Auld Lang Syne

And then there was one (week) left standing! Hard to believe that we're already to the tail-end of 2009, but as we start to put the "wraps" on this year --- here's wishing you and yours a very wonderful New Year!

This is a time of year when a lot of folks sit down to set goals for themselves in the coming year. So while you're at it … why not add a sponsorship sales goal to that list?

There's no time like the present to set your course for your desired destination. And nothing says you have to make that journey alone. So definitely -- why not make plans to bring a sponsor (…or two … or three…) with you as you teach to, write to, speak to … and market to … your readers, customers and audiences?

Godspeed to you in 2010 --- and farewell to a wonderful 2009. Happy New Year!

LinkedIn Groups

In my blog a couple weeks ago, I wrote about the benefits to be gained by joining one (…or more…) of the many sponsorship groups that LinkedIn offers up on the web. (I hope you took me up on that advice? You won't regret it.)

However, in my follow-up here to my recommendation, I also wanted to point out that while there are a lot of GOOD things to be "S&D'd" (stolen-and-duplicated) from the postings you'll see, there are also some classic philosophical mistakes being made there as well.

For example --- I was just reading one of the Group Member postings on LinkedIn's "Sponsorship Sales Professionals" membership site. It was one of those "Hey … does anyone know anyone that would be interested in sponsoring ‘xyz’?" – types of postings.

I'm not a big fan on those generic kinds of postings anyways – but today I saw a particular one that I thought was even a bit more "out" there. The writer of this blanket solicitation was asking his/her fellow members if they knew of any companies that would be interested in "Saving High School Music Programs"?

I dun'no, call me a cynic … but I've got to think that there aren't too many CEO's out there opening their Board Meetings with: "You know what we need to do? We need to save High School Music Programs!"

Not that corporates are bad guys … but frankly, the only things they want to save are their jobs! They want to stimulate their bottom lines. They want to keep their stockholders from coming after them with pitchforks! The vast majority of them lack the "fiscal latitude" that would enable them to take their eye off of their ball (their problems…) so that they can focus it on yours!

The better question to ask is, "Does anyone know anyone out there that wants to gain center-stage presence and access to 70,000 heavily-involved High School music students from coast-to-coast with a combined disposable income of $17-million dollars and a passion for buying _______?"

Now you're cooking! Almost every corporation out there is wholly fixated on what THEY need. They could care less about what YOU need! So – knowing that, put your "feelers" (…and definitely the focus of your proposals…) on how your organization, program, event, etc. can HELP THEM to accomplish THEIR objectives. (Do that well enough and it won't be long before they're helping you to accomplish YOUR objectives!)

Happy Holidays

With these past hectic days leading up to and following Christmas, I just wanted to take this opportunity to stop… take a breath … and wish all of our readers a very happy and healthy Holiday season! We really appreciate your "checking us out" a couple times a week and being a part of our "Brought to you By…" sponsorship family.

Here's hoping you got everything you put on your list this year (…including a couple sponsors for your program, event, newsletter, speaking tour or seminar!)

All the best!!

Think Again...

Hey everyone! Ron's assistant Kerri here... while Ron's recuperating from Vegas and getting back on track with the forum, I decided to post an article from IEG that I found really interesting...

A lot of people tend to have the misconception that sponsorship is just for sports teams, events, or people who put on meetings... Well, this just simply isn't true!

In this article "snippet", IEG features a European retailer, Axfood, using sponsorship designed to build goodwill and drive people into their stores. Take a look!

Axfood Enters Corporate Sponsorship Agreement With Save The Children Sweden

December 9, 2009:

STOCKHOLM – The partnership involves activities at a large number of Axfood's stores. Among other things, recycling machines will be fitted with buttons that give customers the option to donate their bottle and can deposits to Save the Children. In addition, Save the Children Christmas calendars will be sold at selected stores during the month of December.

"Working across the Group with this type of partnership is in line with Axfood's values, and our goal is to take greater social responsibility," says Camilla Weiner, Head of Corporate Communications at Axfood. "In partnership with Save the Children we can work to strengthen the rights of and improve the living conditions for children – and in such way achieve a decisive and sustainable change."

Recycling machines at Willys stores will soon be refitted to allow customers to donate their bottle and can deposits to Save the Children's activities. In December, Axfood's Tempo stores will be selling Save the Children's Christmas calendars.

"We are thrilled about our partnership with Axfood," comments Marie Johansson, head of corporate activities at Save the Children Sweden. "The funds generated by the activities will spent on education projects in Ivory Coast. The money will help more children gain access to a good education in a safe and secure school."

As one of the leading independent child advocacy organisations, Save the Children works to ensure and protect children's rights to food, housing, healthcare, education and an existence free from violence, assault and exploitation.

Axfood AB conducts food retail and wholesale trade in Sweden. The Group’s retail operations are conducted through the wholly owned Willys, Hemköp and PrisXtra chains, comprising 226 stores in all. In addition, Axfood collaborates with a large number of proprietorrun stores that are tied to Axfood through agreements. These include stores within the Hemköp and Willys chains as well as stores run under the Handlar’n and Tempo profiles. In all, Axfood collaborates with some 650 proprietor-run stores. Wholesale business is conducted via Dagab and Axfood Närlivs. Axfood is listed on Nasdaq OMX Stockholm AB’s Large Cap list. Axel Johnson AB is the principal owner with approximately 46% of the shares. *

So I don't know about you... but a retail business definitely isn't the first thing that comes to mind when I think of who uses sponsorship...

But when you do think about it, why can't a retailer capitalize on the BILLIONS of dollars being spent every year on sponsorship... They have a herd, they know who's in their herd, and they know who wants to get in front of their herd! Seems like a match made in heaven to me :)

Well just goes to show... sponsorship truly is for everyone! So to all of you who thought sponsorship was just for sports teams, events, or meetings... think again!


Have a great Tuesday night everyone!



Source: IEG (http://www.sponsorship.com/news---information/news/2009/12-december/axfood-enters-corporate-sponsorship-agreement-with.aspx)

Off to "Viva Las Vegas"

This is going to be a VERY sponsorship analytical weekend coming up for me this weekend --- as I depart for Las Vegas and a meet-up with my friend and research partner-in-crime, Jim Kahler of Ohio University.

Every two years since we first began the National Sports Forum some 15 years ago, the NSF has presented (at the conference...) the findings culled from the information-packed interviews with fifty (50) of the top sponsors in America. We reach out to all KINDS of "household names" – from Bank of America ... to Anheuser-Busch ... to Pepsi-Cola ... Giant Eagle and Sharp Electronics... to name just a small handful.

Under the direction of Mr. Kahler, who is Ohio University's Executive Director of their Center for Sports Administration, we'll wall ourselves off from humanity for three days and dissect the findings of all fifty of these surveys.

When finished, we'll have one of the most current and up-to-date recaps of what sponsors like ... what they don't like ... what they really would like to see you putting in their sponsorship proposals ... and how the "new economy" is impacting their business moving into 2010 and beyond.

The findings of all this will be presented at the 2010 National Sports Forum coming up in Baltimore, MD in February. (www.sports-forum.com) However, in the coming weeks, I'll be sure to share with you some special findings (...give you all a "sneak peak" of what the sponsors are thinking (...and spending money on...) out there.

Stay tuned!

Linkedin Groups

As those who know me would attest -- I can't exactly say that I'm one of the MORE "technologically-savvy" guys out there. And I'm borderline stone-age when it comes to all things Social Media-involved. But of the various vehicles out there that are now at our disposal, I tend to gravitate to Linkedin. It's proven to be a great tool so far for me to use to "reach out" and meet selected individuals on-line.

One of the things that I find especially useful is (are) all the Linkedin Groups that are continuously popping up. What I've especially found interesting and often insightful are some of the Groups that pertain to Sponsorship. (Two that I belong to are "Sponsorship Insights" and "Sponsorship Sales Professionals") I'm sure there are others, but those are two that I've joined.

Take a look-see for yourself. You're going to find that it's a great way to network in with and gain insights from people in situations similar to yours. People with ideas, experience, contacts and insights to share. I've enjoyed it --- and so will you.

A Word About Sponsor Referrals

Nothing "sells" your sponsorships better than a happy sponsor. And of course nothing makes a sponsor happier than having their expectations met.

So first order of business here is to make sure that you're taking great care of your existing sponsors. (Let me ask you – do you even know what their "expectations" are? Hmmm… good question, eh? Well ... there's not time like this moment to have a sit-down with your existing sponsors and ASK them!)

And speaking of "...ASK them..." --- that's my word today (...well, actually ... that's two words…), on getting Sponsor Referrals. You've got to ASK for them!

Of course the best time to ASK for them is when you're successfully delivering results for your existing sponsors. You've worked hard to build a strong rapport with your sponsor --- which means that you're there for their success, and they're there for your success. If you've done a good job, it's a good partnership. So why not mention to your sponsor that your event (...program, publication, speaking business, etc.) is really taking off thanks to sponsors like them. ("Thank you!") And your plan is to continue growing your sponsorship family with companies just like them.

That said, you'd sure appreciate it if they would feel free to recommend your event to any of their co-horts that are looking to grow their profile within your industry.

Sometimes that'll be enough to have them bringing up a couple potentials. But more times than not, they'll just smile, nod and say they'd be happy to. That's okay – you’re now "on record" with them that you're looking to add a couple additional sponsors and you've "deputized" them to help you in your search.

Now that you've got their verbal "buy-in" ... see if how, moving forward, you can't start helping them to help you.

What do I mean by that?

Easy – keep an eye out for any particular sponsorship "candidates" that you might have an interest in tapping into that are coming into contact with your current sponsor.

