Should We.....

[danielray]

odds are...those people have kids...or grandkids.

so then you take them along.

and then you get the holy grail of marketing...older folks with cash, and kids who will want to spend that cash.

I know, I know, marketing logic 101 at work

Brands that might find potential in the activity won't really want older people there... at all... at least at some events. It is more valuable to them if the audience is almost exclusively young.

Anyway, the main point is that the emphasis on what to focus on in the future is a bit off.

Emphasis should not be placed on boosting the gate figures... the gate is small money in comparison to other opportunities. The real money is in highly-focused sponsorship and brand-integration with the events that is consistent throughout the entire tour.

As an example, my old company used to promote a series of local events in various countries for a major global consumer brand. These events were targeted toward youth ages 18-24. The events were free, but required that attendees register online and complete a short demographic, lifestyle and brand preference survey and agreed to be contacted periodically throughout the year.

Each event attracted between 7,000-12,000 attendees. For each event in the series, the client was spending generally between $120,000 - 200,000... and they felt that it was money well spent.

If DCI were to take a similar approach and target youth with a similar subsidized ticket model, it could be an absolute game changer for the activity.

For this approach to even be possible, some fundamental aspects of the tour and event experience need to change. First and foremost in this is a single tour brand. It is absolutely impossible to get a tour sponsor behind something that does not have a single consistent brand... impossible. Only once this step has been made can there be a serious discussion about sponsorship.

The second thing that needs to change is that the very concept of local events needs to shift to something more like a franchise model... with a much more consistent audience experience (from entrance to exit), consistent branding, consistent methodology for pretty much everything. It becomes basically a turnkey event.

Until these two core things change, the events are pretty much unsponsorable in any meaningful way and activity is jumping over dollars to pick up dimes.

[GUARDLING]

Brands that might find potential in the activity won't really want older people there... at all... at least at some events. It is more valuable to them if the audience is almost exclusively young.

Anyway, the main point is that the emphasis on what to focus on in the future is a bit off.

Emphasis should not be placed on boosting the gate figures... the gate is small money in comparison to other opportunities. The real money is in highly-focused sponsorship and brand-integration with the events that is consistent throughout the entire tour.

As an example, my old company used to promote a series of local events in various countries for a major global consumer brand. These events were targeted toward youth ages 18-24. The events were free, but required that attendees register online and complete a short demographic, lifestyle and brand preference survey and agreed to be contacted periodically throughout the year.

Each event attracted between 7,000-12,000 attendees. For each event in the series, the client was spending generally between $120,000 - 200,000... and they felt that it was money well spent.

If DCI were to take a similar approach and target youth with a similar subsidized ticket model, it could be an absolute game changer for the activity.

For this approach to even be possible, some fundamental aspects of the tour and event experience need to change. First and foremost in this is a single tour brand. It is absolutely impossible to get a tour sponsor behind something that does not have a single consistent brand... impossible. Only once this step has been made can there be a serious discussion about sponsorship.

The second thing that needs to change is that the very concept of local events needs to shift to something more like a franchise model... with a much more consistent audience experience (from entrance to exit), consistent branding, consistent methodology for pretty much everything. It becomes basically a turnkey event.

Until these two core things change, the events are pretty much unsponsorable in any meaningful way and activity is jumping over dollars to pick up dimes.

and also KNOW your activity

[danielray]

and also KNOW your activity

Not following...

[craiga]

Brands that might find potential in the activity won't really want older people there... at all... at least at some events. It is more valuable to them if the audience is almost exclusively young.

Anyway, the main point is that the emphasis on what to focus on in the future is a bit off.

Emphasis should not be placed on boosting the gate figures... the gate is small money in comparison to other opportunities. The real money is in highly-focused sponsorship and brand-integration with the events that is consistent throughout the entire tour.

As an example, my old company used to promote a series of local events in various countries for a major global consumer brand. These events were targeted toward youth ages 18-24. The events were free, but required that attendees register online and complete a short demographic, lifestyle and brand preference survey and agreed to be contacted periodically throughout the year.

Each event attracted between 7,000-12,000 attendees. For each event in the series, the client was spending generally between $120,000 - 200,000... and they felt that it was money well spent.

If DCI were to take a similar approach and target youth with a similar subsidized ticket model, it could be an absolute game changer for the activity.

