Sponsor this!

The basics of the biz of show

by Bob Gulla

Let's face it. You need cash. And sponsors are the one group that might be able to provide it for you. Here's the key to gaining it: If you're lucky enough to have people coming out to your shows, you're most likely attracting an audience that someone -- a sponsor, say -- might want to reach. Music fans of all types comprise what they call "market segments" that offer value to a wide range of companies. If a ton of people are coming out to your shows, there might be a company out there that would be willing to cover some of your expenses, whether it be touring cash, CD replication, or a new smoking jacket for the big gig in return for valuable marketing opportunities.

Keep in mind that earning sponsorship depends on good salesmanship and tons of persistence. I imagine most of you don't dig selling. It's tough and it sucks. But it's a numbers game and persistence almost always pays off. The more people you ring up the more comfortable you get with your technique and the higher your chances are that someone will say, "Aw, what the hell."

One thing that can help you if you don't have a velvet tongue, is to let your materials do the talking. Create what they call a professional sponsorship profile, explaining the benefits of your band or event, the audience you can reach, and why that particular potential sponsor will want you to be their focus rather than a zillion other places they could put their money.

The Pitch
When your materials do the talking for you, it minimizes the time you spend selling. A well-organized print presentation can be more effective than you trying to get your nervous lips around a pitch to someone you don't know, who has no time for you, and is late for a lunch date.

Your profile should include several sections outlining and describing your music or event. Your goal is to give potential sponsors a sense of what you're doing and who you're trying to reach. Start from the broadest prospective in case someone only reads the first page. If you have only 5 seconds to make a pitch, frontload it with the good stuff. For example:

Title Page: The 5-Second Pitch
Event/Band/Artist Sponsorship Profile
Name of Event/Band/Artist
Contact Information
Date/location of Event
Upcoming Gig Schedule

If you have to make the 5 -Minute Pitch, here's what you need to add:

Event Overview
If you only have five minutes, you can't just jump into how much money you want. You have to give some depth to the event, band, or artist and hope that they'll want to read more, or at least consent to speak at another time. The event overview shouldn't be more than a page long. It is something that someone can turn to after looking at the cover page and it answers the question, "What is this all about?"

The Benefits of Sponsorship
What's in it for them? Keep in mind that this is one of the most important parts of the proposal. Think about all the ways that you can provide value to a potential sponsor. You really want to give this section beef. You know how your event or gig runs and what aspects would serve a sponsor with the most promotional gusto. Emphasize and explain these things as well as you can.

A possible benefits list for a potential sponsor could include: a personal endorsement from a loyal customer, a loyal following, a banner, etc., at gigs, an ad in a CD, brochures on merch table at gigs, stage mentions and testimonials, and a logo on related printed materials like fliers and posters. And that's not even getting into electronic promotional opportunities. Your goal here is to make sponsors think that there are so many promotional possibilities and chances to expand brand awareness that it's a no-brainer, a sure bet.

Sponsorship Opportunities
This section would explain the individual sponsorship options that you have. Make several available to fit varying budgets, starting at $100 and go up to $10,000. Make sure you list the benefits that will apply to each sponsorship level and option. You want to make sure you list what you'll be providing as well as what you're expecting from your prospective sponsor.

Event Background
Give some background about yourself, your band, or your organization. This is where you can put information about your past achievements and accomplishments. Send press clippings.

Who to Call?
The answer is simple, at least to begin with: call people whose products or services you use and like. It can be music related, but it doesn't have to be. Just make it someone you can be proud to call your sponsor, someone you could genuinely endorse and spew good things about from the stage. Chances are you use so many products and services in your career, you probably take them for granted. Take a look around and re-evaluate what's in your purview. See potential sponsor companies? Pick up the phone and give it a shot.

Alcohol companies often sponsor artists. What's your favorite spirit? Go after it. If you're drinking their product during or after the show and talking about it on stage, that's important promotion for your potential sponsor. Is there a Web site that you use and love, and can direct people to? The dot coms certainly have the cash, and most of them are actively trying to get music fans to come to their site. Do you wear a certain brand of clothing all the time? Shoes?

Is there a local restaurant or pizza joint you hit after the show? Get paying customers into a place and they'll start thinking pretty highly of you. What about the gear and equipment? These companies go after a musicianly market. Is that you?

Sending Out Kits
Of course, it goes without saying that you have to make your kit professional looking and well-written. No one's gonna give money to a dunce who can't spell, or who isn't willing to make himself look like a million bucks, at least on paper. When you're satisfied with it, run it by some of your more intelligent friends and hear what they have to say. After you're ready to post it, make a list of possible recipients.

If you know the person receiving it, send an e-mail telling them the packet is on the way and when you'll follow up. Make a note of when you send it and follow up just as you said. If you don't know the person, but have a proper contact name, send an e-mail or make a phone call asking if you can send a packet before mailing it blindly. If you don't have a name at all, find one before wasting your time and effort.

When you follow up, ask your contact first it's a good time to talk or whether they need a little more time to review the materials. If they need more time, ask them if a few days would be enough or whether you should call back next week. Never rush someone if they haven't had a chance to look your proposal over, but continue to check back. Remember people respond best to kindness.

Take a look at some examples of someone else's sponsorship materials at http://joerecords.com/resources.htm. Then do what it takes to put your own package together.

WANDERING EYE. Despite evil-looking skies and a persistent wind off the water, the Newport's JVC Jazz Festival went off without a hitch last weekend. Fourplay, a lite-jazz supergroup led by Larry Carlton and Bob James, headlined on Saturday, while the equally eclectic work of saxophonist Boney James and trumpeter Rick Braun closed the Fort Stage on Sunday. Sweet singing, however, stole the show on both days, with Dianne Reeves's breezy style stealing the show on Saturday and lilting songstress Cassandra Wilson doing the same on Sunday. The Harbor Stage also sizzled, particularly on Saturday with the monstrously talented James Carter and the hard-charging acid funk of up and coming jam enthusiasts Deep Banana Blackout providing serious highlights.

Bob Gulla can be reached at b_gulla@yahoo.com.