For example – let's say you notice that your current sponsor is also a sponsor of "XYZ" conference. (This conference attracts similar "types" of attendees as you do…) That said, are there any OTHER sponsors to this "XYZ" conference that you think might be a great fit for your event?

Great! Simply put the bug into your existing sponsor's ear that you'd welcome an introduction into one of the decision-maker's at this other sponsor's company. Ask your sponsor if they wouldn’t mind grabbing you a name, or better yet ... a business card into this potential sponsor's decision-maker.

In short – help your existing sponsor's keep their antenna up for you with other potential sponsors. (Now don’t forget ... the key here is to be sure that you're making your existing sponsors "deliriously happy"! Do that and no doubt they'll be more than happy to spread a little love your way!)

Good luck!

There're Sponsorship Opportunities in Everything (cont.)

One of my recurring themes in our biweekly blogs is harping on the fact that there are truly all kinds of opportunities going on out there with our events.

For instance, most conferences, seminars, trade shows, association gatherings and the like have someone on hand snapping pictures, yes? They're up there in front of the room getting candids of the keynote speaker in mid-sentence ... they're tucked away in corners snapping off cameos of members/attendees networking with one another. And there're bound to be lots and lots of small "staged" group photos – members and guests standing there smiling at the camera in groups of four-to-six. Great stuff for the upcoming newsletter and brochure!

But don't overlook a great opportunity here...

If you've got any kind of sizeable group ... say 50 or more ... have a photo area set aside in the general congregating area complete with a backdrop screen identifying the event (or association) you're all attending. (Backdrops with a "wallpaper pattern" of the group's logo or name are pretty common out there. You can get these done easily via most signage companies. The ones we use at the Sports Forum are BlueMedia – www.bluemedia.com, and trust me, they're awesome!)

But here's the kicker --- have your photo area "sponsored". Mix in the sponsor's logo into the backdrop "wallpaper pattern" of your event logo. (To see a great example of this – just tune into about ANY professional team's post-game news conference. NFL, Major League Baseball, NBA, NHL ... makes no difference ... they all have sponsored photo/TV interview backdrops now. They look great ... make your event look "big league", and are a great piece of sponsorable inventory!

Good luck!

Why YOU Might Want to Consider Becoming a Sponsor...

You know ...before I completely "unplug" from my little mini-series here spinning off of my recent GKIC InfoSUMMIT "experience", I wanted to put together a few paragraphs about why YOU might want to consider sponsoring an event, conference, trade association, newsletter or other such suitable-match event, program or speaking tour...

For one thing --- keep forefront in mind that event/conference sponsoring is still very much virgin territory.

I say that after fully acknowledging that – according to IEG (www.sponsorship.com), (...the international clearinghouse of all things sponsorship-related), meeting and event sponsorship is one of the hottest new categories in the sponsorship-world. While I have no doubt that this is true ... meetings/events are still a relatively untapped component of the sponsorship world.

That said, it's not very likely that you'll be running into a NASCAR-type wall of competing sponsors when you consider sponsoring a meeting, event or newsletter. (In fact, it's FAR more likely that you'll be the only sponsor of the targeted meeting or group!)

Reason being that most folks putting on meetings, events, association gatherings, teleseminars, sales retreats ...you name it... haven't even considered looking for sponsors. They're oblivious to the wonderful world of sponsorship!

Fortunately for you, their lack of sponsorship sophistication can easily be put to your great advantage...

Advantage #1 – they won't have any idea what to charge you. If you walked up to your average meeting planner and told them that you'd have an interest in sponsoring their group's event – they'd probably look at you as if you were speaking some sort of a foreign language! They'd probably stammer around a bit and then ask you what you thought a sponsorship of their event would be worth. So beat them to the punch – come up with your own price and put it right up front in your offer. Aim low. To them, every dime you give them is "found money" ... so anything you offer them is a bonus!

Advantage #2 – they won't have any idea what to GIVE you. Going hand-in-glove with the first advantage, most meeting planners have no idea what's expected of them in return for your investment. So tell them what you want. And be specific. The less difficult you make it for them to understand the "transaction", the easier it will be for them to agree.

I could go on ... but hopefully you get the idea? We spend so much of our time here at the "Brought to you By…" System discussing how you can sell sponsorships ... I wanted to make sure that I didn't overlook how downright reasonable it's going to be for the next few years to BUY sponsorships to the right meetings, events & publications out there that ideally target your market.

Good luck!

Where were the Sponsors?

Last week in my blog posting I wrote about how I just got back from speaking at the 2009 Glazer-Kennedy InfoSUMMIT in Atlanta. It was a great opportunity and I certainly had a blast.

And I was glad to see, while there, that the GKIC folks had sold sponsorships to the InfoSUMMIT – as well they should. It was a great opportunity, a "natural" ... and no doubt a handsome revenue stream for GKIC.

But what I thought was interesting was ... here I was, the only speaker on the entire 3-day program that was addressing the topic of sponsorship. And at one point during my presentation I gave a "shout out" to the conference's sponsors ... asking them to kindly stand up and take a bow. And you know ... not ONE representative from any of the event's sponsors was in the room. There must've been 500 people in that ballroom and not one of 'em was a sponsor.

I don't know – I find that odd.

Here they were – five companies that had, no doubt, invested a lot of money to sponsor this conference, and not one of them turned up to learn more about how to best take advantage of sponsorship. (Even if just for curiosity-sake, I think I would've been there...)

Which is a "lesson" for any of our "BtyB.." blog readers that sponsor events. If you're going to do it ... do it! Don’t just write a check. To get the maximum return on your investment, roll up your sleeves and get involved. Participate, attend, learn ... don't just hang out at your booth or up in your room returning e-mails. (I would've understood if all the sponsors were networking out in their booths during my presentation; however, the Trade Show was closed ... so I truly have no idea where they were.)

We see this happen annually at our late-January/early-February conference, the National Sports Forum, (http://www.sports-forum.com/). Not with sponsors usually --- but with our trade show exhibitors. Here they pay all this money to be there and have a space at our show --- yet during the hours when the trade show is closed and all of our attendees are in breakout sessions --- instead of picking out a session to sit in on in order to learn about their client's problems (..problems by the way where they, the vendors, might have solutions for..), they're instead sitting in their booths reading USA Today or perched in a lounge chair returning e-mails or phone messages.

I just don't get it. We've had exhibitors over the years that attended our NSF breakouts literally thank us for allowing them access to the agenda programs. They said that sitting in and listening to their clients & prospects discuss their businesses (..and their problems/needs) was like, "…shooting fish in a barrel!".

So the lesson is: If you’re going to go to all of the trouble to be there ... be there!

There's No Place Like Home!

I'm just getting back into the office from having spent the better part of a week down in Atlanta, GA. (Coming as it did on the heels of trips to Baltimore and Cleveland in the last couple of weeks, I'm feeling a bit like a "road warrior" of late! :)

But I'd been invited to deliver a presentation at this year's Glazer-Kennedy InfoSUMMIT and there's no way I'd want to pass that up. This is a great organization and I was truly honored to have been invited to go down there and speak.

There's something so special ... not to mention invaluable ... to spending time with like-minded entrepreneurs. It re-energizes your batteries and you can't help but come away with so many interesting new ideas.

I just want to take this opportunity to thank all of you that purchased our "Brought to you By..." sponsorship sales system. You've made a really wise investment – and I'm looking forward to working with you and watching your success!

The Devil's in the Details

By the time you read this posting, we'll have just returned from our trip to Baltimore, MD and several days of "final walk-thru" meetings with all the various partners, hosts, suppliers and coordinators of our upcoming 2010 National Sports Forum conference (www.sports-forum.com). It won't be long now – in fact, we're just about exactly three months away from "Show Time"!

This will be my second trip into Baltimore in advance of our annual conference/trade show. And the reason why is that we want to make sure that EVERY DETAIL that we can think of has been taken care of. Oh sure – stuff always comes up. Always will. But as the headline above says: "The Devil's in the Details". We want to do everything we can to make sure that there are no surprises come our third and final trip into Baltimore next January.

And these details affect not only those operational components for our event – but making sure that all the special needs our sponsors are going to require are addressed and taken care of. Budweiser, for example – is our senior-most sponsor and they sponsor probably our highest traffic'd event, The Budweiser Gala. Got to make sure that the big details as well as the "little" details have been taken care of. (For instance, we'll be making arrangements to have all of Budweiser's competitor's tap handles removed from the hotel and at M&T Bank Stadium – the site of the Budweiser Gala.) We can't have Bud's competitor's stadium signs taken down, but we would if we could.

Another one of our sponsor's just signed a major sponsorship deal with one of the club's hosting us in B'more. We want to make sure that their new "product" is featured as part of the Stadium tour. One of our exhibitors, Fan Cans, supplies special "themed" trash cans for the Ravens at M&T Bank Stadium. Well ... since they're an exhibitor of ours … we'll want to make sure that their trash cans are prominently featured around the stadium that our attendees will all see during the Budweiser Gala tour.

Yes we have to make sure the buses are on site when needed ... and that the Printer has all of our copy for the Official Program ... but to this, we'll be keeping our sponsor's interests equally forefront in mind when we conduct our final walk-thru. No surprises makes for happy sponsors. (And happy sponsors renew!)

See you when we get back!

What CAN'T be Sponsored?

I'm going to have to think about that one for a second ... I'm sure there're a bunch of things that CAN'T be sponsored (..but then again, I pretty much only think about things that can. And should!)

