| Subject: Re: Sponsorship 101 |
Author:
FYI
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Date Posted: 17:16:58 10/24/07 Wed
In reply to:
FYI
's message, "Need some help getting sponsors? Click in to first post for Sponsorship 101. It is a bit long, but well worth the information" on 17:15:43 10/24/07 Wed
SPONSORSHIP 101
Today we are going to ask the age-old question….HOW DO I PAY FOR THIS! A very good question indeed! The way I see it, there are three ways for paying for your pageant experience. A. You Pay for It. B. A member of the family pays for it. Or C. Somebody else pays for it. There really are no wrong answers but today we are going to discuss answer C. Somebody else pays for it!
Today we are going to discuss making a potential sponsor list. Then figure out your pageant budget. Your sponsorship brochure. Then how to structure a deal with your sponsor. Your sponsorship meeting and then finally closing the deal.
But before we start with how to sell. We have to believe in what you sell. In your pageant sponsorship you are selling YOUR DREAMS! This means when you make every pitch it is all about YOUR career goals, your desires to share your platform, your leadership abilities, and all the things that make pageantry so important in the personal growth of a young woman.
I. Lets start with your POTENTIAL SPONSOR LIST – A&B lists
The A list – Those who you know very well.
-extended family (aunts, uncles)
-friends of family
-places your family spends money
-people who do business with your family
-your friends and your friend’s parents.
The B List – prominent people/business in your community, a harder sale but is very do-able. This list can also include those services you need. We will discuss barter when we work on your pageant budget. -prominent businesses in your community.
-chamber of commerce’s
-hospitality industry
-those involved in your charities or platforms
-Banks, Stores, Legal Firms or any group in which you can get a meeting!
II. Then Figure out your pageant budget. Include everything that could possibly fall under your pageant experience. Here are a few items to include in your budget.
-Application Fee
-Travel
-Clothing
-Gym Fees
-Coaching (or PageantDiva.com!)
-Magazine/Newspaper Subscriptions
-Ad sales (not in FL USA but other pageants)
-Cost of family to travel
These are just some of the items that you might need for your pageant experience.
III. “A” List and a “B” List Motivation
1. “A” list motivation is very simple....
-They support you out of friendship and are the obvious first choices to ask. However they should not be all of your sponsorship monies.
-The “A” list provides great practice for your “pitch” for sponsorships as you head to the “B” section of your list.
-Not to mention this will prove to those around you that you are very serious about your efforts, especially with you well organized pageant budget.
2. B” List Motivation
Image and Public Awareness
Suggestions:
-For in-kind donations provide pictures of yourself in their clothing or product for use in advertising or in-store promotions.
-Give your sponsor exclusivity. Example: Evening Gown sponsored by; Swimsuit provided by; this is extremely useful with “in-kind” sponsorships. You can mention them in your ½ page free ad in program book.
Sale of Product or Service
-It is not unusual for a contestant to make appearances for their sponsors leading up to the competition. Trade Shows, Openings, In Store appearances; Charity Events; these are all events, which can positively enhance your sponsor’s image and sell their product or service.
Opportunity to be a Good Corporate Citizen:
Suggestion:
-Make a resume of your goals and accomplishments both in school and in the community.
RESEARCH YOUR POTENTIAL SPONSORS BEFORE YOU PITCH:
Examples of what you need to know include:
-Who buys and uses their products?
-What are their products?
-How can they be of benefit to your pageant experience?
-Have they sponsored before?
-What type of advertising are they doing?
-How can you benefit them?
THE SPONSORSHIP PROPOSAL:
1. Introduction:
Biography or resume of yourself.
-Tell them about yourself
-Your schooling and community involvement
-How your pageant experience will be of benefit.
Keep this to a maximum of one page.
2. Description of Pageant and Pageant Needs: Give the who, what, when, where why and how of the pageant and your pageant needs.
1. What: Name of Pageant
2. Who: Management of Pageant/Years in existence
3. When: The dates of your pageant and the deadlines for registration and monies due.
4. Where: Site
5. Why: to represent your city/state at the next pageant competition.
6. How: list all of the items needed in your pageant budget section of your sponsorship notebook.. Also list a schedule of when items or services need to be bought or completed by and list them in your proposal.
3. Sponsorship Investment: Have several sponsorship choices available. Tiered sponsorships with names seem to work very well. Example would be as such.
