Every week we receive several requests to sponsor various events with our snacks or sweets. Below, using Kass Artur toffee balls as an example, we explain what characterises a good request – one with a high probability of getting a positive answer. Applicants should think about similar questions when asking for other Maris Gilden AS products as sponsored goods.
A short description of the event
Kass Artur wants to know what will happen at the event he is invited to join, and who else is taking part. Public events aimed at children and young people are preferred, but where circumstances fit we make exceptions here too. We especially like it when the event is free for participants.
There is no need (or point) in writing a very long description; it should be a so-called “elevator pitch” of what is happening and who is coming together. Putting ourselves in Kass Artur’s skin, we read the letter carefully and think along about whether the event really rhymes with what we want to say with our brand. For different products, then, we briefly step into different skins! A good request arrives no later than one month before the event, although we make exceptions where possible. Because we receive many requests, we have a budget for sponsored goods, within which we hand out products on a “first come, first served” basis, slotting in exceptionally well-suited events along the way. This “queue” is about a month long, so we simply cannot react to too short a notice.
Which product is wanted, and why that one?
A well-thought-out event is one whose organiser knows exactly why they want Kass Artur there. We regrettably receive many letters in the style of: “Hello Maris. We have such-and-such an event coming up, please give something sweet at your discretion.” Unfortunately, things do not work that simply! Firstly, there is no Maris in our company, and secondly, such an approach shows that the applicant has not thought through why they turned to us in particular. The appeal is rather meant for all (sweet) manufacturers at once.
If the writer of the request has thought through why this specific product suits their event, that is a very good sign for us. Our portfolio has different products, some of which suit children better, some a certain dietary group, and some again as savoury snacks. We want to feel that we are genuinely wanted “by name” at your event and that it is not a mass invitation. Reading the request, we should come to the realisation: “Aha, this product really does suit them there!” A good example of such a “no-brainer”: the Vanemuine Yellow Cat Summer School asks for Kass Artur toffee balls as support. Young people? YES! Culture? YES! A logical product for this event? YES! Answer: a quick and firm YES!
How will the product be consumed at the event?
Kass Artur wants to be sure that his products are put to use in the best possible way. A very suitable outlet is prize bags for winners, and especially for all participants. We believe that all the children (and organisers) taking part in such events are already doing their utmost! Artur also likes to be part of a snack table, a picnic, a children’s camp and so on – in other words, situations where the joy of the little balls is shared. For some other products this is not so important.
Less suitable are fairs and student companies that ask for free toffee balls for resale. As a rule, we also do not support private events or events whose principles do not match ours.
How many people will Kass Artur treat?
There is a common misconception that “you won’t get much anyway”. We have also supported with very considerable quantities when the outlet is right. We simply want to know how many people will come into contact with our product in the way described above. We ask this for larger quantities in order to plan our stock better, and also so that we can advise whether the quantity requested is optimal for the given number of people. We have a pretty good idea of how many portions a pack of our products contains, etc.
What advertising exposure does Kass Artur get?
We consider it a privilege to take part in an event thought through on the basis of the points above, and we do not usually want big posters or our name pressed into some press release at all costs in return for sponsorship. A small reference to our website, or a social-media-worthy photo with our product in context, is usually enough. In some cases, when the nature of the event fits exceptionally well with who we are, we are also open to a lasting partnership. In this way we are the title sponsor of, for example, the annual Kass Artur Bike Rally in Toila.
