Does anyone know how to get sponsorship for an event? - HotUKDeals
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Does anyone know how to get sponsorship for an event?

duckmagicuk2 Avatar
9y, 4m agoPosted 9 years, 4 months ago
How do I get a large company to sponsor a small event?

OK. I'll explain this a little bit.

Every year for the last 23 years a vintage vehicle rally has been held here in my hometown. I helped out with the running of this this year. Whilst it is primarily a vehicle rally, it is a day for everyone with fairground rides, historic town centre, shops and lots of fun to be had.

The event happened yesterday (15th July), at a cost of £10,000. Usually we rely on donations from local traders to run the event as it isn't funded by the council however this year donations only amounted to around £2,000 meaning that the "company" who run the event had to eat into the cash reserves meaning that we don't have much for next years event.

We also had trouble with finding volunteers to help out on the day (even the committee are volunteers) and so it'd be nice if we could pay stewards too... minimum wage jobby really.

Anyway, we'll need some funding for next years event. Our first meeting is next week (yeah, we're starting early) and while it was on my mind I thought I'd look at the possibility of finding a company who will sponsor the event, £10,000 - £20,000 (depending on whether we pay marshalls, ask for money to advertise the event better, try to attract better entertainments, etc).

Does anyone have any experience of getting corporate sponsorship? Is it easy? What needs to be included in the letter? Does anyone have any contacts or ways of making it easier?

I'm thinking that £20,000 isn't TOO much to ask for from these large companies. We estimate this year's crowd at over 50,000 people so it's a nice marketing oppertunity. I was thinking of targeting car manufacturers but if you call it the "Honda Transport Festival" vehicle owners might only think it's for Honda vehicles, so whilst I'm open to that idea I'm thinking that something unrelated would work well too.

Anyway, any help appreciated. Obviously, we have a year to do this but I'd guess it'd all need to be sorted by the end of the year.

Thanks,
Duck.
duckmagicuk2 Avatar
9y, 4m agoPosted 9 years, 4 months ago
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#1
Have you tried a company called Hagerty?
They specialise in insurance for classic vehicles - HERE

Basically, my Dad owns 4 classic cars and went to an event at Silverstone race circuit. It was run by Hagerty, I think :? and the day involved a few laps round the circuit in your cars, raffles with major prizes and also they gave away a free bag with car magazine, and some other bits an pieces...

This may not be much help, but thought it could be a stepping stone! :?

HTH

P.s Any more info on this event? My Dad may be interested! :thumbsup:
#2
[SIZE=2]All i can suggest is contacting companies, writing to them, grovelling, promising to promote them. Even if you can get stuff for raffles it all helps surely?[/SIZE]
#3
Contact Honda for example and put up their banners etc along the roads.
#4
Iom-RF
Contact Honda for example and put up their banners etc along the roads.


:giggle: :giggle: :giggle:
Ducky
I was thinking of targeting car manufacturers but if you call it the "Honda Transport Festival"....


I would have thought you could have put your hand in your pocket and helped with the whole amount, mobile phones seem to be the way forward :giggle: loadsa cash :w00t:
[admin]#5
Are there beer tents at your event? You could approach breweries and give them brand exclusivity in return for sponsorship... I'll PM you :)
#6
hi did your event have press coverage?
if not you could compile a press release now including photos etc for local
newspapers, tv and radio. including a paragraph about future sponsorship.


i would be inclined to go for more than one sponsor initially
the brewery one is a good idea
a big name may want banners as said or advertising on the stewards vests
as well as a marquee of their own to publicize themselves

also a bit of different idea, ask for donations for a raffle local shops restaurants etc make it very visible, and big show of the draw- local celeb maybe (sell them before the day also)
if you charge £1 a strip and half buy you'd make £25,000ish

but i'd definitely get in touch with the local media.
#7
Iom-RF
Contact Honda for example and put up their banners etc along the roads.

Crazy1
:giggle: :giggle: :giggle:


Ducky
I was thinking of targeting car manufacturers but if you call it the "Honda Transport Festival"....


Crazy1
I would have thought you could have put your hand in your pocket and helped with the whole amount, mobile phones seem to be the way forward :giggle: loadsa cash :w00t:


This wouldn't turn it into "The honda transport festival" its just advertising, Along the TT course there are normally banners for Yamaha, Honda and a few website link ad's, This doesn't change the TT, Its just advertising, You don't need to change the name of anything.
#8
I would go through the local freebie paper advertisments, contact local buisnesses (skip hire, garages etc) more chance of getting local firms to sponsor.

A few smaller companies may be just as benefical as one large company.
#9
suze
I would go through the local freebie paper advertisments, contact local buisnesses (skip hire, garages etc) more chance of getting local firms to sponsor.