Diamond Sponsorship:
50% of budget needed
Ruby Sponsorship:
25% of budget needed
Emerald Sponsorship:
10% of budget needed
Also offer other levels of sponsorships with an example being:
Business Card Sponsorship: $100.00
Friend/Patron : $50.00
Also mention on this page what services you are looking for as in-kind donations. List them after the above items.
Miss Florida USA allows you to sell advertising in the book for a commission.
Put the opportunities to purchase advertising in the pageant program along with the rate card. This is another way you can make money for your pageant experience.
4. Deliverables:
This is what you are trading or exchanging for the above monies or in-kind services. This would include services provided as an example:
Diamond:
-Two (2) In-Store, Charity or Trade Show Appearances
-Full page advertising in the Official Pageant Program Book*
-Logo on Autograph Pictures -
-Thank-you section of pageant program book -
-Use of photo’s in sponsors advertising
-Named official pageant sponsor of contestant in press release#
Ruby:
-One (1) In-Store, Charity or Trade Show Appearance
-Half advertising in the Official Pageant Program Book*
-Logo on Autograph Pictures -
-Thank-you section of pageant program book -
-Named official pageant sponsor of contestant in press release#
Emerald:
-Quarter page advertising in the Official Pageant Program Book*
-Thank-you section of pageant program book -
-Named official pageant sponsor of contestant in press release#
Business Card
-Business card advertising in the Official Pageant Program Book*
-Thank you section of pageant program book.
Friend:
-Thank you section of pageant program book.
*-Most pageants allow you a free page in the program book to thank your sponsors.
#-We will talk about writing your own pageant participation press release in a future article.
Deadline for Decision: Finish the sponsorship proposal with a deadline date for their decision. This deadline should be determined based on deadlines imposed by the pageant. All decisions will need to be made at least a month earlier than needed to allow time to collect and submit to your vendors and pageant officials.
5. THE INTRODUCTORY PHONE CALL:
The first contact you will have with Mr./Ms. Potential Sponsor is the introductory phone call. This call should be brief and to the point. The sales pitch does not come on the phone, it comes during the meeting. The goal of this effort is reached when you have achieved the valued meeting.
It is best to devise a phone script so you plan your thoughts in an orderly manner. You can stray from the “script” but you will be able to cover your key thoughts. Remember keep the conversation as brief as possible. Show personality but let business be the majority of the conversation.
Here is a sample phone script for your introductory phone call to Mr./Ms. Sponsor.
Good Morning (Afternoon/Evening); my name is _________. I am a (year) attending (school) and live in (hometown).
After being very involved in the community with/through(mention volunteer activities or platform stance). I now have the opportunity to compete in the (name of pageant). This is a wonderful activity in which to achieve personal growth, female empowerment and promote our city/community/region/state.
However this is quite an expensive undertaking. I have noticed likewise your involvement in the community and would like to share with you the sponsorship opportunities in my pageant experience. The pageant take a lot of preparation and time is of essence. Can I meet with you in the next few days? (Set up time/date/location)
I would also like to share with you my Pageant Sponsorship Package for your review before we meet. Should I send it to your attention? (Confirm name, title, address and correct spelling)
Thank you for your time and I look forward to seeing you (date and time of location) at (site of meeting).
Good Day!
SUGGESTIONS:
-Take the above script and put it in your words.
-Meetings are normally held during office hours
-Taking Parents or Chaperones to your meeting is never a bad idea
-Make notes during your phone conversation
-Remember mutual benefit when selling
-Sell to their image of helping the community
-Be kind and courteous!
-Follow Up with confirmation letter
6. THE FOLLOW UP LETTER:
Now that you have your meeting, you need to allow Mr./Ms. Potential Sponsor to see in writing your “pitch” (sponsorship proposal). This is their homework before your meeting. This allows for the meeting to go straight to how to make your sponsorship work.
Enclosed with your sponsorship proposal is a letter confirming your meetings date, time and location. This can be done on your personal stationary or stationary you customize on your computer. This stationary should include your name, mailing address, phone number and email address.
Here is a sample letter:
July 1, 2002
Mr/Ms Potential Sponsor (Full Name)
Title
Company
Address
City, State, Zip Code
Dear Mr./Ms. Last Name;
Thank you for allowing me the time to meet at (time, date, site) to discuss my pageant sponsorship. As promised I have enclosed a sponsorship proposal for your review. I look forward to a mutually beneficial relationship with your company.
Please feel free to call with any questions you might have. Once again thank you for all your efforts in this matter.
Sincerely;
Your Name Here
Suggestions:
-Be brief and concise. (The old term is KISS....Keep It Simple Stupid!)
