blogs for sponsorship seekers Archives - Power Sponsorship

How a Great Sponsorship Proposal Follows a Hollywood Story Arc

Most sponsorship proposals are awful. They’re uncustomised and often arranged in levels; They’re self-centred, having absolutely nothing to do with the sponsor, their brand, target markets, or objectives; They don’t make a complete business case; And they’re structured so poorly that it’s actually difficult to make sense of them. If you’re guilty of even one of these things, selling sponsorship is going to be monumentally more difficult for you. I’ve got lots of resources for addressing these issues listed at the bottom of this article, but I wanted to let you in on a trick I’ve been teaching in my sponsorship workshops for the past few years that I really haven’t covered here before: A great sponsorship proposal […] Read More

Sponsorship Beginners Can’t Get a Break (nor Should They)

I get emails all the time from people who read my blogs or watch my tutorials. Most have specific questions or just want to thank me for the information. But all too often, I get emails from someone who has read a couple of blogs – with all of the details and angles and advice – and their heads have exploded. They say, “I’m a beginner. Surely, I won’t be expected to do all of this?!” And I’m thinking, “All of this?? What you’re referring to is about 1% of what is expected of a sponsorship seeker!” I get one-line emails saying, “How do I get sponsorship?” When I refer them to The Sponsorship Seeker’s Toolkit […] Read More

The First Sponsor Meeting (and How Not to Make an Idiot of Yourself)

You’ve done the homework and you’re on the cusp of actually talking to the sponsor. What to do… what to do… Well, what most sponsorship seekers do is totally lose their mind. They get so excited about actually getting an audience with a sponsor that the first thing they do is launch into an extended, hyperactive tirade about how great their property is. They totally miss that the sponsor’s eyes glazed over after about thirty seconds. You should never go into an initial sponsor meeting or phone call thinking you’re there to pitch. You’re not. Your first interaction with a potential sponsor is primarily about three things: That process is not difficult, but it does […] Read More

Don’t Send a Sponsorship Proposal Until You Read This

Most sponsorship proposals are total crap. They are all about the sponsorship seeker, not taking the sponsor’s needs or markets into consideration at all. They are totally uncustomised – making full use of the search-and-replace function (hated by sponsors everywhere) – which is inexcusable, given the technology at hand to give you the insight you need. If you want to create a customised offer for a sponsor – one that will grab their imagination and showcase how they can use this investment to get closer to their customers and achieve their specific objectives – you need information, and plenty of it. This is the type of information you must know about a brand before you’re […] Read More

How Much Should You Pay a Sponsorship Broker?

I was recently involved as an expert witness in a case involving broker remuneration. As I reeled through all of the ways a broker can be compensated, and the various factors that go into determining the remuneration level, I realised that I hadn’t addressed this subject in my blog for a long time. Never fear, here is the fully revised and updated guide to hiring and paying a sponsorship broker. Types of broker remuneration There are three types of broker remuneration, and most brokers are paid on some combination of these: When sponsorship brokering was first around, it was fully commission-based. There was then a trend toward an up-front fee plus commission. Now, the norm has […] Read More

Top 11 Sponsorship Proposal Killers

I see a lot of sponsorship proposals, and most of them are terrible. Your property may be amazing, but if your proposal is awful, you’re not going to get a “yes”. The thing is that there are a number of red flags – proposal killers – that sponsors can spot a mile off. They say to a sponsor that you don’t understand them and what they need, you’re unsophisticated, and you’ll be hard to work with. If you can swap those proposal killers for a best-practice business case, you’ll allow what you’re selling to shine. So, here they are… the proposal killers. Sponsor logo I’m going to hazard a guess that 90% of the proposals […] Read More

The Most and Least Powerful Sponsorship Benefits

Back when I started in this industry, visibility ruled, and the most powerful thing any sponsor could get was lots of logo exposure, and the bigger the logo, the better. Add a bit of hospitality, an athlete meet-and-greet, and if you were really forward-thinking, maybe a sales promotion, and that was really about as good as it got. I remember it vividly… and cringe. Thankfully, our industry has come a long way from there. Our understanding of how sponsorship works has been revolutionised. The sophistication of sponsors has grown exponentially, particularly since the Global Financial Crisis raised accountability to new heights. And technology and media fragmentation has meant that it is both easier and more […] Read More

35 Ways to Ensure You Don’t Sell Sponsorship

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. 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: Kim Skildum-Reid admin@powersponsorship.com AU: +61 2 9559 6444 US: +1 612 326 5265 […] Read More

Diary of a Sponsorship Loser

I hear a lot of stories from sponsorship seekers. Stories filled with frustration, anguish, and sheer desperation. Most of the time, all of that could have been avoided, if they made some different choices along the way. This is a story – and some related advice – inspired by the emails I’ve received from the industry. Day 1 Woo-hoo, got the permit and the new festival is on! I know seven months isn’t a lot of time to plan and run a community festival, especially with only one paid employee (me) for now. The board says if I raise enough sponsorship, I can get some help. This is a GREAT event, so that shouldn’t be […] Read More

Should We Hire a Sponsorship Valuation Service?

Seeking sponsorship is hard. Even if you do it perfectly, you’ll still hear “no” more than “yes”, and if your skills are less than best practice, you’re probably not hearing “yes” very often. If you’re struggling, you probably want some way to demonstrate what great value for money you’re going to provide. That’s when some of you consider hiring a valuation service. These are consultants that use some methodology or another to put a price tag on what you offer, and at first glance, this can seem like a great idea. You can point to the valuation and tell sponsors, “We’re offering $120,000 in benefits for only $80,000!” If only it worked that way. Seriously, I […] Read More