novacaine
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| posted on 19/8/07 at 07:55 PM |
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would anyone mind casting an eye over this for me...
hi everyone 
at the moment i am trying to get sponsorship for formula renault and i have written a letter and compiled a list of 100 businesses that have the
motorsport followers as their target market but before i send the email out would anyone mind casting an eye over my letter before i send it out
linky to word docment
Thoughts/Recomendations much appriciated
cheers 
Matt
And you run and you run to catch up with the sun but its sinking, Racing around to come up behind you again, the sun is the same in a relative way but
your older, shorter of breath and one day closer to death
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blakep82
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| posted on 19/8/07 at 08:03 PM |
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maybe a diagram of where premium locations and standard locations are?
I'll be honest, i have no clue as to go about asking for sponsorship, so don't know about what you've written and what companies are
looking for etc, but like i say, a diagram may be handy
edit: to say, i don't really understand the first line... is there a word missing?
[Edited on 19/8/07 by blakep82]
________________________
IVA manual link http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1081997083
don't write OT on a new thread title, you're creating the topic, everything you write is very much ON topic!
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TimC
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| posted on 19/8/07 at 08:12 PM |
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Hi Matt
I'll try to help as much as I can and I'd love to re-write it for you but to get something that I was truly happy with would take me
hours.
The mistake most often made in such a situation is selling features and not benefits. It's only a subtle difference but it's really
important. Any sponsor will be looking for you to make them an offer that pushes either their commercial or personal buttons. You need to think
about what they want. An increase in sales would likely be THE key topic - as you suggest. However, it's easily said. Can you dig-out some
data from the internet or media that shows in £££ or % return what difference it could make? I'm thinking perhaps Team Halfords in the BTCC or
similar. This case-study data will help to answer their next question which will likely either be "by how much" or "can you prove
it?"
Other things that you might want to consider is cost savings (a bit more of a leap) e.g. use photography of your car in their promotional material vs
the cost of other bespoke photography of their brand at the cost of £xxx? per photo session.
Next, think of the personal stuff. Can you offer free tickets to enable the sponsor to bring customers to races - prestige is important to people.
If you assume that the people you're approaching get similar requests often, how are you different? Can you offer them or their customer a drive
in your car at a test for example?
I really think it'll be tough so you'll need to work this letter really hard. Get it down to a page of really good stuff. Finally, make
sure that your grammar etc is spot-on.
Good Luck!
[Edited on 19/8/07 by TimC]
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novacaine
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| posted on 19/8/07 at 08:13 PM |
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quote:
Originally posted by blakep82
edit: to say, i don't really understand the first line... is there a word missing?
[Edited on 19/8/07 by blakep82]
oops yes there is, thats what happens when i keep changing my mind "an offer" is the missing part
And you run and you run to catch up with the sun but its sinking, Racing around to come up behind you again, the sun is the same in a relative way but
your older, shorter of breath and one day closer to death
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Avoneer
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| posted on 19/8/07 at 08:19 PM |
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And maybe start with a bit about you and how long you have been driving and what type of car you will be driving and a pic of it.
Pat...
No trees were killed in the sending of this message.
However a large number of electrons were terribly inconvenienced.
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Ivan
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| posted on 19/8/07 at 08:21 PM |
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Firstly I would add the bit in italics. "I am writing to you to extend to you an opportunity that I believe will generate for your
business a huge increase in sales"
Secondly - I would never email a company for sponsorship - find the right person and either make an appointment to meet them or write a proper
snailmail letter on good quality stationary - it is much more likely to be taken seriously than an email.
Thirdly - you say nothing about your ability and experience and record in motor sport - you need to sell yourself as much as the concept of sponsoring
motorsport.
If you get the opportunity to meet someone from the firm you approached make very sure that you have thoroughly researched the company and know
exactly why they would want to spend money on you and that your dress and demeanour matches their corporate image.
Also rather don't use words like "huge" - rather use "worthwhile" or "significant" and tell them in what
items they market.
The rest is fine but remember it's their money and your job to sell yourself and idle promises won't work - you have to make a strong case
using credible examples.
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indykid
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| posted on 19/8/07 at 08:27 PM |
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is that the final draft to be pasted into a formal letter, or is that the bones of it? at a cursory glance, personally, i'd:
reword the first paragraph, and get rid of some of the repetition of i am,
tidy up the list of benefits so it's all capitalised at the start of each bullet point,
probably change the font, and don't use asterisks in the list of benefits.
as blake says, i've not a clue about asking for sponsorship, but to make it more professional if nothing else, it just needs tweaking a
touch.
hth
tom
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skydivepaul
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| posted on 19/8/07 at 08:34 PM |
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trying to get motorsport sponsorship is an uphill struggle so the best of luck to you.
as said before you need to sell yourself and not just the series. you need to tell potential sponsors why ther should sponsor you as opposed to your
fellow competitors so tell them about you and your race experience, the car and any history it has. where you realistically might come in the
championship (dont overdoe this bit).
biggest thing you need to tell them, HOW MUCH IT WILL COST THEM. give them lots of options, of course you want people to go for the gold package but
some companies might want to sponsor a little this year £50.00 - £100.00 but might up the stakes next year.
be flexible and persistant
ATB
Paul
http://www.smartideasuk.com
http://www.smartmapping.co.uk
HD CCTV
3D design solutions and integration
IP security systems
access control systems
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novacaine
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| posted on 19/8/07 at 08:50 PM |
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wow thanks for the response guys!
realy helpful and gave me alot of new ideas,
cheers!
