Question

Topic: Advertising/PR

How To Write A Proposal Letter For Concert

Posted by Anonymous on 12/21/2009 at 10:17 AM ET 25 Points
i fixed it everything by talking with everyone to make a big concert at stadium. but i don't know how to write a proposal and sponcer letter for that.
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  • Posted on 12/21/2009 at 7:32 PM Moderator
    The key will be explaining to a prospective sponsor what benefit they can expect as a result of their sponsorship. Once you have that clear in your own mind, you just need to explain it to your prospects.

    The best way to approach prospects is to understand their unique objectives and show them how sponsorship of your event will lead to achievement of their objectives.

    Generic presentations (or letters) are not nearly as effective as direct, face-to-face, personalized presentations that show you've done your homework and thought about the critical "What's-in-it-for-me?" question.
  • Posted by tracibrowne on 12/27/2009 at 6:05 PM Accepted
    There are two reasons potential sponsors would be interested in your concert. The first is your target market (attendees) are the same as their target market. The other reason would be for positioning that aligns with their corporate responsibility goals. Meaning, if your concert benefits "save the whales" look for companies that also want to save whales.

    I'm assuming you are looking for companies to participate in a marketing sponsorship and not a charitable contribution. Companies sponsor events in the end to sell more stuff. You need to show them in your letter how sponsoring your event will help them sell more stuff. And you should open the letter with that. Then back it up with your facts an figures.

    This sounds like a first time event so you will not have great demographic figures to pull from previous years. Make a guess at what you think the demographics will be and an honest guess at how many will attend the event. If it will be mostly teens attending narrow your potential sponsor list to those who sell to teens (you can leave out alcohol...they won't touch it if your demographics screw teen).

    mgoodman is absolutely right about personalized presentation. Don't just send a form letter out to hundreds of sponsors and then hope they call you anxious to give you money. You're going to have to at least talk to them on the phone and introduce yourself and what you are doing and "what's in it for them".

    Lastly I would say, do your research and know something about the company you are approaching. Google them and find out what's been written about them and their industry recently. Then craft your pitch that speaks to them personally. Do this if you are asking for $500 or $500,000.

    Sponsorship is not easy to sell and it's something you'll learn to do better as you go. An excellent resource is IEG at https://www.sponsorship.com. I believe (but am not sure) they have a similar setup as Marketing Profs...some info is available to free membership level and other you have to pay for. Also check out Gail Bower's excellent blog https://www.gailbower.com

    I wish you the best in your endeavors...it won't be easy but it gets fun as you form relationships with great sponsors.

    Traci Browne
    follow me on Twitter @tracibrowne
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