Question

Topic: Advertising/PR

How To Obtain Sponsorship, Short Amount Of Time?

Posted by Anonymous on 4/13/2011 at 1:45 PM ET 250 Points
I have been putting together an event for my ever growing business that will be on the lines of a launch party, The crown will be mostly women between the ages of 24-45. I have done a pretty cool job with creating a buzz to the point where two local magazines have requested to cover it which is great. However, what I need most are alcohol sponsors or beauty and fashion related sponsors. I have a small list of sponsors that I have seen at other events, but finding the right POC is difficult. Please advise the best and quickest way to go about this. The event is June
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RESPONSES

  • Posted on 4/13/2011 at 7:48 PM Moderator
    You need to dig in and research each target sponsor. Check out their websites, talk to their customers, ask people in your own business network if they know anyone who works at the target companies, etc.

    You'll be surprised how quickly you will be able to find the right person.

    But that's not the most important part. The most important part is coming up with a compelling reason why they should want to sponsor your event. What's in it for them? What will it cost them? What benefit will they realize as a result?

    You need to get out of your own shoes and into theirs. How would YOU react if someone came in with a story like yours? What questions would you ask? What would they have to say to convince YOU to become a sponsor?
  • Posted by Jay Hamilton-Roth on 4/13/2011 at 8:52 PM Member
    Also - think of how you can turn this single event into a long-lasting relationship. After the event, how will you continue to feature the sponsors? How will they be able to take their presence and make it something special for their business?

    Consider talking to the media that wants to cover your party - and ask them for their suggestions for who you might seek out as sponsors. What brand could use the exposure that your party will bring?
  • Posted on 4/13/2011 at 9:08 PM Author
    The biggest thing that I have to offer them is that there will be 500+ in attendance. Now, to some that may be a small number; however with the marketing campaigns that I am about to put together, I have no problem with placing the sponsors on my website (HerPanache.com).

    And yes, I do intend on making this an ongoing thing where each event will have a different theme. That is another good point that could be appreciated.

    The funny part about Chicago though, is that they are really tight lipped about the sponsors they use. Every person that I have come across is advising that sponsorship is scarce, yet I just saw two events where one had Hennessy as a sponsor and the other had Budweiser and Cointreau...oh and another had Bacardi as a sponsor.

    I did have someone advise me to make it a charity event. I would actually really enjoy doing that and would like to donate to March of Dimes. Thing is though, I am a huge supporter for reasons of my own (two preemie babies). Who is to say sponsors would appreciate it just the same.
  • Posted by CarolBlaha on 4/14/2011 at 6:49 AM Accepted
    That isn't just a "funny thing" about Chicago. Think about it. They compete for sponsor dollars and don't want you milking their sponsors. They know these companies aren't bottom less pits. If their sponsor hooks up with you, their event may suffer.

    The event is June? You must love working under pressure. I have seen many great events killed cause of too short a time line.

    Go to the alcohol distributors and they will point you to the brands. The distributors have a lot of money for promo.

    Create levels of sponsorship. A donor giving $50K should have benefits of exposure different than somenoe giving $500. A platinum level sponsor should be on the website, be included in every press release, be on the stationary, signage, etc. Be flexible. If the sponsor wants some recognition not in the set levels you decide, let them have it.

    If you are going to make it a charity event contact that charity immediately. They have experience in this -- and already have contacts with sponsors. But working with non profits will not be instant-- they will probably have to run it by their board to see if they want their name attached to the event.

    What you have done well is got your media sponsors first. Tap them now to get the word out.
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