Getting local businesses to sponsor your events can be a tricky matter of negotiation but there are a few ways that you can prepare before you ask. With these simple tips, you will be able to think about what you want from the sponsors and prepare a good pitch to catch their attention. The key is to have all the information at your fingertips and to know exactly what it is you need and what you are prepared to give in exchange.
Work your network to create a list of potential sponsors and make a plan for each one individually. Choose carefully, and try to make sure that each sponsor is suited to the event in some way.
Always Plan with the Sponsors in Mind – Be Relevant to Them
Sponsors will always be looking for what they will receive in return for their sponsorship. This means that you need to make sure that you already have something that they will like before you ask. For example, you might be able to provide services for them in return or offer advertising opportunities. When you are looking for sponsors it’s important that you think about what the event will say about them as much as your own business.
Make Your Pitch Direct to Each Sponsor
Just as you should plan with your sponsors in mind, you should also make sure that when you pitch, you are talking to your sponsor directly, not giving a general overview. Tell each potential sponsor how your deal can benefit each of you and what your mission for the event is. Answer all their questions honestly and be open with your intentions too. This will only work if you are both in agreement so prepare to be flexible.
Know How Many Impressions You Will Get
Like online advertising, you should be able to give a good idea of how many people will be attending your event, plus the number of programmes you will be giving out. You should keep your digital impressions on hand too though as you should be advertising your event online too. Telling potential sponsors how many impressions you can get them will be a good way of showing your own value and letting them know how they can benefit.
Create Asset Packages
Rather than selling all your logo placements for the same amount, you should create a small range of publicity options for your sponsors to choose from. For example, you can bundle together a logo placement, an introduction and a section in the programme together for much more together than individually. The more creative you can be with your packages, the more likely you will catch a sponsor’s eye.
Be Open to Suggestions
While having a list of assets or offering an exchange of services might be on the cards for you, you should also be open to suggestions too. Getting sponsorship should be a two-way street so be open to other ideas and know what you are willing to barter to get the sponsorship you need.
