Remember, the sponsor is concerned about increasing sales of its

product or services. It is not concerned about the quality of your race operations or the

worthiness of your cause.
Large sponsors usually aren't interested in "exposure". They are already well-known.

They must be able to prove that sponsoring your event will result in greater sales of their product

or services.
How will the sponsor benefit from my race?
Who is the sponsor's audience?
Is it the runners? Spectators (if there are any)? The general public? Some sponsors see

the runners as an important niche audience and pitch their message to participants in the race.

But most races don't have enough runners to attract sponsorship, so the sponsor may want to use

the race as a springboard to a wider audience.
What does my race have to offer a sponsor?
Sponsor Designation -- title sponsorship or name on a facet of the event
Sponsor hospitality -- VIP tents; employee volunteer opportunities
Event-related promotion -- event included in sponsor advertising; special in-store

promotions tied to event; co-promotion, with two or more sponsors; ad and hotline

referral to sponsor stores or web sites; save on entry with purchase offer.
On-Site promotion -- s
Public relation
Event collateral -- inclusion in pre- and post-event media coverage; i
Signage -- logo in event signage; on-site inflatables; banners on-site
Event premiums
Announcer mentions
The companies that have shown an interest in your audience(s) or you think would be

interested in your audience(s) if they knew how to reach them.
Which companies should I contact?
Don't contact a company that is

already sponsoring a lot of events in your community. It may have already saturated the market.

Solicit its competitors.
When should I start contacting sponsors?
Large, national companies often set their budgets in spring or summer of the previous

year, so contact them early. They sometimes have discretionary funds that are saved for late-

breaking opportunities or money left over at the end of the year.
You can simultaneously contact sponsors in the same category, but you may be put in the

position of having to turn one down. Instead, you may want to target your first priorities in each

category and still leave enough time to contact competitors, if the first sponsor turns you down. A

sponsor planning to say "no" to you will wait as long as possible to prevent you from signing its

competitor.
What should I ask for? How much money?
It's best to approach a sponsor with one, customized proposal. But be prepared to offer

an alternative level of sponsorship, in case the sponsor doesn't want to spend as much as you ask

for. Have in mind different sponsorship levels with the largest number of entitlements going to

the category requiring the largest payment. Be prepared to negotiate. Sponsors often want to pay

the lowest level fee but receive the highest level sponsorship.
If it's something you would have paid for then it's as good as cash. If it's something you

wouldn't pay for but you need, like water, then accept it. Some sponsors only give product. Be

sure to include a level of sponsorship for product. Sponsors expect something in return for

hundreds or thousands of dollars worth of product and the cost of delivering it to you.
How should I contact prospective sponsors?
Personal contact is always best. If someone from your race knows the key person in a

company, or works for a company that may sponsor your event, work through that person, or at

least have that person guide you to the proper contact in the company.
If you are making a "cold call" (57% of all initial sponsor contacts), try to reach a person

by telephone. If you send a letter, keep it brief and to the point,and state that you'll follow up

with a telephone call. Be sure to call when you said you would. If the sponsor wants more

information, you will probably be asked for a more complete proposal
What should be in my proposal?
Whatever will convince the company to become a sponsor
proposal should be

tailored to that company's specific needs
Keep in mind the company's corporate goals when

crafting your proposal.
A proposal could include pictures of previous events;
press coverage
examples of sponsor entitlements
demographics -- age, gender, geography of participants
previous sponsors; mentions of your race

in sponsor materials
Can I turn down a sponsor?
Of course. Some sponsors ask for more benefits than you may think they are worth
Do I have to guarantee a sponsor exclusivity?
Almost always. A sponsor expects a guarantee that its competitors will not be involved

in the race. So you should have only one shoe company, one running store, one fluid

replacement, etc.
Should I give one sponsor the right to sign another sponsor?
For example, a grocer pays your race a sponsorship fee and signs a yogurt company as an

additional sponsor. The yogurt company pays the grocer a fee (sometimes more than the grocer

