Sponsorship for Speakers II
In a previous post, we specifically "focused in" on those of you in the speaking business – and how you should be out there cultivating your own stable of companies to "sponsor" your speaking tour.
And in so doing, be prepared to interweave your sponsors into all facets of your speaking business. From your letterhead … to your hand-outs … to the clothes you wear, even down to your web site and business cards – you need to actively show your association and affiliation with your sponsor (… or sponsors).
Be sure to recognize and thank the folks at "XYZ Company" for their support, involvement and sponsorship of your speaking tour during each presentation. And then use that opportunity to launch into a "soft pitch" for why you're a supporter of this company and why you think they're a solid choice for your audience.
(Careful – no "infomercials" … audiences love to buy … but they hate "being sold"! Be sincere and be genuine. Why DO you like, use and recommend your sponsor's products or services? Speak with the "voice of experience" …but with that, also speak from the heart. Audiences have an uncanny ability to recognize sincerity … but they can also smell a "pitch" from a mile away!)
And don't pass up the opportunity to give away samples of your sponsor's products or services to the audience during or immediately following your presentation. And if your sponsor has a booth at this event – be sure to tell your audience that you'll be happy to meet them AT THE SPONSOR's BOOTH later that day! ("Stop by and see me at the "XYZ Booth" next door, Booth 27. I'll be there answering questions and signing copies of my new book from (time) tonight.")
And if you have handouts that you give to your audience during your presentation, be sure the sponsor's logo is on the front cover. (Put the sponsor's logo on the bottom right hand corner of the front cover with the words, "Proud sponsor and supporter of the (your name) 2009 Tour") If it’s appropriate in your materials to incorporate an ad from your sponsor in your handouts … do so. To this, if you can -- include a one-sheet from your sponsor on their products or services in with your handouts.
In short – remember your sponsors in every facet of your speaking business if possible. If you do an interview … taped or written, be sure to recognize them in there. They're your "silent partner" – take good care of them … and they'll take excellent care of you!
Ron Seaver, president of Seaver Marketing Group and The National Sports Forum, and author of "Brought to you By... - The Ultimate Sponsorship Sales System" has over twenty-five years of experience in the field of marketing and sponsorship. View all of Ron's posts here