This blog is full of how-to about selling sponsorship. I thought I would do a quick round up of some of the very common ways sponsorship seekers undermine their own efforts.
- Make assumptions about the sponsor’s objectives
- Make assumptions about the sponsor’s target markets
- Don’t customise the proposal (AKA use “search-and-replace”)
- Take a shotgun approach
- Offer sponsorship levels
- Your tone is arrogant
- Your tone is needy
- Pitch via social media, five minutes after making a connection
- Pitch via social media using a connection autoresponder
- Pitch via a social media post
- Start the sales process with the proposal
- Submit the proposal to the Sponsorship Manager
- Submit the proposal to the CEO
- Submit the proposal via an online form
- Submit the proposal to an agency
- Any kind of hard sell
- Threaten to sell to a competitor
- Send a “letter of request”
- Send a proposal that is more than 25% about your property
- Segment your audience demographically
- Have no audience research at all
- Corner the sponsor at a function
- Include a lot of irrelevant props (media clippings, sizzle reel, etc)
- Concentrate on your needs, not the sponsor’s needs
- Structure your proposal as follows: Loads of pages about your property, benefits list, price
- Don’t give the sponsors enough lead-time to get a leverage program in place
- Make a pest of yourself
- Approach sponsorship as a “numbers game”
- Claim your property has “broad general appeal”
- Put a junior person in charge of sponsorship
- Invoke guilt
- Put the sponsorship out to tender
- Tell the sponsor they will be “a good corporate citizen” or “give back to the community”
- Spam the industry with your uncustomised proposal and a 5 MB attachment
- Emit any sign of desperation
Need more assistance?
For all you need to know about sponsorship sales and servicing, you may want to get a copy of The Sponsorship Seeker’s Toolkit 4th Edition.
If you could use some additional support, I provide sponsorship coaching, sponsorship consulting, sponsorship training, and if you need a fast, cost-effective start, the Jump Start program. If you’re interested in any of these services, please review the materials and drop me a line to discuss:
AU: +61 2 9559 6444
US: +1 612 326 5265
This blog was originally written in 2010, but was fully updated in June 2016.
© Kim Skildum-Reid. All rights reserved. For republishing information see Blog and White Paper Reprints.
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- Struggling to Sell Sponsorship? Stop Blaming the Economy!