Gabriella Krite’s Post

At The Kite Factory we talk a lot about Owned, Earned, Shared and Paid. Often the least explored area is “Shared” which covers corporate and commercial partnerships which can often be an extension of sponsorships. When it is done well these sorts of collaborations don’t only help both parties but create a big splash, Spotify are past masters with great examples alongside Uber & Starbucks. However, as with every marketing strategy success is all down to execution and I have just experienced a 101 on how not to deliver a successful partnership. I was lucky enough to attend the Olympic Games in Paris where Visa are a headline partner. Once inside an Olympic venue you were unable to use any cards except Visa, this isn’t new. However, unlike London 2012, when I queued at several large foot outlets with 5 checkouts 4 were Visa only with no queues and 1 was cash with a huge queue. If you wanted to use another card, tough, find a cash machine. I saw countless examples of food being left on counters by angry customers due to the lack of any signage. Some outlets were Visa only, didn’t accept cash at all so as a non-Visa customer you couldn’t buy their products, funnily enough none of those stalls had queues. I didn’t even choose to be a non-Visa customer, my bank made that partnership decision, but now all I and many others will feel for Visa is resentment. Why are they using this platform to create negative experiences and perceptions for non-customers? Is the upside for Visa customers really enough to offset this? Frank Cooper III, the CMO of Visa said, “Visa believes that it has the opportunity through our sponsorship to add value to the fan experience” and added “As the top payments brand in the world, we seek to remove friction from transactions”. Even more ironically one of the core reasons for the partnerships is aligned values of inclusivity! Reality is that Visa pay enough to dictate the rules of the game and the Olympic Committee have consistently shown their prioritisation of profit with the removal of all concession tickets, I paid the same for myself my 4-year-old and my 75 year old father in law to attend events. By devaluing the spectator experience, the games in turn will become devalued in a crowded entertainment market. It’s time for the likes of Visa and The Olympic Committee to look to the future rather than sacrificing their morals for a fast buck.

Sound Sponsorships - 10 Strategies for Musicians Negotiating a Sponsorship Deal 1 - Know Your Value: Understand your reach, influence, and demographic. Sponsors want to know their investment is going to pay off. Present clear statistics on your fan base, engagement rates, and past successful partnerships. 2 - Define Your Needs: Before entering negotiations, know exactly what you want from the sponsorship. Are you looking for financial support, products, promotional help, or a combination? 3 - Research Potential Sponsors: Target sponsors whose branding aligns with your image and values. A sponsor that shares your audience or ethos is more likely to benefit from the partnership and therefore more likely to engage. 4 - Prepare a Professional Proposal: Your proposal should include who you are, your achievements, what you are offering the sponsor, and what you are asking for. Be clear, concise, and compelling. 5 - Highlight Mutual Benefits: Focus on how the sponsorship will benefit both parties. Showcase how the sponsor's brand will gain visibility and engagement through association with your music and brand. 6 - Start High, Be Ready to Negotiate: Ask for more than what you expect to receive. This gives you room to negotiate down without underselling yourself and ensures you end up with a deal you're happy with. 7 - Be Clear About Deliverables: Specify what you will provide in return for the sponsorship. This might include logo placements, shoutouts at shows, social media posts, or wearing their brand during performances. 8 - Seek Legal Advice: Have a legal professional review all sponsorship agreements before signing. You need to fully understand the terms, commitments, and any potential liabilities. 9 - Consider Long-Term Potential: A good sponsorship can be more than a one-off; it can be a long-term partnership. Consider the long-term potential and how you might build upon this relationship. 10 - Maintain Your Integrity: Don't compromise your values or brand for a sponsorship. The right sponsor will respect your artistry and image and will want to support you without imposing damaging changes.