But the reason for this query being the topic of today's blog is that it's the question that popped into my mind yesterday when I sat down for breakfast with an interesting gentleman that had recently had his first book published. He was in town doing a speaking engagement and had just finished up a round of radio interviews. Things are really happening for him – and it couldn't happen to nicer man.

Bob's book is entitled: "The Power of WHO!" and it's an excellent read! He'll do well with this – and in fact, already has. He's been making TONS of speaking appearances, consults and Keynote presentations. He was just on the Today Show ... things are really taking off.

But I couldn't help but think -- as much money as he's realizing selling books and making presentations – I suspect he's leaving a sizeable fortune on the table by not seeking out sponsorship partners!

His speaking presentations should be sponsored – he's got a great topic in a "category" that's wide-open for all kinds of different underwriters.

I absolutely LOVE speakers and writers ... and I especially love Speaker/Writers! (Or is that Writer/Speakers…?!) I can't think of too many of these folks that ever scratch the surface of sponsorship. Probably because it never occurs to them! It should...

Think about it – how attractive would it be for a speaker/writer to give, as a "gift" for all of the attendees in a presentation ... a FREE copy of his/her latest book? Even better if she (or he..) autographed it. I know. I know what you speaker/writers are thinking: "Yeah – easy for YOU to say Seaver ... it's not YOUR money being spent here on buying all these 'FREE' copies to give away!"

And a lot of meeting promoters probably won't be too wild about being asked to pony up an extra x-thousands of dollars to give everyone in the audience a “FREE” copy of your latest book. (Especially if they’re already out-of-pocket for your speaking fee and expenses..)

So why not let a SPONSOR be the “hero” here? Let a third-party company underwrite the cost of giving everyone in your audience a "FREE" copy of your book! (Just remember to factor the incremental cost of having to buy all these extra books into the price of your sponsorship..)

And rather than have to redesign the book's cover to get the sponsor's logo incorporated ... simply have a quantity of peel-off "Compliments of (sponsor's name/logo)" stickers printed up and slap them (attractively) on your book's cover.

Now don't just leave it at slapping sponsor logo on books and you think you're done. Far from it. If your sponsor has stepped up, be sure to incorporate their logo on your signage, your wardrobe, in your opening/closing remarks (..and where you can, work a story or two featuring your sponsor into your presentation).

This works out great for your sponsor, the audience loves it ... and the biggest winner is ... YOU! Not only do you get your book out there (..and folks talking about you), but you have a wonderful "thank you for coming" present for everyone. (Guaranteed to get folks leaving on a "high")

But to this, you get your premiums paid for, you charge MORE than the price of the books as part of your over-all sponsorship package (which equals incremental revenue), but think about it ... most authors get paid a piece of every book sold (..and you've just helped yourself out nicely there), PLUS the more copies of the book that you move, the higher the advance you can charge on your NEXT "soon-to-be-bestseller". Publishers love books that sell – and you'll be doing MORE than your part to assure that, right?!

Welcome to the Happiest Place on Earth!

It's a common thought in sports circles that the Sports Industry owns the "cornerstone" on sponsorships and perhaps they do. But I dun'no … I think I may have met the Industry's match this past weekend when I took a trip through the Magic Kingdom ... Disneyland!

Wow – all I can say is that the happiest people within the "Happiest Place on Earth" – must be the sponsorship accounting people tucked away upstairs in the Haunted Hotel!

Let me give you some idea of who's sponsoring what over there ...

Main Street Vehicles – presented by National Car Rental

Gibson Girl Ice Cream Parlor – hosted by Dreyers

"Minnie & Friends – Breakfast in the Park" – hosted by Kellogg's

Refreshment Corner – hosted by Coca-Cola

And folks … that's JUST on Disneyland's MAIN STREET! (...which for those of you that haven't been there ... is pretty much the main "avenue" that takes you into the heart of the park.)

From there – it's wide open acreage of rides ... attractions ... food ... and all kinds of sponsors!

Take a walk through the Kingdom and you'll see their long-time mainstay partners ... like Coca-Cola, Kodak and Carnation, but along with the "old timers", I also noted several "relative rookies" that I'd not noticed before. You'll find companies such as La Victoria Products sponsoring a Mexican Restaurant (nice match..), and Brawny Towels hosting the Big Thunder Ranch (a restaurant in this "Old West" themed part of Disneyland). One of the attractions, "Innovation" has SEVEN (7) sponsors – and I kid you not, there was a giant "Great Northern Bathroom Tissue" sign welcoming me to one of the Men's Rooms!

I have to hand it to our friends at Disney – they've apparently left no stone (or sponsor-able component) left unturned. And it's all very subtle, very smooth ... and very smart!

Disney continuously does so many things right ... and sponsorship is one of 'em!

And while we're talking about Poker...

Last time I sat down at the keyboard, I wrote about my recent experience of watching World Series of Poker on ESPN recently. I'm admittedly a poker neophyte – wouldn't know an inside straight from an inside fade. (Okay, I made that up... I don't even know if there IS something known of as an "inside fade"...)

But I do recognize good sponsorship tie-ins, and if you want to see some classic text book sponsorship tie-ins, you,ve got to watch WSOP.

From the players themselves sitting around the tables for hours/days at a time --- check out their "wearing apparel". Heck, most of these folks are sponsored by somebody (...or several somebodies)! If you didn't know any better, you'd swear you stumbled into a NASCAR drivers convention!

So I started doing a little research on this and discovered that there's big money in getting "air time" on TV wearing the patches of your sponsors. According to Sports Business Daily (July 9, 2009), "A player (sitting at the...) feature table 'earns an average of $10,000 for displaying a company's logo on their clothing...".

According to the article, the sponsors are usually such on-line gaming web sites like Pokerstars.net or Full Tilt... or Ultimate Bet. But it's not just the players themselves that are cashing in from a little well-timed exposure. Check out the TV broadcasts themselves!

What these guys at ESPN have done is literally "invent" sponsor-able inventory. These are literally made-for-TV -- my favorite of which has got to be the moment when one of the big players pushes all of his chips into the center of the table in a "do-or-die" exercise to win a pot ... or die trying. (In poker, when a player does this, it's said that he/she is going "…all-in". )

Pretty tense moment for that player, don't you think? It's go big ... or go home.

So what do the genius marketers at ESPN do...? They dubbed this "The All-In Moment". Okay – that works. That's good. But the best is that they then went out and got Degree Antiperspirant to be the sponsor! As in: "The Degree All-In Moment".

That's genius! What a great tie-in! (I mean think about it ... would this work nearly as effectively if it was called the "Sherwin-Williams All-In Moment"? No WAY!)

I've already admitted that I don't know a whole lot about poker. But I think I may have to become a fan of watching the WSOP. I like the commentators, I like ESPN's effective use of getting-to-know the player vignettes – and I love the sponsorship tie-ins. Good stuff guys – keep it up!

Messin' with Sasquatch

Okay … so maybe we can chalk this up to a "focus group of one" story … but I think I'd prefer to claim this as a great example of just how well a well-placed sponsorship works instead. I gotta say -- it sure worked on me!

So here's my tale. My middle son, Ryan, came home from college this past weekend for a nice three-day weekend. We hadn't seen him since he headed off to school in mid-August, so it was great to have him home for a few days.

And as he usually does when he's home -- Ryan turned on the TV to watch poker on ESPN. Admittedly, while I'm familiar with poker, it's not something I know a whole lot about, and had never really watched it for much more than 3-4 minutes on TV in the past. However this time -- since Ryan is so rarely home, I pulled up a chair and watched a recent episode of WSOP (the World Series of Poker) with him.

Ryan, who follows this religiously, was having a great time filling me in on all the "back stories" of the various poker superstars, and explaining some of the strategies involved. It was all fascinating stuff … but (…and this is where you'll laugh at me…), what was really capturing my attention was the logo on the felt for Jack's Links.

"What’s a Jack's Links", I asked Ryan – completely clueless.

"They're a beef jerky company, Dad."

"And they sponsor the World Series of Poker?"

"Oh yeah", he replied, "They're the Official Sponsor of WSOP". (I came to quickly learn that nobody actually calls it "World Series of Poker"… apparently the REAL fans call it "WSOP".)

And while it was fascinating to see if the guy in the fuzzy hat going "All In" was going to be able to pull a club on the "Turn" card, what I couldn't seem to get away from was this Jack's Links tie-in. I'd never heard of them before. Wonder what they're all about…?

So today I went out in search of some Jack’s Links beef jerky. And you know what – it's pretty good! I'm a fan. (Just as I am of their well-targeted commercials themed around "Messin' with Sasquatch". If you haven't seen them – look 'em up on YouTube. Funny stuff!)

So what have we learned here today? Well … if nothing else, you just got a ringside seat to one man's example of how a well-placed sponsorship tie-in can sell product. I'm probably not the "target demo" of WSOP – but apparently, it seems like the ones who are … already know all about Jack's Links.

And isn't that what a good sponsorship is all about…??

So...What do YOU think?

Received some interesting feedback from a recent blog we posted last week. I was writing about the negative "impact" a sponsor receives when their featured "star" blows up and does something negative, dumb, illegal, or (fill in the blank). My sentiment is that you have to be incredibly skillful in who you (…as the sponsor) get into bed with from the celebrity world. Pick the right one and you can magnify your effectiveness quotient ten-fold. However -- pick the WRONG one and your eye gets as black as their black-eye does when their actions get magnified in the court of public opinion.

Some folks agreed with me on this, but others thought that the fall-out over any negative celebrity sponsor/advertising endorsement was overblown. The "nay-sayers" tend to think that consumers won't (….or don't) connect the dots to the sponsor when a Kanye West or Serena Williams take a few steps past "too far".

