Supporting Canadian Athletes

PROSPECTING – Step by Step

Start with a LIST:

To get started on creating your list as mentioned above, perhaps a logical first step is to write down every product and service you purchase and the companies associated with each.  The list could include places you go grocery shopping, where you get an oil change, the local yoga studio, your hair stylist, etc.  This process should provide you with at least 40 businesses and act a jumping off point for more targeted research.

Once you have identified your core group of prospects, it’s time to research. Important research items to keep track of when prospecting include but are not limited to:

• Company Name;

• Category/Industry;

• Location;

• Name & Contact info of key personnel or contact person;

• Stage of relationship: to be approached, 1ST Contact, pre-negotiation, under negotiation, ongoing,

Terminated (when), or approach rejected (when);

• Competitors;

• Target market;

• Products/Services;

• Marketing strategies/Advertising Campaigns; and

• Upcoming Events.

AthletesCAN has developed a spreadsheet to help consolidate and track these prospects in three easy steps entitled IDENTIFICATION, ORGANIZATION, and ACTION.  Click here for the spreadsheet.

**If you have successfully secured a meeting with a prospective sponsor, the information below will provide some insight into who the decision makers are within your prospective sponsor company to ensure you are engaging the right people in the process.

Courtesy of UK Sport – Get Sponsored

Finding out who is the best person to contact is hard. The best route is to get a personal introduction from someone you know. Failing that, you should try one or more of the following people:

Marketing Director – Sponsorship budgets and sponsorship activity is almost always handled by a company’s Marketing department. Smaller companies will not have these positions and so it might be best to approach the Chief Executive directly.

Community Affairs Manager – This is particularly relevant to local sponsorships where there may be a direct benefit to the local community.

Sponsorship Manager – Many small companies will not have a Sponsorship Manager, the Marketing Director will handle all sponsorship activity.

Brand Manager – Particularly relevant for larger companies and those in the FMCG sector.  (FMCGs – or fast moving consumer goods – include every day products)

Chief Executive – If you know that he or she has an interest in sport – or, more importantly, in your sport – then a Chief Executive is well worth approaching. In this case it is often best to get a referral from a third party.

It is vital that you contact the right person to ensure your approach is properly considered, so research here is essential.

Courtesy of UK Sport – Get Sponsored

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