Corporate Sponsors: 3 Ways to Get Corporate Sponsors NOW
You've heard of sponsorship - they're everywhere. From professional sports stadiums to your local chamber of commerce golf event to most everything you see on TV. Awards shows have sponsors. NASCAR has sponsors. Non-profit organizations have sponsors. Conferences, tradeshows and conventions have sponsors.
Seems like that sponsorship gravy train is chugging mightily along throughout our economy. The only place you might not think of sponsorship is...
And your business.
And perhaps this post (and the free call on 12/19) will change that.
If you are a speaker, author, expert, entrepreneur, or sales and marketing executive, obtaining a corporate sponsorship may be easier and more lucrative than you imagine...
Three examples and three quick ideas for YOU:
Example 1. A few years ago, I partnered with a company called HRWebXpress - they were a software company targeting the same small and medium businesses that I was serving with marketing consulting and speaking/seminar services. We put our heads together and produced a sponsored seminar series for small business owners that focused on growing both the people side of their business (HR software) and the revenue side of their business (strategic marketing and smarter selling - aka me). We did a series of three of them. They got quality face time with their clients and new prospects and I got leads for additional speaking, private onsite seminars and consulting.
Question 1: What companies are potential partners for you in completely different and unrelated industries who are going after (or who already HAVE) the EXACT same clients and prospects YOU are dying to meet? Find them. Connect with them. Discuss.
Example 2. Seven years ago, I was a member of a suburban Philadelphia chamber of commerce whose programming VP befriended me. She was frustrated by the quality of their small business education program. And, frankly, she was sick of all the work required to put on mediocre programs with low attendance. Short story: we entered an agreement where the Chamber sponsored us to produce their small business seminar series. Brought in professional speakers. Raised registration fees by 500% (from $25 to $125 per program). Rebranded it as "Chamber Learning." Did a series of 20 seminars over the next 2 years for them, and won a national award from the ACCE (Association of Chamber of Commerce Executives). Since then, I can DIRECTLY trace over $40,000 of business to that series of "low fee" events.
Question 2: Which partners or organizations have urgent, pervasive, expensive problems (or gaps or unmet needs/aspirations) where you can solve those problems in creative ways by connecting them with your people, your products, your services, your programs, your expertise? What's their "missing piece" and how can you position yourself to help them complete their puzzle? THAT is a sponsorship opportunity!
Example 3: Last year, I partnered with Steelcase to sponsor a seminar for their small and medium sized AEC (Architecture, Engineering and Construction) firms. These smaller firms were an underserved distribution channel who frequently recommended or purchased Steelcase furniture and office systems in their clients' buildings and renovation projects. Steelcase was already doing great with their larger, national partners. They were saturated. The next opportunity? Get smaller AEC firms to recommend and install Steelcase products much more vigorously The best way to influence them? Educate them and help them grow THEIR small businesses! The answer? We did a win/win/win program where Steelcase made a positive and much appreciated impact on 24 AEC firm owners and salespeople, Steelcase relationship managers got a great reason to reach out before the event and to follow up after the event, the AEC firms got instant-action marketing advice, strategies and tools, and I got in front of 24 new prospects with whom I would otherwise have no reason to cross paths.
Question 3: Which potential sponsors come to mind where you can help THEM help THEIR clients, prospects, customers, partners, suppliers, vendors, dealers, distributors of franchisees? Put yourself in the sponsor's shoes and ask the question, "Who do we need to impact so that we get more leads, more opportunities, or more sales in OUR world?" If you can partner with them to make THAT happen, that's a profit-rich sponsorship deal in the making!
Tags: Small business marketing coach, professional services marketing, marketing strategy, corporate sponsorship
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