Whenever I chat with various sponsors about SponsorPark, or on behalf of one of the opportunities we represent (yes, we do that – check out the Premium and Professional level packages if you haven’t already); my primary goal as I take a deep breath and enter a conversation is: engagement – grasp their attention and draw them in; surprise them with something they weren’t expecting. There’s really lots of ways to do this, and the first ironclad truth I’ll throw out there is this is almost NEVER is this done off the cuff. If you aren’t preparing for some brilliant conversations with individuals who are constantly being asked for money, you probably aren’t going to wow anyone. So prepare. Not really surprising (hopefully) to most of you; and I’m straying; the point of this blog is: how do you surprise a sponsor? How do you give them something they weren’t expecting?
Have you ever considered pointing out your sponsorship opportunity’s weaknesses? Yep, you read right. We are all so hyped up about our chance to pitch, that the typical sales person puts their “I can sell ice to eskimos” hat on, and ramble away about the 5 reasons their opportunity is the best opportunity in the world, pull out some statistics for good measure and if they’re really smart they’ll throw in some ROI from previous events. Not that most of this is bad information; it’s just what they hear every time they’re pitched! If you really want to engage and be honest, you’ll highlight some ways that you could see the event improving. After all, what sponsor wants to get involved in an event they can’t make better with their hands in it? We have to remember that a sponsor wants to be your partner for the reason that they are affiliated with making the overall experience better for your audience. If there’s something you can see your sponsor doing for your audience that hasn’t been done yet, or could improve the experience in some unique and valuable way, this is critically relevant information. Those are the sponsors that get remembered, and those are the activation efforts that you can really draw ROI from that underscores your case for a long term relationship.
One example I have is of property who offers an annual event drawing a large crowd of over 100,000 attendees to an event that also receives televised exposure. Now, the area this event takes place is sadly in need of better parking to accommodate their guests. Half of the frustrations of their attendees have to do with trekking to the event from some far off parking space they were able to discover half a continent away. It’s an extra effort they don’t prefer, and the event director started worrying that it could become a reason for people not to make it out to the event. They recently have been negotiating a contract with a major bus line that happens to serve the region quite well. The involvement of this bus line would serve those attendees in a way that would improve the overall experience by taking them to and from established parking lots and the event itself. This convenient and free method of transportation gives the sponsor the “hero” image and the event a greater appeal to the families who would like to attend without getting a workout. Problem presented leads to new sponsor pursued, problem solved, a happier audience, and a growing event. (By the way, they did connect as a result of SponsorPark!)
It’s also good to remember a couple of things that as people we gravitate toward. One thing is a good story. Another thing is being part of a good story. I read these books recently which highlighted that as men and women, we deeply want to play an irreplaceable role in a great adventure. I don’t think we separate our work lives from that truth. As a sponsor, if someone can find that they can fill a much needed gap somewhere in a great story – hands down they’re going to seriously consider it at the bare minimum.
So before you put on your “ice to eskimos” face, let’s get real; Eskimos don’t need ice! Eskimos need coats and gloves – make your sponsor the coat and gloves for your audience, and they’re bound to be intrigued.