Attract Sponsors and Advertisers

This article examines sponsorships and advertising as methods for making cost breakthroughs and generating extra revenues. Let’s start with sponsorships.

What do I mean by a sponsorship? It is any way to combine recognition with providing access to desirable prospects and customers for someone who, or an organization that, makes a payment or otherwise subsidizes an activity. Sponsorships are more important than ever because they help marketers avoid being lost in advertising clutter by providing higher visibility and prestige to the sponsor. When a sponsor pays you, that’s income to offset costs you cannot otherwise reduce. The effect is similar to simply reducing costs.

As the primary benefit, sponsors are usually looking for access to attractive prospects for their offerings. In many cases, your prospects and customers are also highly appealing for other companies and nonprofit organizations, making them interested in sponsoring your activities.

You may have observed some of the ways such access is provided while attending a sponsored conference or seminar. Typically, the sponsors have a chance to speak briefly to the assembled group and to have lots of marketing people present for mingling during meals and breaks. There may also be banners on the walls and notices in the printed program carrying sponsors’ names and logos. On the event invitations, there are probably mentions of the sponsors. Publicity for the activity probably includes listing sponsors by name, as well.

Under such circumstances, it’s not unusual for the sponsors’ fees to cover more than the total costs of the conference or seminar so that all attendance fees contribute profits for the conference or seminar organizer.

You may not be holding conferences or seminars. How, then, can sponsorships cover some or all of your costs? Well, you can provide online services or material that can be downloaded for little or no cost from the Internet. Such an online site can also have sponsors whose identities are prominently displayed.

You can also develop offerings that sponsors purchase. As an example, a sponsor might provide your offering as a gift to those who buy their products or services. During times of high gasoline prices, for instance, some dealers in the United States have offered hundreds of gallons of free gas for people who bought new vehicles that didn’t get very good mileage.

A sponsor might also provide marketing access for other organizations. In our community, some charities play this role by selling inexpensive books of discount coupons. The charities keep the proceeds from the book sales, after obtaining the books for free from the publishers. The companies providing the coupons pay the publisher to appear in the book. Those who buy the books save lots of money by using the discount coupons. Through the coupons, coupon providers introduce new prospects to their offerings and bring some customers back more often.

In other cases, almost all offerings will be sold to sponsors who, in turn, directly provide the offerings to their prospects and customers. For instance, golf tournaments are often staged to provide funds for charity. Sponsors are given access to special venues at the tournaments and provided with most of the tickets for the events to distribute to customers and prospects. Sponsors also receive lots of visibility in the event’s promotions. The prestige of sponsorship is increased over the company conducting such an event just for itself by improving the quality of the competing golfers, the amount of media coverage, and the number of attendees.

In another variation, a sponsor may be a supplier seeking recognition that provides a lower price for its offerings in exchange for the sponsorship. An example can be found on the computer I am using to prepare this lesson. The machine has a seal on it that says “Intel Core™ Duo inside™,” indicating what brand and kind of microprocessor I have. In exchange for this recognition, Intel slices its microprocessor prices by about 5 percent to its computer-manufacturer customers.

Another way sponsorships are structured is through paying for “objective” measurements and rankings. Those who want to be evaluated pay a fee, which pays for the ranking process. The organization making the rankings distributes awards among those who sponsored the contest. The winners use the results to tout their superiority over competitors in press releases, interviews, and advertising.

You may not have thought much about how your marketing activities and offerings could benefit from encouraging sponsorships. Now is a good time to remove such blinders. Companies are more interested than ever before in sponsorships to replace more expensive and less productive marketing programs. You can cash in to make cost breakthroughs when you help such organizations to meet their needs through helpful sponsorships of your high-quality activities and offerings.

Now, how is advertising different from a sponsorship? Where a sponsor obtains recognition for making an activity or offering possible along with privileged access to prospects and customers in exchange for a payment, advertisers are solely purchasing the right to put their commercial messages in front of prospects through some form of media that you provide.

