You Don’t Know What You Don’t Know
Sponsorship Edition
“Make it simple, but significant” ~ Don Draper

Picture this scenario: a long line is forming outside a random location and continues to grow by the minute. You cannot see signs or event posters, but you are intrigued nonetheless. What could be so important that people are willing to stand in a three-mile line for? A new rolled ice-cream shop opening? The next IPhone release? You may stop and ask someone or even contemplate jumping in the line to see for yourself, but either way your curiosity has gotten the better of you. Your attention has been grabbed and you have been successfully influenced; the presence of the line gave the appearance that something was desirable and thus made you want it. When pitching to a sponsor, your proposal must be as desirable as that lengthy line.
Have you ever been in the position of self-funding a business? This week at #YourStimulus we want to talk about the great unknown of sponsorships. Did you know just how important getting a sponsor to back your business is? Sponsors can be a source of income for your business, which is why it’s so pertinent to find a sponsor that gets you and your mission statement, and wants to help back you financially. You’ve tried pitching before but the thought of doing it again makes you want to run to the bathroom and nervous pee, right? (Well at least that happens to me) We also know that you want to make your proposal as enticing as an all-expenses paid vacation, but don’t know exactly how to do that… Well you don’t need a grand gesture to get a sponsor’s attention. You do however need to offer them something that they want.
Making Yourself Desirable:
Obtaining a sponsorship or partnership is the equivalent to a billboard grabbing the attention of passengers; you most likely have one shot to impress them, and you are working with the attention span of a fly to convince them to remember you. That is why when pitching to a sponsor it is pertinent to be a smart talker. Practice your proposal, make it succinct and clear and know your stuff! Who is going to want to take you seriously if you appear unprofessional and ill prepared? So let’s get you prepared.
- Know the demographic of your market. Who are you catering to? What are your demographics’ spending habits? How many subscribers and how much of an outreach do you have? Use this information to persuade your sponsor that you have a following and if partnered with, they will also be gaining your following. Just like with the line, the appearance of something desirable will stimulate interest.
- Know the company you are pitching to. Prepare a proposal with points on how to strengthen their company image. Many times companies are looking to improve their social image, which is where cause-related marketing comes in. Social obligations are often a driving force for companies to invest in you, so if your company is helping individuals or communities in need, you are more likely to be sponsored because their company in association will appear more humanized, socially responsible, credible, and the attention will boost their brand sales.
- Be passionate about your business. Let’s face it, staring at your feet and crying or begging is not going to get you far. Smile, be engaging, and look everyone in the eye. Sincerity is evident, so play on your potential sponsor’s emotions; whether it be by telling a story about your business or the trials your business is helping to overcome, emotions are a powerful weapon. So wield them strategically.
- Know how to approach a sponsor. Hosting a large-scale event or even a smaller specialized program is another way to get someone’s attention. Sending out “goody bags” or what I like to call “swag bags” with free stuff is another way to ensure media shows up. We’re not talking fourth grade party favors with candy, so do your research and make it personalized. With media, an advisory board surrounding you, and your devilish charm (oh and free stuff), you will have the appearance of that long lengthy line and with it their intrigue.
Follow Up:
You have made yourself desirable! Congrats! Well it won’t matter unless you follow up with a thank you. Whether you went into a marketing department and spoke to someone or hosted an event, make sure that you follow up. A thank-you card or email not only makes you stand out in a memorable way, but it favorably portrays you as a candidate that is confident and proactive. Don Draper said to keep it simple but significant, and we’re telling you that a little gesture can go a long way.
~Stimulus Team
