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Sponsorship suggestions

  • 16-04-2006 4:39pm
    #1
    optimusprime
    Closed Accounts Posts: 1 ✭


    just after noticing another thread which kind of got me thinking about some sponsorship suggestions.

    We run one particular event which has a proven track record (5 years), attracts between 2,000 & 4,000 people the vast majority aged between 18 & 25. The event lasts for 2.5 hours and takes place in a very public area with a lot of passing traffic. Its also free so a lot of people come and go during it and the better the weather the more people that are around. A drinks company (alchol) is the obvious choice, however we cannot have a drinks company sponsor it.

    So a couple of questions:
    Who should we look at approaching to sponsor?
    And what kind of money is reasonable to look for?

    And before you think we will be pocketing huge chunks of money we do this entirely for free. Its currently funded through other projects we do but access to more money would help make the event grow.

    Any help or suggestions appreciated.


Comments

  • #2
    stepbar
    Closed Accounts Posts: 6,123 ✭✭✭stepbar


    Wats the event?


  • #3
    StopGap
    Closed Accounts Posts: 12 ✭StopGap


    Hi,

    What works very well is sponsorship based on sampling a new product ... food, publication, clothing, etc.. will work with your target audience.

    The first step however is to make a good proposal .... get all you historical data about visitors together, describe the event and show the companies that yoy approach the BENEFIT (value) of working together.

    Most FMCG (fast moving consumer goods) companies have new products in the pipeline and look for ways to test the market ...... are there any major companies in your area ... sometimes you can get someting up aqnd running with a major retail store .......... but a good proposal is essential!!

    What kind of money is reasonable is hard to say .... not knowing what it is that you exactly have on offer??

    Good luck!!


  • #4
    growler
    Registered Users, Registered Users 2 Posts: 2,188 ✭✭✭growler


    The hardest part of securing sponsorship is often in the preparing the various sponsorship packages that you want to sell , a client buying sponsorship from you will want to be certain they are getting value for money and that their budget would not be better spent elsewhere, if sponsorship revenue is not central to your finances then you can afford to offer very good value, if it works for your sponsors the first time they will be willing to work with you in the future and by having a history it will help attract more sponsors in future years.

    If you have no benchmark to start from ( no figures for sponsorship packages for similar sized events) then you'll have to come up with a price range that is attractive. Try and find some comparable prices if you can, look at the companies that are advertising in media aimed at the same target market as your event as they would be prime potential sponsors.

    Look at putting together attractive packages for them that go beyond the norm, many sponsors want to be able to see a return on their investment so look at what you can do to help them achieve their goals: collection of emails / postal addresses, inclusion in any pre/post event advertising / PR iif you have a history of tv / radio coverage it will certainly help. Many companies have been pretty poor at making the most of their sponsorship, if you continue to work with them afterwards then you have a better chance of repeat business, make sure you know what they expect and what would be considered a success for them... and work to deliver it with them.

    From the sounds of it you are a non profit organisation ? you may be able to get some help from radio to help you find a sponsor, if you represent a wothy "cause" you may get some publicity and help from a DJ for a human interest story.

    Put together a professional package, show figures, statistics, pictures and talk about future plans for growth. Be aware of what other marketing csts would be o reach your targe audience, what would it cost to advertise in a magazine / radio / tv show/ website ... aimed at the same audience ? so you can compare the benefits and cost effectiveness of each . Offer a range (maybe 4-5) of packages / prices to start with, companies will often be very cautious initially so unless you are overwhelmed with interest offer a starting price that wouldn't be too scary, if it works then you can look to sell them a more expensive (or longer term) package the following year.


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