I'm curious to hear what you think? Do YOU connect the dots? Do you think others do? Hit the reply button and weigh in with your two cents! Thanks!

Racing to a Win...Win...Win

I was just reading about what sounds to be a really nice (and effective) local-market sponsorship program that tied MultiGrain Cheerios in with CNN and local market YMCAs in tandem with several high profile city marathons. On just about every level – this worked. And it's these kinds of multi-channel combinations that you would be wise to look for as well in your sponsorship programs.

The sponsorship (…which is on-going right now as I write this), ties in with five major marathons going on around the country this year. (It started with the Rite Aid Cleveland Marathon back on May 17th …will continue this month with the Bank of America Chicago Marathon on October 11th … and then will wrap up at the end of the month at the Marine Corps Marathon in Washington, D.C. on October 25th.)

In conjunction with these five races, Cheerios has partnered with the local YMCA's in each market to help encourage kids to get active by running in their community's upcoming marathon. The "Y" serves as a central "hub" for each of the respective market programs – helping to sign up and train the kids for the race to come. (Not that the kids ran (or will run) the whole thing – the participants just ran the last 1.2 miles of their city's marathon course on race day.)

Into this "mix" came CNN. (Nothing like having a media partner to help drive the bus!) CNN has on their schedule a program, "Fit Nation" that features the secrets of various CNN reporters telling about their dramatic weight loss – what motivated them to get fit and how losing weight has helped them to positively change their lives.

So you've got five major markets and a network that wants to not only promote itself in general, but a specific program on its schedule.

You've got MultiGrain Cheerios that wants to sell its product by promoting its healthy lifestyle make-up. ("Eat more healthy grains…") You've got the YMCA – that wants to promote it's activity centers and lifestyle …and lastly, you've got five major marathons that don't mind at all getting the extra publicity and promotion.

What you've got is a recipe for a marriage made in heaven.

And the biggest winners? That's right – it's the kids participating in each of these markets.

Each kid received a healthy, wholesome experience as well as a special medal, a race participation certificate and a photo of themselves in the race. What a blast!

And how about the different sponsorship parties here? Did they get to "go home winners" as well? Absolutely!

CNN got to bring their cameras out to these five major marathons, produce upcoming programming and promote themselves, their network and their partners. The YMCA as well as MultiGrain Cheerios got lots of free media and publicity – and were clearly recognized as "the good guys" behind this (… and what's THAT worth, right?), and the kids in each of these five communities got a chance to do something they otherwise wouldn't have gotten to do … and gotten fit in the process.

It's been a "Win…Win…Win" all the way around.

Do you have a "Win…Win…Win" in mind for your next event or issue? For the audience members in your next series of speaking presentations?

Are you thinking that way with (and for…) your sponsors? If not … you should…

What Are YOU Lookin' At?

You know those movies where the "hero" finds himself (or herself) in a situation where one of the bad guys (…looking for a fight…) glares at our hero and growls, "What are YOU lookin' at?" As if daring the hero to start something.
Well … when it comes to sponsorship – we'll let you be the "hero" … and you definitely should be looking to start something! So let me ask you, "What ARE you looking at…?"
What magazines are you reading … what events are you attending … what TV shows are you watching? I ask you because chances are -- what interests you might very well interest your audience members, readers and/or your attendees. So…who's advertising on these programs or at these events? Is there a Program you can look through? If so – do it. If you're at a sporting event, who are the companies advertising on the dasherboards, outfield fence or sidelines?
These are obviously companies that see value in being "tapped into" the types of events, programs, meetings or magazines that appeal to you. Jot them down and do a little digging. (And don't overlook the competitors of these advertisers. Chances are … Pepsi is interested in the same types of consumers as Coca-Cola is, right? And so is 7-up, Dr. Pepper and Hanson's sodas.)
There're all kinds of possibilities out there – so, what are YOU lookin' at…?

It's No Longer "Just About You"

For those of you that have been reading my sponsorship blog for any length of time (…and I hope that’s a TON of you out there!), you know that I’m decidedly "bullish" when it comes to advising you about building a family of sponsors for your meetings, teleseminars and newsletters – which goes as well for people in the speaking business.

However, as positive as sponsorships are for your business and your bottom-line, there are some "downsides" that you should also be aware of.

And one of those is being astutely aware that when you sign on with a sponsor – you are, in essence, signing on with a business partner. No – not one that's going to get wrapped up in your "dollars & cents" – but one that has a vested interested in your success nonetheless. These companies – your sponsors, have hitched their wagon to your star – and they've paid you very well for that right. You would be wise, in return, to keep this always in mind.

Your actions, your words are truly no longer your own. As you go … so goes your sponsor. This -- as we've recently seen, can be a very negative thing…

I write this thinking about last month's well-publicized semi-final US Open match between Kim Clijsters and Serena Williams. At a highly critical point in the match Serena Williams obscenely threatened a linesperson – in front of a packed house and a national TV audience. (Talk about doing the "wrong thing…at the wrong time…!")

A certain amount of her emotion can be chalked up to the "heat of the moment" – but what she clearly did was wrong. But she didn't help herself any when … shortly after the match, (when a cooler head was called for), she didn't apologize. Instead she told reporters, "I'm moving on".

Wow – maybe that cavalier attitude works for her … but what's that do for her sponsors? What about Nike's best interests? Or Wilson Athletic's … or Gatorades? Was she mindful of what kind of an impact her outburst would have on their businesses? (And we're not talking "chump change" here – Nike, for instance, signed Serena to a five year contract back in December, 2003 – with an option for an additional three years (eight years total) that could top out at $55-million for Ms. Williams.)

You've got to think that the public perception of Ms. Williams (and that of her sponsors) didn't improve after Serena's outburst. (Which is probably why … by the next day Serena was whistling a different tune about her actions the night before. Suddenly she was quite contrite and apologetic. Got to think her sponsors didn't waste a whole lot of time weighing in on her actions….)

And how about Olympic sensation, Michael Phelps? His ill-advised interlude with a bong became an overnight sensation on the Internet and in the process tarnished the impeccable image of one of America's "Wonder Boys". And taking the "hit" alongside of Phelps were his sponsors – companies like Visa, AT&T and Powerbar. One of his high profile sponsors, Kellogg's, opted to not renew Phelps' sponsorship saying: "Michael's most recent behavior is not consistent with the image of Kellogg". Well … that about sums it up, eh?

Phelps will no doubt recover, but what about you? Is YOUR behavior consistent with the image that your sponsors wish to display? (You probably never thought much about it … but you need to.)

You need to keep in mind that once you take on a sponsor, along with it -- you also take on their hopes, needs and expectations for everything involving you and your event/ business. You have a responsibility to represent yourself in THEIR best interests … not just yours.

It’s not just about you anymore.

Keep Your Antenna Up

This is one of those things that I try teaching you to do, remind and encourage you to do … but in the end, you either "do" it … or you don't. This has to become something that becomes "second nature" to you – you've got to keep your antenna up.

Even when the office is closed.

Fact is, for successful sponsorship sales people … the office is "never" closed!
You've got to keep your mind always open for business -- open to potential opportunities … potential prospects … potential new ideas. You never know when you'll be reading a magazine or watching a sports match on TV and see an ad or a story -- or a logo for a new company along the sidelines or the dasherboards.

"Hmm…who ARE these guys? I wonder…" – that's what you've got to be asking yourself. Jot their names down and first chance you get to hop on a computer ~ check 'em out. (That's the beauty of the Internet … you only a mouse click away from tapping into a wealth of information.)
But this all starts with your keeping your mind actively open for companies out there that can fill in the holes for you. Keep your antenna up and you'll be amazed at how many prospects keep just "popping" up for you!

Deal Flow

I have a smile on my face as I sit down to write this … because I know that just seeing the Blog title, it's going to make my staff laugh. You see, if they've heard this expression from me once … they've heard it a hundred times!

I'm always preaching the importance of having options. Fact is, you never want to find yourself in a position where you only have limited options – or worse, NO other options.
Having said that, I'm constantly surprised (…in conversations I have with sponsorship sales people…), when they start grousing about one or two of their prospects – expressing frustration that the potential sponsor hasn't responded …or they've responded but the conversations never seem to go anywhere…

"So who else are you talking to (…in the _____ category)?", I ask.
"(Pause…pause)…um, no one. They’re the only ones."

Why are they the ONLY ones? What are you doing? Unless your prospect is the ONLY one in a given category (…and I don't think I've seen that case yet…), why aren't you chasing after a number of companies in that category? If it makes sense for Company "x" to sponsor your event … why wouldn't it also make sense for companies "A", "B" and "C" to be talking to you about this?

Fact is, the more irons you have in the fire, the better. For one thing, if "Company X" senses that you're also talking to their competitors … they're that much more apt to get a move on and get your deal done.

So … when it comes to prospects … if "some" are good…. "more" are better!

Call Me

Every two years we (the National Sports Forum) conduct and present one of the most extensive surveys within the sponsorship industry -- The NSF Corporate & Industry Survey in conjunction with the Sports Business school at Ohio University. Under the direction of OU's Sports Management program's Executive Director, Jim Kahler – we interview fifty (50) of the industry's biggest sports sponsors and advertisers seeking their insights, advice and opinions.
As you might imagine, we get all kinds of input from our "Nifty 50" – some of it pretty involved, but most of it pretty basic.

Right now Jim 'n company are in the process of conducting our Nifty 50 interviews for the 2010 NSF Corporate & Industry Survey – which will be presented at the 2010 National Sports Forum coming up in Baltimore next February.