Interesting Economics!!! :"Swiftonomics" refers to the significant financial impact of superstar Taylor Swift on various countries' economies. Her concerts are so influential that they've begun to affect the GDP of these nations. For instance, following her concert in Singapore, the country reported a year-on-year growth of 2.7 Taylor Swift’s concerts are more than just entertainment—they’re becoming an economic force. Her Eras Tour in 2023 generated $1 billion in revenue and drove $5 billion in consumer spending in the US alone. In countries like Singapore, her concerts have even contributed to GDP growth, with more than half of the attendees coming from abroad. India is poised to witness a similar phenomenon with the upcoming Coldplay concert, which has generated a response that rivals SME IPOs in the country. Reports suggest that for approximately 150,000 available tickets, there were nearly 1.3 million visitors to the entertainment and ticketing platform BookMyShow. This surge in traffic caused the platform to crash seconds before ticket sales went live. Due to this overwhelming demand, Coldplay has announced an additional venue for their performance. India has seen the advantages of such large-scale events over the past couple of decades, especially with the advent of the Indian Premier League (IPL) series. The economic benefits have spilled over into other sports, turning them into lucrative events. Even within cricket, district-level leagues have become profitable and attract significant attention, showcasing the potential for widespread economic impact across multiple sectors. The event management industry is rapidly evolving into a significant force in India. Zomato's recent acquisition of Paytm's event ticketing arm for Rs 2,048 crore is a testament to this growth. The food delivery giant is now set to launch 'District', a new app that will enable customers to discover and book restaurants, as well as purchase tickets for movies, sports events, live performances, and more, showcasing the industry's rapid and impressive growth. Currently, BookMyShow dominates the market with a 75 percent share. According to brokerage firm Elara, India's ticketing business — which includes sports, live events, and cinema — is valued at about Rs 1,500 crore, based on a 7 percent convenience fee typically charged by ticketing platforms. Zomato aims to capture this lucrative market, projecting ticket sales worth Rs 20,000 crore annually within the next two years. As disposable incomes rise, India is poised to host an increasing number of such large-scale events. The trickle-down benefits of these events are well documented, making it an industry that deserves further encouragement and support.

Welcome to VenuesNow’s annual Impact International: UK/Euro edition, which once again celebrates our colleagues who are making great strides, championing worthy causes, and excelling in their respective line of work. It’s not been an easy year in Europe, given the increased costs on all fronts, which made life hard for both the fans and the makers of entertainment. So far, evidence of a reluctance to buy tickets is anecdotal. If music fans are saving money, it’s not on live shows. Exceptions confirm the rule. The real issue is the general cost of touring, which can be felt by the grassroots sector above all else. Up-and-coming acts touring the grassroots circuit are on the road for short periods only, and the venues able to host them are under threat. One needs scale to make it worthwhile in the current economy. Sustainability, and diversity are other common themes that are currently high on the agenda of this year’s Impact International honorees. It’s clear that navigating this business, overcoming its challenges, and reaping its rewards, requires people to operate at the top of their game, whichever role they play in this ecosystem. And that is the thing all of this year’s nominees have in common. Enjoy the read, be inspired, and join us in congratulating our VenuesNow 2024 Impact International: UK/Euro Honorees! Ray Winkler STUFISH LIMITED, Rebecca Kane Burton Oak View Group, Anna Sjölund ASM Global, Paul English, Peter Taylor Daniel Cuffe Cuffe & Taylor Live Nation Entertainment, Alison Tickell Julie's Bicycle, John Drury OVO Arena Wembley, Guy Dunstan Co-op Live, Philipp Musshafen AG Hallenstadion, Steve Sayer The O2 Visit the 2024 Impact International : Europe hub here https://lnkd.in/en_2j6vu

