How can you identify appropriate sponsorship? Write about any five key activities to strengthen relationships with clients or sponsors.

One of the key steps to securing sponsorship is doing your homework. You must get to know your potential sponsors and determine if you’re compatible with their target audience(s) and marketing objectives.

One of the worst things you can do is send an unsolicited, untargeted, irrelevant proposal to a potential sponsor. You’ll get absolutely nowhere and will waste your time and theirs.

Time spent doing your research now will pay you back 10 fold in the long run.

Before you begin the process of finding that perfect sponsor, I assume that you have a good understanding of your target audience – those people who are interested in what you do. Be it visitors to an event, members / fans of a sporting association or specific audience demographic etc.

The process:

• Step 1 – Create a wish list of sponsors
• Step 2 – Research each of the sponsors
• Step 3 – Record the details in the Sponsor Research Template
• Step 4 – Reality check using the Sponsor Compatibility Matrix…how compatible are you really?
• Step 5 – Pick up the phone and contact your hot list of sponsors

Step 1 – Create a wish list of sponsors

Consider the following:

• What products and services does you target audience use?
• What business / social connections do you have to a sponsor?
• Who sponsors events, teams or organisations similar to yourself?
• Who are their competitors?
• What products and services would you recommend to someone else? This gives you an idea of where your brand loyalty lies

Step 2 – Research each of the sponsors

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