-Be prompt with your mailing of your follow up letter (Not good the day of your meeting.
Promptness makes a great impression)
-Type letter and USE SPELL CHECK!! (This can eliminate you before your meeting)
YOUR MEETING:
7. TIPS FOR DRESS:
Be conservative and professional in dress, hair and make up. The business suit is the proper attire. Remember the first impression you make is your appearance and will directly go into the answer you will receive.
-Business suits or dresses are often the standard attire for women.
-Appropriate business attire for women includes: dresses, suits, and dress skirts that are no shorter than 3 inches above the knee; dress pants with dress blouses. Hosiery is required with skirts at all times, along with dress shoes.
-Examples of inappropriate business attire includes: anything sleeveless, denim clothing of any kind, stirrup or spandex pants, shorts of any kind or length, crop tops, hats, sundresses, leather pants, extremely casual shoe styles commonly worn for sports or the beach, deck/boat shoes, sandals, shoes that show your toes, and sneakers.
-Don't wear short or extra long skirts. Keep them at knee length.
-Don't wear excessive high heel shoes.
-Don't wear tight clothing.
-No sleeveless, strapless, or spaghetti-strapped clothing.
-No cleavage or breasts showing.
-No ankle bracelets.
-Strive for a flattering silhouette and a tailored look in choosing your clothing.
-Dress for a look and also for your comfort and confidence.
-Know what colors work for you in your environment.
-Wear heels (up to 1 1/2 to 2 inches) that you find comfortable and easy to walk on.
-Do wear one or two pieces of appropriate jewelry (larger pieces if you are presenting).
-Hair that looks styled (not haphazard).
-Wear hose that are skin color or darker.
-Wear conservative business make-up, stressing eyes and mouth. (If you're making a presentation, make-up should be more pronounced).
-Wear conservative colors.
-Do not wear hair hanging in your eyes.
-Conservative hairstyle.
-No tattoos showing.
-Don't wear excessive jewelry.
-No body-piercing showing. Wear only one earring per ear.
-No dangling earring. Be conservative.
-Never chew gum.
Tip #1
Always ask for a sponsorship level that will allow for negotiation.
Example: If you would like $200.00 from Mr./Ms. Potential Sponsor ask for $300.00 and let them come back with a counter offer that will meet you expectations.
KNOW YOUR PITCH:
-The meeting is about showing them you are earnest in your desire to ascertain you’re pageant experience.
What is a pitch?
It is what you want and what you are selling.
The pitch should be done at the beginning of the meeting and it should be simple and to the point.
Here is an example of a solid pitch.
“Being an aspiring (singer, model, dancer, lawyer, doctor, etc.) I have this opportunity to compete in the (name of pageant). This is an outstanding showcase of my abilities and offers (exposure, academic scholarships, wonderful life experiences, etc.). Unfortunately this is an expensive endeavor. With costs such as trainers, clothing, entrance fees and travel, I need sponsorship assistance. The expenses for my pageant experience have been outlined in the proposal sent to you. In exchange for your sponsorship assistance I have outlined how this can be a mutually beneficial relationship.”
-Simply put to the front of the meeting what you want
-Then start the process of discussing how both the contestant and the sponsor can be of benefit to each other.
BEST FIRST LESSON:
Always be on time! A 9:00am meeting means promptly at 9:00am. This shows respect for the value of your potential sponsor’s time. It also shows your professionalism.
“No one has ever been chewed out for being early” - My Father
UPON ARRIVAL:
Announce yourself immediately to the receptionist. “I’m Mr. Sponsor and I have a 9:30am meeting with Mr. Smith.” Always be friendly to all receptionists and assistants. These people are the key to information in the building. Get them on your side and it can’t hurt your chances of attaining sponsorship.
HOW TO ASK FOR THE SALE:
-Tackle this endeavor with the same enthusiasm you did when you were a four-year old asking for ice cream.
-They will see how committed you are to this effort and the enthusiasm will be infectious.
-When you are in this enthusiastic mode, who can tell you no?
The actual act of asking for the sale is very simple. Don’t beat around the bush or stall the meeting to avoid the conclusion. Simply ask Mr./Ms. Potential Sponsor how much support you can count on them for. There response will lead you in the direction of closing the meeting. Exiting gracefully is just as important as entering gracefully.
THREE ANSWERS:
After the above question you will get three answers. Let’s review the responses and how to react to them.
