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Sponsorship Tactics: Email Do’s and Don’ts

In this video, I talk about email etiquette and why it can single handedly affect the success of your pitch to sponsors.


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About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Getting Past Gatekeepers to Reach Sponsorship Decision Makers

How do you get in front of a potential sponsor with gatekeepers and emails not being open?

One of the most important things that people forget is that there’s some sales skill required here. You have to have somebody who actually knows how to talk to folks to get past gatekeepers and so on. I spent a lot of time working on value proposition. The most important thing is being able to quickly communicate what the value is that you’re offering for sponsors.


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About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Sponsor Bundle Strategy: Gold, Silver and Bronze are Dead

The typical sponsor packages usually come in bundles, such as gold, silver, bronze. However, there is an issue with this. It is not customized. People do a lot of business through the internet and they want things that are customized. Similarly, sponsorship packages should be put together more based on customization.

One of the things that I use is called a one sheet and a one sheet is just a one page document that gives a quick overview of what your event is about. There’s no point in a sales person giving your presentation on how great the car is because you’re just, you have an established interest. And so what you want is kind of a visceral response. You want people to look at it and go, “Wow, that’s really interesting. That’s our audience. And they know how to connect us”. And that’s how you start the conversation. 


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Sponsorship Terminology: The Recap

Sponsorship Terminology: The Recap

When you get to the end of your sponsorship, what you want to do is get in front of your sponsor with a recap of what you provided. It’s important because it lets the sponsor know that you’re interested in how they did. Then to open the conversation about the next sponsorship opportunity, or you might find out that they were disappointed in something, so you can get in front of that.

There’s a lot of data to support that the most satisfied customers in general are actually customers who have had a problem, but it was addressed quickly. When things are going smoothly, that’s great. But it’s what you do if things don’t go smoothly that is key. Do you let them know? How are you going to take care of them once you have that connection?


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Sponsorship Terminology: Valuation

Valuation is when you attempt to determine how much should a sponsor pay for the sponsorship. Valuation and sponsorship tends to be where you roll up everything. The activations, benefits, the website, the views, all of these kinds of things get added up and then put into a quote valuation. This is not the same for every sponsor. Understanding the revenue model of the sponsor and what the upside is for them is critical to understanding valuation. If you’re performing an evaluation, you frame it for the particular sponsor prospect that you’re looking to acquire.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Sponsorship Terminology: The Pitch Deck

Sponsorship Terminology: The Pitch Deck

A pitch deck is your presentation and it is typically a summary of what you’re offering. It provides an introduction to who you are and what you’re about, and then offers some kind of an opportunity to connect and collaborate and is hopefully supported with a lot of data. The simple thing to say about pitch decks is don’t send one until you’re asked for it.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Do you know the difference between sponsorship and fundraising?

Do you know the difference between sponsorship and fundraising?

Sponsorship in general is a relationship, similar to advertising. The sponsor has an expectation of some kind of commercial return, such as generating new business, brand recognition, or another measurable result. There is a primary element of access to the audience. Fundraising is more about identifying and giving to causes that people care about.

Understanding this difference will impact how you approach your communication.

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Sponsorship Terminology: Activation, Assets & Inventory

Sponsorship Terminology: Activation, Assets & Inventory

Let’s say you have a sponsor. So, what are you going to do? In the old days you had a live event. You know, they’re going to be able to speak to the people attending the event, maybe collect some information, do a presentation. And so on. Now in the virtual world, it’s the same kind of thing. What kind of exposure are they going to get? But not just in raw numbers, who are they going to get exposed to? How does it align with their audience? 

If you were making a list of things that could be sponsored, those are assets. So that could be everything from content on your website to content in terms of doing a webinar with someone. And it’s a lot easier when you think about it in the actual live event format where you have signage and banners. Typically, these are the benefits. It’s what that sponsor gets in exchange for their dollars. But, a benefit is also a sort of outcome. What is it that the sponsor wants to achieve? That’s the benefit and how you’re going to deliver that is the asset.

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Sponsorship in the Era of Virtual Engagement: A Primer for NonProfits and SMBs

Sponsorship in the Era of Virtual Engagement: A Primier for NonProfits and SMBs

During this Facebook Live interview hosted by Alicia Baraga of Ripple Event Marketing Larry takes on the challenges of generating sponsorship in the virtual world. With a focus on nonprofits, the topics are of value to anyone grappling with understanding how to attract sponsors for virtual events. Topics covered include:  Activation, Assets & Inventory, The Pitch Deck, Valuation, Reporting via Event Recap, How Sponsors Think about Value, Sponsorship Bundles, Reaching Decision Makers, Email do’s and don’ts, Using LinkedIn for prospecting, the One-Sheet, Sponsor Benefits for Virtual Events, the Digital Event Bag, how to plan a Virtual Walk-a-Thon, How Digital Grows Sponsor Value, and the Value of Brand Alignment in Sponsorship.

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8 Easy Tips to Improve Your Virtual Meetings & Conferences

8 Easy Tips to Improve Your Virtual Meetings & Conferences

The tsunami of virtual conferences, webinars, video conference calls are wearing me out. I have been one of the loud voices encouraging my clients to go virtual and many companies are taking the change head on. But there are lots of problems. The production quality of many just are not particularly good:

  • There are frequently tech problems with access, muting, camera set up and chat distract viewers and test their patience.
  • It seems like there has not been enough planning. The timing of speakers, slides, and videos feels forced into a one-hour format even though there may only be 20 minutes worth of interesting content.
  • Some of the virtual conference platforms look cartoonish. The graphics that are frequently used to simulate a venue look like something from an early 2000’s video game.

Have you ever dropped out of a video presentation or virtual conference before it is over? I saw a graphic recently that shows attention spans are good for the first 10-15 minutes and then drop way down until the last 5 minutes.

1 | Keep them short.

Nothing says they must be an hour. Too much time is spent warming up, introducing, and providing unnecessary background. Respect the participants time.

2 | Practice.

Make sure all presenters know how to use the platform. Make sure their camera and audio quality are good.

3 | Keep it moving.

Do not digress. Do not tell inside jokes.

4 | Create a run of show document.

Write out the timing for each segment and stick to it.

5 | Insert breaks for questions.

There is no reason to wait until the end for questions. As you shift topics or key points give the audience a chance to get clarification. You can limit to a few top questions that came in while presenting. Use a “producer” to select questions.

6 | Don’t just show a slide deck.

There is nothing worse than listening to presenters read a slide. Use video for all speakers and keep them on screen. It improves engagement.

7 | Plan breaks.

If you are having a full-on conference, plan breaks. Plan like a full-on conference. Allow time to return calls, network, and refresh. Breaks are a great place to put a sponsor banner.

8 | Pre record segments.

This step will prevent bad or boring segments. You can edit or rerecord if needed. It also creates certainty regarding the length of time used. The broadcast can still be live with breaks to answer questions and introduce each presenter. You can even have them record as though they had just been introduced and close with a handoff back to the MC.

We have been collecting information on over 100 different platforms for video and virtual conferences. We would like your input regarding which ones you have used. To participate please click this link:

TAKE THE SURVEY!

About Larry:

Larry Weil, The Sponsorship Guy

Larry Weil is a nationally recognized sponsorship expert and thought leader with over $200 million in deals to his credit. TheSponsorshipGuy.com is the leading sponsorship marketing agency for Virtual and Destination Events. Media outlets, large corporations, and entrepreneurs all seek out his insights and opinions, which have been published in print, digital and broadcast.

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Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.