
5. A final Word?
World Snow Day is great opportunity for all. It’s a little like the Olympic Games in that you connect with the values of World Snow Day while adding your own identity. For example, look at the Sochi 2014 Games. It’s an Olympic event but it has its own Russian flavour. And finally get planning now for World Snow Day 2013. The team have promised that it will be bigger and better but also the more time you have to plan the better your marketing will be.
Thank you very much to Marcel for the great insight and helpful advice. We hope this information has been insightful and will motivate more wonderful organisers around the world to join World Snow Day for 2013.