Once you have created a list of target companies, you can begin making phone
calls. If you are approaching small, independently owned operations, you will
probably need to make contact with the owner or onsite manager. In a larger
company, you might be directed towards the marketing or promotions staff.
In these situations, it's best not to shoot from the hip. Instead, write out
a script that includes a polite introduction of yourself and a brief summary of
your proposed partnership. If you don't know whom to speak with, ask who is in
charge of marketing programs for the company. This process will take
perseverance, as some people may feel caught off-guard by the unsolicited phone
call. Once you make contact with the decision-maker, ask her directly if you can
set up a time to discuss the opportunity in detail. Just in case you catch
someone with time on his hands, be prepared to pitch your idea on the spot.
The pitch is your explanation of why a company should invest in you and your
activity. You may be asked to present your case via conference call, written
document, or face-to-face meeting. Even if the company doesn't request it, you
should create a written proposal that outlines your argument. If nothing else,
it will keep you focused on the details you need to convey.
The most effective approach is a well-structured argument that clearly
presents some basic, relevant information. This is where many would-be sponsees
get sidetracked; your objective is NOT to ask for and receive free stuff. Your
objective is to present a low-cost exposure opportunity that will: a) enhance
awareness of the company's products; and/or b)create a positive image of the
company itself.
The objective of your pitch should be to communicate the following:
The Benefit to the Company
Media Coverage if any
Your Offer
Your Activity
Your Audience
Descriptions of your activity and your audience should be relatively
straightforward. Structuring your offer and defining the benefit, however, take
a bit of creativity.
Let's assume you teach cooking classes at the city recreation center four
nights a week. You've decided to approach a local gourmet food store or family
owned market to arrange for free or discounted ingredients to support your
classes. In return, you offer to distribute store coupons or flyers to your
students.
This program offers several relevant benefits to the store. Your students are
potential or existing store customers. You, as a teacher, can effectively
endorse the store and its products to these students. Knowing the store is
donating items to their classes, those students will likely appreciate the
store's support of their interest in cooking. Plus, flyers given out in class
have more impact than direct mail flyers. They reach the students in a more
receptive mindset—when they are thinking about food, not when they are sorting
through their junk mail.
As in the example above, the benefits should be defined in terms of exposure
and image. The key is to clearly explain how the sponsoring company's logo, name
or likeness will be presented to your audience, and how this presentation will
create positive feelings about the company.