sponsorship sales Archives - Power Sponsorship

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

The first meeting with a sponsor is both the most important, and the easiest to screw up. Sponsors know what they want to hear, they know the red flags, and if you get it wrong, you could foul a potential deal, and not even know why. This is a complete rewrite of a very popular blog I first wrote years ago, updating it to reflect the most modern take on sponsorship. It outlines the requirements and pitfalls that every rightsholder needs to know, , in order to make it through this very tricky phase of a sponsorship sale. Know the real goal You’re selling sponsorship, so you’d think the goal of your first meeting with […] Read More

How Do Sponsors Evaluate Sponsorship Proposals?

Sponsorship proposal evaluation comes down to two major factors: What you offer; and who you submit it to. These are the factors that will tell a sponsor whether what you’re offering is right for them, whether you’ll be easy to work with, and whether you have the skills and approach that will allow today’s modern sponsors to make the most of what you’re offering. In this blog – a total rework of a blog from a a few years ago – I’m going to address both of these critical factors. Your proposal Both the structure and content of your proposal will tell a sponsor a lot about whether, and to what degree, your offer is […] Read More

Why You Shouldn’t Sell Sponsor Mentions as a Sponsorship Benefit

It used to be that 99% of sponsorship proposals were made up of the following four or five benefits: Logos on things Tickets to things Some kind of hospitality An official designation Some kind of exhibition space or speaking slot (if applicable) The result was that hundreds of thousands of amazing properties were commoditising themselves; selling themselves as a numbers game, and ignoring their real value to sponsors. (For more on how modern sponsorship really works, read my white paper, “Disruptive Sponsorship”.) In recent years, another benefit has joined that list of low-value, hygiene benefits: Social media mentions I’ve worked with a lot of rightsholders that have told me how this has given them “more […] Read More

How Many Times Do You Have to Miss Your Sponsorship Target before You Change Your Approach?

How many times will you miss your sponsorship target? How many times will you scramble for rats and mice sponsorship to make up a shortfall? How many times will you ask your board to hit up their well-connected friends, because your business case isn’t getting money in the door? How many times will you point to workload, economic conditions, unreasonable sponsors who “just don’t get it”, or sheer bad luck, when you fail to balance the bottom line? How many excuses will you make? At some point, your excuses and workarounds just aren’t going to cut it anymore, and your organisation will need to accept that it’s nobody’s fault but yours. Yeah, I know… sounds […] Read More

Valuing Contra vs Cash Sponsorship

This is another of my vintage blogs, reworked and updated to reflect changes in best practice, and new angles. How to value contra, otherwise known as in-kind, sponsorship is a question I get almost every day. What is most interesting is how differently sponsors and sponsorship seekers view contra, and they both overcomplicate what is really quite a simple equation. Sponsorship seekers take contra for granted. Well, okay… most sponsorship seekers take contra for granted. The attitude is, “those airline seats would be empty anyway, so why do we have to put a value on them?” Newsflash: If you didn’t get those seats through contra, you would have to pay someone for them, so they […] Read More

The Problem with Sponsorship Levels

This is a total rewrite of one of my most popular blogs. For years, this blog has sat squarely in the top five, and according to analytics, virtually everyone gets here because they’ve done a search on something like, “How to create sponsorship levels”. The problem is, sponsors hate levels. Gold-silver-bronze, or whatever cutesy, “creative” names you’ve put on them, sponsors see a proposal full of set packages, arranged by size, and they know you don’t get it. They think you’re unsophisticated. They think you’re inflexible. They may even think you’re lazy. And they know for sure that you either don’t know or don’t care what they are trying to accomplish, because if you did, you’d […] Read More

Should We Break Up Sponsorship Sales and Servicing Roles?

This is a question I’ve had with increasing frequency the past few years from (usually) larger sponsorship seeking organisations. And the answer is… sort of. Selling sponsorship is different than most sales The thinking behind breaking up these roles is often rooted in the belief that sponsorship sales requires a specific set of skills. They want someone out there selling who can pitch the assets – a negotiator, a closer, someone who can sell ice to Eskimos… a shark. They want that person selling all the time, not doing the day-to-day sponsorship servicing work. On the surface, this would seem like a perfectly legitimate breakdown of responsibilities, but the reality is that sponsorship sales bears […] Read More

How to Increase Sponsorship Revenue: Getting Creative with Benefits [Infographic]

After writing my recent blog, How to Increase Sponsorship Revenue: Getting Creative with Benefits, I realised that there was a great way to visually convey the power of creative benefits, ended up with the infographic below. If you click on it, you’ll be taken to a full-sized version. This is a powerful illustration of how getting creative with the benefits you offer around your sponsorships increases your revenue potential exponentially, because it isn’t about cutting the same pie into smaller and smaller pieces, then trying to get more money for them. No, it’s about making the entire pie bigger. For all of the rationale, check out the blog linked above. For a very pretty illustration of how those […] Read More

How to Increase Sponsorship Revenue: Getting Creative with Benefits

You want more sponsorship revenue. Everyone does. The problem is that you only have so many benefits to offer, so if you want more money, you have to figure out a way to divvy up your benefits pie into smaller pieces, while simultaneously charging more for them. Common sense dictates that this won’t work, and it doesn’t. But that doesn’t stop management and boards from continuing to increase sponsorship targets, and expecting financial miracles. What we’re talking about are “hygiene benefits” – the basic benefits that have historically formed the backbone of a sponsorship offer: Logos and/or ads on things Tickets to things Hospitality Official designation And, depending on the type of property you’re selling, […] Read More

8 Must-Have Organisational Traits for Successful Sponsorship Seeking

I’ve spent a bit of time over the past year or so covering the traits you want and don’t want in sponsorship managers, but as important as it is to have the right people in the job, it’s even more important to have the right organisational approach to sponsorship. Below, I’ve listed my take on the eight most critical organisational traits of successful rightsholders. These are the gears that transfer the power of your properties into a compelling sponsorship opportunity. Miss any of them, and hitting financial targets gets more difficult. Senior management with a clue Seeking sponsorship is HARD, and trying to do it when your board or senior management doesn’t understand what’s involved […] Read More