If you’re like me, you find yourself daydreaming about all sorts of wonderful new ideas and opportunities. Like a 5 year old, I’m easily distracted by something new and shiny. We like to think it’s our entrepreneurial nature or desire…
Nobody knows your audience as well as you do. It’s your super power to win the hearts and minds of sponsors, saving them from the clutches of ineffective marketing campaigns.
And your number 1 weapon to attract sponsors is the unique selling proposition (USP), “a factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.” Entrepreneur.com
In this article I’m going to show you how you can attract sponsors with a series of USPs that will make your sponsorship opportunity irresistible.
When done correctly, sponsorship is great for business. It provides laser targeted marketing and promotional opportunities that other channels simply can’t match.
Traditional marketing and advertising relies on interrupting people to get their attention. Consider TV advertising, website pop-up banners or telemarketing.
Sponsorship on the other hand is all about creating experiences, weaving the sponsor’s brand into an interactive and memorable exchange with the audience.
How to get sponsored – 7 tips you need to know
Have you struggled to get noticed by sponsors? Do your emails go unread and your phone calls unanswered? Or perhaps you’ve been able to pitch to a sponsor, only to receive a thanks but no thanks?
Don’t worry, we’ve all been there. While there’s no magic bullet or secret to success when it comes to sponsorship (planning and hard work are effective however), there are approaches you can take that will help you get sponsored.
One of the ways you build rapport with a potential sponsor is to have a recognisable brand and an audience of your own.
Apart from creating a potential market ready to go for your sponsor, having a recognisable brand gives you instant and independent credibility. You’re not telling a potential sponsor how good (professional, articulate, affable) you are, you’re showing them by the way you interact with your audience.
But, as an independent sponsorship seeker how can you cost effectively:
- Create your brand
- Build an audience and;
- Compete for sponsors with organisations much larger than yourself?
By creating your brand online using the tools that best serve you and your target audience.
Ah, the allure of sponsorship. To have a corporate partner spend a few of their marketing dollars on your passion; to take it to the next level, to go the extra mile, to not have to pay the bills.
To live the dream.
Sounds great doesn’t it? In theory yes, in practice… mileage may vary. If you’re really keen on seeking sponsorship (and I don’t mean a hand-out from your mate who runs a successful spare parts business) you need to weigh up the cons before you’ll see any of the pros.
This may sound a little pessimistic, but I want you to go into the sponsorship game with your eyes open to the realities. That it’s not the goose that laid the golden egg and the answer to all your financial constraints.
It takes hard work, commitment and tenacity to be successful; all of which may take the ‘fun’ out of what you’re trying to achieve through sponsorship.