By using any of the suggestions or ideas in this blog post, or related materials, I cannot guarantee results or improved/increased relationships/revenues with future and current sponsors/partners. Sorry, I do not have a magic wand. Yet.
Currently, I am undertaking one of my biggest projects ever! I am developing a variety of resources that are freely and widely available for use and consumption by individuals and organizations (you can view them here, at Adam Goodwin Resources).
Before going further, I would like to thank everyone who provided me the opportunities to gain the knowledge that help in the development of the sponsorship resource. Another large thank you to those providing help and advice on edits, additions, and overall strategy.
With many events starting the first few steps in planning their upcoming events, some tips on sponsorship.
A company’s goal (the same companies you may wish to have as sponsors) isn’t to make a flashy ad. Its marketing goal is to connect with new customers and strengthen its relationship with current consumers. Yes, it is about getting customers to make some money so they can pay their bills and workers.
How can your organization or event help them do that? Move beyond the cool ad you will give a business in your event program, and help them get some new customers. This is professional sponsorship.
If you go to a business and say, ‘give me $500 for your logo on some sign no one will look at,’ this does not give a good impression to a business owner. If you go in and say, ‘this is who (age, education, where they live, etc) is coming to our event (and how many), this is what we can offer to you as a sponsor (collecting email addresses so the business can contact people after the event). Can this help your business? If so, what else can we do to help you gain more customers?”
Don’t spend time on stock sponsorship flyers or programs – this sends the message it’s about you and not about the sponsor (there are no 2 businesses with identical marketing needs). They basically say that it is all about you (the event/organization) and the business better pay up or not be able to take part in the event. This is the amateur approach to sponsorship. If you’re reading this post, you’re likely a professional as you believe in professional development. Act professionally.
Sponsorship is about next year (fostering long term relationships), not about next week (taking a sponsor’s money and never communicating with the owner until next year when you want another cheque).
Are you looking for sponsors? Are you part of an event or organization looking to get into sponsorship?
First, check out the resources I and my one3ag team are currently developing.
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Through this blog (Adam Goodwin’s Blog 13), I am trying to help connect individuals and organizations with content, ideas, and services that can enable themselves to change the world. Join me today to continue to better the world and this generation.