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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 needed.
- 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.
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