Question

Topic: Strategy

How To Go About Getting Sponsorship For Web-show?

Posted by Anonymous on 8/12/2011 at 4:37 PM ET 125 Points
Hello everyone,
I'm currently trying to find out about how to get sponsors for a web-show and my search has lead me to this website. After a brief look around, I figured I'd give my question a shot for you all to answer.

Here's my situation: I currently have a website/blog that covers a range of urban indie musicians from all over the world. I want to spin off of the blog and actually take some of our content (like interview, artist profiles, etc) and create a web-show. Currently, we've got several artists willing to appear on the show, as well as perform.

I plan for the show to have 13-episode "seasons", and as they will be broadcast on YouTube each episode will be about 15 minutes long. Also, I plan to offer product integration/placement and verbally mention the sponsors within the show as well as logo placement on any media connected to the show/website to any sponsor who does come on board.

My question is, being that my website is fairly new and we don't have a large fan-base what would be the best way to get sponsors to actually want to be involved and give money or product to support the web-show? I saw one answer on another question that stated that just offering to put their logo up isn't really ideal (and I agree) because there's really nothing in it for the sponsor with that.

However, my web-show's potential viewership due to being posted on YouTube, as well as with our planned content, (I feel) is very large, but, since the website doesn't have a large readership, there isn't really enough to support that for the potential sponsors to bite, and I know that trying to sell them on just on how much I "feel" it will be futile. You know?

So, that's pretty much it. I want to know what would be the best way to get sponsors to see the potential of this show, and want to be apart of it?

Thanks for reading my question, and I really look forward to hearing any and all opinions and suggestions!

--Tiffany
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  • Posted by Jay Hamilton-Roth on 8/12/2011 at 4:45 PM Accepted
    It's a good question, one I've spent a bunch of time on myself. To start with, here are some questions to get you thinking:
    - Why do you need sponsors?
    - What type of sponsorships are you looking for (cash or in-kind donations)?
    - What types of businesses are you seeking out for sponsorships? Why?
    - Is your business a non-profit or a for-profit?
    - Have you created a pilot episode (or two) to show potential sponsors what the content and production values of the show are?
    - How are you proposing to market your show? To what target audience? Why would they want to watch it (instead of the myriad of other shows available for viewing)?
  • Posted on 8/12/2011 at 5:49 PM Author
    Thanks for responding so quickly, Jay! Well, I've previously given thought to the questions you've asked, so I'll just answer them now:

    "Why do you need sponsors?"
    -To be frank, because I don't have the complete funds or knowledge to shoot and edit the show myself. I'd need to buy equipment as well as hire someone with the technical skills for shooting and editing. Of course I could do this on my own and save myself $ but after watching some shows that have a similar objective that I'm going for on Y.T., one of the things I noticed is the very unprofessional diy-shot-in-my-bedroom-look that they have.No disrespect to them because it's working for what they have going, but that's definitely what I don't want for my show, and so I gotta have the means to make it how I want it. Also, as I mentioned in my initial post, many of the artists we cover are international, and I'd like to shoot at least a majority of the first season interviewing and getting live performances of these artists overseas.

    "What type of sponsorships are you looking for (cash or in-kind donations)?"
    -As I mentioned before, I need money, so that's the main sponsorship I'm looking for. However, I'm not ruling out in-kind donations or merchandise that can be advertised on the show (wardrobe and things like that).

    "What types of businesses are you seeking out for sponsorships? Why?"
    -At this point in time, I've only got a handful of businesses in mind and they all have a track record of marketing to people of my demographic: young, & urban. I've singled them out because of that, plus, I personally enjoy their products (even if I weren't seeking sponsorship). That's one of the things I've made sure of...that I wouldn't just blindly ask any company that I personally wouldn't mind pushing were there no benefit to myself/web-show.

    "Is your business a non-profit or a for-profit?"
    -Well, we aren't technically a "business" but I would guess that we're non-profit, since we don't have any product to sell to even make a profit...(please excuse my ignorance on this, if that's not what you meant by the question.)

    "Have you created a pilot episode (or two) to show potential sponsors what the content and production values of the show are?"
    -Yes...and no. Being that I don't have the equipment to shoot the show I don't have a pilot, which I know is essential. I do however have an interview shot/edited by a film student and it was actually a first time experience for everyone involved...myself, camera person and the band, so it may not be completely up to par...

    "How are you proposing to market your show?"
    -On my website, youtube, twitter, facebook, as well as posting up fliers and such in areas where my target audience is prone to congregate which brings to...

    "To what target audience?"
    -Young urban males and females from 18-35, who are multilingual, culturally versed, and open to different styles of music.

