{"id":1597,"date":"2018-08-31T10:34:00","date_gmt":"2018-08-31T10:34:00","guid":{"rendered":"http:\/\/gersdorff-research.dk\/?p=1597"},"modified":"2020-12-27T10:34:39","modified_gmt":"2020-12-27T10:34:39","slug":"kom-backstage-med-spoton-club-smukfest-og-legekammeraterne","status":"publish","type":"post","link":"http:\/\/gersdorff-research.dk\/index.php\/2018\/08\/31\/kom-backstage-med-spoton-club-smukfest-og-legekammeraterne\/","title":{"rendered":"Kom “backstage” med SPOT:ON Club – Smukfest og legekammeraterne"},"content":{"rendered":"\n

Sommerens mange festivaler og live events er ved at v\u00e6re overst\u00e5et. SPOT:ON Club har i \u00e5r v\u00e6ret med p\u00e5 Smukfest, og i samarbejde med Kasper Sandfeldt Bjergb\u00e6k, kommerciel chef hos Smukfest, fik vi lov at afholde \u201dSPOT:ON Meeting Point\u201d i VIPPEN. Her havde medlemmerne af SPOT:ON Club, som ogs\u00e5 havde fundet vej til dette \u00e5rs Smukfest, eksklusiv mulighed for at m\u00f8des til netv\u00e6rk og hyggeligt samv\u00e6r. <\/p>\n\n\n\n

Udover vores egne oplevelser og iagttagelser p\u00e5 Smukfest har vi f\u00e5et en snak med Kasper om deres samarbejde med deres kommercielle partnere, som de selv kalder for \u201dlegekammerater\u201d. Nedenfor kan du l\u00e6se et uddrag af de sp\u00f8rgsm\u00e5l og svar, som der kom ud af snakken med Kasper under dette \u00e5rs Smukfest i VIPPEN.<\/p>\n\n\n\n

Du virker meget rolig og afslappet her midt under Smukfesten? Hvad er din rolle og arbejdsopgaver under selve festivalen?<\/em><\/strong><\/p>\n\n\n\n

F\u00f8rst og fremmest har vi jo brugt et helt \u00e5r p\u00e5 at planl\u00e6gge og forberede os til denne uge. Og samtidig har vi i alt 14.000 frivillige medhj\u00e6lpere, der n\u00f8jagtigt kender deres rolle i forhold til afviklingen. <\/p>\n\n\n\n

Min st\u00f8rste arbejdsbyrde ligger tidligere p\u00e5 \u00e5rshjulet, n\u00e5r vi s\u00e6tter de strategiske rammer og indg\u00e5r partnerskabsaftaler \u2013 hvilket betyder, at jeg er forholdsvis afslappet nu, hvor det g\u00e5r l\u00f8s med knap 55.000 g\u00e6ster i skoven. Simpelthen fordi det hele er skemalagt, og fordi vi \u2019bare\u2019 skal f\u00f8lge vores eksekveringsplaner.<\/p>\n\n\n\n

Min egen rolle er, overordnet set, at sikre, at alle vores brand aktiveringer p\u00e5 pladsen forl\u00f8ber, som de skal \u2013 at vores legekammerater f\u00e5r leveret, det de skal (og lidt til … ) samtidig med, at hele hospitality delen fungerer. Og s\u00e5 er min rolle ogs\u00e5 at v\u00e6re synligt tilstede selv for at tage imod vores legekammerater og deres g\u00e6ster.<\/p>\n\n\n\n

Hvilke nye kommercielle partnerskaber har I indg\u00e5et i \u00e5r? Og hvordan er de blevet aktiveret?<\/em><\/strong><\/p>\n\n\n\n

Vi har indg\u00e5et en h\u00e5ndfuld nye partnerskaber her til Smukfest 2018 samtidig med, at vi har forfinet og udviklet p\u00e5 de eksisterende partnere. Af de nye partnere kan jeg fremh\u00e6ve f.eks. AURA Energi, som fremover skal levere gr\u00f8n energi til os og v\u00e6re med til at udvikle nye innovative energil\u00f8sninger til gavn for Smukfest og for milj\u00f8et.<\/p>\n\n\n\n

