Looking for sponsorship. Proposal done. Now what?

whiskeyman

Hey folks.

I'm helping someone get sponsorship for entry into a large event next year.
The asking amount is rather high (around €80k - €100k), so we want to be as professional as possible, but have no real experience in this.

I've designed and completed a 8 page sponsorsip proposal, detailing the event, who we are, and what we can offer the company for sponsoring us.
When I mention the figure - should I mention its negotiable?

Now I need to think about who to target.
Should I just send the proposals to 'The Marketing Manager' in many top companies?
Should I target PR agencies, knowing they'd have companies on their books, and this could be a very good opportunity for them?
Should I go with a 'quirky' approach to some companies I think it might really suit?

Any suggestions welcome.

Thank you

smcgui

Are you looking to sell just one sponsorship package worth 80-100k? Or can you sell it in smaller packages?

If you are just selling the one big package then I wouldn't put the price on the sponsorship proposal, I would simply write "Price on Application". This indicates that it is expensive but also negotiable.

For sending it out to people I would avoid sending it to "The Marketing Manager", I would call each company find out who that is, try get to talk to them, if you do give them an idea of what you are about and then ask if you can send over the information. Otherwise there is a good chance they will just dump it straight away as soon as they receive it.

speedy gonzales

I ve been around the block with this one, sometimes with success and more often not! The is no magic formula although I would say that 8 pages is 7 pages too long. If you want to send me a copy then I can read over it and be extremely critical!

I wouldn't advise sending off blanks. If you must at least do it in person and meet face to face with the marketing person. Personally I would go higher up the ladder and approach directors as it is they who will ultimately take the decision anyhow. My motto is if you want something ask for it- don't be afraid of the word No as you will hear it many times.

Generate mickey mouse pr in local or free newspapers, radio stations and collect a portfolio of previous PR to give your project credibility.

Back up your proposal with statistical data and previous examples if available.

Highlight the return in terms of perceived marketing value.

Show how the sponsor may benefit personally through hospitality, tax exemption, cash return through used equipment sale etc.

Don't oversell the individual.

Don't lick their ass.

Don't under-estimate the stupidity of many marketing staff, and remember that 99% of them have read the same text books and studied the same uni degree and unable to think outside the box.

Do negotiate.

Do show how finances are accounted for and distributed.

whiskeyman

some very good points there that i'll take on board.

Thanks for your time to reply.

Much appreciated folks

Spinnaker

Re "targeting the PR companies". I'm not sure of the sums involved here. Consider the 3 parties involved however It may be that you are asking the PR company for room at the same trough that they are eating from ;-)

In this climate. mitigate. Get the decision-maker names , go around the PR companies.

Spinnaker

I've raised sponsorship for events nearly 5 years ago . e10k to e20k amounts.

Proposal summary / cover should be 2 pages 3 at most. Easy and quick to read and attractive to come back to. Clear top 5 features on offer and benefits to the prospect. The detail could be provided in extra product-brief style sheets

List the price. NO need to qualify as "negotiable" Everything is.

Good luck

Sabre0001

Just to jump on this bandwagon - are there any good templates out there for proposals? Have found a couple - one stretched to 10 pages (seems to be a presentation) while another was just 2 pages (the outline of what is required). No information about what a covering letter should include.

Thanks very much!

Spinnaker

Sabre

I have some old ones archived. If you PM me with approximate purpose I may send some samples to you if relevant and there's no conflict

Spin