How NOT to get sponsorship for your Dance Party/Event

This email is doing the rounds in Auckland/New Zealand. 

I've very kindly rearranged the emails into the correct order so you don't have to read from the bottom up... 

FW: Lesson One - Burning Bridges with Fergus Cleaver

------ Original Message

From: Francis ----
To: Anna ----
Cc: 'Fergus Cleaver'
Sent: Thursday, 18 February 2010 3:13 p.m.
Subject: Sound Advice (special edition)

Afternoon Anna,

I trust the week has been good to you!

Further to our conversation re BlacknotBlack and possible sponsorship, I have another possible event that Tiger may interested in coming on board with.

Myself along with a number of partners are holding an event coming up at Khuja Lounge on the 27th March, it is the fifth instalment of ‘SOUND ADVICE’ a gig that we hold on a quarter year basis.

Previous ‘Sound Advice’ events in the past have consistently been greatly successful generating huge crowds, great music and a fantastic atmosphere for all who attend. The upcoming promises to be no exception as we move to support the people of Haiti as they recover from the current earthquake that has hit.

We have confirmed Sponsors 42 Below and Red Bull as they have eagerly jumped on board. We are looking for a beer sponsor to help make the event a great success.

We have a big DJ line up of Andy JV, LO-Key, and Arash, all Auckland based heavy hitters in the DJ scene and we are putting 100% of all net profits towards the charity of our choice to support the people of Haiti.

What we are asking for from a beer sponsor is either assistance with printing costs for flyers and posters etc being sold, or at least some boxes of Tiger thrown Khuja’s way. In return we will put Tiger’s name on all posters, flyers, web links and any other promotional material.

Currently we are also in communication with clothing sponsors to get there name on bar staff, the door girls and possibly security to the event.

Please find the flyer attached that we have had designed that will be printed in posters, flyers and any other promotional sources that we will use. Current sponsors have not yet been attached however they will be included in the final draft that we will send to sponsors for final conformation before commencing printing. Please note that on the draft flyer the date has been listed wrong. The confirmed venue and date for the event is Khuja Lounge, March 27th, 10pm till late. Please let me know if you can’t open the PDF file.

Any questions or queries please call myself on 021 153 ---, or Fergus on 021 665 --- or email me on the return email. It would be wonderful to get Tiger and DB Breweries involved in helping the people of Haiti out.

Thanks Anna, I look forward to hearing from you soon.


Phone: 09 447 xxxx

------------ Her Reply:

From: Anna ----
To: Francis ----
Cc: Fergus Cleaver
Sent: Thursday, 18 March 2010 4:55 p.m.
Subject: RE: Sound Advice (special edition)

Hi there

Sorry for the late response, we have been inundated with sponsorship requests.

We’ll decline the opportunity this time as our calendar is very full at the end of March.
All the best for the event.


Anna ----
Brand Manager Tiger Beer, Monteiths & RTDs
DB Breweries

-------Fergus thinks he's replying just to Francis, but has instead replied to 'All' ie Francis as well

From: Fergus Cleaver
To: Anna ----
Sent: Thursday, 18 March 2010 8:06 p.m.
Subject: RE: Sound Advice (special edition)


Fergus Cleaver Cleaver Richards Limited Chartered Accountants PO Box 47---, Ponsonby, Auckland 1144 Level 1, -- Crummer Road, Grey Lynn, Auckland 1021

------- Anna replies:

From: Anna ---- 
To: 'Fergus Cleaver'
Cc: [a whole bunch of people involved in marketing/the liquour industry]
Sent: Monday, 22 March 2010 11:24 a.m.
Subject: Lesson One - Burning Bridges with Fergus Cleave

Hi Fergus

Thanks for your intelligent response (above).

You’ll notice I’ve copied in the key members of the DB brand marketing team, as well as our friends at Pernod Ricard, Lion Breweries and Pead PR so best of luck with further events and gaining sponsorship for these.

Anna ----
Brand Manager Tiger Beer, Monteiths & RTDs
DB Breweries

----- and this leads to a whole bunch of responses, as the people DB cc'ed also FW it on to their friends and colleagues:


An email from our friends at DB below regarding an interesting response to being declined sponsorship. It might be worth thinking twice if any sponsorship requests come to you from Mr Cleaver...


Daniel ---
Senior Account Manager
Saatchi & Saatchi 

I thought you might find this of interest ... Make sure you read from the bottom... a damaging example of the dangers of emails (and hitting reply all).

Read, then pass it on…

Joke email close to home haha

Did you see this? seems to have started your way... haha

Read from the bottom. Woops

Read from the bottom up, its classic!!!

this is gold

A bit on…. Read from bottom upward.

Check this out hahaha

The Lovemarks Company
2010: Nothing is Impossible 
Please think before you print


A lesson below on how to ensure you never get beer sponsorship again!!! Well done Fergus Cleaver of Cleaver Richards accountants!!!



------ End of Forwarded Messages

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