    "Why would they want to watch it (instead of the myriad of other shows available for viewing)?"
    -They'd want to watch it because my show won't be something they've seen before on YoutTube. There aren't many shows doing what I plan on doing and the fact that it's a diverse show, I think they'd enjoy that.

    Wow, thanks a lot for the questions, Jay! If anyone else has any more input, please feel free!

    Thanks again!
  • Posted by Jay Hamilton-Roth on 8/12/2011 at 6:15 PM Member
    Glad to hear that you've been thinking hard already. But I don't know if you've done your homework to figure out a budget for your show yet. You'll need a set (a place to video), lighting, sound, cameras, editors, graphics people, etc. You'll want to create a consistent look from show-to-show to brand it, and elevate your show from the majority of others online. If you don't personally have the background, find someone who does to help you pre-produce the show (create a storyboard, etc.) - it'll help you work out the issues sooner than later. Also, before you approach a sponsor for help, get very clear what you need to succeed, and be willing to justify where their resources will be going.

    If you need further information/help, feel free to get my contact info by clicking on my name (above).
  • Posted by peg on 8/12/2011 at 9:05 PM Accepted
    Tiffany --

    Here are some thoughts to help with deeper planning.

    1. Cameras/Studio. Community TV, Public Access TV and sometimes community college TV stations all have professional television cameras and their facility use is usually free. You're often required to take a one- or two-hour course before they let you use the gear; but look into those for producing your first effort. You can't promote sponsors in these public arenas, but it's a good way to produce a pilot. Ask about station volunteers/interns who can help you (and teach you).

    2. Your own camera. Sony has a digital video camera that now rivals expensive TV camera performance. It's a cool little hand-held job selling between $300-$400 at places like Costco. You'd need a tripod for stability, and video editing software. You'd also want more than one camera angle and to get that without buying multiple cameras, you need the band to perform the same song about three times, with you shooting from a different perspective each time and then editing it together to look like multiple cameras. It's a pain, but it's how one can produce a quality video on a bare-bones budget. (As soon as you make money, get a second camera.)

    3. Funding. Sponsors are hard to get without audience. However, in the beginning, it won't be hard to find bands that need a demo video. So, the bands themselves might be a sponsor or co-sponsor, as your video will have value to them. Give them a copy of the video that they can use or edit as they choose. Look for talented bands that are trying to get representation or to get signed by a label.

    Local clubs might also be sponsors if you're doing a video promotion of the types of bands they like to showcase. In addition to mentioning them within the video, offer to give them a free copy of the video to use however they like -- project it on a wall, edit it into their website, whatever.

    4. In-Kind. Before you accept in-kind payments, make a list of everything you need for your business. Then only accept in-kind contributions of those items on your list. Otherwise, you're just shopping for stuff you don't need with money you'll never have.

    5. Business. You need to learn more about how to structure a business, because if you do make any money, or pay anyone, or buy anything, you're going to have to report it and/or deduct it for tax purposes. A business is an organization that intends to earn money. A non-profit is an organization that does charitable work and does not make a profit. Either one requires a business license and tax filing. Do some research online to learn more before you make an expensive mistake that could be avoided.

    You may also need to learn about artist releases, photography releases, copyright, etc. Talk to an experienced publisher and/or Google these terms for more information and examples.

    6. "Partners." Although this business is your passion, you need some temporary business partners to get it started -- emotionally supportive people who will help you for kindness rather than money or shares of your business. Rather than choose friends, look all around you for the following types of people who would be willing to spend two to five hours each showing you the basics in these areas:
    -- Photography. Someone who knows video photography and can work with you on the first video or two.
    -- Sales. A person who knows sales and marketing, to help figure out sponsorships and to coach you on how to sell them, and to make the first few calls with you.
    -- Accounting. A person who knows bookkeeping, business licenses and tax forms. If you can pay only one person, this is the one. If you can't pay much, recruit an accountant who loves the music you're shooting and let him/her be part of your scene.

    Once you get all this together and shoot the first video, you'll be much more ready to get sponsors and approach a 13-show season. Businesses will see more reason to talk with you, and you'll have more confidence about the entire enterprise.

    Good luck to you!

  • Posted on 8/13/2011 at 3:32 PM Author
    Peg, Thank you! Those are really good pointers and things to think about as I flesh this out more. I really appreciate it! I'll start looking into the points you gave and contacting the right people asap. Thank you again!

    Jay, Thank you as well. I've done a rough budget but seeing as there really is so much more I need to learn about, I already know that the budget I have may not be sufficient. I feel I may email you later, if you don't mind.

    Thanks a lot, again!!
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