What are you reading when you read the news?

One simple jolt to your corporate sponsorship selling efforts is to read the news more creatively than you used to. Look for opportunities. That's just one suggestion I offered participants of my workshop a couple weeks ago at the Texas Festival & Event Association conference (and to readers of my new guidebook).

Here are a couple examples of what I mean. I recently came across this news item about how McCormick & Co., the new owners of Lawry's, is spicing up (sorry, couldn't resist!) its marketing efforts for the brand's marinades and spices. If I produced an event or festival with a food component, I'd be on the phone with Mr. Leyser in a heartbeat. Talking about and showing spices and marinades on television is one thing; tasting them seals the deal. And for some people, getting a coupon on top of the taste practically sends them running out of your event and straight to the grocery store.

Or how about this one? Fast-growing Red Mango yogurt is planning lots of new locations. They need traffic, trial of product, awareness building. And fast, I'd imagine. Can your event help?

It's easy to get distracted by the unnerving headlines, or to shut out the media all together. However, you can also go on a treasure hunt.

Gail Bower is the President of Bower & Co. Consulting LLC, a firm that helps non-profit organizations and event/festival producers dramatically increase their visibility, revenue, and impact. She's the author of a new guidebook, entitled How to Jumpstart Your Sponsorship Strategy in Tough Times, and recently launched the blog SponsorshipStrategist.com.