For this approach to even be possible, some fundamental aspects of the tour and event experience need to change. First and foremost in this is a single tour brand. It is absolutely impossible to get a tour sponsor behind something that does not have a single consistent brand... impossible. Only once this step has been made can there be a serious discussion about sponsorship.

The second thing that needs to change is that the very concept of local events needs to shift to something more like a franchise model... with a much more consistent audience experience (from entrance to exit), consistent branding, consistent methodology for pretty much everything. It becomes basically a turnkey event.

Until these two core things change, the events are pretty much unsponsorable in any meaningful way and activity is jumping over dollars to pick up dimes.

Dude, what are you smoking? It's just a drum corps show.

[danielray]

Dude, what are you smoking? It's just a drum corps show.

Maybe, you're right... maybe it is much better to find self-imposed limits in things and decide it is simply not possible and consider it is better to not bother trying.

Anyway, spending a few million to sponsor a drum corps tour (once the concept has been proven) is not at all unrealistic. You just need to find the right fit.

[elphaba01]

Now, you see; that's exactly the kind of pooh-pooing attitude that is going to keep these historic contests from making a return to the DCI calendar.

And the community theater we're going to is in Minot, South Dakota. It's too small to be on any map. It's considered a suburb of the Prairie Villa Mobile Court outside of Huron in Beadle County. It doesn't have a stoplight, but it does have Uncle Fig, who is famous for sitting on his porch and yelling at geese flying overhead to stay out of his ornamental koi pond.

"Why Not Minot":

"Freezin's the Reason"..... Go easy on ol' "Uncle Fig".

He marched with the old Jersey Joes "Way Back When"....

Elphaba

WWW

[rkfdPRphan]

Brands that might find potential in the activity won't really want older people there... at all... at least at some events. It is more valuable to them if the audience is almost exclusively young.

Anyway, the main point is that the emphasis on what to focus on in the future is a bit off.

Emphasis should not be placed on boosting the gate figures... the gate is small money in comparison to other opportunities. The real money is in highly-focused sponsorship and brand-integration with the events that is consistent throughout the entire tour.

As an example, my old company used to promote a series of local events in various countries for a major global consumer brand. These events were targeted toward youth ages 18-24. The events were free, but required that attendees register online and complete a short demographic, lifestyle and brand preference survey and agreed to be contacted periodically throughout the year.

Each event attracted between 7,000-12,000 attendees. For each event in the series, the client was spending generally between $120,000 - 200,000... and they felt that it was money well spent.

If DCI were to take a similar approach and target youth with a similar subsidized ticket model, it could be an absolute game changer for the activity.

For this approach to even be possible, some fundamental aspects of the tour and event experience need to change. First and foremost in this is a single tour brand. It is absolutely impossible to get a tour sponsor behind something that does not have a single consistent brand... impossible. Only once this step has been made can there be a serious discussion about sponsorship.

The second thing that needs to change is that the very concept of local events needs to shift to something more like a franchise model... with a much more consistent audience experience (from entrance to exit), consistent branding, consistent methodology for pretty much everything. It becomes basically a turnkey event.

Until these two core things change, the events are pretty much unsponsorable in any meaningful way and activity is jumping over dollars to pick up dimes.

First, I want to say that its almost impossible now days for a corps to gain some of their operating income by holding a 'successful' drum corps event. Ain't happening. The fees, rental, security, transportation, advertising and all of the other stuff that has to be paid for will not leave you with much, if any, profit. Today, a successful drum corps event is one that runs smoothly and makes you a tiny bit of money.

That being said, you want to dump the older people who attend drum corps shows and events? REALLY? WHO do you think sponsors and supports the corps the most? Ticket and souvie sales? The companies that manufacture the drums and bugles (to a point maybe, but over all no)? I think not! Do these kids you talk about have the money to sponsor a marcher? Do these kids have the money to rebuild the food or equipment truck, or purchase another when necessary? You would dump the older people in favor of running a drum corps in the ground while making it 'look' appealing to younger people who have little to no money to spend???? Even with manufacturing sponsors onboard, how in the world would you cover the expenses of the business side of a drum corps? Will a manufacturer sponsor a drum corps operating expenses? Pay for someone to take souvie phone orders or fill those orders? Pay someone to work on next year's program, set up the logistics for the next tour or pay for renting housing sites during spring pratices and auditions? Hardly!

If anything, corps need MORE older people in the stands! They need to add these older people to their booster clubs and reward them with better levels of 'awards' as they donate more money into the operating funds of their favorite corps.

