With Darren LaCroix and Ford Saeks
Jeffrey D. asks…
I have a seminar that would help businesses to grow. However, I could use sponsorship and sponsorship proposal to conduct 24 monthly public seminars. What resources would you suggest I reference before negotiating help from an association or business?
Sponsorship partners are a great way to co-promote, generate additional funds and provide social proof to your prospects. There are no specific resources that I can point you towards, but I can give you some insights into how to prepare.
1. Remember that you are trading “value-for-value”. The sponsor wants to reach your prospects or help a cause and you want to generate revenue to help with promotions.
2. I would start with no more that three sponsorship packages. Like the Silver, Gold and Platinum, or whatever names you want to use. The smaller packages include logos on marketing materials, and the larger packages can include things like, mentions in newsletters, advertising banners on your website, blog or newsletter, special appearance time at your actual event, like 5 or 10 minutes before a break, maybe speaking during a meal, etc.
3. Do you research in your industry to see what’s customary for sponsorship proposals. Keep in mind, that research is helpful, but that doesn’t mean you cannot set your own package and involvement levels. We’ve sold sponsorship packages for as little at $150, all the way up to a title sponsor for an event at $150,000.
4. Issues to consider are logo placements, inclusion in marketing campaigns, mentions in media campaigns, signage at the event, on workbooks, posters, and whether or not the Sponsor is going to marketing and promote to their lists. This can be a huge asset as now you are reaching new prospects.
5. Start with the value proposition. What’s the value that you’re offering to the sponsor and why should they care or get involved?
6. Everything is negotiable, but you’ll want to maintain fee integrity between sponsors. It’s a small world and they’ll no doubt ask each other about the deals.
And for the viewers out there… post your thoughts below.