Getting Killer Sponsorships for Major Events With Jay Austin
Are you having a hard time with your sponsorships? You’re not alone. There are many event organizers looking for sponsorships that don’t know where to begin.
Take, for example, Jay Austin. Like so many of you, Jay was struggling with sponsorships. While working on a project in Texas, he realized that many clients had the same struggles.
Now Jay spends his time connecting potential sponsors to different events. But he recognized the difficulty in putting together packages that will get sponsorships.
His Chance Meeting With Jason Zook
Things changed when he met Jason Zook while helping Omar Zenhom run his first Webinar Ninja event.
After meeting, he took a few minutes to check out the website and immediately signed up for the course. What a difference it made.
What affected him the most and helped him transform his sponsorships? Let’s take a look.
- Value Proposition – When creating your sponsorship packages, include something that adds measurable value. When you reach out to potential sponsors, mention this so they understand the benefits of what they are getting.
- Leveraging the Follow Up – Following up with your contacts is important and can make the difference in landing a sponsor. Use tools like Followup.cc or Boomerang to help automate this process. Always be following up!
- Taking Advantage of Small Amounts of Money – Every sponsorship package isn’t going to be worth thousands of dollars. Even Jay says one of his most successful sponsorship packages only sells for $300. While the individual sale may be small, use that to your advantage to pick up multiple sponsorships. You might make more from sponsorship packages than you would if you sold only one package for a lot of money.
Today Jay works on sponsorship deals with pricing ranging from $200 to $100,000. Using the skills learned from Jason, he’s transformed his smaller sponsorships into huge hits. Just take a look at what Jay has to say…
“One of my favorite sponsorship deals thus far has been with a mentor of mine. He’s a financial advisor who was looking for a way to reach younger people in the tech startup space. The sponsorship amount itself is small ($300). But we’ve hand-crafted his sponsorship to bring out his awesomeness. At the event, we have a 2-3 minute segment called Deep Thoughts–And A Money Tip–With Grant. He’s a hit.”
Tips from Jay
Are you looking for more insight into Jay and how he’s built successful sponsorships? Why not take a little advice from the man himself:
“The packages I create are only conversation starters.”
When approaching potential sponsors, Jay asks what he could do that would be unique. This earns him the respect of potential sponsors. And gets them to open up about what they need so he can tailor his package to them.
“Think less like a flag-waver, and more like a conduit.”
Remember that the best sponsorships improve users’ lives, they don’t interrupt them. When you create sponsorships, focus on “touch points” of your event that the sponsor can make meaningful. This impresses your attendees and pulls the sponsor into the event in a way rarely seen in many sponsorships.
“Remember, you are your sponsor’s sponsor.”
Many people believe that a sponsor serves them, but the complete opposite is true. In fact, you are responsible for making sure your sponsor is happy. While working with a sponsor, take care of them. Get to know them on a more personal level and learn to expect what they need.
“Write short emails, name drop, and leverage the PS section.”
Instead of crafting long sponsor pitch emails, be short and to the point with what you are trying to get across. Try to keep the messages under three lines if possible. Jay says you should also make use of a PS section at the end of the email. Use this section to place links to your event or share videos or social media pages about your event.
“The Subject Line”
When crafting emails, take great care in what you choose for your subject line. Often the phrase “sponsorship opportunity” won’t cut it, at least in the beginning. Instead, ask a question such as, “Think this could help you?”
Jay will be one of the first people to tell you that sponsorships work and can work for you. All you need are the tools to build and sell your sponsorships the right way.