Aftalen med AURA Energi kom i stand kun et par m\u00e5neder f\u00f8r festivalen, men vi n\u00e5ede at planl\u00e6gge aktivering omkring indk\u00f8b af gr\u00f8n str\u00f8m til Smukfest (ca. 375.000 kwh) og PR i den forbindelse, eksponering af AURA Energi p\u00e5 vores ca. 60 ladem\u00f8bler til mobiltelefoner fordelt i skoven, hvilket i \u00f8vrigt var et samarbejde med en af vores andre partner, nemlig Telia. Dvs. popul\u00e6rt sagt, s\u00f8rgede Telia for fri opladning \u2013 med str\u00f8m fra Aura Energi. <\/p>\n\n\n\n

Desuden aktiverede Aura Energi, som noget nyt i vores s\u00e5kaldte \u2019bagomr\u00e5der\u2019, hvor vores eget EL-hold har ca. 300 elektrikere tilknyttet under festivalen. Her var AURA Energi synlig ift. at positionere sig over denne m\u00e5lgruppe, hvilket er interessant for AURA Energi bl.a. i relation til fremtidig rekruttering etc.<\/p>\n\n\n\n

Af de mere sk\u00e6ve tiltag kan n\u00e6vnes vores Power Tool Race, der handler om race p\u00e5 lukket bane med kreativ ombygning af EL-v\u00e6rkt\u00f8j. Her var AURA Energi ligeledes (oplagt) synlig.<\/p>\n\n\n\n

Og endelig benyttede AURA Energi vores ellers udsolgte billetter til brug i konkurrencer m.m. p\u00e5 deres SoMe kanaler lige op til festivalen.<\/p>\n\n\n\n

Er der en eller flere brand aktiveringer, som du is\u00e6r \u00f8nsker at fremh\u00e6ve?<\/em><\/strong><\/p>\n\n\n\n

Jeg bliver n\u00f8dt til at n\u00e6vne Dynaudio, som ogs\u00e5 var en ny partner i \u00e5r. Dynaudio etablerede et mobilt studie p\u00e5 vores camp: K\u00e6rligheden. Her bor der ca. 13.000 unge i 8 d\u00f8gn, og med Dynaudios mobile studie fik vi etableret en hel ny m\u00e5de at opleve musik p\u00e5. Nemlig ved live indspilning af et track. Dynaudio fik bygget et studie med store glasruder ind til artisterne og byggede h\u00f8jttalere udenp\u00e5 studiet, s\u00e5 publikum kunne sidde og f\u00f8lge med i live indspilning af musiknummer. Det er en unik m\u00e5de at bringe sit brand i spil p\u00e5 \u2013 b\u00e5de overfor slutbrugerne (publikum) \u2013 men ogs\u00e5 overfor en hel musikbranche, som Dynaudio ogs\u00e5 har som m\u00e5lgruppe ift. h\u00f8jttalere i musikstudier. Og samtidig fik Dynaudio produceret masser af fedt og unikt indhold til deres SoMe platforme, imens vi fik god underholdning til vores g\u00e6ster p\u00e5 K\u00e6rligheden.<\/p>\n\n\n\n

Tjek Dynaudio case video her<\/a>.<\/p>\n\n\n\n

Var der nogle brand aktiveringer, der ser ud til at fungere bedre end forventet?<\/em><\/strong><\/p>\n\n\n\n

Jeg – og vi – var meget positivt overraskede over Dynaudio casen, og hvor godt der blev taget imod den fra artisternes side. N\u00e5r atisterne selv k\u00f8ber ind p\u00e5 projektet, s\u00e5 ved man, at man har fat i noget.<\/p>\n\n\n\n

Desuden aktiverede vi nogle nye loger i tr\u00e6toppen (syv meter oppe!) foran B\u00f8gescenen sammen med Royal Unibrew. Her kunne publikum vinde ophold i tr\u00e6loge for 5 personer under en hel koncert. Med fri bar naturligvis og v\u00e6rter\/v\u00e6rtinder til at s\u00f8rge godt for \u00e9n. Logerne blev mildt sagt godt modtaget af vores g\u00e6ster, og mon ikke vi s\u00e6tter dem op igen n\u00e6ste \u00e5r.<\/p>\n\n\n\n