A few smaller companies may be just as benefical as one large company.


We've tried local sponsorship/ads for the last 23 years and the amounts are declining. The event occurs alongside many shops/cafes. It's the people like craft companies and car garages who donate the most whilst the cafés who make LOTS of money on the day only donate a fiver. We're sick of it tbh.
#10
You'll be hard pushed to find anyone idiotic enough to hand over £20,000!

Big companies will want to know:
How much you want.
Why you need that much - exact cost analysis & breakdown
What they will get back.

£20k buys you ALOT of advertising. 50,000 people is a very small number to reach for the money - especially when only a small % will take notice of advertisements, and even less will actually buy your products.


For under a grand I can keep my business prominently displayed on SkyActive for an entire year - reach at least half a million viewers guarunteed using TVExpress marketing.
Or for £50 per 30 seconds I can put my advert infront of millions on Sky, MTV or E4 - a hell of a lot more advertising for the money.
Or if I have a niche market specific channels such as the Business Channel, Real Estate TV etc cost £4.72 per 30 seconds at peak time - now for £20k
I can nab 4237 television adverts reaching 100k people every single time.
This gives me the opportunity to reel in 423 million viewers (approx 4million unique). If 1% of those go on to buy from me I'v made a mint.
If 1% buy from me after seeing your banners? well will 500 people make a huge differance? No chance. For what you want in terms of money I can put a 30 second add in during Coronation Street three times a week for a year. Much better return.

The only way you'll get this much off one company is if they have a PR problem and want to redeem themselves - most often your going to be pitching to companies like IBM (outsourcing) & McDonalds (unhealthy image) who want to look like they support local communities. If you'v got the nerve to hold your own trying to sell to them, and the gall to ask for 20 grand to put on a one day event.. go for it, but make sure you justify the amounts, and the destinations - £10k for minimum wage lackys does NOT impress anyone - they will want the money to be used mostly for their own promotion.
#11
duckmagicuk2
We've tried local sponsorship/ads for the last 23 years and the amounts are declining. The event occurs alongside many shops/cafes. It's the people like craft companies and car garages who donate the most whilst the cafés who make LOTS of money on the day only donate a fiver. We're sick of it tbh.


I see where you are coming from.
#12
what about the national lottery trust? sorry if someone else has already suggested this xx
#13
seancampbell, I understand what you man but we'll probably break it down a lot. At the end of the day, events smaller than ours DO get sponsorship, so I think it's very possible. We should have gotten £1,000 out of ASDA last year but they changed promoter and lost all of the information!

£20,000 is very generous. We NEED about £10,000... after that it's a case of "extras" to help the event run more smoothly.

As for 50,000 being a "small crowd", that's with NO SPENDING on advertising, it's just listed in What's On Guides and 3 banners around the town... that's it. A small amount of spending on advertising could increase visitor numbers significantly.
#14
duckmagicuk2
seancampbell, I understand what you man but we'll probably break it down a lot. At the end of the day, events smaller than ours DO get sponsorship, so I think it's very possible. We should have gotten £1,000 out of ASDA last year but they changed promoter and lost all of the information!

£20,000 is very generous. We NEED about £10,000... after that it's a case of "extras" to help the event run more smoothly.

As for 50,000 being a "small crowd", that's with NO SPENDING on advertising, it's just listed in What's On Guides and 3 banners around the town... that's it. A small amount of spending on advertising could increase visitor numbers significantly.


Not me you need to convince. A grand from a huge chain isn't a big deal, but 10k is an awful lot more. It's a common misconception that big business throw that money around easily - they are big precisely because they don't squander money. I think you can get 20 grand but not from one business. Personally I'd get names and numbers of directors off company house, then badger their PAs for a conferance call. Target one big company in each sector, and go for £2k. They won't give that much but ask for more than you need as compromise is always a good tactic. Play them off against each other - £2k for exclusive advertising rights within their sector, or for £500 they can have their name alongside their rivals. Threatening to advertise their promoters (in a non blackmailing manner!) will be far more effective. Not paying lackys, and doing advertising exchanges will cut down on your costs.
Swap banners with local companies, advertise in your ASDA, Tesco, LIDL etc. Join local groups - town council, parish councils etc. Good source of volunteers, funding, and easy advertisement. Give em a stall to promote their own cause in return for promoting yours. Affilliate with other annual events - lend them volunteers on their days, in return for volunteers for yours. It seems to me you want to chuck cash at the problem - this won't impress any business. Solve the problem without spending money, thus lessening what you need to have donated, and making yourselves a more attractive sponseree simultaneously.
Local schools are great for volunteers - cubs, boys brigades etc too - Duke of Edinborough groups who need somewhere to do (easy) community service. Arrange with the courts to take a few convicts for setup & clearup (not PR!).

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