paid you) for the right to become a sponsor and provides your race with yogurt.
Be sure you have a written agreement that specifies fees, responsibilities, reporting

systems, and restrictions (if any) on who can be solicited. Most sponsorship agents charge 15%

commission for cash sponsorship. Sometimes your agent will also want a flat fee, since s/he

spends time on the effort regardless of the outcome.
How important is a media sponsor?
Look at an agent's track record -- it

doesn't have to be limited to races -- and find out how successful it has been.
Contact agents'

former clients for references.
It's the most important sponsor you can have. Most races are not worth sponsor dollars,

since they only reach a small audience.
What is the most important part of sponsorship?
FULLFILLMENT. -- You must fulfill your agreement to provide entitlements to the

sponsor. You cannot leave a logo off a race application or forget to put banners on the course.
What should I do when the event is over?
Stay in touch with the sponsor!
1) Call the sponsors to personally thank them for their

involvement.
2) Return all sponsor banners. They'll need them for other events. 3) Write a short

report to the sponsor, providing highlights of the event -- number of participants, notable

achievements, etc. -- and include samples of sponsor promotions and pictures of sponsor

name/logo displays. 4) If you haven't already done so, send race t-shirts to all of the key people in

sponsor companies. 5) Invite sponsors to a post-race party or some other event to thank them for

their participation and keep them connected to the event. 6) Ask them to sponsor the event again

next year.
buying habits of

participants, number of participants in previous events
Should I accept product instead of cash?
I can't do this. Should I hire someone else to solicit sponsors?

8Expand

Unity Trust Bank : Hot Tips & Hints - Sponsorship

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Identifying a suitable sponsor
Companies that have a connection to you/organisation
Identify locally-based businesses who may be interested in what you can offer – match your membership to their ‘target market’
Companies that have recently moved to the area
Large national companies who have local sponsorship budgets
Companies that may have image difficulties and need to win over public opinion
What does a sponsor want?
Publicity – what opportunities are there to raise the profile of the company you want to support you
Corporate image – selling your idea on how it can project a good image of the company
Public Relations/Community involvement – successful businesses feel their responsibility stretches further than just profits
Direct marketing – companies use sponsorship events as a sales outlet
Endorsements – manufacturers may provide free goods to a successful club or individual knowing customers will associate good performance with their products
Client hospitality – sponsored events are popular for entertaining clients etc
Education sponsorship – companies sponsor schools/student events to influence and build a long term affinity with the company
What have you got to offer a sponsor?
Opportunity to insert promotional material into mailings
Opportunity to put up an exhibition stand at events
Promote the sponsors name in media releases
Feature the logo and organisation description on promotional material
Opportunity to advertise in brochures/magazines etc
Approaching a sponsor
Introductory letter and proposal should be individually tailored towards the company
Make sure you have the right contact name to whom you should address the letter
Submit the proposal in plenty of time
Be brief but informative
Be precise in what you are requesting - money, time, facilities etc
1.Careful planning and targeting
2.Realistic proposals
3.Good negotiating.
Success in securing sponsorship results from
Sponsorship is a business agreement not a gift. Even if you do everything properly, you are still likely to receive many rejections before you finally hit gold

19Expand

Sponsorship Tips

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more fromwww.classicbass.com

