By Greg Simpson, founder of Press for Attention PR and Enterprise Nation Champion for Nottingham.
I’m sure that like me, you regularly get requests for sponsorship. It might be for an event, a prize, a cause, a team, or perhaps a column on a well-read regional business website.
So, how do you know which ones to go for?
Firstly, I’d advise that you don’t wait to be asked. You should be proactive in identifying opportunities that will work for you. I’ve said before that if you hope to gain maximum bang for your marketing buck it should be seen as an investment, not a cost. So, before you commit a single penny, do this research.
In my case, I sponsor this column and I do so because I know that YOU read it and YOU are in all likelihood a prospect because I specialise in B2B PR campaigns across the East Midlands.
OK, it may well be that it isn’t you who deals with marketing campaigns but you will be an influence in the decision making process at some point. You might even be forwarding this article right now to the person that does make the calls on marketing budgets. Go on…I dare you!
Why am I so confident about this? Well, I’m a bit of marketing geek. I examine the stats and I know how many people read my columns on here and I know how many people visit my site from here. I also ask my customers and clients about how they heard about me. Many will be referrals from people who have seen some of my coverage for another client and asked them how they did it. Some will be from events I host or speak at and some will say “I’ve read your articles on East Midlands Business Link”.
Now, as I know my average conversion rate of leads to enquiries to sales and my average unit sale I can calculate how much I am willing to spend/invest to “buy” a customer. When these figures work out and I know I am fishing in the right pool, such as this website, I know I have a deal that works for my business.
Also, as a key part of my PR strategy for clients is about getting them known for what they know, their expertise, it makes sense for me to write copy that chimes with those messages and from the format of a column does that perfectly.
I’m not saying you shouldn’t sponsor other opportunities, great causes and things that are close to your heart or interests are fantastic and I certainly do a lot of these things myself. In fact, I’ve just signed up to sponsor a player at Nottingham Rugby. Again, it makes sense to me because it is congruent with my brand, has a similar audience profile it also helps that I really enjoy watching rugby. It doesn’t hurt that I can take clients there for a cheeky pint after work on a Friday either.
So, if you fancy joining me for a beer at the next game and a chat about how I can help you reach your perfect audience, drop me a line…now, that’s what I call a real conversion!