Sponsorship advice for new venue?

[cupcake]

A friend is opening a new bar venue in London, rigged with large screen, projector, VJ mixer, DJ setup, etc.

The idea of sponsorship just came up - on the kit side of things we're thinking companies like Technics, Edirol, Pioneer, Korg, a computer manufacturer (PC or Apple), etc.

Can anyone give me some advice on 1) whether these companies would even give us the time of day 2) how they usually play things when sponsoring a new venue 3) potential problems to look out for ?

Obviously we'll be looking for a good deal, and won't immediately agree to have their logos etched across our foreheads :)

[complexvisuals]

Obviously we'll be looking for a good deal, and won't immediately agree to have their logos etched across our foreheads :)

Whole point of sponsorship from a companys point of view is to get their logo on everything, thats the reason for it. The reason they would look at sponsorship is basically if they will get any sales out of sponsoring the bar. So, will Korg/Pioneer/etc make money out of giving you a sponsorship deal?

[cupcake]

Thanks for narrowing it to that one main point; I'd imagine that as like most venues the majority of the crowd couldn't care less what kit is being used. AFAIK Technics is the only company out of my initial list that sells home consumer kit, and even then...

There's plans for the venue to be used for screening films too; and being offered as an alternative to using a cinema for short film festivals.

Anyone else care to chip in? I would have thought this was a situation a number of folks here would be familar with.

[Hambone]

I've been through this with band equipment. IMO, it's to be avoided at all costs, unless you want to be shackled by the suits and their corporate handcuffs.

The companies involved insisted on multi-page contracts, lawyers, endless sickeningly capitalistic self-promotion schemes, and just sucked the life out of the whole project with their greed.

In the end, we bought everything ourselves, and were damn glad that we did.

That's my experience only.

[evomedia]

Companies are open to suggestions on sponsoring one off events, but I seriously doubt they would sponsor a commercial bar, reckon they would view your just trying to avoid paying for anything (which I guess is where your coming from) If budget is an issue the maybe looking into AV leasing to spread the cost rather than just trying to get everything for free.

[visualove]

I'm with EVO on this. The big thing now is branding. That's creating and maintaining an aura, a good impression, often that prople respond to emotionally, in the minds of the people who might buy shit. Check the book Lovemarks by Design by a Saatchi and Saatchi guy.

The equipment companies really are not doing creative branding. In the US, the alcohol companies can't advertise, do they sponsor nights and creative industry gettogethers. Likewise design firms are looking for creative presence. That's BMW, Nike, Addidas, Apple, Nokia, the ususal suspects - just look in any lifestyle magazine aimed at the age and social group that you think will come to your bar and not some other bar. Contact their UK ad/PR agencies with a well researched proposal, they are all in your neighborhood. You can make the cost of the gear in a few good nights of drink sales.

If you really want to get creative on the equipment side, work out a deal to make an infomercial on how their gear is used in the hot club of the moment. Do it as a one time, you get the gear and maintenance and they pay production costs and get the video. (Also they need to do it legally with releases for the people in the club) The challenge is that Panasonic is the only equipment supplier that could deliver the whole package of DVDJ's, cameras, mixers, computers and projectors. Put together a script with a storyboard and take it to their ad agency.

[asterix]

Talk to your nearest liquor supplier.