One way to find a sponsor that appropriately fits your image is to seek them out. We’ve discussed previously how your band is a business so the quicker you swallow that pill, the better off you will be. And sponsorship is a business move, that’s for sure.
What exactly is sponsorship?
Sponsorship is when a company (or sometimes an individual) finances your project or event in exchange for advertising exposure.
If you are seeking the fortification of a sponsor, then it is time for one of those business meetings with your band mates. The topic this week? Who could we solicit to be our sponsor? How can we approach them and prove we are a good investment?
Once you’ve chosen a few companies that suitably fit your music, then the chain of events should go a little something like this:
- Cover letter – A short, polite and concise letter introducing yourself and your brand, which is the music. Explain briefly why you think this association would be beneficial. Imagine it like a first date, when you’re proving to someone why your personalities would be go well together. Attention the letter to the marketing person or promotions person.
- Follow-up the letter with a call and arrange a meeting. This is where you can discuss this potential fit in greater detail. Finances would be discussed in the meeting as well, not the cover letter, by the way.
- Be prepared to discuss the image and the personality of the band. What are you trying to portray? Do you have a message? Who is your target audience? What differentiates you from other bands?
- Be prepared to talk numbers. How many people come to your average gig? How has it increased in the last year? What’s your demographic? Do you have a list? How many members?
- Bring samples of your music, obviously! And toss in any other gifts you can think of, including free tickets for upcoming shows.
If you’re a small band, start off small. Approach a local, up-and-coming company that matches well with your group. Think outside the box as well. You don’t need to approach music-related organizations only. What other products would appeal to your band? To your audience? What products enhance a certain aspect of your band’s personality?
You need to portray your band as a sound investment. Keep it small at first. Sponsorship can certainly be a win/win situation for any band and brand name.
Here’s a link to get you started:
Filed under: Lessons, Money Management, Priorities | Tagged: band sponsor, music biz, musician coach
Yeah bottom line is it’s a business first and foremost
do your homework – produce the numbers – come professionally prepared
good sponsorships are few and far between right now and will only continue to get more scarce as 2009 moves on
These days maybe better to approach a younger company with the budget dollars wishing to crossover to your target market
There are Organizations out there that team bands and sponsors together – just google “sponsorships”
Stay away from the give us a dollar – we’ll give you a chance to be selected scenarios – might as well play the lottery the odds are better anyway
GUIDO’s SOUND ADVICE