We’ve all seen television advertising. At regular intervals in the regular programming, short commercial messages are inserted. Companies pay large fees for such time slots in addition to covering their own costs for producing the messages. The fee paid relates to the number of people who will see the message and their potential value as customers for the advertiser.

The same concept generally applies to magazines and newspapers. All or part of a printed page offers the opportunity to attract the eyes of readers. Because the whole publication may not be read, the assumed benefit is considered to be less than the overall readership. In addition, television advertising provides the opportunity to create more emotion… which, in turn, can be translated into making a bigger and more lasting impression with more people.

Advertising is also sold for placement on commercial vehicles such as taxis and trucks. More recently, some companies have been paying to display advertising on personal vehicles. Such exposure is often cheaper than renting billboard space and may offend fewer people who are concerned about cluttering the sides of roads.

With the advent of the Internet, advertising possibilities expanded. Initially, advertisers were encouraged to buy so-called banner ads that took up a big space near the top of the screen and said little. Most advertisers found that such ads weren’t worth much in terms of adding profitable sales.

Yahoo, Google, and others found that carrying commercial messages with some relevance to those reading the online page worked better for encouraging purchases from advertisers. Rather than advertisers paying to reach people who merely see the ad, payments for such ads are tied to how many people click on the ad to reach a site where there is a more extensive commercial message or an offering can be purchased. This media approach was intended to be similar to paying for attracting someone to a store where he or she could buy an offering. Accomplishing the latter was worth quite a lot more than simply exposing the name and offering of the advertiser to more eyeballs.

Through Web 2.0, Web sites can become communities where people spend many hours a day. On such sites, the advertising revenues can be a vast multiple of the cost of providing the site… assuming that enough visitors are attracted who post and view videos and photos, exchange opinions, share ideas, and interact in other ways. As an example, a student of mine developed a very sophisticated social networking site of this sort for families at a software cost of less than $3,000, yet the advertising potential of her site was several million dollars a year.

If you don’t have such a site now, you can inexpensively develop one that can become a major source of cost-reducing advertising revenue by using software designers and programmers who are based where pay rates are inexpensive. While working on the site, you can speak with your developers at no cost over Skype or another Voice-over-Internet-Protocol service. Naturally, you can have as many sites as you want… as long as each one serves a different purpose and attracts enough visitors to more than cover its costs through advertising revenues.

If you hold gatherings of customers and prospects and don’t have sponsors for such gatherings, you can also sell advertising to place on the materials that you share with attendees. In many cases, your advertisers will also market your gathering to their prospects and customers, and you may attract a lot more potential customers to attend. When that happens, you gain direct cost savings for your marketing in addition to the advertising subsidy.

You can provide videos on your Web site as well and sell time slots on such videos to advertisers. Such online advertising opportunities have become popular with truck and automobile manufacturers.

You can also put advertising on your buildings, your packages, and anyplace else where customers and prospects may see the messages. Your suppliers, for instance, may want to be recognized on your final offering in some way (even placing their logos on a Web page may be of interest) as Intel does with its “Intel inside™” stickers on personal computers and laptops.

The sky’s the limit for attracting advertisers. You should realize that when print media were more popular, publishers regularly earned a profit on their entire operations just from the advertising revenues. The subscription revenues, by comparison, were usually quite small… just a tiny fraction of total profits.

Can you provide both sponsorships and advertising? Yes, as long as you keep them separate. A sponsored event usually shouldn’t include advertising from those who aren’t sponsors, but Web sites can offer a combination of sponsor recognition and pay-per-click ads from organizations that don’t compete with sponsors. Some magazines have been following this dual course for a long time. Fortune, BusinessWeek, and Forbes, for instance, carry lots of ads for offerings and sell sponsorships to gatherings that senior executives pay to attend. Such gatherings are potentially quite profitable.