“Yes, I would be happy to sponsor your pageant endeavor.” - this is obviously the best ending to your meeting. At this point you think him/her for their support. The next step is to confirm all the items you have agreed to. Then state that you will send or drop off to Mr./Ms. Sponsor a letter of agreement for their sponsorship. This will commit to paper all the items agreed too in your sponsorship meeting.
“Let me consider your proposal and get back to you.” - this response leaves an open-ended answer. The best response is that you need a decision by a set date. This can be explained by the fact that your pageant competition is on a set date. Stay upbeat and be very thankful for the opportunity to discuss this endeavor that is very important in your personal advancement. Ask if they need any additional information to help in their decision and then exit by saying you look forward to their answer.
“Sorry, at this point we cannot help you with sponsorship.” -this is a response you will hear often. Once again stay upbeat. At the very worst this is great practice for your next pitch. Ask them politely if there was something that lead to this decline of sponsorship. Sometimes you will get a very good (and inexpensive) critique of your sales performance. Take it for what it is.... a good learning lesson that will help in your next meeting.
SETTING A DECISION DATE:
One of the most misunderstood and sometimes hardest issues of sponsorship is actually receiving the money or service. Payment is sometimes delayed, sometimes as much as 30 - 60 days before you actually see the sponsorship monies. This is important to know when you plot your sponsorship opportunities. So when you set the date for when you need a decision, keep this in mind.
KEEP UPBEAT!
No matter what answer you receive from your sponsorship meeting, keep your head held high. Sales are sometimes very difficult and nobody gets a yes answer at every request. This is why it is important to keep setting up meetings with every possible sponsor until you receive your desired goal.
This process of requesting monies will be a great trial for the benefit of your career well after pageantry. The ability to sell is something that is invaluable in the professional world. Once again another positive to your pageant experience
CONGRATULATIONS YOU HAVE MADE THE SALE
CONTENTS OF BUSINESS AGREEMENT
The contents should be limited to the terms and conditions that you and Mr./Ms. Sponsor have agreed upon during your meeting. List separately the items to be received by the contestant in numbered columns with every detail spelled out. In a second paragraph list all duties that you have promised your sponsors. Also it is extremely important to list dates each party has to complete their duties.
Everything agreed to between you and your sponsor has to be included in the sponsorship agreement. This way there is no misunderstandings and both sides know what has to done with a reasonable timeline.
REVISIONS
Sometimes the sponsorship agreement letter is the final phase of negotiations between you and your sponsor. Many of my sponsorship letters have been returned with changes and revisions. This is all a part of “the game” that is called negotiations. Be willing to compromise some of the issues to come to an agreement. Remember all contracts should be “win-win” and beneficial for both parties.
SAMPLE LETTERS:
In today’s article I am including a couple of sample contracts for you to use as a guideline. Feel free to cut and past onto your computer and customize to help yourself in the completion of the process. If you have any questions or would like for a Team member to review your sponsorship agreement letters simply email Mr. Sponsor at info@americandreampageants.com.
October 25, 2002
Mr./Ms. Sponsor (full name, no nicknames)
Title
Company
Street Address, Suite or Office Number
City, State, Zip Code
Dear Mr./Ms. Sponsor (last name):
Thank you so much for your support of my efforts to become (title of pageant here). This letter will confirm our agreement regarding your sponsorship of (your name here) by (name of individual or company). Included in this agreement are monies (or services) based upon agreement from our meeting of (date).
As an official sponsor of my efforts (name of sponsor) will provide:
1. List everything in line item form.
2. Everything agreed on has its own number and line.
3 If needed add times and dates to each item to insure timely assistance.
In exchange for the above sponsorship assistance (name) will agree to:
1. List everything you have agreed to in the same line item form as above
2. Once again every item has it’s own line and number.
3.
4.
5.
If the above is accurate to our agreement from our meeting of (date). Please sign both enclosed copies and return to one copy to my attention. This letter will than constitute a firm Binding Agreement between (sponsor) and (your name here).
Agreed to and accepted by:
______________________
Agreed to and accepted by:
______________________
Pre sign Your Name Here
______________________
(Mr./Ms. Sponsors Name Here)
(Sponsor’s Company Here)
REMEMBER:
Send two copies to Mr./Ms. Sponsor, sign your name to both contracts in anticipation of the agreement. One copy is for their records and one is to be returned to you signed by Mr./Ms. Sponsor or the person from the sponsors company who can make contractual agreements. The signed agreement makes the agreement official.
If you are under 18 years old have a parent or guardians signature along with your signature. After you have sent your sponsorship agreement letter, follow up with a courtesy phone call to make sure they have received the document and to once again thank them for their support.
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