Question

Topic: Advertising/PR

How To Make Deals With Companies With Big Lists?

Posted by Anonymous on 8/3/2008 at 10:57 AM ET 250 Points
hi there..my company is doing an extreme sports event in january targetted at the 18-35 male demographic and we are looking to get 5000 targetted audience for the event.

other than magazine ads,online marketing and sports trade shows we have identified a few key players in the market with huge database containing our target market.

they include GNC(health supplement provider),MOS(disco/club),77th street(young male oriented clothing) and a few credit card companies that all target the specific 18-35 male demographic.

question is we do not know how to go about negotiating with them.how to tell them the value of whats in it for them to either sponsor us(our best option,thus,making the mailing to their database free) or make a sort of mutually beneficial deal with them in return for a mailing to their database informing their list of the event.

we need to know a specific way of approaching these companies(including the credit card company) to sponsor us which would include a mailing to their lists which would greatly benefit them as well.

Any ideas would be appreciated.thanks guys..
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RESPONSES

  • Posted by CarolBlaha on 8/3/2008 at 11:08 AM Accepted
    You're making this harder than it is. You have an event that is of their targeted market and you are wondering what is in it for them. You've answered your own question. But that doesn't mean it is easy from here. Your event is one of thousands vying for their sponsorship dollars.

    I've done a lot of sponsored events. My advice is to call them. Do not go online and email. All of these sites have "community" buttons where you apply for sponsorship-- don't go there either.

    what will work is one on one communication. Find a champion in the org and they'll cut thru all the red tape. Make sure your sponsors know "they rule". Include them on every piece of letterhead, email, sign and promo. My motto is "sell everything" -- and in doing so you can create levels of sponsorship. The last one I was involved with sold ads on the hotel keys of out of town guests, the napkins, the bags, the pens, a logo on recycling bins. Sell Everything.

    Sell Well and Prosper tm
  • Posted by Mikee on 8/3/2008 at 11:45 AM Accepted
    Carol is right that you need to apporach theses companies either by phone or in person.

    I think looking for a sponsor may be the best bet. Few companies will part with their lists. You can also purchase mailing lists for your target group. You may even want to be more specific with the geographic constraints.

    You need to really think through what you have to offer them. Where can they expect to be promoted at the event, program, banners, name tags, tickets, announcers, cups, etc. They will want to know how much exposure you can give them.

    You weren't too specific about your event here, but you will need to be really specific when you contact them. Are you selling tickets or is it a free event, where. etc.

    You may want to set up some social networking on Facebook and start a buz about your event. I am sure there are already groups related to some of the sporting events you will have.

    Landing a big name competitor will probably also go a long way to getting a sponsor.

    Have you thought about some YouTube promos? Something really exciting, perhaps some thrills and spills. Do not do this until your website is ready and you have somewhere to send the people that watch to get more info.

    Perhaps some podcast interviews of some of the competitors. Again this will be more successful if you have some know competitiors.

    Both the podcasts and YouTube can take on a life of their own. This is also a medium greatly used by your demographic which is good.

    Just my thoughts,
    Mike
  • Posted on 8/3/2008 at 2:19 PM Author
    hey there guys..we made a few calls to some sponsors to go over and do a presentation but there is alot of gatekeepers involved and we are asked to send a proposal via email first whihc i want to avoid at all costs.i would prefer to go direct to the decision makers and make contact and negotiate personally.any ideas on how to go about doing that?
  • Posted by CarolBlaha on 8/3/2008 at 2:46 PM Member
    You just keep calling -- why aren't you getting thru? What is your message-- is it compelling?

    Again you are competing against thousands wanting sponsor dollars. If you think one call or three will get you there, think again. There is no magic to this.

    Fnd a champion in the org. ONE person who feels this is a match. Its not easy, its no gimme. Dial up their website-- find the who's who on (as in your example) GNC. They will list the who's who of the org-- call them by name and give a compelling reason for them to return your call. Make it personal. And don't give up.

    As for the "get their email list" part of your post. When orgs I have worked with are requested this-- while we wouldn't give our list, we would send out the message under our name-- if we felt it aligned with our org. This is a plus to you-- you as an unknown may end in the virtual trash-- if its someone who's email I regularly read, it increases change that it'll be seen. Another angle to work.
  • Posted by Jay Hamilton-Roth on 8/4/2008 at 9:08 AM Accepted
    See who else your prospective sponsors have sponsored, and contact them. Ask who they contacted within the organizations, what worked, etc. You might even wind up fusion marketing with these other organizations.
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