FILL those stands with old people who enjoy a good drum corps show and are willing to put their money into one or more of the corps! THEY pay for the operating expenses during the off season. Drum corps is so much more than the tour events in the summer!

....as for the original question of specific shows, we need to find the sponsors in the area you want the show to return to. Maybe not corporate sponsors, but groups of 'old people' who want to see some of the shows return that they once enjoyed attending and/or competing in. Have a sponsorship drive to bring back one of those shows - give 'x' number of dollars and you get a sponsorship t-shirt or patch or something and a seat to attend the show. Fill the stands with people who are willing to each pay a sponsorship to have the show......

[chris ncsu]

Should we...post more descriptive topic titles?

[Michael Boo]

"Why Not Minot":

"Freezin's the Reason"..... Go easy on ol' "Uncle Fig".

He marched with the old Jersey Joes "Way Back When"....

Elphaba

WWW

Yeah, his defenders have been harassing me for the past few days. Who knew?

Edited October 12, 2011 by Michael Boo

[danielray]

First, I want to say that its almost impossible now days for a corps to gain some of their operating income by holding a 'successful' drum corps event. Ain't happening. The fees, rental, security, transportation, advertising and all of the other stuff that has to be paid for will not leave you with much, if any, profit. Today, a successful drum corps event is one that runs smoothly and makes you a tiny bit of money.

That being said, you want to dump the older people who attend drum corps shows and events? REALLY?

Dilute.

WHO do you think sponsors and supports the corps the most?

Parents, kids themselves, sometimes other relatives mostly.

Do these kids you talk about have the money to sponsor a marcher?

Missed the point. This target market is highly desirable. Attention of and influence within this market segment is worth considerable amounts of money.

Do these kids have the money to rebuild the food or equipment truck, or purchase another when necessary?

There are brands that would pay to wrap equipment trucks in a coordinated tour campaign, subsidizing costs. Corps painting their own trucks and taking on all maintenance costs... doesn't make much sense.

We're talking a fleet of dozens of mobile billboards traveling across the country and consolidating in locations at events. This is gold.

You would dump the older people in favor of running a drum corps in the ground while making it 'look' appealing to younger people who have little to no money to spend????

Again, missing the point... (also not being familiar with real numbers where youth do have a considerably high disposable income in the context of spending on FMCG, fashion and personal electronics).

Even with manufacturing sponsors onboard, how in the world would you cover the expenses of the business side of a drum corps? Will a manufacturer sponsor a drum corps operating expenses? Pay for someone to take souvie phone orders or fill those orders? Pay someone to work on next year's program, set up the logistics for the next tour or pay for renting housing sites during spring pratices and auditions? Hardly!

Not even really sure how to answer this... I mean... we are just talking about increasing revenue from events. It is a pretty focused discussion.

If anything, corps need MORE older people in the stands! They need to add these older people to their booster clubs and reward them with better levels of 'awards' as they donate more money into the operating funds of their favorite corps.

Individual corps would be more effective in their fundraising efforts if they were targeting donations from 10-15 high-level donors (individual, corporate or foundation) rather than hundreds of smaller donors. This is a whole other discussion... and a fundamental shift in mindset, but I consider fundraising to be a board-level task, not an administrative task. If a board of a handful of guys cannot raise hundreds of thousands of dollars or more each year from highly-targeted donations... you either need to shift the strategy or don't have the right board.

Drum corps is so much more than the tour events in the summer!

Agreed... and there is money left on the table in every aspect.

Maybe not corporate sponsors, but groups of 'old people' who want to see some of the shows return that they once enjoyed attending and/or competing in. Have a sponsorship drive to bring back one of those shows - give 'x' number of dollars and you get a sponsorship t-shirt or patch or something and a seat to attend the show. Fill the stands with people who are willing to each pay a sponsorship to have the show......

That is steps backward from the present. The solution is not ad hoc groups of amateur enthusiasts planning and executing a business activity that individual organizations are revenue dependent on. This needs to be MORE professional than even the current state, not less. In fact, emphasis should be placed on hiring people who are excellent at creating highly efficient and highly profitable events... and even better if they have absolutely NO CONCEPT of what drum corps is, as it would bring some fresh perspectives and would be about hitting the numbers.

Regarding corporate sponsors... as a sponsor, what value is there having my name on a shirt or a patch? How do I get a measurable return on that investment?

Actionable, measurable, sustainable... key words here.