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Why Most Sponsorship Discovery Calls Fail Before They Even Start

Most failed discovery calls were already lost before anyone said hello. The damage gets done in preparation, days before the call, in decisions that have nothing to do with which questions get asked on it. By the time the call starts, the outcome is already half...
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5 Discovery Call Mistakes That Cost You the Sponsorship

Most of what kills a sponsorship deal happens weeks before anyone sends a proposal, on the call that's supposed to prevent exactly that outcome. It happens on the discovery call, in patterns that repeat across properties of every size: festivals, conferences,...
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What Sponsors Wish You’d Ask in the First Meeting (But Never Do)

Sponsorship seekers walk into a first meeting ready to answer questions about their event: attendance, demographics, past sponsors, what's included. Most of that meeting should be spent asking questions instead, not filling the clock with slides about the event...
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5 Discovery Questions That Get a Sponsor to Say Yes

Most discovery calls run through a dozen questions that feel productive, fill the time, and change nothing. Five specific questions move a sponsor toward a yes, because each one closes off a way these deals stall: an unclear metric, an undefined win, a repeated...
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Videos series

Sponsorship ROI Reporting: The Metrics Sponsors Actually Care About

Most fulfillment reports bury the sponsor in numbers that look impressive on a slide and prove nothing: total impressions, social reach, gate attendance, the count of places the logo turned up. The sponsor's is hunting for a different number entirely, and most of the...
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How to Build a Post-Event Sponsorship Fulfillment Report That Drives Renewals

I have seen exceptional properties lose a sponsor simply because they refused to share a fulfillment report. Not because the event went badly, and not because they charged too much. They lost the renewal over the document they put together at the very end, the one...
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The Five Stages of Sponsorship Sales

Five stages of sponsorship? But isn’t sponsorship about setting a budget goal, creating a package with three levels (Gold, Silver, Bronze) and then dividing that budget goal across those three levels and e-blasting your stock proposal to every company you can think of? Yes! At least that’s the common practice, anyway. I have spent a lot of time selling sponsorships, reviewing sponsorship proposals on behalf of brands and talking to prospects about their sponsorship goals. Based on this experience I can say with 100% confidence that the above-mentioned approach is the least efficient way to sell sponsorship. What is the best way? Well, truth be told (no matter what anybody tells you) there is no “best” way. That said, I have observed certain stages of the sponsorship sales process that, when followed, bring in more sponsorship dollars, build better relationships with prospects and simplify the sponsorship sales process. Let’s break them down stage by stage and look at ways to implement them into your sponsorship sales program. The Five Stages of Sponsorship Sales Inventory Building and Valuation Why start here? Because your inventory of assets (what you will sell) tells you who you should be talking to. It guides your […]

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What do Sponsors Want? Actually, Sponsors Don’t Exist!

I know what you’re thinking “another post about how we should stop using the term ‘sponsor’ in favor of something like ‘partner.’” Nope. In fact, there is no word for “sponsors” because sponsors simply don’t exist. Wait…what? Let’s start with the working definition of sponsor from our friends at Google Translate:

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