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. You may also be interested in my latest white paper, “Disruptive Sponsorship: Like Disruptive Marketing, Only Better“.
If you need additional assistance, I offer sponsorship consulting and strategy sessions, sponsorship training, and sponsorship coaching. I also offer a comprehensive sponsorship capacity-building service for large, diverse, and decentralised organisations.
Please feel free to drop me a line to discuss.
Please note, I do not offer a sponsorship broker service, and can’t sell sponsorship on your behalf. You may find someone appropriate on my sponsorship broker registry.
This blog was originally written in 2010, but was fully updated in June 2016.