Getting
Corporate Sponsorship
As indicated in the previous post, there are ten steps that
simple events follows to ensure their customers receive the desired corporate
sponsorship to help make their event a success. The first part of the post only
names five (5); below explains from six (6) to ten (10), the remaining five of the
ten.
6. Write a Proposal
To catch the company’s attention, writing
a proposal is the best shot; highlighting the impressions. In that proposal, indicate the type of people participating
in the event, what are the marketing opportunities available and sponsorship opportunities.
To ensure this is successful however, tailoring the proposal to the company
increases the chances of receiving the sponsorship.
7. Research Prospects
Companies with large local advertising
budgets are likely the companies that would be interested in sponsoring an
event. Therefore before sending out these proposals, research companies that
sponsor events; they might be interested in sponsoring more than one. To narrow
down the search, look at companies with generally large profits, spending, companies
trying to increase their market share, maintain good community relations or new
companies trying to establish their brand. This research can be done through government
directories, media or company websites.
8. Seek Discovery Session
When the list of potential sponsors has
been developed, call each company and inquire who are the person/persons responsible
for purchasing sponsorships. After this information has been received, send the
event proposal for their viewing. Thereafter
follow up to ensure it has been received, also requesting a meeting to discuss
what are the benefits to the potential sponsor. Discuss in the meeting the
likely media attention, what access there is to a certain group of people, where
they can take their clients; sponsorship activation which is additional
benefits from the sponsorship.
9. Negotiate Agreement
After the sponsor determines the best
package available for their company, put it in writing in a more detailed
manner than the initial proposal. The details of this would include terms of
payment, benefits to attendees, logo specifications, payment of logo signage
and whatever else details that are necessary from the sponsoring company. For sponsorships
where naming the sponsor at the event, their contract should be much more
detailed than the other contacts. If both parties want to ensure they are not
cheated out of anything, legal advice can be sort.
10. Fulfillment and Follow-up
If your sponsorship attends your event,
ensure they are given VIP treatment. After the event, ensure each sponsor is
supplied with evidence that you fulfilled your commitment to the contract. This
can be done through the media, photos, videos and sending it to the sponsorship
in an electronic format for the sponsor to see the success and impressions generated
as estimated in the proposal. To ensure renewal of sponsorship the following year
if the event is an annual event, meet with sponsors to review fulfillment; not
forgetting to also send thank you letters for their corporation.
Question: Do you think it is necessary to go through all ten (10) steps to successfully acquire a sponsorship?