Sponsorship and Joint Venture Sales
Posted on 12. Jan, 2007 by Nate in Business Partnerships, Joint Ventures, Sales & Marketing, Sponsorship
Since forming a partnership with Highlight Sports about a year and a half ago, I’ve learned many important things about Sponsorship and Advertising Sales. Here are a few ideas:
- Instead of talking about price, talk about “return on investment” or what they want out of the sponsorship (some may not care as much about ROI – they just want to show their support and brand their company name)
- When the question is asked about cost over the phone, set up an appointment to meet in person if possible
- Ask questions about what the company does for marketing
- Take notes
- Pick their brain about how what we are doing could benefit them, if not now, later
- Tie their needs back in to the presentation
- KISS: keep it simple stupid
- Listen for buying clues
- Don’t burn bridges: what may not work now could always work later if you leave a good impression.
Additional Notes I took on my learning curve:
- Mention competitors as options for sponsorship
- Use phrase like “We are considering your company as a potential sponsor…”
- Generally better to start a little high with numbers: you can always negotiate down, but not up
- Be willing to negotiate price and tools provided
- If they are hesitant with the pricing, ask something like: “Is there some things I could rearrange to make that package a better fit for you?”
- Show clients past work we’ve done
There are many different approaches that can be taken; these are some of the things that have worked for me. More to come….
What have you all learned?
I've been an avid New York Yankee baseball fan my entire life. Read 
Linda Bonney
14. Aug, 2007
As usual you make good points. I especially liked the “We are considering your company as a potential sponsor” line!! Thanks Nate
Mark Kaye
26. Nov, 2007
Great tips. I especially like the “Don’t burn bridges.” I have known people for years and years before ever having worked with them. Keep your reputation strong!
Don Holt
22. Jan, 2008
Hi Nate,
This, too, is an area that I am just beginning to learn about. I know that these tips will be extremely useful when I take this step. Thanks!
Yefim
19. Sep, 2008
Nate,
One thing I don’t see in your blog here is a topic on link exchage.
I found it to be really effective. It would be nice to find link exchange partners through your blog.
Doug Folsom
13. Nov, 2008
Interesting concept to consider. I have to think about how it would fit with what I am trying to accomplish.
Jan Doan
15. Jun, 2009
Nate,
I’m not sure what your goal or objective is in this sponsorship interview. I assume that it has something to do with monetizing your site, but…
Jan
Mark
23. Mar, 2010
Hi Nate,
I, too, am a little confused about the sponsorship aspect…are we asking for the sponsor to pay for a marketing campaign that we design for them and piggy-back a list off of?
Nate
23. Mar, 2010
There are a variety of ways we can monetize a sponsorship. Using their list, using your connections, marketing campaigns, search engine links, etc.
Let me know a bit more about what you don’t understand.