The show is over 50 years old. It takes place on the East Coast. It is a non profit organization, and has a great following (10,000 visitors over 2 days). I need to attract a big name sponsor to this event. I would love Ralph Lauren, Marriott Hotels, etc.
Any ideas?
We have the proper marketing materials, letters, programs, etc. And they are very professional. But we just can’t seem to land that presenting sponsor.
Approach them direct. A letter is best so that you can list all the previous history and achievements of the Show. However, you must stress the advantages to the company you are approaching. You are in fact asking them to invest in your show, so the benefits to them must be clear.
If you are intending inviting several prospective sponsors it will be best if you prepare a folder - package - so that you can enclose this with your letter. It must be well presented, professional and well put together because your brochure is likely to be the first encounter the company has with your Automobile show.
Telephone the company first of all asking to whom you should address your letter, otherwise it is more than likely to be lost in a large organisation. If, when you telephone you can get an appointment to see someone, so much the better.
It is a hard job getting top companies to attend ventures like yours - been there, done that - but it pays off very well when you succeed.
Best of luck.