What’s the key cost-reducing point about sponsorships and advertising? You can use zero-based analysis to create 2,000 percent cost-reduction solutions that allow you to gain new sources of revenue from sponsorships and advertising to support the minimum core offering by offsetting costs for you and your stakeholders in ways that will almost instantly expand profits after implementation to help reduce costs by more than 96 percent or increase social benefits by more than twenty times what you will be spending.

7 Incredibly Powerful Tips to Convert Massive Amounts of Sales From Your Advertising

Tip #1 – The MOST Important Decision

Now, before I tell you this one, I want you to know that if you don’t remember anything else from these tips, remember this one (of course, if you really like this one, keep reading and combine it with the rest for best results)!

The single most important decision in your advertising and quite possibly your business is How you position your product.

I’ll say that again.

The single most important decision in your advertising and quite possibly your business is How you position your product.

For example, if I were in business to sell toothpaste, would I want to position it to sell as a product that gets teeth really clean or a product that is good for people with sensitive teeth?

Or another example, if I were selling smartphones, would I want to position to sell to the everyday person or to the tech savvy person?

While these are just examples to get you thinking, it is extremely important of you to know that the decision of how you position your product is a decision you must make before any advertising. Doing so will put you at a significant advantage

If nothing else, at least give this one a try and see for yourself.

Think about how you want to position yourself and make that decision.

Tip #2 – A Large Promise

Next up is also a very powerful tip and exponentially more powerful when paired with the previous tip of how important it is to make the decision of how to position your product.

This is actually the second most important decision you must make in your advertising.

That is, what does your product promise to the customer?

Now, before you start thinking, let me tell you what a promise is NOT.

A promise is NOT a claim.

A promise is NOT a slogan.

A promise is NOT a theme.

A promise is a benefit for the consumer.

Additionally, if your benefit to the consumer is unique and competitive that will be even better for your advertising.

Now, when you make a promise of a benefit, you must deliver or even over-deliver on your promises.

Your product MUST deliver on the promises of benefits that you advertise.

If you are able to both make and deliver on a promise in your advertising, you will be far ahead of others who are in your marketplace.

Tip #3 – Branding and Images

Think of some successful big companies that you know of and that are widely known.

Now think of their logo and branding image.

Chances are, the ones you’ve picked you’re able to immediately identify the business from the logo/branding.

That is the power of having good branding images and logos.

However, when it comes to advertising, many people tend to make up branding images and logos as they go and never really take the time to create a branding image that they can come to be known by.

Over 95% of all advertisement image is created this way.

Many companies fail to use a consistent image that they can be known by. By doing this, they will always lose marketplace position to the business that keeps a consistent image that it can be known by and keep its identity.

With that in mind, it makes sense for you to make a brand image that your business can be known by so you can take a more dominant position in your marketplace over competitors.

Tip #4 – Big Ideas

Remember when you were a kid and someone probably told you to dream big?

Well, in business and advertising it is very important for you to have a BIG Idea.

I mean, you could have a small idea, but who would want to take action or be moved to buy off of a small idea?

Exactly.

Probably nobody.

Unless your advertising is built on a BIG idea, it will simply fail.

I could go into telling you why, but I’m pretty sure you understand that small ideas won’t work.

One thing to clarify before I go further on this is that a BIG idea does not mean a complicated idea. In fact, some of the most valuable (but hard to come by) ideas are the ones that make a big problem much simpler.

It takes a BIG idea in order to get your customers to take action on what you’ve got.

For example, what if I said, “Hey, you should read my report and you might get a couple of sales.”

You probably wouldn’t even click on the report for one, and two, if you did read it with that in mind at the beginning you probably wouldn’t get the massive value that this report is really worth!

On the other hand, what if I said, “Would it light a fire under you to read this entire report if I told you that the tips in it have lead to millions of dollars in sales for many people and I’m giving them to you for free?!?”

Now, while I’m sure that it does light a fire under you to read this report, I want you to know that your advertising must be built on a BIG idea in order to make a BIG impact in sales.

