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.