VISIONARY - Music Inc. Magazine

FORGE STRATEGIC PARTNERSHIPS
With a tough
economic climate
comes a
rise in sponsorshiprequests.
Christie Smith, Long &
McQuade’s events, sponsorship
and advertising coordinator,
looked at how to choose strategic
partnerships — without
alienating organizations you
reject — in “Brother, Can You
Spare a Dime?”
First, she stressed creating a
mandate or mission statement
for your company. “This way,
you can say ‘no.’ You can give
them a reason [why you’re turning
them down].”
Next up, create a set of regula-
36 I MUSIC INC. I JULY 2011
tions. Smith recommended the
following: The organization seeking
sponsorship must be hosting
a local, established event; only
make one request per year; have a
reasonable Web presence, including
a presence on social media
sites; make its proposal at least
three to four weeks before the
event; and be willing to fill out
an application form.
“Mandates and regulations
give applicants a clear idea of
what your mission is,” she said.
Smith also suggested creating
a wish list and assigning
a point value to the most
important items. These could
include: Will the sponsorship
opportunity reach your target
Christie Smith
What to look
for when
choosing
sponsorship
opportunities
What do you get when you
challenge a roomful of
print industry professionals to
share their best ideas? Enough
golden nuggets to last all year.
Here are a few highlights from
the annual “Best Ideas” session,
hosted by Willis Music President
Kevin Cranley.
b Combine a Christmas party
with a clinic. Long & Mc-
Quade’s Christie Smith (pictured
above) won the “Best
Ideas” session by discussing
her unique approach to workshops.
She held a Christmas
luncheon that doubled as a
piano teacher reading session
and sold roughly $7,000 in
print music that day.
b Improve interstore communications.
Dowling Music’s
James Li improved communications
between his two retail
locations by simply using
iChat’s free video program.
b Improve service online.
Beacock Music’s Gayle
Beacock, who’s the current
RPMDA president, improved
customer service online by
adding instant messaging to
her dealership’s website. This
market; offer opportunities to
your employees, such as recognition;
generate media attention;
reach a wide enough group; be
exclusive; match your company’s
core values; offer a unique, impactful
position; and give you an
opportunity to display?
“Remember: This is a negotiation,”
she said.
Smith added that forming a
sponsorship committee helps
avoid emotional decision-making.
And she pointed out that if you
can’t give money, consider donating
shop-worn giftware and
books, publisher giveaways, staff
time, discounts on rental gear,
and promotional space on your
website.
BEST IDEAS
has helped direct the right
question to the right person
— and quickly.
b Challenge your staff. Middle
C Music’s Myrna Sislen held a
contest for her employees to
see who had the best idea for
getting new customers in-store.
The winner was to receive $25,
but all the ideas were so good
that she ended up giving each
contestant $100.
b Automate social media.
Pender’s Music’s Becky
Lightfoot has kept her social
media consistently updated
by scheduling posts and
automating updates using a
social media dashboard.
b Offer a fixed purchase
order. Ward-Brodt Music’s
Mick Faulhaber simultaneously
liquidated old inventory
and helped a teacher with a
limited budget by letting her
b Give away swag. Brass Bell’s
Tristann Rieck gave away cell
phone cling decals with her
company’s logo. Every time
customers use their phones,
they now think of her store.