Speaker - March 2008

The Bottom-Line Benefits

Sponsors sponsor our programs based on perceived benefits, and the most typical benefit we provide is exposure to a specific target audience. Companies will spend tens of thousands to millions of dollars to buy exposure (aka advertising) on TV, radio, in print and online. As speakers, we can’t deliver the same size audience that other advertising media offer, but we are in the unique position of being able to put sponsors in front of people with whom they (or we) can directly interact for more than a 30-second TV spot offers and with greater depth than an online banner ad or print message provides.

Aldonna Ambler, CSP, CMC, emphasizes the importance of “ positive exposures,” reminding us that they include any and every instance a person sees information about the sponsor, such as viewing a logo banner at the front of the room or visiting a Web site. “If you want to attract a sponsor, maximize the number of exposures. Companies determine how much each exposure

is worth and calculate the value of sponsorship, and ergo your fee.”

Think of multiple exposures in multiple formats. A potential sponsor wants to know who and how many are going to be in your audience, and how you (and your client) will provide awareness, visibility and exposure beyond the obligatory mention and logo placement in promotion materials, Web site, e-mails, onsite signage and handouts.

Consider and discuss these added exposure opportunities with your client before you approach a prospective sponsor to make sure the client is willing to participate:

• A live link to a sponsor’s Web site is included in all electronic media used to promote the meeting before, during and after the date, such as e-mails, Web sites and e-zines. The power of this is that sponsors can generate many hits to their Web sites.

• A booth for literature and/or product demonstration, either in an exhibit hall or in a high-

traffic section, such as in the beverage/break area.

• Live participation and/or recognition can range from a simple invitation from the platform for a representative from the sponsor’s company to stand or wave his/her hand, to giving the rep a specific amount of time with the microphone to introduce you and/or the company’s services. This provides a terrific opportunity to thank the sponsor for making the program possible, but make sure you and the sponsor have rehearsed and timed anything the sponsor is going to say from the platform. You want the sponsor to be a help, not a hindrance, to your program.

• An opportunity to network with participants. Plan times before and after the program and during breaks so the sponsor can interact with the audience.

• Distribute company literature and promotional items (e.g., pens and cups).

YOUR REALITY Probably, except for one big obstacle—

Can Equal Sponsorship I didn’t know anyone who worked for this company.

So I called my oncologist’s office and asked for the name of the pharmaceutical company’s local rep. Then I called the rep, who told me to call a general information number. I called the number and was directed to the right department.

In August 1999, I was diagnosed with colon cancer. I felt very strongly about speaking to people with cancer, especially colon cancer, but I didn’t feel right about charging them to attend. That’s when sponsorship came to my mind—what company would want exposure to an audience made up of people with colon cancer?

I had a brochure from a colon cancer group on my desk, and I noticed that a pharmaceutical company paid for the printing of the brochure. A few days later, I received a direct mail piece promoting a colon cancer seminar. It was sponsored by the same pharmaceutical company. Had I found my potential sponsor?