And you run and you run to catch up with the sun but its sinking, Racing around to come up behind you again, the sun is the same in a relative way but
your older, shorter of breath and one day closer to death
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spaximus
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| posted on 19/8/07 at 08:58 PM |
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What you need to remember is that companies get hundreds of "begging" letters from every type of person wanting sponsership.
From the local school to wannabee race drivers. Your letter has about 60 seconds to get them on the hook.
The ones I read are that standout are the ones where they have looked at our business and tailored the letter to us. If they have taken the time to
not just stick a letter in a photocopier and do research then maybe they will pay attention to the detail of the car and racing. Another eyecatcher is
to show how their logo would look on your car, there are many programs that will do that and as they say a picture is worth a thousand words.
No company wants to be linked to a loser, so if it is your first season as a driver is the team you will drive for a winner?
Give the details of the returns for the company, quantify what they can expect and give details like the example of halfords.
Choose a team name that is not contraversial, or if one doesn't exsit offer to call it Xcompany Racing?
And above all make sure you practice speaking to people, nervous is okay, thick and incoherrant is not!
You will hopefully get in front of proffessional business men, they will expect clear concise answers with a bit of sparkle. Look at the current
drivers on TV everyone of them is media savvy and will have been since day one.
The success rate will be low for every 100 letters you send you might get 2 respond, so be prepared for a long old process.
Good luck
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Hellfire
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| posted on 19/8/07 at 09:48 PM |
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Personally bin the letter for now... use your networking skills to the best use possible. As good as you think you are, for most part deals are struck
over a meal/drink. Sorry, but these are the facts...
The company I work for sponsor many teams and as far as I know the begging letters always follow where relationships fail...
You need to put yourself about, make many friends and socialise with the right people, this usually requires lots of money in the first place. Hence;
that's why most successful racing drivers come from well heeled parents 
Sorry to be the harbinger of doom, but this is generally how business revolves....
Steve
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shortie
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| posted on 19/8/07 at 10:01 PM |
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Firstly, good luck, as mentioned before it will be an uphill struggle but usually people who refuse to give up don't fail.
Secondly I would suggest that a face to face meeting is the best option, badger people enough and they'll let you see them just to get you off
their back. When you do get to see them have a sponsors pack made up in a nice bound folder.
These days you can get pretty sophisticated at home when printing and get something that looks pretty professional.
In the pack put the following:-
- Introduction letter
- Profile of yourself and what you have achieved and hope to achieve in motorsport along with all your relevant personal info, kind of like a
motorsport CV.
- List all the benefits of sponsorship (try to tailor this to the specific compnay if you can). This would include maybe some free tickets, some photo
opportunities with the car, sit in the car for the sponsors clients, etc, etc.
- List of spnsorship options ranging from total sponsorship to one off race sponsorship, kit sponsorship, single stickers and eveything in between!
- Include some photos, good quality glossy A4 prints of you, the car, racing, etc
- End the pack with a word of thanks for the time they have taken to look at it.
All the best and I hope that helps.
Rich.
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marc n
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| posted on 20/8/07 at 06:56 AM |
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hi matt
i used to run a team a few years back where 90 % of our revenue came from sponsors, we where sponsored by hilton, mira, rac, mitex, sharp, rank xerox
etc etc
most initial leads come from contacts,
one of my best sponsorship deals came through me knowing someone high up at sharp electronics ( business side ) who wouldnt sponsor me and a chance
meeting with a office machines supplier to daily mail etc, i managed to negotiate a deal where the supplier was able to increase his buying power with
sharp from 15 milion to 22 million pounds worth of business a year, netting me 95k in sponsorship
2 key areas
1. about you
list every acheivement / award you have, and experiance
any write ups, include any quotes from team bosses or personnel about your performance at a test or a race etc
2. what they get out of it
renault should be able to supply you with a media cd ( they used to a couple of years ago ) that give you all the demographics.
key is to show the sponsor what they get out of it
i.e pics of your transporter, racecar, overalls , team wear etc with their logos on
attendance figures at race meetings, tv exposure time,
i seem to remember being told by my mother who works for ytv that to have an advert on tv costs something like 7k per second
its important to make them aware that they can use of the car for launches of their products etc, offer them trackdays and corporate oppertunities (
team building days etc )
hospitality package is another key area , you need to give them details of renaults hospitality unit, we used to have our own hospitality unit for the
for two of the teams that wher not on the btcc weekend catering for 50 to 100 per race meeting,
if you send me an email i may have some of the drivers old sponsorship briochures on my pc that i can send you to give you some idea
unfortunately it will be a hard slog but there are oppertunities out there, just remember these companies get 100s of requests each year from many
different sectors, so yours has to really stand out
best regards
marc
please email rather than u2u
direct workshop email ( manned 8am till 6pm )
www.mnrltd.co.uk enquireys to :-
chrismnrltd@btinternet.com
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marc n
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| posted on 20/8/07 at 09:26 PM |
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got your mail will see what ive got left at work
cheers
marc
please email rather than u2u
direct workshop email ( manned 8am till 6pm )
www.mnrltd.co.uk enquireys to :-
chrismnrltd@btinternet.com
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NOTE:This user is registered as a LocostBuilders trader and may offer commercial services to other users
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