I got a flyer in the mail from an Association soliciting sponsorships for a Trade Show. The Presenting Sponsorships are offered at $5000.00 each (two available) and the Associate Sponsorships are offered at $1500.00 each (two available). The total cost of the sponsorships combined is $13,000.00.
This particular flyer is a classic example of how not to solicit sponsorship.
First, it was printed on cheap 20lb. paper on a black and white copy machine. If you are offering a product with a price of $5,000.00 consider spending a couple extra dollars in the presentation.
Second, it was folded in with a similar flyer about an upcoming auction (also soliciting sponsorships). Don’t try to save on postage by combining two separate offers in the same mailing.
Third, this offer to sell $13,000.00 in sponsorships was sent “bulk mail” with an inkjet address and barcode. At least put the flyers in an envelope and use a real stamp. For $5,000.00 your prospect wants to feel at least a “little” special.
Fourth, there is a list of sponsorship “features” with no mention of the benefits. Sure they get their logo on some stuff and a pile of free tickets. Explain the benefit of each… “over 13,000 potential customers entering the show will pass directly by a giant 4 X 8 foot banner displaying your company name, website, phone number and special offer”.
Fifth, there is no description of the event at all…just a list of how many booths you get, and where your logo will appear, etc. Don’t assume your audience knows all about your event. It needs to be “resold” and “retold” on a regular basis.
Take a look at your next sponsorship flyer or letter and ask yourself if it would compel you to toss a quick $5,000.00 towards your association. Take a little extra time and invest a few extra dollars on your next sponsorship solicitation and see what a difference it can make.