sponsorship for beginners Archives - Page 2 of 6 - Power Sponsorship

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

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

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

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

Why Having a Strong Marketing Plan is Critical for Sponsorship Seeking Success

I can hear you. You’re asking yourself what a marketing plan has to do with sponsorship sales. And I’m here to tell you that it has everything to do with sponsorship sales. A strong marketing plan is the foundation upon which you can build your sponsorship success, and the raw materials to make you more effective and efficient, to create real differentiation with sponsors, and to demonstrate your professionalism. More specifically… You will be better able to target the right sponsors Most sponsorship hit lists are created by one of two processes: But if you have a strong marketing plan, two of the most important components will be your brand architecture and your target market […] Read More

Can’t Keep Up? 5 Ways to Simplify Sponsorship Servicing

Back when I started in this business, sponsor servicing was almost non-existent. Properties (usually) delivered the benefits, then the next time a sponsor would hear from them was when the renewal request came through. Then, there was a long period when sponsor servicing was primarily about kissing the arse of your key contact. All it required was some VIP invites, a meet-and-greet with someone famous, and a few long lunches and everyone was happy. Until you tried to renew and there was someone new in the role. Thankfully, a lot has changed, and sponsees have realised that after-sale servicing is a critical factor for… Ensuring the sponsor gets a great result from the sponsorship Ensuring the […] Read More

Sponsorship Seekers: Please Stop Doing Attendee Division

“We’re projecting attendance of over 17,000. With your $20,000 sponsorship, that means you can reach all of them for just over a dollar each.” “We anticipate our project will get over a million and a half impressions. At $50,000, your sponsorship costs less than four cents per impression!” To a novice, these might seem like perfectly reasonable sales equations, but in the real world of skyrocketing sponsor sophistication, this approach gets it wrong in several different ways: CPM is not an appropriate measure for sponsorship CPM (cost-per-thousand) is one of the metrics used for comparing the relative cost of various types of advertising and some other marketing media (eg, direct marketing). Unfortunately for people who […] Read More

Struggling to Sell Sponsorship? Stop Blaming the Economy!

I’ve just come off the back of a set of workshops where a number of sponsorship seekers were complaining about the lack of sponsorship available in the marketplace. Opinion seemed to be split between whether that was because sponsorship hasn’t recovered since the Global Financial Crisis eight years ago, or whether it’s because sponsors are only interested in “big sport”. While I understand the desire to want to find a scapegoat, neither of these is in any way true. If you’re struggling to sell sponsorship, you need to stop blaming the economy and stop blaming sponsors for your lack of success. Sponsors are investing a lot of money in sponsorship of all kinds, they’re just […] Read More

Do You Really Need a Sponsorship Policy?

Sponsorship is an exciting, vibrant, creative, and ever-changing industry. We’re lucky to be a part of it. But like all jobs, there are parts that are definitely less sexy than others. Right at the bottom of that list is creating a sponsorship policy. But just because it’s one of the least sexy parts of this job doesn’t mean it’s optional, because whether you’re a sponsor or a sponsorship seeker, a strong policy is like a giant, sponsorship safety net that will make your life and your job much easier. Policy vs strategy You need both a sponsorship strategy and a sponsorship policy. Many organisations on both sides of the equation try to wedge both of […] Read More

The Breaking Bad Guide to Sponsorship Sales

I’ve spent the past few months watching Breaking Bad as I fly around the world. And as I’ve beavered my way through the episodes – currently mid-season four, so no spoilers! – I realised that there are a number of valuable lessons that sponsorship seekers can learn from Walter White. If you’re not a Breaking Bad fan, some of these references may seem a bit obtuse, but the advice stands, so please read on. Be sure your offer is in a league of its own Walter’s meth is the best. Nothing else can touch it for quality, and that’s what you should be aspiring to. Sponsors receive hundreds, sometimes thousands, of proposals every single month. […] Read More