And as I think of the great input Jim's going to be getting in the months to come, I can't help but recall one of the best pieces of advice we received in putting together the last Corporate & Industry Survey. One of our "interview-ees" – a gentleman who works for one of the largest sports sponsors worldwide, said this: "You know what I wish sponsorship sales people would do? I wish, every now and then, they'd pick up the phone and call me! Not when they wanted something … not when they were trying to sell me something … but every now and then when they had no other agenda other than to say "hello".

Wow. That's pretty telling, don't you think? And you know what…? I'm guilty of that. I'm guilty of being caught up in my own little world and only reaching out to my sponsors when I wanted something.

One of the things that make sponsorship so unique is that it's a "relationship" business. It's about connecting the dots -- connecting companies with your clients. But here we all-too-often get so busy that we forget to connect up with our sponsors themselves!
So take a lesson from one of our "Nifty 50" … don't do that. After all -- it takes so little. Carve five minutes out of your day today, pick up the phone and give one of your sponsors a ring. Talk about their new ad campaign that you saw on TV, or the new product launch they're undertaking … or this weekend's big football game … or their kids entering Elementary School … just connect.

Call when you don't need anything – and then … when you do, you'll probably see a big difference in your relationship. Friends like doing business with friends. So be a friend!

What am I MISSING Here?

Just finished reading the inaugural issue of a new magazine called "Best Events- California" – a magazine targeted to California-focused meeting planners and special events promoters on evolving their business with the changing times. As magazine go, not a bad initial effort at all.
Best Events publisher, Sharon Kress, writes in a special box in the front of the magazine that: "Budgets are in flux, accountability is high and special events and meetings need to accomplish much more with much less. And they need to return value back to the bottom line. " I've got absolutely no problem with ANY of that. And in looking through their Table of Contents page, it seems the folks at Red 7 Media are sincere about wanting to help. Lots of stories on creative ways to save money – such as: "Rethink the Venue" (on using non-traditional locations to hold your events to help save money…), and "Designing on a Dime" ("Why cutting costs never had to mean sacrificing style"). Mixed in with these stories are a few "roundtable interview" recaps with meeting industry experts.

Again, all good stuff – but I can't help thinking … if you really want to explore ways in which readers can make more out of what they already have … what about tossing in a story or two about sponsorship? Fact is, I'd bet that most of Best Events reader's have tucked away within their very core attendee ranks everything they need to stem the tide of this lousy economy we find ourselves in. There are companies out there that would be more than interested in sponsoring your events in exchange for having the ability to tap into your attendees, exhibitors, readers or members. You don't have to spend hours scouring the countryside looking for discount meeting locals in order to meet your budget … you have only to look deeper into what you already have!

Not to put too big a knock on Best Events – again, in this critic's opinion, it's off to a very promising start. But here's hoping that it'll give its readers some sponsorship education and encouragement in upcoming issues. If not – they're missing a huge opportunity – and so too will their readers!

Addressing the "Elephant" in the Room

You know -- from all the discussions I have with clients, audience members and event planners in general about sponsorship – I'd have to say the biggest misconception I run into time-and-time again is that "….sponsorship is really hard work".

In fact, I just got an e-mail this morning from a gent that had recently finished listening to an interview I taped a couple weeks ago with James Malinchak (…for his "Inner Circle" members), and he was writing to thank me for "demystifying" sponsorship for him. (Demystify…good word!) He went on to explain that he'd always been of a mind that sponsorship would be a good thing to pursue, but that it was "… just a ton of work".

Well – I'm not going to lie to you and tell you that it's "…a breeze" – but it's not nearly as much work as people seem to think it is. (And I never cease being amazed by how many people who've never tackled sponsorship think sponsorship is: "a lot of extra work".
Fact is it's not. Sponsorship is pretty simple, basic stuff! It's doing what you're ALREADY doing and allowing another company (…or two…or five…) to come to your party.

As I explained to a golfer buddy of mine … think of sponsorship as playing a round of golf by yourself. You've just teed off … put it right down the fairway nice and straight … and now you hop back into your golf cart to go square up with the ball and put it on the green. Think of your sponsor as the other person riding along next to you in the golf cart!

You're already doing what you were already doing – you're just letting somebody ride along with you. That's what sponsors are – folks "piggy-backing" with you on what you're already doing.
Just take the time to learn how to do this right and you'll be richly rewarded. As Nike says: "Just DO it!".

Sponsorship and the Economy

As I mentioned in a previous blog entry, I had the privilege of being interviewed by my friend James Malinchak for his business. Since that time, we have gotten some great feedback from the interview, and also some questions. I want to take a few minutes to address one of the questions that seem to keep coming up, since it is obviously on a lot of our minds.

Sponsorship and the economy…how the poor economy has impacted sponsorship? The answer is some "good news ---- some less-than-great-news" insofar as the economy is concerned.

The good news is that while the economists are pointing out that for the first time since post-9/11 -- that overall spending on advertising will drop this year (...which is only like the third or fourth year since World War II that overall spending on advertising is down...). But for sponsorship -- spend in 2009 on sponsorship will go up yet again. Nothing radical.
According to IEG (the sponsorship clearning house out of Chicago...) overall spend on sponsorship this year will only go up between 1.1% to 2.2% overall -- it's still going up. (The less-than-great-news is that this is the first year in the last five years that sponsorship spend won't go up by double-digits! It's still going up, just not as sharply as it has so far every year in the 21st centure).

Now the question you should be asking is WHY is it going up when everything else is going down? Simple -- it's going up because only sponsorship can deliver the up-close and personal one-on-one experiences ("touches") that
companies are looking to create. A good sponsor-to-property match is worth
its weight in gold -- because you're customers/readers/audience members are exactly the kinds of customers that your sponsor is looking for. They want/need/value the products/services that your sponsors offer, and you're simply bringing the two parties together and tying a band around the wrists of both. They both believe in you ... and you believe in both of them.

Try to create that "connection" with a TV spot ... or a radio ad ... or a
quarter page in a newspaper? You can't.

So sponsorship will continue to thrive when others lag ... and when the others bounce back (... as they ultimately will...) sponsorships will continue to zoom ahead at it's double-digit growth pace.

Now -- about the economy today and it's impact on your sales cycle (and a company's ultimate decision to sponsor your
product/service/event). The downward spike in money being invested/spent out there on all things advertising-related is being adversely affected by the economy right now. What we're finding with sponsorships is that you're going to need to start the process earlier.

Which is to say that if your event is coming up next summer, start now....
don't wait. If your event is this October ... good luck! (I find, in
general, that people seriously underestimate the sales cycle in sponsorship ... tending not to think about getting sponsors until "the last minute" --
which is anything four months-in. In the best of economic times, you need
to start the wheels spinning on this six-eight months out, and with bigger companies, (more "layers" to wade through), you should be in front of them a
year out. Some of the top corporate sponsors are advising that we should
be in front of them 18 months out right now -- especially if you're a "first timer" with them (i.e. you're not a renewal, you'd be a new sponsor property for them).

As for getting their attention in today's economy ... again, always remember those three "magic" letters: R-O and I. ROI, Return on Investment. In short, if they agree to sponsor you, what kind of sales response can they expect to see in return? (If you're "sales strategy" is to sell the corporate partner "exposure" .... don't go there! They don't need "exposure" right now ... they need "sales". How can sponsoring your property bring them sales? The better the case you can make for that -- the easier it's going to be for you to get their attention ... and their sponsorship check.

Sponsorship for Newsletters

Okay – we just finished covering sponsorship for those of you in the speaking business – now to switch gears and focus on those of you in the newsletter and e-zine business.

In today's age of specialization, we're finding more and more niche authors out there – and believe me, it's true what they say: "There’s riches in niches"! Especially where securing sponsorship is concerned.

Specialized topics draw specialized audiences – and with some careful "pairing", you can locate a whole host of potential companies interested in sponsoring what you're writing about.

Now note the difference here – this isn't "advertising" … it's sponsorship. You can certainly have both, but be certain to clearly delineate the fact that these certain companies are your sponsors.(Advertisers "tap" into your market … but sponsors have a deeper level of commitment to your readers. Make sure you recognize the difference.)

And by that, I mean editorially act accordingly. Advertisers buy space – sponsors buy involvement. Advertisers "hit 'n run"; sponsors stay and settle in for awhile. Your sponsor's logo should be right up there with yours on the masthead. (And under their logo write "Official Sponsor of (name of publication)".)

To that, be sure to give them editorial recognition periodically throughout the year (or term of their sponsorship). If you have "columns" – offer them their own "Ask the Experts" column. Create special editorial that they can "present" – maybe it's a reader's contest or promotion. Maybe i'’s your monthly photo gallery presented by "XYZ Company"?

And don't forget to include them in your mailing envelope. Put their logo on the outside of the packing envelope … put their one-page flyer or insert in with your monthly newsletter. (On an e-zine … be sure to have click-through capabilities to your sponsor's home page enabled on your pages. Include them in a Johnson Box on the first page. Do a special "Overheard in the Hallways at "XYZ Company" featurette – and put some useful information to your readers into that section.) (How about a monthly "click to get this month’s special" coupon?)

In short, involve your sponsor and where possible, make them "the hero".

(And one final "P.S." on this – don't forget to offer your sponsors the opportunity to include their retailers or distributors in your copy. This is what’s known as "Pass-thru Rights" and they're really valuable.

By that I mean … and let's use Coca-Cola as the sponsor in this example – let's say you give Coke the opportunity to drive traffic by promoting and offering a special cents-off coupon for six packs of Coca-Cola redeemable exclusively at Safeway or Giant Eagle stores? This moves their sponsorship from "exposure and association" to "sales and traffic" – which is much more valuable to them!)

