Top 5 Reasons Why Your Sponsorship Proposal Isn't Converting Sales
31st May, 2011
We’ve been asked many times to give advice to brands concerned about their inability to source for sponsors. No matter which sector the opportunity represents, it’s often the sponsorship proposal which is not translating how sponsorship benefits can add value and ROI. There can be a number of reasons why the sponsorship proposal doesn’t work, but we’d like to highlight the most important:
1. Rambling proposal: bear in mind that Marketing Managers are bombarded almost every day by emails from brands looking for sponsorship funding so make sure that your proposal is attractive and concise to gather their attention quickly. As a rule of thumb, a 2 page proposal with engaging pictures and testimonials would be more than sufficient.
2. Lack of clarity: make sure the proposal includes a brief description of the event and focuses on how the sponsorship benefits can help them achieve their objectives. Be very transparent in identifying what you will provide and how much it will cost.
3. Lack of media assets: sponsorship provides brands with content and positioning to maximise their exposure –providing opportunities to shout about their involvement is key. Ensure you are able to guarantee media and marketing exposure and be explicit about the audience the sponsor will be exposed to.
4. Standard approach: a common mistake that right holders make is to send over standard emails with the sponsorship proposal. A value proposition will be different for each brand strategy. Do your research and tailor your sponsorship proposal to focus on how sponsoring your property will help them achieve their objectives.
5. The wrong contact: you might have the best opportunity in the world clearly illustrated by a concise sponsorship proposal, but if you are sending it to the wrong person, it won’t make a difference. Depending on the opportunity, you typically would look to speak with the PR/Communications Director, Brand Manager or most often the Marketing Director. Make sure you know who you are contacting and why, which supplements point 4.
These are some key things you can start fixing right away, but if you want a more tailored solution, we are now offering our Sponsorship Boot Camp, which will help you create sponsorship proposals that turn into revenue. You can find out more information here.
We have also launched our eNewsletter so you can ensure you receive sponsorship tips throughout the year. Register here.