Are you planning to organize a musical live performance or
music carnival? You will need lots of funding to organize a successful gig.
Live musical performances are huge earners for event
promoters if done properly. The job is challenging and requires good
organizational and management skills.
Funding is needed to lease equipment, workers wages,
security and marketing. Marketing, promotion and branding consumes about 35% of
total investment.
The primary obligation between a sponsor and organizer is
brand representation and funding. To attract funds you need to first identify
potential sponsors or partners. Before seeking sponsors there a few things you
need to put in place.
Set-up
the Company
You need to set-up the company or organization to
facilitate the event. You could register the company and choose a business
name.
Other requirements are permits to host the event,
inventory, engineers and invited artists. The next step is to choose an ideal
location or venue for the event. Finally seek sponsors to aid fund raising for
aspects of the preparation.
Inventory
and Cost Consideration
You need to calculate exactly how much you need to host
the event. Cost consideration includes equipment, stage, engineers, lighting
and artist fees. Others are promotional and marketing considerations.
A list
of inventory
- Select a suitable venue
- Lease speakers and sound equipment
- Lease elevated stage
- Lighting
- Provide security
- Print promotional items and tickets
- Artist wages
Sponsors
Criteria
Things that sponsors look at include size of audience and
target market. If the target market falls within the sponsors preferred
demography there is likelihood of participation.
Benefit
to Sponsor
Before a sponsor decides to fund or participate in an
event they need to understand the benefits. Most companies focus on enhancing
visibility, image and identify with consumers of the brand. Brand visibility is
a very attractive proposal for sponsorship interest.
Sponsorship
Fees
The fees depend
entirely on the promoter of the event and the amount of money involved. Although a promoter could assign different
amounts to specific requirements, the sponsor is bound only by the amount they
wish to contribute.
The sponsor could decide to contribute in kind such as
making their products available free or discounted. They could also decide to
contribute a lump sum depending on their corporate strategy. Some even
contribute both in kind and financial backing.
Terms
and Conditions
Terms and condition could be subjected to contractual
agreement. The two sides should agree on a consensus determinant on how much they
wish to contribute. The promoter needs to use the services of a lawyer to draft
the sponsorship document.
The parties to the contract are the sponsor and event
promoter. And the objective of the sponsorship contract should be clearly
indicated.
Objectives include sponsors agreement, duration of the
agreement and method of endorsement. This also includes the type of promotional
material, brand image, trademark or name. The agreement should also specify the
contributory amount or quantity of product on day of event.
The Promoter’s
obligations
In the contract the promoter’s obligations should be
clearly understood. The main obligations usually revolve around product
branding, attendance, marketing material and promotion. Other obligations are
organizing a successful event and attracting a huge crowd.
Sponsors compensation includes proper product branding
and exposure to the audience. The promoter is obligated to provide a successful
show and provide lots of promotion.
Brand
Awareness
The promoters of the event need to provide good
opportunity for brand awareness. They
can use different methods to create brand awareness.
A common method is through traditional printing of
banners, flyers, billboards and posters. Other methods are through radio
jingles, television advertisement and road shows.
T-shirt, face caps and wristbands are also good branding
opportunities. Sometimes the deal include event accessibility and ticketing
Length
of Contract
A contractual agreement could focus on a one time deal or
multiple events. The agreement may focus only on local events or extend to
international events.
There also has to be a clear indication of sponsorship
exclusivity or multiple sponsors. This is to avoid conflicting brand or
competitive brands in the same event.
There are serious consequences when an event fails to
take place. Therefore both parties should agree on a consensus form of
restitution.
You can add provisions in the contract such as confidentiality,
integrity, applicable law, jurisdiction and third party. You also need to ensure
the protection of copyright imagery.
Where
to Find Sponsors
Major sponsors of events are beer companies,
manufacturing companies, fashion industry and telecommunications. Other type of
sponsorship is through crowd funding.
How
to Write a Sponsorship Letter
The first step is to identify the company you want to
approach. Then write a proposal indicating sponsorship request.
Provide details of type of event, expected audience and
musical groups invited to perform at the event. State in your letter the
benefit to the sponsor, such as product banding and promotions. Include further
details of promotional channels such as print or electronic media. In your
letter show competence, credentials and other successful events you organized.
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