Telia aktiverede ogs\u00e5 deres aftale med udvikling af helt ny App: Telia Locator \u2013 som hj\u00e6lper g\u00e6sterne med at finde deres venner og telt. App\u2019en blev benyttet af +10.000 af vores g\u00e6ster, og det indfriede s\u00e5 rigeligt vores og Telia\u2019s forventninger. <\/p>\n\n\n\n

Kan du fort\u00e6lle om, hvordan jeres \u201dlegekammerater\u201d udnytter hospitality-mulighederne?<\/em><\/strong><\/p>\n\n\n\n

Vi har et godt samarbejde med Michelin-restauranten Frederiksh\u00f8j i Aarhus. Frederiksh\u00f8j lukker deres restaurant i uge 32, hvor de i stedet kommer ned til os og laver mad til vores legekammerater.<\/p>\n\n\n\n

Vi k\u00f8rer et koncept med, at vores legekammerater \u2013 og kun dem \u2013 kan k\u00f8be pladser i VIPPEN, hvor der s\u00e5 bliver serveret 3 retters menu med tilh\u00f8rende vinmenu fra Frederiksh\u00f8j. Vi har knap 2.000 spisende g\u00e6ster igennem VIPPEN i \u00e5r, og derudover er der adgang til VIPPEN\u2019s udeomr\u00e5de under hele festivalen, hvor vi har DJ p\u00e5 samt egen bar.<\/p>\n\n\n\n

Mange af vores legekammerater benytter vores hospitality muligheder til kunde-arrangementer, og i den forbindelse har vi ogs\u00e5 et helt team af VIP-guider, der arrangerer rundvisninger p\u00e5 pladsen, hvor der ogs\u00e5 er indlagt bes\u00f8g backstage m.m., s\u00e5ledes at vores legekammerater og deres kunder f\u00e5r s\u00e6rlige \u2019money can’t buy\u2019-oplevelser.<\/p>\n\n\n\n

Har du et par gode r\u00e5d til de virksomheder, der overvejer at blive kommerciel partner p\u00e5 en festival?<\/em><\/strong><\/p>\n\n\n\n

 Ja \u2013 Kom forbi og oplev festivalen!<\/p>\n\n\n\n

Det er min erfaring, at det er vigtigt, at man selv har v\u00e6ret p\u00e5 festivalen for at forst\u00e5 det univers, som man skal arbejde med. Og her t\u00e6nker jeg p\u00e5 alt lige fra infrastruktur, logistik, pladsindretning og design til at forst\u00e5, opleve og f\u00f8le stemningen, ‘\u00e5nden’ og publikum p\u00e5 pladsen. Det er netop p\u00e5 festivaler, at hardcore tal\/data, KPI\u2019er etc. kan kobles med de mere bl\u00f8de emotionelle v\u00e6rdier. Og det er pr\u00e6cis d\u00e9t, som g\u00f8r det interessant at arbejde med kommercielle partnerskaber p\u00e5 festivaler.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sommerens mange festivaler og live events er ved at v\u00e6re overst\u00e5et. SPOT:ON Club har i \u00e5r v\u00e6ret med p\u00e5 Smukfest, og i samarbejde med Kasper Sandfeldt Bjergb\u00e6k, kommerciel chef hos Smukfest, fik vi lov at afholde \u201dSPOT:ON Meeting Point\u201d i VIPPEN. Her havde medlemmerne af SPOT:ON Club, som ogs\u00e5 havde fundet vej til dette \u00e5rs […]<\/p>\n","protected":false},"author":1,"featured_media":1598,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rettighedshaver"],"yoast_head":"\nKom "backstage" med SPOT:ON Club - Smukfest og legekammeraterne - Marketing og sponsor analyser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/gersdorff-research.dk\/index.php\/2018\/08\/31\/kom-backstage-med-spoton-club-smukfest-og-legekammeraterne\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kom "backstage" med SPOT:ON Club - Smukfest og legekammeraterne - Marketing og sponsor analyser\" \/>\n<meta property=\"og:description\" content=\"Sommerens mange festivaler og live events er ved at v\u00e6re overst\u00e5et. 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