Sponsorship 101

Before you start: If you're new to sponsor outreach, visit your prospect’s website and write the company name on a piece of paper in front of you. Nothing kills a pitch faster than using an incorrect version of their name. If you need help with locating and pitching sponsors for your event, CONTACT us today 

1. Please don’t cold call a current customer.  If you’re new in your role as a salesperson, require a list of current customers before you start calling and pitching. If you manage other salespeople, make sure everyone is using a CRM. Nothing makes a client feel less valued than being pitched like a stranger.

2. Plan ahead for ideal timing. Unless you already have established relationships with brands in the past, getting through the door with those you've never had conversations with before, will be hard for most. 

For larger sponsorships, make sure you’re in tune with your prospect’s budget calendar. Reaching out in November for a major sponsorship in December is not likely to be successful. Reaching out in August for a big opportunity the following year is a more solid plan. Your prospects need time to make room for you in their budget, and may need to get approval from others in their company.

3. When it’s time to make the pitch, approach your potential customer in a respectful manner. Avoid sending emails with misleading subject lines like, “Re: I’d like you to sponsor our event”. Don't send an email that screams desperation, and say you'll 'discount' the package if they send a check now! Both approaches feel dishonest and can be off-putting.

4. Don’t ask your prospect to give you their budget. First, it’s none of your business. Second, there’s a risk you will undersell yourself. Discuss what you can offer and see what piques their interest. Have attractive packages ready that would benefit your organization and offer meaningful visibility for the sponsor. Start high and have lower tier packages available if the prospect can’t spend as much as you initially proposed.

Here are a couple of real examples which work by email or in person, after a sincere greeting.

Good: “We’re rolling out three new events next year that will be popular with your target demographic. They are A, B and C (with brief descriptions.) Our sponsorship levels start at $5000. Let me know if you’re interested, and I’ll get more info to you right away.”

Not good: “We’re opening up some wall space for ads, let me know your budget and we’ll see what we can do.”

Good: “I remember you mentioned wanting to sponsor a fitness event. We have approval to hold our first 5k run, and I want to give you the first opportunity to be the title sponsor. Call me when you have a few minutes and I can give you the details.”

Not good: “We could probably do something related to fitness. Let me know how much you want to spend and I’ll ask my manager.”

In the end, you want to do the heavy lifting for your client. Hand them a package with clear value and connection to their target demographic and they won’t want to refuse.

**It must be said that most events expecting or hoping for major brand names to sign a check as your partner/sponsor takes time. NEVER assume just because you have a fantastic brand, which it's likely you do, you will easily reel in a NAME BRAND "FAST".. it's a process and can take time.. do your research and allow yourself not days or a few weeks.. as it can take 4-6months to secure sponsors as they too have a specific procedures and approvals they must go through before they can get that check to you.