Sponsorships are a
mutually-beneficial relationship wherein two (or more)
product-based companies market their products via the support
and approval of the other. Are you networking with
companies that could help you build your
Guest Post by Bobby Borg
Artists can develop relationships with local sellers and
national manufacturers and get Live show promotion, Free
merchandise, and Credibility in the eyes of the public, as well
as in the eyes of club bookers who might be interested in
having that artist perform.
Companies, on the other hand, can form relationships with
artists and get Exposure to selective target markets, Public
awareness and sales, and Coolness by associating themselves
with hip and “in” music.
What follows are seven tips that can lead to arranging your
very own sponsorships.
Make a detailed list of the local businesses and
national corporations you wish to target. Log on to
each company’s website for specific information including the
businesses’s name, owner, brand manager, event coordinator,
address, phone number, store hours, website URL, submission
polices, and more.
Be prepared to show various companies how they can
benefit by sponsoring you: show that you’re creating
a buzz in your community, that you’re reaching their target
demographic fan, and that you have the right personality that
matches and aligns with their brand.
Create a press kit (physical and electronic)
that is specifically designed with sponsors in mind. Show
pictures of you promoting the product, and include
biographical information. Check out companies like Sonicbids
to help you create your electronic press kit if
Remember to express absolute
excitement in promoting a company’s products.
Emphasize your work ethic and commitment to following through
on the deal. Many bands flake out on hanging up banners at
shows, placing logos on posters, mentioning the company’s
name in record liner notes, and keeping sponsors up-to-date
with career news. Some bands even attempt to sell or pawn
products that were given to them. These are all big mistakes.
Paris Hilton has been sued more than once for not honoring
her sponsorship agreements. But, that’s no surprise!
Be persistent but never be a pain in the
butt. Polish your sales and negotiation skills by
reading books like Zig Ziglar’s Secrets of Closing the Sale.
Refer to the global authority on
sponsorships, IEG, and its books The IEG Complete
Guide to Sponsorships and the IEG Source Book (www.sponsorship.com). These
are two helpful resources that list strategies for obtaining
sponsorships. IEG even holds a regular convention that could
be a good networking opportunity. And finally…
Never sign any agreement you do not
understand. As I’ve said before in other blog
postings, and will say again, consult with a proper business
representative, such as a skilled consultant and/or attorney.
Want to learn more helpful tips?
BOBBY BORG is the author of Music
Marketing For The DIY Musician: Creating and Executing a Plan
of Attack On A Low Budget (September 2014). The book is
available on Hal Leonard website under “Trade Books” http://bit.ly/1po5FyO (ISBN:
9781480369528), AMAZON http://amzn.to/X4Fwst, or Bobby