I’ve written a whole series of blogs on How to Get a Sponsor for your band, tour, etc. In the end, it boils down to being able to creating mutually beneficial partnerships.
Here are some other ways you can approach sponsorship and create more opportunities for you and your partners:
- Create new sponsorship opportunities out of existing inventory. People rarely want to spend large amounts of money on new inventory, especially for a new investment. In addition, it’s a healthy practice for any business to clear out existing inventory. Perhaps you can come up with a new idea to highlight older (but favorite) products from your sponsor. You can also view “inventory” not just as a collection of product, but available services or skills as well. What could create new opportunities without risking a large investment?
- Creating unique programs that sponsors can own. Innovative businesses don’t like a “one size fits all” approach. If you come up with ideas that are specific to their target audience and makes sense for their brand (as opposed to just a “menu” of options), they’ll be more likely to invest into your project. Always show the return on investment for their business.
- Make it easy. The benefit to a tiered (or menu) style of sponsorship is that it makes it easy to select different amounts in terms of dollars, services, or goods. However, it doesn’t mean that this can’t be personalized. If you make it as easy as possible (simple agreement, payment method, method of measuring return on investment, etc.), you’ll get better results.
- Reposition your brand from their point of view. If you were a Marketing Director or business owner at X company, what would you like to see? In every proposal and communication shared, highlight how you will reach their target audience, highlight their brand, get them more for their money. Sponsorship programs often bring in a much higher return on investment than buying ads (that’s why they’ve endured for so long), you just have to prove how you will be effective for them. Sometimes, that means describing your music differently. Other times, it requires more an entire overhaul of your press kit.
Sometimes we’re so fixed on our own ideas that we forget to position them and view them in someone else’s light. Before you make the actual pitch, you could always get ideas/input from people outside of your band. Actually, proofreading is always a good idea.
And if you ever have questions or want someone to help you create a sponsorship packet, drop me a line.