Sponsorship for Speakers, Part II

In our last blog, we specifically "focused in" on those of you in the speaking business – and how you should be out there cultivating your own stable of companies to "sponsor" your speaking tour.

And in so doing, be prepared to interweave your sponsors into all facets of your speaking business. From your letterhead … to your hand-outs … to the clothes you wear, even down to your web site and business cards – you need to actively show your association and affiliation with your sponsor (… or sponsors).

Be sure to recognize and thank the folks at "XYZ Company" for their support, involvement and sponsorship of your speaking tour during each presentation. And then use that opportunity to launch into a "soft pitch" for why you're a supporter of this company and why you think they're a solid choice for your audience.

(Careful – no "infomercials" … audiences love to buy … but they hate "being sold"! Be sincere and be genuine. Why DO you like, use and recommend your sponsor's products or services? Speak with the "voice of experience" …but with that, also speak from the heart. Audiences have an uncanny ability to recognize sincerity … but they can also smell a "pitch" from a mile away!)

And don't pass up the opportunity to give away samples of your sponsor's products or services to the audience during or immediately following your presentation. And if your sponsor has a booth at this event – be sure to tell your audience that you'll be happy to meet them AT THE SPONSOR's BOOTH later that day! ("Stop by and see me at the "XYZ Booth" next door, Booth 27. I'll be there answering questions and signing copies of my new book from (time) tonight.")

And if you have handouts that you give to your audience during your presentation, be sure the sponsor's logo is on the front cover. (Put the sponsor's logo on the bottom right hand corner of the front cover with the words, "Proud sponsor and supporter of the (your name) 2009 Tour") If it’s appropriate in your materials to incorporate an ad from your sponsor in your handouts … do so. To this, if you can -- include a one-sheet from your sponsor on their products or services in with your handouts.

In short – remember your sponsors in every facet of your speaking business if possible. If you do an interview … taped or written, be sure to recognize them in there. They're your "silent partner" – take good care of them … and they'll take excellent care of you!

Sponsorship for Speakers

To this point I've been primarily speaking of sponsorship in "general terms" – talking about some of the major ways to prospect for sponsors … why sponsors would want to sponsor your event (or property) … and some inside tips on getting "in" with them.

And I'll certainly get back to sharing more of these tips; however, I wanted to devote the next couple of blogs to discussing sponsorship in specific "fields".

Most folks mistakenly feel that sponsorships are only for businesses that put on events, meetings or programs. But as we just talked about this past Friday (Jul. 31st), sponsorship is for any business that does a good job of cultivating and communicating with their own group of customers, clients, readers and/or prospects.

And this goes for people that are in the speaking business as well.

I had someone come up to me recently and say that "… this sponsorship business sounds all very well and good and all, but I don’t actually put on my own event – I’m in the speaking business and I speak at other people’s events. Sponsorship wouldn’t be apropos for me, would it?"

And the answer is: "ABSOLUTELY!"

Chances are – you're out there speaking to certain clearly-defined types of groups, right? For instance – you’re talking to high school students, or perhaps professional associations or financial planners. In each of these cases, you're perfectly situated to be talking to those types of businesses out there that want to reach the types of audience members that you're actively speaking to. Have these folks sponsor you – your speaking "tour" and your support materials.

Tell the meeting planner right up front that you're sponsored by "x-company", and that you'll need for them (the meeting promoter) to identify the fact that you’re "presented by x-company" in the program and their advance collateral. (And be sure to provide the promoter with a clean jpeg of the sponsor's logo.)

Believe me – if the promoter has a "serious problem" with you having a sponsor, they'll let you know. But honestly – your speaking tour being sponsored, in many cases, only adds to your cache and validity out in the market. (After all – there aren't many speakers out there with their own sponsors!) That makes you noteworthy, distinct and of added "perceived value".

(The one obvious exception to this is if the meeting promoter is sponsored by a competitor of your sponsor … then I'm sorry, but you're going to have to yield the floor on being recognized if you want that speaking gig…) But given that most meeting planners are only now just starting to recognize and cultivate sponsorships, chances of you bumping into a meeting with a competing sponsor are pretty slim!

In our next blog, we'll talk more about sponsorships for those of you in the speaking business – and what you can do to make your involvement with your sponsors "solid gold"!

Where Advertisers Are The Bothersome Neighbor, Sponosors Play The Role Of The Favorite Uncle

The other day someone asked me what the difference was between "Sponsorship" … and "Advertising"?

A great question – and truth be told, sponsorship is really nothing more than a "kind" of advertising. After all, they both involve trading cash and/or in-kind "value" in exchange for commercial access to your customers and prospects. In that regard, a sponsorship isn't really all that different from … say … a Program Ad in your event collateral.

But that's where the similarity ends…

I'm obviously a big "shill" for the powers of sponsorship, but if you think about it – there's really no comparison. Sponsorships are ten TIMES more powerful than advertising!

How can I say this…? Simple …

In most consumer's minds, advertising is a "necessary evil". It interrupts the program they're "dialed into". It takes them away from their pleasure. (You're driving down the highway listening to a bunch of songs you grew up with – loving life, when suddenly the DJ comes on to say that they'll be back after these commercial messages. Poof – instant "buzz kill"! Same with a TV show or the last two minutes of a football game.)

Face it – advertising is that annoying neighbor that lives next door. (You know .. the one that shows up at ALL the wrong moments…??) You tolerate 'em, but you'd rather they just disappeared.

Not so with sponsors. Where advertisers are the bothersome neighbor, sponsors get to play the role of your favorite uncle. You know – the one you look forward to seeing?

They don't interrupt your pleasure … they enhance it. They make your pleasure possible. They support what you like, what you approve of, what you believe in. They're the "hero" in the story.

And that's your job as the person that oversees bringing sponsorship into your "mix" – your job is to make sure that your sponsors are presented with fond appreciation to your herd. Give them your gratitude, your respect and your endorsement to your group.

Do that and they'll be with you long after the advertisers have left the building.

Sponsorship Isn't Just For Events

A lot of times, when I'm first talking to folks about the "Brought to you By…" sponsorship sales system, many will immediately jump to the conclusion that sponsorship is strictly something for companies that put on meetings and events. (After all – our event, the National Sports Forum, has sponsors and it's an event, right?!)

Well, it is an event and it does have sponsors … but that's it as far as any "cause and effect" similarity goes. Simply stated, any company that leverages (communicates and cultivates) a 'herd' of customers & prospects has a viable shot at creating a sponsorship component to their business. And that could very well be YOU.

Where it comes to sponsorship, the owner of a Mexican restaurant would have every bit as good a chance of cultivating sponsorship for their establishment … as… say, a newsletter author or e-zine writer. Or perhaps even someone who is actively involved in the speaking business. (While they, themselves, don't put on the meetings, they present at them … and in the process, speak to an audience that shares many "commonalities")

All of these folks actively "recruit", cultivate and hopefully communicate with a group of loyal patrons, (… and perhaps even some "curious patrons"). These patrons, readers and audience members each harbor a common interest that brought them into that "space" in the first place. (For instance, they each like Mexican food … or they each have an interest in whatever topic the writer or speaker is discussing….)

And that's the key to attracting sponsors – having a collective group of people that possess a common interest. An interest that brings them together -- and brings them to you.

And it's in your ability to promote and market this "common bond" which your customers all share (…in your product) that will spell the success of your being able to recruit a stable of sponsors. Do a good job of getting to know your customers … and pretty soon, before you know it -- you'll be introducing them to your new sponsors!

A Little Background...

For those of you that are new readers to our blog (…and that should include just about everybody… given that we just launched this a couple weeks ago…), we want to welcome you.

For logical reasons, most submissions that we're going to post will deal directly with Sponsorship issues; however, by way of background, for those of you that don’t know much about me or our company – sponsorship is only ONE of the things that we "tackle" here at Seaver Marketing Group.

Our "roots" are in the sports industry (…sports sponsorship and sports promotions to be precise), and we drew on these roots some fifteen years ago in launching our annual conference & trade show, The National Sports Forum.

The business of sports – for those of you that may not be sports fans out there … is huge – in fact, sports is now the nation’s fifth largest industry!

And our event, the NSF, gathers the top team marketing, sponsorship, sales, advertising and fan entertainment executives together each winter, (…usually the week leading into the NFL's Super Bowl).

Each year we draw together about 600-700 executives from across the industry -- the NFL, Major League Baseball, the NBA, NHL, Major League Soccer, the Minor Leagues, Auto Racing, Colleges, Horse Racing … you'll even find a handful of Sports Commissions there with us each year in attendance.

To this nucleus, we're joined by corporate sponsors, sponsorship agencies, event management firms … and a Trade Show hall that’s been (thank you!) sold out for years now.

And as you might imagine when you get a conference hall full of sports business executives together -- sponsorship is one of the PRIMARY topics we address each year.

I tell you all this so that you won't be surprised when you pick up a bit of a "sports theme" to many of my entries here. Sports currently accounts for about 65% of ALL sponsorship dollars spent each year – so it's the 3,000 pound gorilla out there in the sponsorship world.

As for our conference, the Sports Forum isn't open to the general public; however, should any of you be curious to learn more about the NSF—please feel free to take a tour through our website: www.sports-forum.com.

Again, thanks for joining us – we're delighted you found us! Here's looking forward to "talking sponsorship" with you (…even if there's a little bit of a sports flavor mixed in!)

Why Would a Company be Interested in Sponsoring a Group like Mine?

This is the third concern that my friend James raised in our recent taped interview for his Inner Circle members. It's a little bit similar in nature to his first concern (…which was, "Is it Hard to find Sponsors?"), but I think it takes that first question a bit deeper.

