Aug 21, 2009 at 05:00 PM
written by Ron Seaver

Sponsorship Isn't Just for Events

A lot of times, when I'm first talking to folks about the "Brought to you By…" sponsorship sales system, many will immediately jump to the conclusion that sponsorship is strictly something for companies that put on meetings and events. (After all – our event, the National Sports Forum, has sponsors and it's an event, right?!)

Well, it is an event and it does have sponsors … but that's it as far as any "cause and effect" similarity goes. Simply stated, any company that leverages (communicates and cultivates) a 'herd' of customers & prospects has a viable shot at creating a sponsorship component to their business. And that could very well be YOU.

Where it comes to sponsorship, the owner of a Mexican restaurant would have every bit as good a chance of cultivating sponsorship for their establishment … as… say, a newsletter author or e-zine writer. Or perhaps even someone who is actively involved in the speaking business. (While they, themselves, don't put on the meetings, they present at them … and in the process, speak to an audience that shares many "commonalities")

All of these folks actively "recruit", cultivate and hopefully communicate with a group of loyal patrons, (… and perhaps even some "curious patrons"). These patrons, readers and audience members each harbor a common interest that brought them into that "space" in the first place. (For instance, they each like Mexican food … or they each have an interest in whatever topic the writer or speaker is discussing….)

And that's the key to attracting sponsors – having a collective group of people that possess a common interest. An interest that brings them together -- and brings them to you.

And it's in your ability to promote and market this "common bond" which your customers all share (…in your product) that will spell the success of your being able to recruit a stable of sponsors. Do a good job of getting to know your customers … and pretty soon, before you know it -- you'll be introducing them to your new sponsors!

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