How to Sell Your Company to a Sponsor
- 1). Identify targets that make sense. In general, look for sponsors that have a presence or a specific interest in your industry. In addition, look for sponsors whose "customer profile" is similar to your customer. For example, a tennis association or equipment manufacturer might be interested in your company because you have a unique presence in the tennis or sports industry. Make a list of prospective sponsors with whom you can partner, either for a project or a longer-term relationship. Make a list of reasons for each why a partnership would be good for both organizations.
- 2). Do your homework. Research the existing deals that your targeted sponsors have with third-party businesses and other entities. Analyze those relationships and determine how you might complement them by bringing added value. Understand and communicate that added value in tangible marketing, public relations and financial terms, not as a general idea.
- 3). Lay the groundwork. As part of your research, determine whether your targeted sponsor has an advertising agency or public relations firm. If they do, contact the ad agency and PR firm account executives and clearly explain your ideas for an alliance. If you can get them on board, they can help you get their client on board. Their recommendations are a very important part of determining what their client does or doesn't do. If the sponsor handles marketing in-house, identify the decision-maker and contact her.
- 4). Find other common ground. Identify vendors, board members, executives or others from your organization and the prospective sponsor and leverage those pre-existing relationships. Sponsoring organizations get all kinds of proposals from many sources. The more familiarity there is, the more likely they'll be comfortable with you and your proposal.
- 5). Develop a detailed written proposal. Focus on the benefits that accrue to the sponsor, but also include specific information on what you expect in return, whether that's financial consideration, the barter of services for promotional purposes or access to an exclusive event such as the Super Bowl.
- 6). Make a face-to-face presentation. Working with the ad agency and PR firm, or as a result of your own research, determine who the key decision-makers are at the sponsor's organization and approach them. Arrange a day and time for your presentation -- and limit it to a half-hour or less. If anyone wants more information, he can ask -- and you should be prepared to provide it. If possible, have the ad agency and PR firm account executives sit in on the presentation and express their support.
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