Social Media Sponsorships

Fact: blue chip brands receive thousands of sponsorship proposals every year. Estimate: there are some 300,000 properties seeking sponsorship (depending on the way you define it).

How do you break through the relentless clutter to get the ear and sincere consideration of a sponsorship decision maker? A well researched and tailored proposal may increase your chances, but these days there are a lot of other properties spending a lot of time doing the exact same thing on the sponsor you’re targeting.

Fact is, when you’re submitting a proposal to a blue chip brand that gets flooded by proposals (especially when you’re submitting through a proposal management system), it’s a stretch to think that every proposal will get an in depth review on the merit of its own ideas. Actually some systems rate your proposal against a scorecard for the sponsor so that they don’t even have to read the proposal or see your “vision,” only the nuts and bolts. This may be deflating considering many properties spend 1-2+ hours on each tailored proposal. Keep reading to find out how you may be able to make it out of the pile.

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About Kris Mathis

Kris Mathis is the Founder/CEO of SponsorPitch.com, a New York City-based sponsorship networking start-up. Kris started his career in sponsorship representing Fortune 500 clients at Edelman PR's sponsorship consulting division prior to jumping to a brand management position at Paris-based mobile gaming startup, Gameloft. In between, Kris attended graduate school in Nashville (Music City!), Tennessee. In his spare time, Kris enjoys eating, running, the beach, UFC and Bryant Park. Follow Kris on Twitter @Sponsorpitch!

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Marketers, and especially sports marketers, in my opinion are vastly more educated in social media than the majority of other professions. 99% of the talk about social media, however, is on how it can be used to market to consumers. Are there social media tips and tricks sponsorship pros can use to better support their sponsorship case to potential corporate buyers? You bet… and they’re constantly evolving. Let’s rundown a few and feel free to add your own at the bottom.

1. Don’t assume your audience is the same. You likely provide consensus demographics for on-site and broadcast. Okay, that’s great, but are you also considering the variance between your audience on-site and your audience online? Whether it’s Facebook, Twitter, LinkedIn or a number of other sites, presumably you’ll be finding ways for your sponsors to interact with consumers on these platforms too. The audience profile may vary dramatically from on-site (for better or for worse). As technologies mature, your on-site audience will likely more closely mirror your social media audience, but until then it’s wise to keep in mind the variance across your consumer touch points.

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