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Saturday, 17 January 2015


Create an Introduction Letter
The first step in securing sponsorship dollars is to craft a professional introduction letter highlighting the features and benefits of the opportunity you are offering. Some of these features and benefits might include inclusion in advertising, product sampling, banner display, and more. After you have given a brief overview of the opportunity, close the letter by asking their permission to send them a more detailed presentation. The introduction letter is the most critical part of the sponsorship success equation. If well crafted, it will get your foot in the door.
Demographic Analysis
Understanding your audience is critical. Potential sponsors will want to know who you are reaching. The best way of gathering this information is right at you finger tips. Call radio stations you think should be playing your music. Ask for an account executive and ask this person to fax you their Tapscan, Scarborough, or Prism demographic and qualitative information. In all likelihood you will now be armed with a detailed overview of what your audience looks like and can match this up with potential sponsors. You will also have a great hit list of companies to start hitting.

Creating Your Sponsorship Presentation
No that you have your introduction letter and demographic profiles, you are ready to begin creating your presentation. The presentation will seal the deal with sponsors only if it contains all the information they will need to make an educated decision on your opportunity. The presentation must contain the following elements:
1. A two to three paragraph overview of your opportunity.
2. A detailed overview of tour routing, markets, and venues.
3. An overview of what type of public relations and media support you expect to have and how the sponsor will be included.
4. Your audience and demographic profile.
5. Tour partnership deliverables or what the sponsor will receive for their investment.
6. The total investment you are looking for from your sponsor and the return a sponsor can expect.

Now that you have all of the pieces of the puzzle you are ready to go out and shake the trees for sponsorship dollars. With effort and consistency you will land a sponsor. Always deliver on what you promise to retain your sponsors year after year. Under deliver and they will promptly kick you to the curb. Our philosophy is to always under promise and over deliver. With this philosophy you will be assured ongoing solid sponsorship participation for years to come.