CHAPTER 5

Creating a Hit List

Once you understand your target markets and what you have to offer, you should start developing a preliminary hit list of potential sponsors. In fact, you will often start thinking of companies when you go through the previous exercises.

When creating a list of potential sponsors, be sure to pay attention to specific brands, products or services, not just the overall corporation. We cannot emphasize this enough. There are three reasons for this.

1. Very few companies have only one product or brand and, where there are multiple brands, they are often very different from each other. Their differing attributes and target markets will fit with varying types of sponsorships.

2. Corporate sponsorship departments are usually ...

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