Sponsorship Blog

Insights, News, Sales

Our sponsorship blog focuses on three primary topics: sponsorship insights and the tips of the trade; sponsorship news and comments on innovation and deals that deserve discussion; and sponsorship sales because selling is a skill. We discuss best practices in sponsorship.

Selling Sponsorships Interview

Selling Sponsorship for Virtual Events

Western Sponsorship Virtual ConferenceFeb 3, 2021 “Larry provides a deep dive into the mindset, assets, and strategies that make it possible to be successful with sponsors in this environment. It is full of specific and actionable information you can start using right now.”
Q&A with Private FB Sponsorship Group

Q&A with Private FB Sponsorship Group

Gain the latest insights on virtual event sponsorship growth during this recording of Amanda Engler's Private Facebook Group. This content was only available to her "Event Professionals - Explode Your Profits" community on Facebook January 2021.
The View from Up North

The View from Up North

In this video Larry joins a group of Canadian experts at the Western Sponsorship Conference to discuss the State of the Events Industry. Participants include Brent Barootes of the Partnership Group, Francis Dumais of Elevent, Auburn Sigurdson of Torque Strategies, and Mark Harrison of The T1 Agency.
Interview with The Sponsorship Collective

Talking Sponsorship – One on One with Larry Weil and Chris Baylis of the Sponsorship Collective

Here is a chance to listen in on a casual interview where Chris and Larry chat about selling sponsorship, tell a few stories, and muse about where the industry is now.
A2Z Virtual 2021 Event Profs Virtual Event

Feed Your Event Brain!

In this 30-minute video from the A2Z Virtual 2021 Event Profs Virtual Event, Larry and Karen Kelly CMO of Tapple.io review the solutions and new ideas to growing sponsorship revenue for virtual events.
Sponsors for Virtual Events

The Key To Scoring Virtual Event Sponsorships

The Key To Scoring Virtual Event Sponsorships A Fireside Chat with The Vendry  Tuesday, November 10, 20202 PM ET / 11 AM PT   Moderator: Hannah Foley   Guests: Karen Hartline, Alecia May, Larry Weil, Keneisha Williams    Overview: The positives of virtual events are apparent – access to a broader audience, cost savings (in some areas!), […]

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.

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 […]

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 […]
How Best to Monetize Your Online Event

How Best to Monetize Your Online Event

This post was originally published on the Corporate Meetings Network. Read the original post here. Written by Clare Tattersall Now almost six months into the worldwide pandemic, most businesses have pivoted from in-person gatherings to virtual events. But despite more people than ever using online platforms, companies continue to struggle with monetization, which may be essential […]
Sponsor 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 […]
Sponsorship Valuation

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 […]
Sponsorship 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 […]
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 […]

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 […]
How to Pivot Your Sponsors to Virtual Events

Sponsorship in the Era of Virtual Engagement: A Primer 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, […]
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 […]

How to Pivot Sponsors from In-Person to Virtual Events

Originally published by: Corporate Meetings Network In wake of the COVID-19 pandemic, many event brands are taking steps to move online. But how do you keep sponsors satisfied during the virtual transition? 1 | Establish an E-Mail Marketing Campaign E-mail is one of the most powerful ways to communicate with attendees, regardless the circumstances. Offer […]

PRESENTATION: Generate Sponsorship and Revenue for Online and Virtual Events

Two weeks ago I shared this brand new presentation with a small group of digital event experts. Now I am opening it up to my connections and subscribers. It is all about creating a place for the sponsors you had at your destination events and the sponsors you would like to add, as part of your […]
Digital Events

Creating Sponsorship Revenue for Virtual Events

This post was originally published on the Eventbrite. Read the original post here.  In wake of the pandemic, many event brands are taking the steps to move online. Even if you’re one of the lucky creators who can pull it off and still make a profit, you may still wonder how to recoup sponsorship revenue from […]

Full Stop! Now What?

You did what you had to do; you canceled the event. All that work down the drain. It isn’t clear when things will return to normal. Should we reschedule for fall or wait until summer of 2021? The shift is already happening. Conferences will go on, but not in person. They will be online. The […]

Publishers put Virtual Events to the Test as In-Person Gatherings Disappear

This post was originally published on the DigiDay and was written by Kayleigh Barber. Read the original post here.  As coronavirus continues to threaten publishers’ events business, many publishers are turning to virtual events as an alternative. The Interactive Advertising Bureau’s 2020 NewFronts moved to streaming-only presentations, several media companies have canceled their upfronts and industry conferences, such […]
The Sponsorship Guy’s Pro Tips for Effective Outreach

Pro Tips: Who is Your Sponsor Prospect?

During a conversation with a colleague recently, she brought up a point that I hadn’t heard considered before. That sponsors mostly don’t think of themselves as a “sponsor”. Their goal isn’t to sponsor something. Their goal is to find new customers, promote or sell their products, educate prospects and existing customers, create a buzz and […]
Pile of Backpacks

Top 9 Reasons Digital Event Bags are More Sustainable and Efficient

Physical event bags are a hassle. We have all been there at one point or another – you and your colleagues assembled to stuffing those event bags with items that took you weeks to collect and that attendees may or may not want.  So much time wasted and if attendees don’t want the items in […]
Evangelist

Why I’m an Evangelist for Digital Sponsorship

Event sponsorship is an ultra-competitive business. Everyone says they want more sponsors. The truth is they want more money. Nothing wrong with that, it’s why we are all in the business. I hear from dozens of event producers every week who are looking for help. My first step in evaluating them as a potential client […]
The New Mindset for Sponsorship Sales

The New Mindset for Sponsorship Sales

In this two minute clip Larry discusses the most effective approaches to making the kind of connection to prospects that will greatly improve your chances of making a sale.
US Women's World Cup

