Selling event sponsorships can be a good way to increase revenue and, better yet, it doesn’t use up a lot of on-air inventory. However, what makes reps great at selling underwriting credits doesn’t always translate into finding sponsors for events. Connecting with prospects interested in event sponsorship requires more time and a compelling proposal of what the event will deliver for the prospect’s consumers. Kim Alexandre at The Center for Sales Strategy offered some timely tips at the 2019 Public Media Development and Marketing Conference (PMDMC) about how to understand event sponsorship prospects’ unique needs and craft successful presentations to meet those needs.
Why do companies even sponsor events?
Companies generally decide to sponsor events because they want to start a relationship with consumers. Events allow them to interact with people in a meaningful way, just as they do for your radio station.
Selling event sponsorships involves a process that is less transactional than on-air sponsorship, so start this process early to give prospects time to work your event into their calendar.
How to get the conversation started?
It’s hard to get appointments with any prospect, as we all know. When it comes to selling sponsorships, it’s imperative to do your research so you can know something about their company, their marketing focus, any new products or initiatives. Take the time to write compelling emails showing that you know something about them and that you can help them reach their goals.