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!

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!

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?!