WHY? Why should a company give you anything? I hear this all the
time: I’ve won a few tournaments, so isn’t that enough? If you haven’t already
guessed, the answer is No. Companies could care less how many local tournaments
you’ve won. All they really care about is how you are going to market their
product.
So what is the first step? The answer is simple: Get Involved! Getting sponsors
doesn’t happen in a week’s time, and they aren’t about to work with somebody
that doesn’t do things outside of just fishing tournaments. Fishing alone isn’t
enough. Get involved with Online forums. Help participate with weigh-ins. Go to
outdoor expos and seminars, things of that nature. Become a figure in the
fishing industry.
Another idea is to build yourself a website. A website is a great tool for
promotion opportunities. Not only are they inexpensive to create, they are
accessible to millions of people.
If for some reason something comes up that you
can’t fulfill your obligation, call your sponsor and work on something else to
take its place. BE PRO-ACTIVE!!!
So you think you’ve built yourself a decent resume? How do you go about
approaching somebody? I would recommend starting off small. Maybe you know a
local bait dealer or tackle company. Go to them and offer your services. Offer
to hand out brochures/flyers. Talk to them and be open with ideas. They might
not want to give you money but may offer you some discount tackle or products.
Don’t turn things like this down. This is where it all begins.
Start building a
relationship with them and it will benefit you in the long run with a good
reference
Ok, now you’re ready to approach that potential monetary sponsor. What’s your
game plan? The first thing you want to do is find the correct person of contact.
I’ve found that you are typically looking to speak with the
Director of Sales and Marketing or a Sales Manager.
Remember that you are
basically trying to become and independent promotional contractor for their
company, so act and speak professionally.
BE PREPARED when you call to speak
with them. Give them a little background information on yourself and why you are
calling.
Give them the option of a face to face meeting for your proposal, or
offer that you email them your cover letter and resume.
Try not to do your
proposal over the phone unless they initiate it!
Also, just like In a job interview. Don’t come out right away and discuss money.
It will be an immediate turn off and odds are the potential sponsor won’t be
interested.
they will inevitably bring up the question one way or
another – “What are you looking for in return?”
Don’t be afraid to
show them a list of your fishing expenses however.
Include tournament entries,
food, lodging, fishing tackle, list things of that magnitude.
Be open to
negotiations and come up with an agreeable sum that benefits both parties.
Last but not least, keep your word. If you promise a sponsor that you plan on
doing something. Do it.
If they want you to hand out flyers or whatever, it’s
your obligation to get it done.

Poynter Online - Writing Tools

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How to Read a Camera Test - - PopPhotoDecember 2005

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Racing Sponsorship; Tips and Thoughts

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more from209.85.135.104

Racing Sponsorship; Tips and Thoughts
What else can you do for your sponsor/partner?
If a company sponsors a softball team it is not for advertising value. Typically, several or all of the team members are company employees. The "team experience" and "morale builder" are the company's reward for sponsoring the team, not the advertising.
Tickets can also be used as customer "Premiums" by the sponsor. "Buy five tanks of gas and get a free ticket to the races." Remember, the eye catching unique visibility gets a potential customer's attention. A message (sign) coaxes the potential customer into the sponsors business. Now, you convert the potential customer into a repeat customer with the (buy this many and get the free ticket) deal.
There is no limit to this approach. Say you were sponsored by a sandwich shop. You could offer to print the sandwich wrappers with the gimmick "Return 10 wrappers for a free ticket to the races." This way the sponsor gets repeat customers and you are providing him with materials he doesn't have to buy. Of course you don't tell him, but that is where you spend some of that extra money you got from the sponsorship. But, you sell this as a double advantage to the sponsor.
The unique visibility can be double played, too. Offer a package deal in
the sponsorship that includes prepaid newspaper ads to run when the
sponsor wants to
run them. Have professional ads done using the car as an eye catcher and
run it
in the local or regional newspaper.

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ourcommunity.com.au - Funding and Fundraising Centre - Top 10 Tips for Sponsorship Hunters to help raise money for community groups and organisations

Tags: howto, sponsor, sponsorship, tips on 2007-02-07 -All Annotations (0) -About

more fromwww.ourcommunity.com.au

Top 10 tips for Sponsorship Hunters
There's no such thing as free money.
Sponsors don't have to love you.
Look for a good fit.
brands that
seem a natural fit with your event
It's a job for a team.
prepared to treat your sponsors like marketing
partners.
No logos.
. While you can
offer to put logos where you want, also offer your sponsors far more
substance.
Get in early.
start at least twelve months
before an event
Get in writing.
Firm up all details of your arrangement in writing.
Aim big.
get a couple of big sponsors than lots of small ones,
Service the sponsors.
If
you don't service sponsors properly, they will never give you another
cent
Check it out.
and start networking with people in the business.