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Old 01-12-2015, 03:41 PM   #1
Sales @ CAI Inc



 
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Arrow Looking for "Sponsorships"? Here is where to start.

I happened to see a thread today where a gentleman was looking for "sponsorships", and I posted a comment with some pointers for him. I then noticed that there were a half dozen other posts like his in this section, people wanting "sponsorships" for their Camaro, with no idea how to go about getting them, or simply going about it all wrong. If you are serious about getting "Sponsors" on board with you and your car, and contributing free or discounted parts to the build, here are some pointers.

1. Be honest with yourself and your sponsors. Are you just looking for some discounted or free parts, or are you actually trying to make your car a testament to the parts that it is equipped with, proving their success with results from shows, publications, races, or track results. Simply attending some local car shows and being an enthusiast of your vehicle does not really fit you into an actual sponsorship.

2. Give details, lots of them. When you are asking for sponsorship, you need to be specific about the vehicle, its current state, plans for its sponsored state, and exactly how, when, and what the car will be used for. As a product manufacturer, I want to know what shows and/or events are you committing to, what publications will the car be featured in, who else is on board so far, what sets your vehicle apart, etc. The more details the better, this shows companies that you have a plan to promote them in a organized and well thought strategy, and are not just looking for a free part and throwing a sticker on your car for a few local shows. You should outline exactly what the sponsor is receiving in return for them giving you whatever it is that they are sponsoring you with. Details, details, details.

3. Photos. If you have photos of your car, or digitally rendered images of what the car is going to look like when done, provide them when asking for sponsorship. Don't use cell phone shots, and ensure the car is looking it's best.

4. Professionalism. When a company sponsors a vehicle, that vehicle and the owner/driver has become an extension of the companies that it is promoting. Companies have spent a lot of time and money building their brand, the more professional your approach and representation, the more likely the sponsor will want to work with you.

5. Be direct. Don't just post up on a forum board or Facebook Page "Looking for Sponsors". All that does is scream "Looking for free parts". Instead, contact specific companies that you want to work with directly, present to them you and your vehicle, the plan, your goals, what you are bringing to the table, and why sponsoring your vehicle is a win-win for both parties.

6. Sell yourself, not just the car. Ultimately, we are working with you the owner, you are the one we will be speaking with and dealing with. Think of it like a job application/interview, and highlight your experience, skills, and ability to be an extension of the sponsors company and product.

The main thing to remember is that companies who are sponsoring you are spending money to do so, so make sure that you are showing them where those advertising dollars are going. Most companies get sponsorship requests on a weekly basis, so separate yourself from the pack and stand out by approaching this in a professional and organized manner. I hope that helps.
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Old 01-12-2015, 04:48 PM   #2
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Great post!
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Old 01-12-2015, 05:38 PM   #3
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Awesome post, And don't take offense if they choose not to sponsor you. Getting a sponsorship is extremely hard with most things

thanks for all the pointers
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Old 01-12-2015, 05:59 PM   #4
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Quote:
Originally Posted by Sales @ CAI Inc View Post
I happened to see a thread today where a gentleman was looking for "sponsorships", and I posted a comment with some pointers for him. I then noticed that there were a half dozen other posts like his in this section, people wanting "sponsorships" for their Camaro, with no idea how to go about getting them, or simply going about it all wrong. If you are serious about getting "Sponsors" on board with you and your car, and contributing free or discounted parts to the build, here are some pointers.

1. Be honest with yourself and your sponsors. Are you just looking for some discounted or free parts, or are you actually trying to make your car a testament to the parts that it is equipped with, proving their success with results from shows, publications, races, or track results. Simply attending some local car shows and being an enthusiast of your vehicle does not really fit you into an actual sponsorship.

