World Snow Day gained some incredible exposure last year. With the announcement of the 2nd edition of World Snow Day taking place on 20th January 2012, many organisers are just beginning preparations for the next event. Undoubtedly they are looking to capitalise on the success of last year’s event. FIS Event and Sponsor Manager Marcel Looze was generous enough to take some time to offer some marketing tips for the 2nd edition.
Beginning with an easy question, how was the end to winter for FIS sponsors and events?
In general we are very happy with our partners. With Longines, Audi (for Alpine and Ski Cross), Viessmann, OMV, Hyundai and some others we have signed many sponsors up for the long term. This will give us the time to optimize the return on investments for those partners. At the moment we are also negotiating with potential partners for the very few open packages we have at FIS.
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 a great product since its intentions are so pure. Who does not want their kids to be happy and each parent is ready to invest in that. Once they understand that kids love to play on snow parents will take the time and money to make their kids happy. The other good thing about World Snow Day is that the set up allows many local partners to participate since the boundaries are very low. Of course we have some global partners but they are focussed on getting the best possible attention for World Snow Day of which all stakeholders will benefit.
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 the next piece 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 begin with.
- Connect with your National Ski 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.
What do you think of some of the items in the World Snow Day Toolkit e.g. power point presentations, sticker templates, document headers?
FIS support improves along the way and I am sure we can support the organisers with many free tools of value. The tools are always made with the philosophy that an organiser should be able to use them with their own content within the fixed World Snow Day look & feel.
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 great organisers around the world to join World Snow Day for 2013.