Exciting Start – Sponsor Questions

Wow!  I was excited to throw my laptop open this morning and see if this blog/topic was going to be of interest to anyone and I’m thrilled at the immediate response, views, and questions.  I started thinking about it…I certainly hope I don’t come across as thinking I have all the answers and know it all.  I don’t and am continuing to learn everyday…but I do have experiences and perspectives that can help.  I want to open that door…just share what I’ve learned the hard way so that you, the indie musician, is better prepared and informed.  Please, help spread the world to your fellow musicians, band members, and friends…I’d love to hear what’s on your mind as this is an incredibly exciting time in our industry!

Topic – Sponsorship Money
So…the first question I’m going to tackle was posted by Denzil in my Welcome blog’s comment section.  His band is touring, self financed so far, and wants to know how to approach people for possible sponsorships.

Advice:
I’ve found a lot of success partnering with various organizations to help subsidize the cost of touring.  My favorite example is when Bullets and Octane were signed to RCA records, they were offered a UK tour with StoneSour, and RCA wouldn’t give us the tour support necessary to fly over and participate on the tour.  There was NO WAY we were going to miss that opportunity, so I made a few calls and Monster Energy drink stepped to the plate where our own record label wouldn’t!!  We did the tour and killed it.  So how and why was Monster willing to contribute to the Bullets cause?

You need to first answer a few questions about your band…primarily, who is your audience?  Punk? Rock? Country? Hip-Hop?  Once you’ve narrowed that down, what companies have products that pertain to the lifestyle of that audience?  Narrow the list down to realistic opportunities.  Local clothing stores?  Local skate shops?  Clothing Lines?  Then you have to answer this question first, “What can my band offer that company?”  See, everyone gets hit up for money…why are they going to help you out?  These companies NEED to know their name/product will receive “impressions” (eyeballs looking upon their product) as a result of your efforts.  You need to put a marketing plan together of all the things you can do to generate eyeballs.  How do YOU become valuable to THEM?  Things that have worked for me in the past:

• Product placement on stage while performing
• Product banner over the merch booth
• Band members wearing product in photo shoots
• Myspace (and other community sites) banners, top friends, co-branding
• Wrap your van or trailer with their logo
• Hand swag (free promo goods) out with every purchase of your merchandise
• Put together video tour diaries that are “Sponsored by ______” and include the product in every day life video content (CHECK the Bullets Family Values tour diaries…notice the subtle Monster Energy Drink cans!)

Be as creative as you can…and realistic.  Build a relationship by starting small.  Tell them you’re not looking for a free hand out, that you want to build a longterm relationship, and it’s important for you to give back to them more than what they give to you.  No one likes a greedy kid with sticky paws, but everyone is looking for new ways of marketing…so tell them how you can help with that.  Present them with your plan, ask what they would contribute for it, then take what they offer and fulfill 100% of your obligations.  You’ll establish trust and the next tour they’ll be willing to pony up a little more cash for your efforts…Monster didn’t help because I asked..they helped because I spent at least 2 years developing that relationship and following through on everything I and the band promised.  So put the plan together, target the right companies, hit ‘em up, and follow through…let me know how it goes!

Hope that helps!
Ben