2. Give details, lots of them. When you are asking for sponsorship, you need to be specific about the vehicle, its current state, plans for its sponsored state, and exactly how, when, and what the car will be used for. As a product manufacturer, I want to know what shows and/or events are you committing to, what publications will the car be featured in, who else is on board so far, what sets your vehicle apart, etc. The more details the better, this shows companies that you have a plan to promote them in a organized and well thought strategy, and are not just looking for a free part and throwing a sticker on your car for a few local shows. You should outline exactly what the sponsor is receiving in return for them giving you whatever it is that they are sponsoring you with. Details, details, details.

3. Photos. If you have photos of your car, or digitally rendered images of what the car is going to look like when done, provide them when asking for sponsorship. Don't use cell phone shots, and ensure the car is looking it's best.

4. Professionalism. When a company sponsors a vehicle, that vehicle and the owner/driver has become an extension of the companies that it is promoting. Companies have spent a lot of time and money building their brand, the more professional your approach and representation, the more likely the sponsor will want to work with you.

5. Be direct. Don't just post up on a forum board or Facebook Page "Looking for Sponsors". All that does is scream "Looking for free parts". Instead, contact specific companies that you want to work with directly, present to them you and your vehicle, the plan, your goals, what you are bringing to the table, and why sponsoring your vehicle is a win-win for both parties.

6. Sell yourself, not just the car. Ultimately, we are working with you the owner, you are the one we will be speaking with and dealing with. Think of it like a job application/interview, and highlight your experience, skills, and ability to be an extension of the sponsors company and product.

The main thing to remember is that companies who are sponsoring you are spending money to do so, so make sure that you are showing them where those advertising dollars are going. Most companies get sponsorship requests on a weekly basis, so separate yourself from the pack and stand out by approaching this in a professional and organized manner. I hope that helps.
GREAT POST. Awesome read. Exactly what I was looking for
NOW IF I CAN GET YOU/CAI TO SPONSOR ME AND MY CAMARO SS.?
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Old 01-22-2015, 03:13 PM   #5
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Thanks guys!
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Old 01-22-2015, 07:29 PM   #6
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I was deeply immersed in the aftermarket world of sport compact and modern muscle cars for many years before jumping to the OEM side. I was in direct contact with over 80 companies and everybody wanted a sponsorship.

The bottom line is very simple: What is the companies return on investment. For the $xxxx dollars in discounted of free parts, what type of advertising do they get in return? "Everyone" goes to car shows so that is not unique. "Everyone's"car is also getting features in a magazine.....years ago most manufactures got wise to this one as well and require that you purchase their parts. If and when you car is in print with their sticker or part called out you get your discount or refund.

Finally, the 5th gen is reaching end of life with the 6th gen just around the corner. Companies are going to be looking at those cars to assist or sponsor very soon. The number of new products coming to market for the 5th will be very limited.
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Old 04-03-2015, 01:00 PM   #7
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Quote:
Originally Posted by Dropspeed View Post
I was deeply immersed in the aftermarket world of sport compact and modern muscle cars for many years before jumping to the OEM side. I was in direct contact with over 80 companies and everybody wanted a sponsorship.

The bottom line is very simple: What is the companies return on investment. For the $xxxx dollars in discounted of free parts, what type of advertising do they get in return? "Everyone" goes to car shows so that is not unique. "Everyone's"car is also getting features in a magazine.....years ago most manufactures got wise to this one as well and require that you purchase their parts. If and when you car is in print with their sticker or part called out you get your discount or refund.

Finally, the 5th gen is reaching end of life with the 6th gen just around the corner. Companies are going to be looking at those cars to assist or sponsor very soon. The number of new products coming to market for the 5th will be very limited.
Well said and very true!
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Old 05-11-2015, 10:29 PM   #8
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Very good info here.

From years of racing cars and having sponsors, one thing I can confirm is you are going to spend far more money attaining and keeping sponsors than you would ever spend on the free or discounted parts. The upside however is if you are participating at the level where you attract sponsors anyway, the savings do help out.

Most of the time you must be willing to invest in companies' parts and offer to do a little advertising to prove your commitment and profitability, then a company may kick you down some new developments or discounts on future parts.
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