sponsorship sales Archives - Power Sponsorship

How Do You Sell Sponsorship to an Old-School Sponsor?

There is no question in my mind that the Global Financial Crisis was great for our industry. Note, I said “great”, not “easy”. It was great because it dramatically increased the sophistication level of sponsors, as they had to deal with a new level of accountability. What we are seeing now is that, generally, sponsors are ahead of sponsorship seekers in sophistication. As a result, much of this blog and The Sponsorship Seeker’s Toolkit have been focused on helping those sponsorship seekers to effectively sell and service this new era of sponsors. There are also a lot of sponsorship seekers who “get it” – more every day – and when they come across a potential […] Read More

Introducing The Sponsorship Seeker’s Toolkit Fourth Edition!

If you follow this blog or my social media stuff at all, you know that a lot of the past year has been about writing and production of the Fourth Edition of the industry bestseller, The Sponsorship Seeker’s Toolkit. What started as an intended 20% rewrite quickly blew out to about 50%, with lots of new content on social media, new tools and techniques, and dozens upon dozens of amazing new case studies of sponsorship being done as well as it can be done. Whew! It’s now available through Amazon worldwide, as well as many other booksellers. You’ll notice a huge variation in price, so do shop around. In some regions, buying from Amazon and […] Read More

Sponsorship Sales Lie #61: Desire Equals Success

If you’ve been selling sponsorship for any length of time, you already know this is a myth. You know how much goes into a successful sponsorship sale, and please feel free to move along to some other blog. But judging by the hundreds of emails and messages and phone calls I get from sponsorship seekers looking for advice, I can attest that the vast majority really don’t get it. This is an example of an email I received last week (with identifying details removed) and is extremely typical of some of the approaches I get: “I have an idea for an event that is GROUND-BREAKING. NOTHING LIKE THIS HAS EVER BEEN DONE BEFORE!! I have […] Read More

What Should You Do When Your Board Sets Unrealistic Sponsorship Targets?

If you’re a sponsorship seeker, at least one of these will sound familiar: Your organisation is planning an expansion or other costly activity, so your board increases your sponsorship target, or Your government funding is cut, so your board increases your sponsorship target, or Your donations have dropped, so your board increases your sponsorship target, or Your attendance has dropped, so your board increases your sponsorship target, or One of your competitors scores a big sponsorship, so your board increases your sponsorship target We have all been in this position at one time or another, but the current economic situation has everyone under pressure, and when many boards don’t understand how sponsorship works, and that sponsors […] Read More

Sponzillas: How to Deal with a Sponsor Who Bullies

In most places around the world, the sponsorship industry has recovered from its slowdown. Sponsors have largely rationalised their portfolios and become more strategic in how they make new investments. Sponsorship seekers are, out of necessity, having to raise their games to have any chance at gaining new sponsors. Seekers who are doing a great job are, by and large, doing great. Sponsorship seekers who aren’t are still wondering when the market will recover and their job gets harder every day. What I have heard more about in this past few years is sponsors bullying sponsorship seekers. My always busy inbox has been overflowing with dismayed sponsees caught in no-win situations: “Our biggest sponsor wants […] Read More

Six Signs a Sponsor is Just Not That into You

Okay, so I’m sitting on the couch watching the fun chick-flick, “He’s Just Not That Into You”. I’m loving it. Too rare. As usual, I can’t stop thinking about sponsorship. So, I think to myself, there are a few signs that sponsorship seekers consistently miss that could tell them that a sponsor just isn’t that into them. So, brace yourself for the cold, hard truth about how to read the signs so you can let it go, and move on to something more fruitful. They tell you to “just send in a proposal” This is a sponsor saying “leave me alone”, without being rude. In actual fact, it’s unintentionally cruel, because it gets the sponsorship […] Read More

Five Things Sponsorship Seekers Need to Know About Sponsors

Some (not all) sponsorship seekers are under some big misconceptions about the sponsors they approach. These misconceptions do nothing to advance the potential for getting a “yes”, and if a sponsor thinks you don’t understand their process and their challenges, it’s unlikely they’ll consider your offer. My goal with this blog is to give you a heads up about of those misconceptions about sponsors before they hurt your chances. Most of the people who contact them are wasting their time “This is an opportunity not to be missed!” “Please support our very worthy cause.” “I’d like to talk to somebody about sponsorship.” “Dear Sir/Madam…” I could write a list of red flags as long as […] Read More

Action Plan: What to Do when a Big Sponsor Exits

This is the nightmare for much of our industry. I’m guessing some of you may develop a facial tic just thinking about it! And yet, it happens. Sponsorships end, and if it’s unexpected or done without a lot of lead-time, you need an action plan and you need one fast. So, it’s time to stop with the misery and crying in your beer. It’s time to stop with the wishful thinking and desultory casting about for ideas. It’s time for action, and I’ve got few steps to get you going. Get feedback If you didn’t see this coming, you’ve got to do an exit interview right now. Find out: What led to the decision? Whether […] Read More

Can We Target Multiple Sponsors at the Same Time?

This is a question I get at least a couple of times a week. Generally, it refers to approaching multiple sponsors in the same category – ice cream, insurance, sporting goods, etc – at the same time. Sometimes, the question is about a naming rights sponsorship, and whether they can approach multiple sponsors in any category for naming rights at the same time. My answer to all of those is “yes”. It is totally reasonable to approach multiple sponsors at the same time. In fact, it’s usually the most realistic approach. Your sponsorship sales window is only so long, and it can take sponsors weeks or months to make a decision. Waiting for one bank […] Read More

Why You Should Never Put a Sponsorship Out to Tender

In recent weeks, I’ve had a slew of questions about putting sponsorship out to tender. The questions invariably come from government, and often from a dismayed member of the marketing department who is having this process thrust upon them by bean-counters. My advice to all of them is the same: Don’t do it. Don’t get me wrong, I can totally understand the appeal of tenders to government – the transparency, the level playing field, yada yada yada. But the reality of sponsorship tenders is that they are counterproductive on many, many levels. Sponsorship has nothing to do with procurement Procurement is about crunching numbers: Does the product or service meet our minimum requirements and how […] Read More