Writing the Invitation Letter for Sponsors and Booth Holders
Letter invitation is one of the main tools to absorb financial sponsorship and sell booths. Formulate a general letter explaining the event and the company's info, and prepare the letter differently for each of the event's target groups. There must be a stated reason in the letter for each group of audiences to collaborate with you. The more orderly and less cramped your letter is, the faster your message is conveyed. Consider a standard template and always stick to it; the general structure must be the same for different target groups, so a quick review tells you to which group the letter belongs. Use a professional letterhead and follow the letter-writing standards common in the country in which you work.
It will be much better if you find your recipients' names and know to whom you're sending the letter. At the beginning of the letter, introduce yourself briefly. Then describe your event and organization as concisely as possible. In the next part, convey the main message; for example, let them know how they can become a financial sponsor and what good it does for them. In the last part, explain that the full details of your offer are attached and let them know whom to contact with questions. The letter must be signed by the management or the section manager, with the signer's name and position.
In the letter, write whatever you want the recipient to find out: what do you have to present to them? What role can their group play in your event, and what charms does it have for them? Post the letter by express mail to an accurate recipient, avoiding bulk mail.
Be organized in keeping the letters; avoid sending the letter for the 2015 event instead of the letter for the 2017 event, or the sponsorship invitation instead of the invitation for officials.
After sending the letter, follow up. The information you present in every follow-up should not repeat previous information; you need to have something new to say, each time from a different angle. In marketing, 5% of the job is to inform the right individual, and 95% of the job is to follow up on it.