STANLEY tells it all – Business of the Band: 2
What are the possibilities of sponsorship for a professional wind band?
Sponsorship is a tool
In this day and age with plentiful of everything, companies almost need to shout out loud in order to receive attention. In other words: to let all know what their product(s) and or service(s) are. Sponsorship is the ideal marketing/communication tool for that.
Companies always think about customers first, all three layers of them. Warm: already built group of customers with which to strengthen their ties. Luke-warm: customers aware of their product/service which they already use, but not regular nor exclusive. Cold: potentially new group of customers not aware of the company nor what it has to offer.
Money talks, as always!
An all important factor we need to look at. What’s up? Corporate companies spend their money wisely. There are formulas, charts, graphics, you name it, with which every cent as spent is being calculated and monitored. The amount of hits equals the amount of money payed. Hits are views of their company name and or logo per person, which can be both live and online.
Events
In summer we see all sorts of sponsored outdoors music events. The thought behind it is these events attract large groups of visitors. As one manager told me: ‘we rent a large field, set up a tent, hire a disk-jockey, have our employees work as volunteers and there you go!’ Question is if this reaches all target groups or just one?
The positive here is companies have found out about the role music plays in communication, the negative is they still have not taken steps towards quality of experience. That is where symphony orchestras and wind bands make all the difference.
Why?
For a long time customer groups were based on age and connected with other interests, expected behavior, etc. As a manager of a tools manufacturer with my name on it told me: ‘research shows our customers like fishing. They don’t visit concerts’. That thought does not fly anymore, especially due to aging.
TV
Another factor is more compelling: television. Reaching out to as many as possible, requires the sponsored to be on TV. Whatever happens online and much does, TV still has an unbelievable impact. The budgets for sportsponsoring are through the roof. Why? Free publicity. The day after a game or competition, everything is layed out page after page in all newpapers, both printed and online, including photo’s with names and logos of the sponsors in clear view.
Can we achieve this with live music as well?
Yes, we can! It will require a TV-channel to air weekly performances. Suits will cary brandname and logo, we’ll take part in commercials, etc. If this enables us to perform our music, by all means let’s do that.
Stanley E. van Wel MM – Music Director
Posted on LinkedIn.com dated 9 July 2025