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How you can get that much needed
tour-support ~ Corporate Sponsorships
In
order to get assistance, you MUST create a Sponsorship
Proposal. Your goal is to show a sponsor why supporting you
will help them generate new business - and ultimately make
them more money. There MUST to be something in it for them.
1. List Your Assets
What can you offer the sponsor? How many fans are on your
mailing list? What are the numbers for a typical show—50, 100,
200, 500, 1000? WHO are your fans? Have you had your music
reviewed in the press? Are there any high-profile articles
about you and your act? The stronger the numbers and more
interesting the story, the more likely the sponsor will read
on…
2. Define your Touring Goals
If you plan to break into new markets and sell out clubs,
explain how you will do this.
3. Where Are You Going
What cities are on your tour itinerary? If a company sponsors
your tour, they’ll want to know where you will carry their
message.
4. How Often Will You Play
Companies like to know how many times their name or message
will appear in the same market in a given period of time.
Knowing this will also help you plan for travel arrangements
and possible lodging discounts.
5. How Will Each Event Be Promoted
Some companies have limited budgets, but they may be willing
to support you with Cross Promotional Flyers, Radio or TV
Commercials…list every possible promotional option and
research the costs of each before presenting your ideas.
6. Who Is Your Audience
What kind of music do you play: Rock – Pop – Folk – Rap
-Metal? Knowing your genre and style will determine not only
the types of companies you approach, but the way you promote
the shows. You want your target market and the company
supporting you to be a good match. But, also be creative –
don’t just focus on the obvious sponsors.
7. How Many Shows Will You Perform
Some companies simply won’t sponsor artists unless they are
performing a certain number of shows per month/year. Larger
sponsors often require a minimum number of shows a month. Keep
that in mind.
8. What’s Your Tour Cycle
Maybe your tour cycle will be for 2 months. A sponsoring
company will want an estimate as to how much money will be
needed as well as the length of time their message will be
seen by your audience.
9. Define & Itemize Expenses
Break it down. If you do 3 shows per week, what are your costs
for gas, promotion, lodging, food, press kits, etc? You’ll
want to know exactly how much everything will cost. If it
costs you $200-$500 per weekend for hotels and food alone,
then maybe getting a hotel chain to sponsor you makes good
sense.
10. Cross Promotional Opportunities
Sometimes a company won’t offer you cash for support, but they
may be interested in paying for a co-branded magazine ad or a
radio commercial promoting your act and club dates. They may
provide merchandise that you can sell or give away. If they’re
a hotel chain, maybe they’ll be interested in giving you a
deep discount on rooms in lieu of cash payment. The
possibilities are endless… The more open you are to receiving
various forms of support (not necessarily cash), the greater
your chances of getting help.
Who To Contact
A
lot of people think that you need to contact the companies
directly. But, keep in mind: Some companies have a person
designated to handle sponsorships. Many companies also pay
Public Relations firms to deal with these interests for them.
That’s not to say you can’t contact the companies directly,
especially if you know someone who can help get your proposal
into the right hands, but PR firms can often make or break a
sponsorship deal.
Do a Web search for potential sponsors as well as “Public
Relation Firms” or “PR Firms” and see what comes up. See which
PR companies represent the target companies you want to
solicit for tour support.
Before contacting these companies, make sure that you have a
well-written cover letter briefly explaining your reason for
contacting them and what you are trying to accomplish. Then,
simply direct them to your Sponsorship Proposal. And, be sure
that your proposal looks professional. You only get one
chance to make a first impression.
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