This may be a little self serving since I see over 150 proposals throughout the year, but hopefully it will help you as well. Here is a list of ten tips to consider…
1. Start with the important stuff
Use data and relevant information to show why your property is a good match with the sponsor. Not how great you are….It is nice your point guard led the league in assists last season, but this doesn’t do much for the sponsor’s business. Most sponsors are not buying wins or losses. Keep the highlights to no more than a page, but focus on what’s most important (e.g. attendance, email database, social media followers, relevant demos, etc.).
2. Keep it brief
Try your best to keep the proposal to 12 slides or less. 20 to 30 slides is way too long and not necessary. Same thing with emails. A three or four paragraph email is the kiss of death. You are not going to sell something over an intro email. Keep it to three or four sentences.
3. Keep it small
If the file size is over 5MB, then it’s too large. Condense, compress, cut…..File sharing sites may be useful, but some companies are not able to download from these so a PDF is ideal.
4. Show how assets may be used to address sponsor’s objectives
Sponsors need help connecting your property to solutions and the best way to activate the assets you are selling.
5. Include ideas
Good ideas find money. Just listing your inventory falls flat. It’s the ideas that make the difference.
6. Don’t send a menu
Sponsors are not ordering lunch so sending a menu or checklist of everything possible is not helpful and often overwhelming. Too many choices so they choose to pass.
7. Show you listened
After hopefully receiving some feedback and direction, show that you listened and address the sponsor’s objectives. If they say they are not interested in signs or radio, then don’t include signs and radio in the proposal.
8. Pay attention to detail
Proof read. Don’t leave in other sponsor names. Don’t include pictures with competing brands. Don’t send a proposal to UPS using FedEX.
9. Label the proposal with your property name included
This may seem obvious to some, but roughly 50% of the proposals I receive are labeled with the sponsor name and nothing else. Therefore, when I go to find a particular proposal it is very difficult when they are all named the same thing.
10. Don’t send unsolicited
If you haven’t received any initial feedback or direction, then it is a waste of time.