how-to Archives - Power Sponsorship

New Videos: Answers to the 20 Sponsorship Questions I Get the Most

Raising the bar for this industry has been one of my biggest goals since I started in this industry decades ago. Between the blogs, books, and speaking engagements, I offer a lot of advice, and really love doing it. This also means that I field a ton of industry questions. (If you want to see what my inbox looks like in a given week, check out this blog!) In the videos below, I’m addressing the twenty questions I get most often. Some are big, overarching questions about sponsorship. Others are tricky little buggers that stymie even seasoned veterans. I’ve broken these down into two parts. The first is primarily for sponsorship seekers, and the second is […] Read More

New Video: Sponsorship Proposal Basics in About 15 Minutes

After almost seven years, over 137,000 views, and a lot of amazing feedback, I’ve fully updated my most popular video tutorial, “Sponsorship Proposal Basics in About 10 Minutes”. The new version, “Sponsorship Proposal Basics in About 15 Minutes” is longer (obviously), and fully up-to-date with best practice advice and strategies. It’s a short, sharp look at the role of a sponsorship proposal, the structure of a best practice proposal, and where most sponsorship seekers go wrong. Is this going to teach you everything you need to know to put together a winning sponsorship proposal? Probably not in just fifteen minutes. But it will show you… What a sponsor needs to see – all of the critical […] Read More

Sponsorship Multi-Tools: The Holy Grail for Sponsors

If I had to hazard a guess, I’d say almost all of us has at least one multi-tool. I’ve got a much-loved, 20-year old Gerber that lives in the house, and is pressed into duty anytime I can’t be arsed going outside and unlocking the tool shed… which is a lot. I’ve done and fixed all manner of things with that one tool, and am constantly figuring out new ways to use it. If I could only have one tool, my Gerber would be it. What I want you to think about is how you can apply that thinking to sponsorship, and start identifying properties that can provide the kind of flexibility and broad-ranging usefulness […] Read More

Which Generation Sponsorship Seeker Are You?

Around mid-2016, I wrote a similar blog for corporate sponsors, giving them the hallmarks of each generation of sponsorship, how that is affecting their results, and what to do about it. Just like sponsors, a sponsorship seeker’s generation can have a profound effect on how much sponsorship you raise and retain. Your approach will tell a sponsor… If you’re struggling, chances are it’s because your skills or organisational approach aren’t up to date. This isn’t the end of the world, and it’s not actually difficult to shift to best practice. But before you can power up your sponsorship, you are going to need to rewire – how much or how little will depend on which […] Read More

How a Great Sponsorship Proposal Follows a Hollywood Story Arc (Infographic)

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

Favourite Sponsorship Leverage Hack: Don’t Sponsor the Property, Sponsor the Fans

I’ve published a few sponsorship hacks over the years. Most of them have to do with a process shortcut – something to streamline or speed up a time-intensive part of your job. But this one is different. This is about a mindset shortcut – a way of thinking about sponsorship so you take the most direct route to getting great sponsorship returns. In the early days of sponsorship, the thinking went something like this… “If we connect our brand strongly enough with this property we sponsor, all the people who love that museum/event/team/whatever will transfer some of that love to us.” Yeah, that doesn’t happen. There’s no research that supports it, but we don’t even […] 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 to Structure a Sponsorship Portfolio

Most of my blogs address issues and opportunities presented by individual sponsorships or overall approaches. It isn’t often that I address sponsorship at the portfolio level in this blog, and it’s probably about time to address portfolio structures that work, and a few that don’t. Fewer, bigger sponsorships As the importance of leveraging your sponsorships in a creative, meaningful way has gone mainstream, so has the realisation of how much time and effort goes into doing it well. Many a sponsor has looked at their vast, fragmented portfolio and thrown up their hands in exasperation, realising that they will never be able to do them all justice with the resources they have. Enter the “fewer, bigger” […] Read More