😢 Spare a thought this week for one of the region’s most trusted brands. The Co-op group prides itself on ethical values, sustainability and fair trade. Just four years ago it reset its brand to focus on those simple and trusted pillars. But in committing £100m to a 15 year sponsorship deal for the new Co-op Live arena, operated by Oak View Group (OVG), its name is now associated with the botched launch of a project it ultimately has no control over. 🎶 Cock-up Arena, Co-op Chaos, Co-flop Arena may be the phrases being bandied about this week by members of the public, after planned concerts at the new £365m Co-op Live Arena featuring Take That, Peter Kay and rapper A Boogie Wit Da Hoodie were scrapped. 😡 The statement we shared with readers this week from the Co-op Group was laced with fury at the disastrous launch, demanding a clear plan of action. 😇 Reputationally, the city of Manchester has been rescued by the audacious actions of the rival AO Arena, operated by another American entertainment industry giant AEG. My hunch is that punters will be forgiving of the Co-op itself, and are savvy enough to know it’s not their fault. But where it really matters the reputation of Oakview is the one that will take the longest time to recover. Friends of mine who have sponsorship packages are getting anxious they’ve wasted their money. 🙏 But artists, their agents, tour promoters in the music and sports industries, will need some serious reassurance from OVG. As we speak, contingencies will be being made for artists who want to play a music loving city like Manchester, but avoid the calamity that may befall a commitment to the new venue. 🎭 Before all this chaos ensued, talk was all about whether Manchester could sustain two venues of such similar size. 🙏 The irony is that without the original Arena being there to bail it out, it could all have been far worse for everyone.

𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝗴𝗲𝘁 𝘄𝗵𝗲𝗻 𝗽𝘂𝘁 𝗮 𝗺𝘂𝘀𝗶𝗰 𝘁𝗲𝗹𝗲𝘃𝗶𝘀𝗶𝗼𝗻 𝗻𝗲𝘁𝘄𝗼𝗿𝗸 📺 𝗮𝗻𝗱 𝗮 𝗯𝗮𝗻𝗸 🏦 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿 ? Nobody would have guessed - but in 2002, I launched the MTV Credit Card in Singapore in partnership with UOB bank. This wasn't just a card; it became the trendsetting status symbol for a generation of young professionals. The success didn't stop there—we went on to launch the MTV Credit and Debit Cards in Malaysia, the Philippines, Brunei, and Indonesia, setting the bar high for brand collaborations. This project was a masterclass in innovation, proving that magic happens when two powerhouse brands from different worlds join forces. Let me take you further into the world of 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻𝘀 (past and present) -- where you get to see some of the best, most creative and most unexpected brand partnerships. - 𝗙𝗶𝗻𝗱 𝗼𝘂𝘁: - ☑ how merging resources, ideas, and expertise can spark new possibilities ☑ how brand collaborations can amplify reach, enhance credibility and more ☑ how global brands like McDonald's, SMEG, D&G, Heinz and Airbnb are leading the innovation charge with amazing brand collabs. Which brand collab is your favourite? Let me know in the comments below! 😉 ------------------------------------------ 📌 𝐖𝐚𝐧𝐭 𝐦𝐨𝐫𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐱 𝐛𝐫𝐚𝐧𝐝𝐢𝐧𝐠 𝐭𝐢𝐩𝐬? 1. Follow Inspirena 2. Like & repost this to your network 3. Subscribe to the AInspirations newsletter (link in profile)

🎶The Eurovision Song Contest: More Than Music, a Marketing Spectacle🎶 The Eurovision Song Contest isn't just about catchy tunes and dazzling performances—it's a powerful marketing tool for the countries that participate. Here's why: 1. Cultural Showcase : Eurovision offers countries a platform to showcase their unique culture, traditions, and artistic talents on an international stage. From traditional folk music to modern pop hits, each entry reflects the cultural identity and diversity of its nation, attracting global attention and fostering cultural exchange. 2. Brand Exposure : Participating countries strategically leverage Eurovision to enhance their global visibility and promote their tourism, trade, and investment opportunities. Through captivating performances and creative staging, countries aim to leave a lasting impression on viewers worldwide, positioning themselves as attractive destinations for tourism and business. 3. Diplomatic Soft Power : Eurovision serves as a diplomatic tool for countries to enhance their soft power and strengthen international relations. By participating in the contest, nations engage in cultural diplomacy, promoting goodwill and friendship with other participating countries and audiences across the globe. 4. Economic Impact : Hosting or participating in Eurovision can have significant economic benefits for countries, generating revenue from tourism, hospitality, and media exposure. The influx of visitors, media coverage, and promotional activities associated with the contest contribute to the local economy and create business opportunities for various industries. 5. Audience Engagement : With millions of viewers tuning in from around the world, Eurovision provides an unparalleled opportunity for countries to engage with a diverse and captive audience. Social media platforms amplify the conversation, allowing countries to interact with fans, promote their entries, and generate buzz leading up to the contest. 6. Brand Building : Eurovision offers countries a platform to enhance their national image, brand reputation, and global perception. A successful performance can elevate a country's profile, boost national pride, and leave a positive impression on audiences worldwide, contributing to long-term brand building and reputation management efforts. In conclusion, the Eurovision Song Contest transcends borders and languages, serving as a dynamic marketing tool for countries to promote their culture, enhance their visibility, and strengthen their global influence. #Eurovision #Marketing #CulturalDiplomacy