It probably shouldn't surprise us when we read that Company "X" is paying $1.5 million a year to sponsor an NBA or NFL team, but hey (…you're thinking…), you're not the LA Lakers, right? You've got a group of 65 association members that gets together once a month to talk about wine! (Or some such subject…)

Well … I'm guessing this probably won't come to you as a "news flash" – but your group probably won't net you $1.5-million dollar-a-year sponsorships … but it's very possible that it could net you $20,000 a year … $30,000 a year … or more.

The truth is – you might be extraordinarily surprised by how much a company might be willing to spend to sponsor your group, your speaking tour, or your newsletter.

And the reason why is in the numbers.

In fact, let's just take your wine association (referenced above) as our example to demonstrate this very point.

Let's say you've built a "herd" of 65 wine lovers (… I think they're called "Oenophiles", aren't they?) Let's say each member of your group spends -- on average, $60 a month buying various wines. (That comes to what… $15 a week? Not really all that much considering what a good bottle of wine costs these days, right?)

But let's say you've got a bunch of cheap-o wine drinkers for members. Okay -- let's do the math. 65 members spending $60 a month on wine = $3,900.00 a month. Multiply that times 12 months a year and you're clocking in at just shy of $50,000. Hmmm… not bad (…especially for cheap-o wine drinkers!)

Now these members of yours have to buy their wine from SOMEBODY, don't they? You think there might be a liquor store (…or 70) in your community that wouldn't mind being the "preferred vendor" to your Wine Club? Heck – why not? Think about it from their perspective -- without buying a single newspaper ad or Penny Saver page … you've walked them straight into a potential windfall of $50,000. Seems like a "no-brainer" don't you think?

All they need to do, in return, is provide you with a modest sponsorship check (…or better yet, eradicate your monthly wine expenses for your personal and Club needs by providing you with "in-kind" product!) Now you’re thinking!

No, they probably won't give you a $70,000 sponsorship check – but they might give you a $7,500 one. Afterall – they probably have a 2x (or greater) mark-up on the wine they sell … which means that they're pocketing $25,000 on the $50,000 worth of wine your members are consuming each year. That means they’ve made $25,000 for doing what…? Right – NOTHING! You did all the work!

You walked them into your Club and literally handed them a check for $50,000. That’s got to be worth something. If not to one liquor store … then maybe to another. But trust me … someone will "get it".

And that’s just ONE sponsor. Let me ask you … what goes great with wine? That’s right – CHEESE! Why not look for a market that specializes in gourmet foods to come aboard as another of your Club’s sponsors? There’s no rule that says you can only have one sponsor, right?

That’s the ticket

Is Sponsorship Hard Work?

In our last blog entry, we addressed one of the leading "concerns" that people have when they first start thinking about going out after sponsorships – that being: "Are Sponsors Hard to Find?"

Today we’re going to address another concern we get asked about a lot:

"Is Sponsorship Hard Work?"

I think the fear is that finding, servicing and activating sponsorships might become a cumbersome nuisance, and I'm here to tell you that such is not the case.

Sure there will be times when you run across a sponsor that is … um, shall we say, "extremely user-friendly" – and we can talk about how to deal with those folks in a later post.

However, so long as you're up-front and lay out the specific parameters of what you're offering your sponsors … right from the get-go … and you walk your talk … you should have little to no trouble at all. Believe me – sponsors WANT this to work. They're investing in you and your group, and they'd love to see it pay off.

So don't get off on the wrong foot by trying to "sell" unrealistic results. Tell them right up front – this is what you will receive from us and this is what it will cost you.

And then work your tail off to give them everything you promised them. And then some.

And don’t worry about being "liked" by your sponsors. Popularity is nice, but that's not really what this is all about. As much as they may "like" you – what they REALLY "like" is increased business. You establish right up front what their goals and objectives are for their sponsorship affiliation with you, and then you tell them what you can do to help them to accomplish those goals. Don't promise what you can't deliver … and deliver what you promise.

Where properties get into trouble is when they purposefully or inadvertently leave things unclear. Not established. Fuzzy or unspecific. "The devil is in the details" – or so the saying goes and this is ever-so-true with sponsorships. Get everything down in writing and then knock off each of your responsibilities.

Is It Hard To Find Sponsor's?

A couple days ago I had the pleasure of being interviewed by James Malinchak for his upcoming monthly CD recording that will be sent out to some 500 members of his Inner Circle group. James is the president of James Malinchak International, Inc. – a professional speaker as well as a professional speaker trainer. I've taken part in one of his 'Speaker’s Secrets" seminars and for my money – he's exceptional at what he does. I'd encourage anyone in the market for a top-notch motivational speaker (… or anyone interested in becoming a professional speaker), to stop by his website at: www.malinchak.com.

Anyhow – one of the benefits of being a member of James' Inner Circle is that each month he puts out not only a first-rate newsletter, but also a CD in which he interviews one of his members or acquaintances on their particular field of expertise. In my case, our interview was all about sponsorship.

During the interview – you could tell that James "got it". He definitely understood the many various values that come with incorporating sponsors and sponsorships into one’s "product". However, as we started the interview, James brought up three "concerns" he had going in about sponsorship, and I wanted to take today … and the next couple of days … to address each of these three concerns as I'm pretty sure they might be concerns you're thinking about as well. Shall we?

James' first concern was:

"Is it hard to find sponsors?"

Honestly – it’s really not. As you get better at presenting what it is you "have" (your group of loyal readers, followers or members…), the easier it becomes. (In fact, don't be surprised if they start looking for you!)

The reason is simple: companies very much need to get out in front of … and stay out in front of their core, target prospects. These "prospects" are those consumers that are the most inclined to purchase their products or services. These are the folks that are most in need, or desire, for what the company has to offer.

You need only suitably demonstrate to prospective companies, businesses and establishments that you have exactly what it is they’re looking for … and the rest will come naturally.

So don’t "look for sponsors" – look instead for companies that offer up the goods or services that your audience wants. Canvas your herd – ask your members specific questions as to what it is they need. What are their "commonalities"? Then find the companies, and categories of companies that provide the things your group, your readers are looking for.

Afterall -- you have what the sponsors want. And they have what YOU want.

What Sponsorship IS, and ISN'T

Sponsorship ISN'T a "money grab." Nobody worth their salt is going to do you a favor here and hand you a whomping check for the right to hang a banner up in the front of your meeting room. That’s not going to happen, so get any "get rich quick" notions out of your head right now.

Sponsoring you - or not sponsoring you - is strictly a business decision, nothing more. It's a company (or companies) looking at the assets you bring to the table and deciding if they can derive some business from tapping into those assets.

Sponsorship IS a relationship business. If you're going to be any good at this, it'll be because you quickly realize that you’re going to need to start to care as much about your sponsors as you do about your existing customers.

(In fact, do this right and your sponsors will become your BIGGEST customers!) Perhaps a little bit differently than the folks sitting out there in your audience, but customers nonetheless. And like anything worth pursuing, your sponsors are worth keeping. Let's face it, it's not going to do you a whole lot of good if you bust your tail to get a handful of sponsors on board if they keep bailing out at the end of your contract!

Activation Is Everything

If you're not familiar with the term activation, it's the act and actions you and your sponsor take to make the sponsorship work for the company doing the sponsoring.
Or as the sponsorship experts, IEG, put it:

"The marketing activities a company conducts to promote its sponsorship. Money spent on activation is over and above the rights fee paid to the sponsored property. Also known of as leverage." (Source: IEG’s Guide to Sponsorship)

I don't know about you, but that still sounds a little vague to me. So let's try a "for instance."

Let's say as part of your deal you offer your sponsor the opportunity to give away two free year-long memberships to your association (or a couple of free registrations to your upcoming conference). That's great, but only as far as it goes. To take it to the next level somebody's got to let the sponsor's customers know that this benefit is available or it won't do anybody any good, right?

Getting word out about the sponsor's affiliation with you, and about this free registration opportunity, is activation. It’s how you take the words off the proposal page and put it into action. And just as IEG said in their definition above, the cost of activating the sponsorship is frequently on top of the cost the sponsor pays to buy the rights to the association from you.

But you have activation responsibilities as well. Your sponsor has to get the word out on their end, but so do you. You've promised your sponsor you're going to do certain things for them, and now you have to do it! And it’s those actions, the ones that you take in doing it is how you activate their sponsorship.

And this is critical, because how you do it, and how well you do it, often makes all the difference in whether this is a "one time thing" or if you're going to get the renewal.

The Deal's Not Done Until...

I want to share with you a short story about the importance of getting the paperwork completed after you land your sponsors…

I ran into a good sponsor friend of mine a few years ago who shared with me a story that still has me shaking my head. Her employer, a well-known bank, had agreed to sponsor a professional ball club and went into the new season with high expectations for success. The negotiations had gone back and forth during the pre-season but ultimately, with both sides agreeing to make concessions, they had emerged with a six-figure deal she thought was both fair and effective.

About halfway through the season her contact person at the ball club left suddenly. In talking over the bank’s sponsorship package with the new club marketing head, she realized that a number of things her rep had promised her the team would do simply weren’t getting done.

She pressed the new marketing director about this and learned, to her chagrin, that the new marketing head had no knowledge of a good half-dozen of his predecessor’s concessions. You see there weren’t any records. Instead, stuck on the back of file folders, was a number of little yellow “stickies” with cryptic notes scrawled on them. However, stickies aside, without anything official and concrete, the ball club had failed to make good on a series of agreements and promises. This, as you can imagine, caused a great deal of embarrassment all the way around, not to mention a half-season’s worth of “make goods” the club owed the bank the following season.

