February 23rd, 2015

How to Find Great Sponsorship Partners for Your Musical Event

by Don

Concerts and music events can be quite capital intensive. Due to the nature of the business, you will find that you will need a lot of cash upfront in order to create movement and prepare everything to everyone’s satisfaction in order to have a successful event.
Below are some ideas on how to identify the best sponsors for your event and attract them to sponsor your event.

1. Find sponsors that make sense for your event

The best partners for you will most likely benefit from a mutually beneficial relationship between you, your potential market (the crowd that you will attract for your event), and the sponsor.

Brainstorm on who the best-suited sponsorship partners could be. For example, you would imagine that a fast food vendor would be interested in selling food at such an event, just as the concert revelers will need to eat as they enjoy the music. It just makes sense right?

Once you have a list contact all your potential sponsors and ask them if they would be interested in sponsoring your event. Gauge their enthusiasm and create a list with those likely to sponsor you first and the ones that you need to convince next.

If a similar event to yours has taken place before, it can be a good idea to look for a sponsor who is in the same line of business as those who sponsored the previous event. That way you will need less convincing about their interest in sponsoring your event.

2. Put your ideas together into a cohesive document

Commonly called a sponsorship packet this document should include:

• An executive summary in about 300 words or less giving a sense of what the event is why it is in their interest to sponsor the event and what the funds will generally be used for. The executive summary should make the potential sponsor feel that you are giving a great opportunity.

• The sponsorship packet should also detail your budget and offer certain reward for different levels of funding contributed.

• Make your business case for holding the event including how and why it will be successful and make it urgent for the sponsors to show their interest.

3. Send the invitations to the potential sponsors

Remember that you want to send these invitations to sponsors who you actually want to partner with and will want to partner with you.
It is better to send a few focused invitations and to make the sponsorship exclusive to a few key potential partners.

You should also remember that the invitations to the sponsors should be as personal as possible and show an interest in who they are and what they do.

You should also make it as easy as possible for the potential sponsors to contact you in case they need more information or want to have a face to face before they can send you money.

With these ideas in mind, you should have the makings of a good strategy to be able to get the sponsorship you will need to host a great event.

About the author
Sue Menza is an experienced event organizer with 10 years’ experience in planning music festivals. She compiles her experiences gathered from her travels and from working with artists from all over. She has a lot of insight to help you organize music events. To find out more about what she has to advise, visit her site.

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