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The Five Reasons Your Sponsors Ignore Your E-mails

The Five Reasons Your Sponsors Ignore Your E-mails

by | Mar 9, 2020 | , ,

Email is a fabulous tool to help warm up cold calls…except when it isn’t! I hear from clients and colleagues all the time that their e-mails are not producing results. They send out 1,000 emails and hear nothing back. I have had excellent results using email to help open doors and I see truly horrible examples of email marketing every day. Let’s talk about why nobody is replying to your sponsorship sales emails. You Try to Make the Sale If you sell sponsorship for a living, you’ve had this dream – we all have: you write 10 emails, with sponsorship sales letters and sponsorship packages attached, get 10 responses, all yes with cash in hand. A nice dream…but a dream nonetheless! I can’t say this any clearer than this: You do not want to make the sale on the first call. Sponsorship is a process, not direct mail! If you do, you are leaving money on the table. Big time. What’s the goal of the first meeting? To get the second meeting. How do you get a first meeting? Phone call. How do you get a phone call? A well-written email (assuming no warm introduction, of course). A well written email […]

Things Sponsors Say: “We Don’t do Sponsorship”

Things Sponsors Say: “We Don’t do Sponsorship”

by | Mar 2, 2020 | , , ,

We’ve all heard it from our prospects, that “we don’t do sponsorship anymore.” How can this be? Sponsorship spending is at an all-time high, is more nuanced than ever before and is more effective and measurable than at any point in the past. Sponsorship encompasses all disciplines within the marketing spectrum…and this brand simply doesn’t do it? What gives? Well, let me tell you what gives! Sponsorship is Broken…and it’s Our Fault When a company says that they don’t “do sponsorship,” what they really mean is that they don’t pay a made up sum of money in order to put a logo on some signs at an event with a poorly defined audience. So, when a prospect says that they don’t do sponsorship, what they are really telling you is that they no longer do bad sponsorship. In fact, for many sponsorship properties, “sponsorship” has become synonymous with this old-school approach. That is, an exchange of money for a handful of low value “sponsorship” opportunities like logo placements and signage. Given how many individuals still sell sponsorship using sponsorship packages, with outdated levels, made up values and little more than recognition on signage…it’s no wonder that brands “don’t do sponsorship”. […]

Five Things That Make a Property “Sponsorship Ready” in the Eyes of a Sponsor

Five Things That Make a Property “Sponsorship Ready” in the Eyes of a Sponsor

by | Feb 24, 2020 |

  We all know what makes a rights holder ready for sponsorship in their own eyes- they need money! But we all know that the needs of the property are largely irrelevant in the eyes of sponsors. So what makes a property “sponsorship ready” in the eyes of a sponsor? These five things: Fully Developed Inventory of Sponsorship Assets There is nothing more disappointing to a sponsor than receiving a sponsorship package with only two or three types of assets. The inventory itself could have hundreds of assets…but they all fall into a few categories- namely “push marketing assets.” In other words, logo on this, logo on that, e-blasts and signage in hundreds of formats. Sponsorship is all about bringing together the needs of your audience and your sponsor to create something that your sponsors can’t find anywhere else. Build out an inventory that encompasses all types of sponsorship assets and work with your sponsors to determine their goals, using your assets to accomplish those goals. Knowing Your Sponsorship Value Guessing at the value of your assets is a bad idea. Selling sponsorship simply to cover costs (like in kind sponsorship) is a bad idea. Your sponsorship assets have a […]