How the US Women’s National Team could Approach Sponsorships after World Cup Win

Larry Weil, a branding and sponsorship expert who goes by the title “The Sponsorship Guy,” said that “part of the challenge here is frequency.” “There’s going to be a crest in sponsorship…. Read Full Article Here
Using Data to Grow and Sell Sponsorship

Using Data to Grow and Sell Sponsorship

Using data to grow sponsorship is often overlooked or improperly implemented. In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss tactics and trends for the successful use of data to influence and close sponsorship deals. 
Man Looking Through Binoculars

Searching for Sponsors? Switch up the Job Titles

The Sponsorship Guy’s Pro Tips for Finding Leads You are on LinkedIn. You are trying to find new prospects. When I enter “Sponsorship” into the search field, I get 13,805,662 results. Not helpful. By further filtering to just the United States and to the Marketing and Advertising Industry we are down to 429, 938. Still, […]
Great Data Wins Sponsorships

Great Data Wins Sponsorships: Where to Find it and How to use it

Photo by rawpixel on Unsplash Have you ever completed a form that asks you for your Age, Sex, Race, and Income? Kind of feels like it is none of their business, doesn’t it? Being a 25 to 35-year-old white male is a pretty diverse group. It is hard for a prospective sponsor to draw many insights from that […]
How to Close Your Sponsorship Deal With Data

How to Close Your Sponsorship Deal With Data

Not all data is created equal, says sponsorship expert Larry Weil. Instead, he’s sharing how to close a sponsorship deal with data points that are actually meaningful to prospects, and what insights to leave OUT of your pitch deck. You have done your homework and have used insights to identify a prospect that is likely […]
Larry Weil, The Sponsorship Guy - Business woman on the phone

5 Tips to Fix Your Call Reluctance and Win More Deals

Would you rather call or email a prospect? Sure, you can send off a bunch of emails, (and I’m not saying you shouldn’t) but we all know the data on email conversions. Has anyone ever responded to an email by thanking you and saying that they are ready to buy? My experience is that you […]
Larry Weil, The Sponsorship Guy - Blog - Are you read? Road

9 Tips to be “Event Sponsor Ready”

This post was originally published on the Eventbrite blog. Read the original post here. Rules for event sponsorship success Sponsorship is a $62.7 billion industry. Its annual growth has surpassed other forms of marketing and advertising. With so much spending, your chances of winning event sponsors could be increasing — right? Sponsorship expert Larry Weil […]
5 Tips for Cold Calling Event Sponsors and Winning More Deals

5 Tips for Cold Calling Event Sponsors and Winning More Deals

This post was originally published on the Eventbrite blog. Read the original post here. What’s your go-to method for contacting event sponsors? In a recent survey of event professionals, nearly half (42%) said their primary method for contacting sponsors was email. So if you said email, you’re in good company. But while email is an effective tool for […]
The Sponsorship Guy Blog What is Sponsorship and how does it work?

What is Sponsorship and How Does it Work?

I am often asked, what is sponsorship? It used to be a pretty simple answer. Most people think of sports sponsorships like McDonald’s and the U.S. Olympic team, or Bud Light and the NFL. There are many easy examples to see in sports and so it is a good place to start, but it really […]
Larry Weil, The Sponsorship Guy - Man tearing paper in half

Preparing to Get a Sponsor: Rule #1 Sponsors are Not Investors

Sponsors are risk averse. That’s right. They must know that a property or partnership can deliver what they say. I get inquiries every week from well-meaning individuals with underdeveloped concepts. It could be a concert series, a festival, a race team. They all have one thing in common: as soon as they get sponsorship money […]
Moving the Needle: Quality and Quantity Required

Moving the Needle: Quality and Quantity Required

Lots of properties contact me to tell me about what a great match they are for one of my clients. They have spent a lot of time rationalizing. Very often they are trying to make something fit because it meets their needs not the sponsor’s. So they twist and mush until they think they have […]
The Sponsorship Guy Blog Why would I share these secrets? Two Tools You Must Have

Why Would I Share These Secrets? Two Tools You Must Have

Many of us have heard the expression that a carpenter is only as good as his (or her) tools. The application to any kind of sales, but especially sponsorship sales is pretty obvious. But you can’t talk about tools without talking about mastery. I recently had a conversation with someone who I consider to be […]
The Sponsorship Blog How to Overcome Six Fundamental Obstacles to Selling Sponsorship

How to Overcome 6 Fundamental Obstacles to Selling Sponsorship

It wasn’t that long ago that Sponsorship was pretty straightforward. Lots of companies were enamored with the opportunity to link their brand to a team, property or venue. Call it the “halo effect”, affinity or just the popularity of sports, celebrity, music, or cause. Plenty of free spending brands wanted to latch on for the […]
The Sponsorship Guy Blog Submitting Sponsorship Proposals is Just Like Tinder (but without the good parts)

7 Ways Submitting Sponsorship Proposals is Just Like Tinder (But Without the Good Parts)

You busted your hump to put together a great proposal. You checked out your prospect on their website, set up a Google alert, researched key people on LinkedIn. You sent it. Nothing, Nada, Crickets… For those of you who don’t know how Tinder works or even what it is, here is the short version. For […]
Larry Weil, The Sponsorship Guy - The word Nope on a piece of paper pinned to a cork notice board

Why No One Responds to Your Sponsorship Pitch!

Let’s not kid ourselves. You don’t want to answer the phone and get a sales pitch and neither does your prospect. So how do you sell without a sales pitch? Stop selling. Put yourself in your prospect’s shoes. If someone sends you an email, reaches out on LinkedIn, leaves a voice mail or actually reaches […]