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Museum Design

Some of the Biggest Reasons a Sponsorship Fails

Not Enough Compelling Benefits: Sponsorship not just about signage or the sponsor’s logo placement at your haunt, or website. Today’s sponsors are looking for engagement opportunities. They want to interact with your attendees. Come up with creative ways to have people interact with the sponsor’s brand so they can make connections to their core consumers.
 
Pricing Too Low: Setting your sponsorship prices too low can actually hurt you in the sponsor world. You’re letting them know that you don’t have anything of value and that your sponsorship isn’t worth their time. Set at least three levels of sponsorship, with one being high priced but really valuable.
 
Not Knowing the Sponsor’s Brand: Make sure your event fits with the sponsor’s business model. You don’t want to court a vegan restaurant if you are serving steak in the snack bar or solicit a church if you have a nun scene in your attraction. Sponsors love it when you can tell them why a partnership with you is a good match.
 
Don’t Just Ask For Cash: There are many things that a haunt needs to be successful. Money is great, but share advertising, cross promotion, access to the sponsors customer’s database are valuable assets that may be easier for a company to provide than actual cash.
 
Contacting the Wrong Person: You can waste a lot of time talking with people who don’t have the power to agree to a sponsor deal. The marketing department is good place to start, but it’s not always the right person to pitch. Make sure the person you are talking to is the one who can agree to a deal.
 
Offer is too Vague: A sponsor will not agree to your proposal if they are not sure what they are getting or what it will cost. Be specific about benefits. Explain in detail what “exposure” means. Will you use social media, email marketing, video, speaking, books, events, traditional media and digital platforms? Let the decision makers know how you will promote their brand, and what do you expect from them?
 
Too Much about Your Company: Sponsors will want to know who you are and what your goals are, but what the sponsor really wants to know how you plan to help them. Keep the self promotion and bragging about attendance to a minimum. 
 
Remember that a sponsorship is like a relationship; it takes time to cultivate. They have to trust that you will do what you say you will. Take anything a sponsor is willing to offer you. Then over deliver on what you promise, and they will offer more next year.
 
Have a GREAT season!
 
Leonard Pickel
972-951-5100
leonardpickel@gmail.com