Sponsorship strategist Kim Skildum-Reid shares 10 insights aimed at you who are looking for sponsors:
1. There is no free money, nor in sponsorship. It's about what you can give back to your sponsor in the form of exposure, brand building and sales. It's not about your needs and personal goals. If you cannot accept this, you will also not succeed in your search for sponsors.
2. The passion for your sport, your artistry or your talent need not be shared by the company. It is enough that they see the business benefit in how they can use you and your tip properties to their own advantage. Be sure to focus on the business benefits of building your profile and offers.
3. Focus on brands that fit in with yourself / your organization / your event. A natural connection to your own brand reinforces the authenticity of the message, enhances the audience's experience and improves the marketing value. It also causes less risk for sponsors to weaken your credibility.
4. Make sure you (and your organization) treat your sponsors as valuable marketing partners. If you act as your sponsorship partners is a "necessary evil" this will be clearly marked and impair the cooperation.
5. Make sure your sponsorship offers are "up-to-date". Offering outdated methods will not make you interesting enough with the sponsors. Of course, you can use methods that may feel old-fashioned such as logo placement, but be sure your offer contains more substance than just appearing on a shirt.
6. Be in good time in the search for sponsors. In many cases, it takes a long time for sponsors to make a decision about whether an offer fits their marketing strategy or not. It is also of great importance that you have time to negotiate and discuss the offer in detail so that all premises are clear from the start.
7. Don't forget who your customer is. If you work with a large company, make sure your offer is strong enough to stand on its own and not depend on your personal enthusiasm. Your offer may be influenced by many within the company who all have influence over the decision-making process.
8. If possible, a few larger and long-term sponsors are preferred. The smaller sponsorships often take the same amount of time without giving you as much back. However, in building your own brand and career, it can be of great importance to be involved in many smaller engagements to ultimately get you the sponsorship level you are aiming for.
9. The job is not over as soon as the money is in the account. Your sponsorship relationships need to be nurtured, they do not endanger your reputation and future opportunities for harm.
10. Understand what sponsorship means before you jump on the horse and start galloping. Be prepared, attend web training and learn from others. Sponsorship can bring you many benefits, but if you do not do it right from the start, you will not get the resources you require. Instead, you will burn time, energy and future sponsorship opportunities.