Question

Topic: Strategy

Club Launch Sposorhip & Distribution Deal

Posted by Anonymous on 6/3/2008 at 6:59 PM ET 250 Points
I want to launch a club event in September. My target is 500 patrons. It is a very small project on the side. I have a full time job. I hope to do this project monthly to begin with and see what results I get. I am new in this business and therefore I want to try and over prepare for this. I am drawing a simple business plan at the moment. The type of music that I want to play is known but not very popular in this country. People have tried this before but they never get very good results. Part of the reason I believe is because they did not do good promotion and publicity. Infact first I came to know about their events was by accident. I found them. They did not find me. I was surprised when they told me that they had been doing it for 2 years prior to that.

Another question that I have that is partially linked to the above question is about distribution and sponsorship. I have identified a beer brand that has operations in key markets overseas but not in this country. This beer is not well known in this country but is a flagship in its country of origin. I was thinking of approaching them for a distributorship deal and/or a sponsorship for my small project.
Do you think I stand a chance of getting sponsorship for such a small project?
What challenges will I face introducing a foreign beer into the market?
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RESPONSES

  • Posted by CarolBlaha on 6/3/2008 at 7:12 PM Accepted
    Is the beer sold in the venue?

    If you want to become a distributor for this product-- research it carefully. There are lots of licenses, insurance requirements etc to do this.

    I'd contact them and speak to their distributor first. If they don't have distribution-- then why would they want exposure in a market they can't service. if they do, the distributor can maximize their exposure-- as they probably have several brands they can market together.

    Your success in working with the beer company depends on the exposure you can give them. 500 people isn't a small event-- its not large either-- depending on the venue. 500 in a bar is huge-- in a Colliseum -- you won't cover expenses. You'll have to come up with a marketing plan!
  • Posted by Chris Blackman on 6/3/2008 at 8:57 PM Member
    Makelly2002 - do yourself a favour, and post some more details in your profile about yourself and your proposed business.

    Or add some more details to the question here on this thread (you can add a response using the box below).

    You'll get a load more targeted help and advice if you explain, for example, in what country, state or city you are proposing to undertake this exciting new venture.

    The help will get much more helpful if you give some clues about the music genre and beer brands you are talking about.

    Marketing and sponsorship ideas, suggestions about challenges and risks, will all vary widely depending on whether you are talking about Watney's Red Barrel and German Oom-Pa-Pa music in Torremolinos, or Rolling Rock and Bartok in Alaska.

    This is a global forum. Help us zoom in a little.

    Cheers

    ChrisB
  • Posted on 6/4/2008 at 12:25 AM Author
    Thanks guyz.

    I have been off College for 3 years now. I have always wanted to fly solo and that’s why I am exploring these ideas.

    I’m based in Sydney Australia and the beer that I had in mind is Tusker. Tusker is the biggest beer in East Africa. It is the biggest beer there in terms of image and market share. They already have an exposure overseas especially US, UK, and Japan. The company’s annual turnover is about USD 600 million.

    The event we are planning will be playing reggae music.

    Cheers
  • Posted by Jay Hamilton-Roth on 6/4/2008 at 9:32 AM Accepted
    You ultimately just want to play reggae music. The beer sponsorship is a nice idea, but involves a whole lot of work just to get the additional funding for exposure.

    I'd start by doing some guerrilla marketing (Carol can no doubt suggest some ideas) to get people interested in your music now. Your want people downloading your free music, watching your online videos, and associating the music with a feel-good party experience. The entire campaign can be tied in with a countdown to the "big event", so you're releasing something new every 10 days to keep the interest alive.

    Contact local club DJs, asking to get your music in rotation. Contact local african clubs/groups in the Sydney area (Chris no doubt has lots of specific ideas/contacts) to start building the interest.
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