I had the pleasure of chatting with Raja Rajamannar, which immediately led me to read his book, 'Quantum Marketing.' His vision has led Mastercard to be ahead of the curve. It's an essential read for anyone interested in dynamic and multi-dimensional marketing strategies around evolving consumer behavior. His book predicted the paradigm shift in the marketing industry and how integral the roles of AI and big data play in its future.

🌍 Global Partnerships: Elevating South African Talent 🌍 In today’s interconnected world, South African athletes and musicians are gaining unprecedented global recognition, thanks to strategic investments from 10 key countries that see immense potential in South Africa’s talent. United States 🇺🇸: The U.S. invests heavily in South African rugby and athletics, creating pathways to international leagues. U.S. music labels and streaming platforms are also propelling South African artists onto global stages, especially in genres like Amapiano. United Kingdom 🇬🇧: The UK is a major destination for South African cricket and rugby players, with its clubs serving as key development hubs. The UK’s music industry also offers opportunities for South African artists, fostering rich cultural exchanges. France 🇫🇷: France’s focus on South African football and rugby talent is growing, along with a rising interest in African music. South African artists are increasingly performing in French-speaking regions, expanding their global footprint. China 🇨🇳: China is building sports infrastructure in South Africa, particularly in football, while its music platforms are beginning to explore African genres. This investment is laying the groundwork for future sports stars and musicians. United Arab Emirates 🇦🇪: The UAE is investing in South African cricket and rugby, hosting tournaments that attract global attention. South African musicians are also performing at major events in the Middle East, showcasing their cultural heritage. Germany 🇩🇪: Germany’s sports programs are a key destination for South African athletes, especially in football and athletics. The country’s music scene is also becoming more open to South African influences, offering new opportunities for collaboration. Australia 🇦🇺: Australia’s sports landscape is closely linked with South Africa’s, particularly in cricket and rugby. Australian music venues and festivals are also embracing South African sounds, creating a vibrant cultural exchange. Nigeria 🇳🇬: Nigeria’s entertainment industry is collaborating with South African musicians, creating a powerful cultural synergy. These partnerships are enriching the African music scene and helping South African artists reach new markets. Qatar 🇶🇦: Qatar’s investments in South African football and music are part of its broader strategy to become a global sports and cultural hub. South African talent is increasingly featured at high-profile events in Qatar. Netherlands 🇳🇱: The Netherlands is a key European partner for South African sports and music talent, with Dutch football clubs and music venues offering platforms for growth and exposure. These 10 countries are not just investing in talent—they are building bridges that allow South African athletes and musicians to thrive on the global stage. This network of partnerships is ensuring that South Africa’s contributions to sports and culture are recognized worldwide.

Huge news from P1 Travel! They've taken a giant leap by popping into 15 new markets, resulting in a revenue boost of over 31% for 2024 compared to 2023. Hold onto your hats—there's apping 159% surge in conversions in their current markets too! Curious about how their collaboration with Partnerize is fueling this success? Dive into the details here: https://okt.to/ASnqoZ