With that said, lets move on to the next tip before any of those people that have made millions start trying to wring my neck for giving you these tips for free!

Tip #5 – First Class Quality

In the previous tip you read about how important it is to base your advertising on a BIG idea.

Another important thing to do is to present a first class kind of quality about your product.

Let me ask you this, “Would you rather eat at a restaurant that takes pride in keeping the place clean or a restaurant that has a cockroach infestation?”

Now, if you’re a normal human being and not a cockroach enthusiast, I’m sure that the one you pick would be the one that is kept clean.

It’s the same way with advertising.

People will be more likely to buy from an advertisement that shows quality.

With your advertising, you want to make it have a first class look and image that you’re proud to present.

People don’t like to buy when the advertisement is ugly.

In fact, if your advertisement is ugly then people will perceive your business that way and it will negatively affect your sales!

In other words, an ugly advertisement leads people to think your product is of lower quality and one they don’t want to buy.

With that said, let the images that people see of your product be one that is of quality (and make sure you deliver on that quality!)

Tip #6 – Go the Distance

One of the common mistakes of many advertising campaigns is that they end up being far more complicated than they need to be.

In some cases, I understand that it may not yet be you that is making the decisions in how the advertising campaigns go.

However, I will tell you that one of the main reasons that advertising campaigns for many companies become more complicated than necessary is because they are reflecting too many divergent views of too many executives.

Not only this, but companies as a whole have too long of a list of objectives they want to accomplish with their advertising.

The problem with this is that it causes the company to never have a single simple promise that they can go the distance with and really create some massive wealth.

Remember from Tip #2 about having a big promise?

It will pay you much better to take a single promise the full distance rather than trying to take a bunch of little ones only a little ways.

Of course, you may be thinking, “didn’t you say that you know that some of us don’t have a say in the advertising?”

I did say that and to that I say this, “It will pay you much better to take a single promise the full distance rather than trying to take a bunch of little ones only a little ways.”

The reason I say it again is because for one it is important in advertising, but even also for you while you work for someone.

Even while you work for someone, what is your promise or benefit that you provide to the company?

Go the distance with that promise so you can be given a better promise.

Of course, if you are already in charge of or part of the decision making, then this is an idea you cannot afford NOT to share with your company.

Tip #7 – Don’t Be a Bore!

If you’re still reading this at this point, then hopefully I haven’t been boring you into reading this.

In fact, if you’re still reading this, I sincerely hope that you have gotten massive value out of this report and will start using these tips so you can build massive wealth in your business and take a more dominant position in your marketplace.

Of course, I hope you haven’t skimmed and/or just skipped to this tip as the other tips before this one are even better than this one!

That said, applying this tip will most definitely make your customers appreciate you more!

All of these tips have been put together in order to provide you with massive values and to get your mind moving in the right directions when it comes to creating your advertising pieces.

If you have massive value in what you’re writing, then people will be interested in reading or hearing what you have to say.

Not only that, but they’ll share it with other people!

Anyhow, this final tip for today is that you do not want to bore your customers.

Have you ever been bored into buying?

I would think not, but how about this:

Have you ever bored anyone into buying?

I certainly hope not, but I know that I’ve seen some advertisements that seemed monotonous, cold, detached, plain, and impersonal.

Hopefully that wasn’t yours…

Anyhow, it is important to speak like a human being rather than your high school history teacher that read the text book in such a monotonous voice that it seemed like the clock was put to sleep!

Captivate your audience.

Be charming.

Make them hungry for what you’ve got.

If you are able to keep your audience captivated and interested in what you’ve got, then you will have done better than many advertisements. In fact, at this point in this report I’m at almost 1900 words!

Point is, people will read it if it is interesting and valuable to them.

I certainly hope that you have gotten something valuable out of this report. Remember, that even one of these tips can put you far ahead of your competition. If you were to begin using many or all of these tips, can you imagine the difference it could make?

(P.S. If you can imagine what difference it would make then you are already well on your way!)

Yours Truly,

Yong Kang