When it comes to getting sponsored, something I’ve seen “make or break” a deal more than once is when all involved parties can’t define what value means to them.
One thing that will always be on the minds of companies looking to provide corporate sponsorships is: “will this provide my company with the exposure or ROI we need?”
If you’re wondering how to get sponsored, you could potentially save yourself a lot of rejections, and improve your chances of a long, successful relationship, by taking a moment to consider the ROI your sponsor will receive.
Here are 3 ways to help give value to your sponsors and help them reach their business goals.
1. Conversation: Sending out a sponsorship proposal to every brand you want to work with doesn’t work anymore. While this was the old-school way of getting sponsored, gone are the days of a sponsor simply signing a check because you asked.
How to get sponsored: Take time to know your potential sponsors and invest time and effort into getting to know more about them and their goals. Instead of randomly sending a cookie-cutter sponsorship proposal with the same pricing and benefits to everyone, create a conversation with your potential sponsors. The purpose of this conversation is to educate on how your property could be a good fit for them and to understand their business goals and objectives.
2. Customization: I’ve always written customized sponsorship proposals as opposed to the typical “boring” proposal that people often use when learning how to get sponsored. Why? Well, I learned that brands were tired of the same cookie-cutter type of sponsorship proposal that listed the same benefits with different prices on a large percentage of sponsorship proposals that crossed their desk. They wanted customization. They wanted sponsorship proposals that helped them reach their goals. Corporate Sponsors receive hundreds, if not thousands, of sponsorship proposals requesting their assistance and funding.
How to get sponsored: Be the proposal that gets seen by creating a customized sponsorship proposal with customized benefits and pricing to help your sponsors get the exposure and value they’re looking for.
3. Connection: It has often been said that “no man is an island”, and that also applies to sponsorship. Most businesses and organizations will want to get sponsored by more than one brand at a time. Frankly, if they’re a fit, I highly recommend it. A mistake that I first made in sponsorship was not connecting my sponsors prior to the “go-live” date of whatever sponsorship property I was working. When we’d get to the event, book tour, or non-profit function… I realized most of our sponsors didn’t know each other and I’d spend most of the VIP reception making introductions. Was this bad, NO! Is there a better way, YES!
How to get sponsored: A great way to bring both exposure and value to your sponsors is to introduce to them to your other sponsors. Facilitating these introductions allows you to “be the star” in making sure that your sponsors get to meet other non-competing brands who are sponsoring properties within the same niche or space. They’re eventually going to meet, be the one to make that introduction! Oh, and you never know, they could possibly come up with additional ideas for a cross-promotion to get you even more exposure! It’s a win/win/win!