Selling sponsorships is easy. Sure. Have you ever felt like you were going “back to
the well” just one time too many? Do you feel like the same companies just keep on
giving and giving? You are not alone. If you use words like support and donation when
you are offering sponsorships to your events then those are pretty natural feelings.
Here’s a different way of thinking about sponsorship: Your event is a form of media just
like a newspaper, radio station, magazine or television network or even direct mail. But
yours is even better.
Here is an example. Suppose you have a bank as a member. Banks use all of the
media I mentioned above on a regular basis. They spend thousands using a “shotgun”
approach by advertising to “mass audiences” hoping that someone in that “mass
audience” has an interest in what they are offering. After the ad runs the bank has no
way of knowing specifically who even saw it unless someone walks in and mentions it.
Let’s take look at your event sponsorship as a form of media. What audience can
you deliver? Other media deliver audiences, so do you?
If your event is a Trade Show you deliver a specific, targeted measurable audience.
They might be middle income, 50% male, 50% female, average age of around 42
(guessing). If you get 3000 attendees plus the exhibitors then your media is delivering an
audience of 3000+ specific individuals. In addition by including your sponsors in your
own marketing and promotion you are giving them “credibility by association” with
potentially thousands more people. If you have collected names and addresses through
a drawing or contest at your event, you can even hand your sponsor a specific list to
follow up with. See if a newspaper, radio station or television network can or will give you
a specific list by address of listeners, watchers or readers. It won’t happen.
Once you understand the audience your event (media) offers and the different ways
companies can use your event as another form media the words support and donation
can go away. You have the carrot! There are hundreds of companies looking for
alternatives to traditional advertising that can’t be measured and is getting them the
results they want.
Here’s a simple process that you can follow:
1.) Make a list of your events. Include Business EXPO’s, Home Shows, Tour of
Homes, Golf Tournaments or Outings, Membership Meetings, Annual Banquets and any
others you can think of.
2.) Define in general terms the type of audiences that attend. Each event draws a
different audience. You don’t have to be ultra specific. For example, your Annual
Banquet may draw 250 of the “most powerful, successful and influential” business
people in the community. That’s a pretty valuable audience for the right company.
3.) Make a list of types of companies (not specific names) that would benefit from
reaching the audiences you have defined.
4.) Now look at your membership list and see what companies match up with which
audiences the best. Now you have a list of companies to “offer your media”.
5.) Set your sponsorship values carefully. Usually, when we are asked to evaluate a
sponsorship plan the value far exceeds the price. Remember, when pricing your
sponsorships compare yourself to other media. Do not base your pricing on how much of
a “donation” you think you can get.
Your event is a powerful and effective marketing tool. If you treat it like the
valuable asset it is getting sponsors will be easy and even fun.