How to Sell a 1st Time Event or a New Sponsor
• Get your media partners first.
Then leverage them to get corporate sponsors.
• To build credibility, create strategic alliances with associations, established businesses, charities, and successful events with a track record.
You can even partner with a competing event, business or charity and turn them into your ally.
• Get influential people on your advisory board.
• Do plenty of research on the companies you plan to approach. Use the internet and request the company’s annual reports.
• Talk about short-term and long-term marketing so sponsors know you’re in for the long haul.
• Be realistic about your projected attendance, demographics, extended reach, etc.
• Use magnet sponsors – impressive companies with household names can be in-kind sponsors to draw-in cash sponsors.
• If a sponsor wants to cut the fee because your property doesn’t have a track record, tell them you’ll consider it if they commit to a full fee sponsorship for the next (year or event).
Tell them that if they are not satisfied they can withdraw in a certain time period.
Assets & Their Related Benefits
