It’s all about the win-win strategy. Always.
Before you ask how to get a sponsor for your blog, podcast, video channel or event, you may want to take a look at your offering from the sponsor’s perspective.
Can you offer a sponsor a good return on their investment in sponsoring your website, event, podcast or other captured audience method? In other words, if a sponsor wants to spend money to reach your audience, will they see results? Do you have a targeted demographic that the sponsor is looking to connect with? And is the content that you are providing to this audience in sync with the sponsor’s core values and messaging?
There are a number of different variables that come into play when looking for a sponsor, so before we get into the ‘how’, it would benefit you to take a look at your traffic numbers and demographics to give you a crystal clear picture of the value that you are bringing to the sponsorship.
If you are seeking a sponsor for your blog, know your stats. How many unique visitors do you have to your site daily, weekly, monthly, annually? If you are looking to get your podcast sponsored, how many listeners does your show generate on average? Does your blog or podcast inspire active conversations in the comments and /or on social media? How does your audience break down in terms of age, sex, marital status, education level, household income, geography, interests and spending habits?
Once you have a snap shot of your audience and how consistently they are engaging with the medium that you would like to have sponsored, it is time to think about who you are going to target as a potential sponsor and what you would like to propose that the sponsorship would include. Make a list of your top 10 ideal sponsors and then research their brand values, mission statement and who they have sponsored in the past. This information will help you tailor your presentation for each potential sponsor and give you some key points to bring up during your initial meeting that will help them know, like and trust you. In other words… speak THEIR language during any meetings.
Once you have done your research, it’s time to Google the company and look for marketing directors, brand managers and sponsorship managers. If you can’t find this information online, don’t be afraid to simply pick up the phone and make friends with the company receptionist. Don’t stop until you have at least 5-10 contact names, phone numbers and emails from your ideal sponsor list.
Remember, if you call with a smile on your face and a win-win attitude, you are more likely to get what you are looking for.
As soon as you have the name, phone number and email list, it is game time. Draft an introductory email where you express your desire to connect. Talk about something that the company is doing well with their messaging, an award or accolade that that they recently received or something that is making an impact on the audience in a positive way. Then, include a sentence about an idea that you have about synergy between your message and theirs and suggest setting up a time to talk. Give 3 days and times that work for you and keep it simple. 3 paragraphs maximum. If you don’t hear back, follow up in 3-5 days with another short email. Set reminder alerts in your calendar application so you always remember to follow up.
The name of the game is persistence with a smile. The sponsorship presentation and proposal that you create is not about your brand as much as it is about the potential sponsor getting what they need from the sponsorship. Don’t do all of the talking, but ask questions and LISTEN. Know the value that you bring to the table and have confidence that the audience you have is of value to a sponsor, you just have to believe in your offering enough to let your enthusiasm be contagious. Above all, don’t give up!
Do you have a story about getting a sponsor for your blog, podcast, videos or event? Do you have any tips to add to this post or questions about anything that has been said? Please leave your thoughts in the comments, feel free to pass this post along on social media and have a wonderful day!