been featured by Inc.
magazines. She is the
author of Corporate
Sponsorship in 3
Easy Steps, CEO of
and founder of
Speaking with Sponsors
How can you grow your
with corporate sponsorship?
Sponsors pay you because of your influ- ence. You connect them to customers, create brand awareness, drive sales,
and educate audiences about their products
and services. Check out these questions and
answers to ensure your sponsorships are a
Q: WHAT ARE THE BENEFITS
A: Corporate sponsors supercharge your
speaking business and offer opportunities
to speak more, travel, create your own
events, and make more media appearances.
They fund speaking events, coaching and
training, books, podcasts, business shows,
blogs, videos, projects, and charities. As a
result, you enjoy:
Added credibility. Sponsorship by well-known companies enhances your credibility
when audiences see that those companies
trust you with their brands.
Renewable income. Sponsor fees can be
paid in cash or in-kind through an exchange
of benefits and services. The biggest in-kind sponsors are media companies.
More opportunities to share your message. Sponsorships give you the resources
to help more people and change more lives.
Q: HOW DO I FIND
A: Target sponsor companies with cus-
tomer demographics that match your
audience and that align with the benefits
you offer. Talk about the benefits you offer
to audiences and sponsors. Sponsors want
to know that you understand their mar-
keting campaigns, goals, and visions.
Entice prospective sponsors with a
description of your demographics, market-
ing plan, and benefits you can offer them.
Finalize the agreement and collect the
sponsor fee. Repeat the process annually.
Renew sponsorship agreements every
year. Sponsorship is a relationship business, so keep in touch all year long.
Q: WHAT BENEFITS CAN
SPEAKERS PROVIDE TO
A: There are many things you can do to
help your sponsors get the most out of
your relationship, including:
Put your sponsors’ logos and endorsements on your website and other media.
Add sponsor links and descriptions that
explain how they help your viewers.
Have sponsors introduce you at events.
Include them in your signage and distribute their marketing materials.
If you sell books and programs, include
coupons and/or samples of their products. ■
Sponsors spent more than $65 billion worldwide this year. Sponsorship spending
is increasing 4 to 5 percent annually because sponsorships offer better returns than
traditional advertising. — IEG Sponsorship Report Survey Results, 2018