The early bird gets the sponsorship
Start your integrated alternative revenue sales early. If your buyer is treating it like a sponsorship, it has a much longer lead time than an on-air-only radio buy.
Source: Brandeis C. Hall, RAB
And, when selling to a national brand, it is important to stress the value of grassroots marketing to a national advertiser. These local events offer them an opportunity to reach their consumer at the local level.