That’s really a shame, but it’s not the first time a good relationship has unraveled because one side or the other failed to properly execute the paperwork.

So my advice to you is not to learn this lesson the hard way. Always remember that no sale is ever finished until the paperwork is complete! (And, on the sponsor’s side, don’t ever assume you have an agreement until you’ve seen it in writing.)

And the most important of these documents is, of course, the contract.

Where do I Start? (Part 2)

Where do I Start? (a.k.a. zeroing in on your prospects) PART 2

In yesterday’s post, I asked you the question, "Who ELSE out there wants to reach the people I have?" Your "homework assignment" was to start making a list of who or what other product/service suppliers out that are also targeting your "herd?"

For instance, let's say, you put on a monthly meeting for avid golfers. These golfers are young, old, tall, short, Caucasian, African American, men, women, college educated, PhD certified, -you name it. But one thing we know they all have in common is that they play golf and need clubs, balls, gloves, proper clothing, latest technology, sunglasses, sun screen, etc.

Think there is any golf shops or sporting good stores in your community whose store owners wouldn't mind having a "direct pipeline" into your group? How about the local public courses in your community? And what about some of the local teaching pros in your area?

With your list in hand, now's the time to ask yourself the second question:

"Who ELSE stands to benefit from my success?"

The first question (Who ELSE out there wants to reach the people I have?) doesn't usually catch my clients by surprise ... but this one does. This is a tricky one; however, once you get where I'm going here - you usually start to smile.

As your group continues to grow, as your meetings and your mailing lists begin to increase in size... there are bound to be companies out there that will also profit from your success.

Let's go back to our golf group example. You probably put these monthly meetings ON somewhere every month, right? (I'm guessing you probably don't meet in your living room?) Maybe back in the early days you might've started out in your living room, but as you grew larger, you needed to expand your meeting space to get everyone in.

So you left the homestead and rented a meeting room. After that, the larger your group got, the larger the meeting room you needed to rent. And each time you moved into a larger meeting room - the more money you spent every month. (Ahh... the price of success....)

But wait a second.... don't you think the meeting center or the hotel you're booking your meetings with every month has a "vested interest" in your success? Sure they do! The bigger the room, the more money they put in their pocket.

So why shouldn't they HELP you to grow larger?

How?

By sponsoring you!

You can use that money to promote/advertiser your group and grow it even larger! (You grow the group; they get more money. It's a beautiful thing.)

So let them help you help them by sponsoring you!

And what about the catering company that brings in all the food and drink your members scarf down at every meeting? Think they wouldn't mind having you spend more money with them every month? (And what about them having the additional benefit of promoting their services to your members?)

And the printer that prints your monthly newsletter! Think he/she wouldn't mind seeing you bump up the number of newsletters you put out every month? And what about the local golf course where you put on your tournaments - they get paid for every member of yours that tee's off, right? If you put on a tournament that pulls in 24 members ... they'll get "X". But if they can help you to grow your tournaments...and you pull in 48 players, they'll get "2X". The golf course helps you with a little ... you reward them with a LOT! That's just good business...

So while this is still fresh in your mind, pull out your checkbook (time for today's homework assignment...). Go through your check register and start jotting down all of the product/service providers that you write out checks to as a part of your business execution. You support these fine folks and now you're going to give them a chance to return the favor.

Once you start looking at your suppliers as possible sponsorship/advertising candidates, you'll see a whole world of potential dollars opening up for your organization here.

And it all starts with two little questions...

"Who Wants Access to What I've Got...?"

-And-

"Who stands to BENEFIT from my success?"

Now you're on your way!

Where do I Start? (Part 1)

Where do I Start? (a.k.a. zeroing in on your prospects)

In a previous post, I discussed the importance of knowing WHO your customers are...because THEY (not you...) hold the core key to your sponsorship success. These folks - your customers, are easily the most valuable piece of your business and for you to have any success in selling sponsorship, you've got to get your arms around what you do have ... before you go out looking for what you don't have!

So, now that we know WHO our customers are, where do you go from here? What's the next step?

Your next "step" is really little more than asking yourself one simple question:

"Who ELSE out there wants to reach the people I have?"

In other words, who or what other product/service suppliers out there can you think of that are also targeting your "herd?"

For instance, let's say, you put on a monthly meeting for avid golfers. A group of people that come together once a month ... every month ... 12 times a year... to discuss new courses, the latest golf-related technology and go over/practice new techniques.

Demographically, they're all over the map: young, old, tall, short, Caucasian, African American, men, women, college educated, PhD certified, -you name it.

Ok, we've got enough, let's get to work.

Right off the bat we know there is one thing they all have in common... that's right, their LOVE of golf!

To play golf you're going to need clubs, balls, gloves, proper clothing, latest technology (toys), sunglasses, sun screen, etc. So whip out your yellow pages or hop up on-line. Are there any local golf shops or sporting good stores in your community? (Do you think any of those store owners wouldn't mind having a "direct pipeline" into your group?!)

I'm thinking they probably would.

But don't stop there... how about the local public courses in your community? Bet they wouldn't mind hosting a tournament or filling a few empty tee times with your group, eh? And what about some of the local teaching pros in your area? (What golfer out there wouldn't mind shaving a few strokes off their score?)

Now you're getting it. Grab a pad and a pen and start writing down all the categories that "touch" on what it is you do ... and those that wouldn't mind tapping into your "herd" (Go ahead and write down some of the "crazy" ones as well ... don't worry, no one's going to grade your paper!) A little creativity and ingenuity will go a long way as you start to put together a target list of prospects to pursue.

Remember: Don't over-analyze, just START writing!

Take some time now (yes, right now – not “later”, not “tonight” – right now) and start writing. That’s your “homework assignment” and we’ll pick it up from there in tomorrow’s post.

Why Sponsors Sponsor (Part 2)

In a previous post, I addressed the question of: Why do sponsors sponsor?

Here's a little more insight into the reasoning behind sponsorship.

The best answer to the "Why do sponsors sponsor?" question can be found in the quote of the great P.T. Barnum, one of the world's best promoters -- who put it best when he said:

"A funny thing happens when you don't advertise ... NOTHING!"

You can have the absolutely BEST flowers in town at your flower shop ... but if no one knows you have a store, than no one can buy from you. Right? Which means that as a business owner, you have to figure out the best way to get your name out there in front of your target market. And KEEP it out there. (Your very livelihood depends on it!)

So ... what is the best, most cost effective way to get your name out there?

To best answer this question, let's switch roles for just a second - let's make YOU the advertiser. Let's put you into the role of being the business owner whose very survival depends on being able to cost-effectively get your name out there in front of your target market. How are you going to do that?

Well, let's see -- you could always use:

Television: That one was easy. With TV you can most certainly reach a HUGE audience. But at what price? You see... TV's terribly expensive. (One 30-second spot can set you back literally thousands of dollars.) And to do an even halfway effective job, you've got to buy lot and lots of spots to create any sort of frequency. (Like we said - it's not enough to GET your name out there ... you've got to KEEP it out there for folks to remember you at all. And that takes repetition. And that spells m-o-n-e-y!)

But let's say money is "no object" to you. That's great. But you still have to figure out which shows you should buy to reach your market. And with well over 120 channels to choose from - good luck! You're taking a really expensive gamble here!

So how about Radio?

Well, the good news is, cost-wise, we're getting closer here. But radio is still a really busy, crowded medium. And again, you will have to buy a large schedule, (...and hope that listeners don't tune away when commercials start to run).

Newspapers?

You're looking at a dying breed here my friends. Most folks either don't have the time ... or they don't make the time to read their local newspaper these days. And of those that do - well, you're spending an awful lot of money hoping they'll "discover" your quarter page ad in the Life section, page 16. Taking a bit of a pricey risk here.

Billboards, Social Media, Internet Advertising?

Numerous plus's and minus's with all these options. On the "plus" side, you're definitely getting access to a growing number of "eye balls". But so is everyone else out there! Let's face it you're definitely not alone using "mass media".

With "traditional" media ... even new media - you're going to be running into a lot of your competition out in the market. And all of them have the exact same objective you do -- get their name, their message out and get customers in.

The result is that we (as consumers) are getting absolutely bombarded with advertising messages all day long. Everyday. In massive numbers. (Experts estimate we're getting exposed to over 5,000 commercial messages a day.) Pheww -- we couldn't possibly process all of it if we wanted to (...and believe me, we don't!). So to better deal with it, we (again, as consumers) have developed an internal filter to tune out the majority of it!

So let's switch back again - you're the advertiser. Faced with these "traditional" advertising prospects you've got to ask: "Okay - so what ARE we going to do to get our name out there in front of our target market?"

Well ... have you thought about sponsorship?

Sponsorship isn’t flawless. It too has its up's and down's.

For one, you won't be reaching as many target customers as you would with mass media advertising. But, on the other hand, sponsorship isn't nearly as "in your face" as traditional advertising is. Sponsorship is subtle. It doesn't scream "ADVERTISING"! Instead, it flies below the radar screen. (And although you may not think so, subtle can be a great thing!)

Why? Because your audience (...their "target market"), for the most part, won't filter out the sponsor's message because it'll hit them while they're actively engaged in a desired activity. If done right - the sponsor comes across as a valuable "ally" to their interest ... not the insufferable commercially yapping interloper that's keeping them from their desired programming.

If done right - you're sponsor is going to come across as a "hero" to your members, your audience and to your readers. You're going to help these companies (your sponsors) to side-step their competition and to cut through "all the noise" going on out there.

Help them to get their message out successfully to their target market ... and you can count on them being with you for years to come. It's that simple.