How To Get Sponsorship: Give Your Business The ROI It Needs By Providing The Right Exposure And Value

When it comes to getting sponsored, something I’ve seen “make or break” a deal more than once is when all parties involved can’t define what value it means to them.

One thing that will always be on the mind of companies looking to offer corporate sponsorships is: “Will this give my business the exposure or ROI we need?”

If you’re wondering how to get sponsored, you could save yourself a lot of rejection and improve your chances of a long-lasting and successful relationship by taking a moment to consider the ROI your sponsor will receive.

Here are 3 ways to help bring value to your sponsors and help them achieve their business goals.

1. Conversation: Sending a sponsorship proposal to each brand you want to work with no longer works. While this was the traditional way to get sponsored, long gone are the days when a sponsor would simply write a check at your request.

How to get sponsored: Take the time to get to know your potential sponsors and invest time and effort in learning more about them and their goals. Instead of randomly submitting a standard sponsorship proposal with the same price and benefits for everyone, create a conversation with your potential sponsors. The purpose of this conversation is to educate on how your property might be a good fit for them and to understand their business goals and objectives.

2. Personalization: I have always written custom sponsorship proposals instead of the typical “boring” proposal that people use when learning how to get sponsored. Because? Well, I learned that brands were tired of the same type of sponsorship proposal that listed the same benefits with different prices in a large percentage of sponsorship proposals that came across their desk. They wanted customization. They wanted sponsorship proposals that would help them achieve their goals. Corporate sponsors receive hundreds, if not thousands, of sponsorship proposals requesting their assistance and funding.

How to get sponsored: Be the proposition seen by creating a custom sponsorship proposition with custom benefits and pricing to help your sponsors get the exposure and value they’re looking for.

3. Access: It has often been said that “no man is an island”, and that applies to sponsorship as well. Most businesses and organizations will want to be sponsored by more than one brand at a time. Frankly, if they fit, I highly recommend it. A mistake I first made in sponsorship was not connecting my sponsors before the “go live” date of whatever sponsorship property I was working on. When we would arrive at the event, the book tour or the non-profit function… I noticed that most of our sponsors did not know each other and they spent most of the VIP reception making presentations. Was it that bad, NO! Is there a better way, YES!

How to get sponsored: A great way to provide exposure and value to your sponsors is to introduce them to your other sponsors. Facilitating these introductions allows you to “star” by ensuring your sponsors are aware of other non-competing brands sponsoring properties within the same niche or space. They will eventually meet, be the one to do that introduction! Oh, and you never know, they could possibly come up with additional ideas for a cross-promotion to get even more exposure! It’s a win/win/win!

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