- 25 Mar 08, 04:40#37195Hi Sam,
A few ideas for you, apologies if some of it is a bit obvious:
Firstly, read Perry McCarthy's autobiography "Flat out, flat broke". I know the name isn't terribly enticing, but he does describe his own attempts to get sponsorship so it should give you some additional information as to what works and what doesn't. And it's an entertaining book. The latter chapters of Jackie Stewart's autobiography are also good for describing the sort of business-like mindset you should adopt when approaching sponsors, of which more later. And it's also an entertaining book...
Remember that success breeds success. About a year ago Williams announced they'd signed AT&T as "Title Sponsor" and the fact that they appeared to have landed this major coup led to more companies having the confidence to sponsor them, while it turned out that AT&T's actual coverage on the car was very limited indeed. (That doesn't mean you should try to pull the wool over sponsors' eyes though...) I took a look at your website and while it's very good in terms of format and presentation the media page has no media coverage on it and the sponsors page doesn't show any sponsors that you have. If you don't appear to have a sponsor already, potential sponsors may infer that it's because it's not worth sponsoring you (pm me if this is the case, I have a suggestion). If you have a sponsor make sure that they get a good prominent piece of space on your website describing what services they provide, why they're brilliant and what their web address is. If you show sponsors that you can add value then it will make sense to them. Otherwise you are simply relying on their generosity, which doesn't necessarily stretch that far.
Do you have some good quality photos of you in your overalls and your kart? Many small companies like to put such photos in their reception or another prominent place to show their community spirit to their customers.
Give a pricelist, if possible. Ask competitors how much they get from their sponsors to get an idea. Some of your potential sponsors will have no experience of karting, no idea what you expect of them and will be scared away by this. Make things as easy as possible for them to say yes!
You may have approached companies, but have you approached PR agencies? They may possibly have a use for you, either as part of the marketing strategy of one of their clients or more likely as a prop which they can use as part of a particular marketing campaign - photoshoots for ads, props in a shopping centre and that kind of thing, each of which earns money. If not there's at least a chance they might be willing to give details of some of their clients who may be interested. And if any of their employees are motor racing fans they might be available to give you infinitely better advice than I ever could.
Do you have firm contacts with your local papers? If not, ring the papers and ask for someone you can speak to in the sport department and - this is important - make sure you keep in contact, and try to contact them on days when they're not too busy if possible. Journalists love easy copy so feed them stories and photos when you've something to shout about. Your attempts to get sponsorship might form the basis of at least one story, for example, and then if that story gets you a sponsor, you could suggest they run a story saying the paper's coverage got you a sponsor! Another thing journos love - self-congratulation.
Remember that business is all about PERSONAL RELATIONSHIPS. As well as sending letters see if you or someone involved with you can make an appointment to meet potential sponsors face-to-face. In everything you do, make sure everything about you gives the impression of someone who knows what they're doing. Do the letters you send have some sort of neat letterhead including any sponsors you already have? How's your handshake? Have you done your homework on the people you're approaching? And so on and so forth...
Finally, never give up, never let an opportunity go, and don't beat yourself up if it isn't working. It might work next time. "If you're going through Hell, KEEP GOING..." as Churchill said.
Hope this provides food for thought! Let me know if you're racing in or near the West Midlands and I'll see if I can come along.
Jim Clark, Monza, one lap down...
Le coeur a ses raisons que la raison ne connaît point. 
