Sponsorship Interviews

In part 2 of the interview we covered topics including:

• Provide unique experiences
• Get their bloody attention!
• Pursue multiple targets at one time

Provide lots of options to say yes

Kym: So position to say lots of yeses. But should you be discussing budget with them? Should you find out what their budget is or are you better off just saying, “This is the value that you’re going to receive,” and stick to that?

Brett: I think the latter. Give them lots of different options, from a small buy-in to a large buy-in. I am not sure, but I think plenty of times, especially at smaller potential sponsors, they might sponsor you X or they might sponsor you four times that much depending on how much they like you and relate to you and the potential they see in you. So I think when asked that, it’s an off-putting question as well from someone.

In part 1 of the interview we covered:

• How to look like you’re worth sponsoring
• Personal marketing techniques to attract potential sponsors
• Creating a brand and having authority

Be very specific about your sponsorship opportunity

Kym: Turning to creating a viable sponsorship opportunity; what advice can you share with us in this area?

Brett: Yeah, look, I think apart from looking the part, be very specific about your sponsorship. I’ve seen organisations seek sponsorship in a general sense. “Just write us a check for our general operations,” which I think is far less appealing and far more confusing and likely to create more doubts than saying, “Sponsor us for X number of races,” one season, our opening round, six home matches. Break it down and estimate how much it costs to take the field or take the track or hire a staff member and offer sponsorship that one specific project. I just think that’s more appealing and less intimidating.

Recently I had a very interesting chat with Rob Sharp from YBI Creative. The interview is divided into two parts:

• Part 1
• Part 2

But for all you time-poor sponsorship seekers I have summarised the interview below…

5 common mistakes sponsorship seekers make:

Today I had the pleasure of interviewing Brett de Hoedt, self-proclaimed “Mayor” of Hootville Communications, a PR and communications company focused on helping not-for-profit organisations punch above their weight (in a metaphorical sense).

Say hello to Brett de Hoedt

Before founding Hootville Brett de Hoedt worked as a print journalist, talk radio host and publicist with various media organisations.

He has interviewed most major players in Australian politics, business and entertainment. He understands what the media wants and what it takes to gain coverage.

Today Brett offers media, PR and marketing training. Brett also shows off at conferences and events as MC and facilitator.

To recap, in part 1 of the interview we discussed:

• how to contact a potential sponsor before sending in a proposal
• the importance of researching a potential sponsor
• finding out what the potential sponsors marketing KPIs are and using them to create value
• lead times for sponsorship proposals

Meet Rob Sharp…

My first guest is Rob Sharp, from YBI Creative in Australia. Rob started his career in advertising with Clemenger BBDO in Adelaide. For 9 and half years Rob dealt mainly with above the line marketing, which includes TV, cinema, radio, the press and magazines etc.

During his time with Clemenger, Rob was introduced to the Australian National Drag Racing Association (ANDRA) who was a client at the time. When the opportunity to work with the new Sports Compact group came about, Rob joined ANDRA as the communications manager.