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hey chris bales here from the sponsorship collective today's video is actually a short training that i did inside our private facebook group check the comments below for a link to the facebook group where we have free training every week tons of templates and a real community of fellow sponsorship seekers and of course if you want us to keep making free videos and free content like this available give us a thumbs up hit the subscribe button and don't forget to hit the bell icon so you get updates every time we release a new video check it out [Music] hey everybody let's talk the sponsorship proposal everybody's favorite topic let me just make sure we're streaming live here misunderstood and overestimated tool in the sponsorship world is the proposal the pitch deck so there's an art to building a sponsorship proposal there's a way to do it horribly there's a way to do it really well i'm going to walk you through how to do it really well i'm going to go over three proposal templates or pitch deck templates you're gonna try to keep it under 10 minutes if you want copies of these three templates i want you to post the words that nobody wants to hear which is just send me a proposal so in the comments say just send me a proposal and i joke because when you hear this from a prospect it means no thank you so this is not good news when you hear from a prospect so if you would like a copy of these proposal templates in the comments below hit me with a just send me a proposal and show me some love by giving me the thumbs up hit me with the like button if uh if you want me to keep doing these videos every week all right so what do most people do with a sponsorship proposal they jam it full of stuff that no sponsor has any interest at all in seeing they put a grid they put pricing often they'll put gold silver bronze or they come up with some special clever name instead of gold silver bronze and uh they send it over to their sponsors and their sponsors put in the garbage can and so the sponsorship proposal and the process that we teach at the sponsorship collective is that the proposal comes after discovery you have the meeting you agree on next steps and then you provide a proposal you can't propose anything until you actually know what the sponsor is trying to achieve on occasion a prospect a potential sponsor will say to you um you know i don't want to talk to you until you send me a proposal not a good sign and so what we then teach is to send them the business case and i'm going to show you a couple of examples of a business case that you can easily turn into a proposal after the meeting so this is kind of the flow in the process we teach we guide our clients through building out a proper business case a proper pitch deck and then you use that to customize using that the hybrid method that we talked about so let me go through really oh and before you ask um this is an event proposal do you have an example of something that's not an event stop thinking of sponsorship as it relates to you sponsorship has nothing to do with you and your property sponsorship is about audience and access to audience whether you have an event charity a podcast a building has no relevance at all all that you're trying to present to your prospects is an audience and access to audience but our property is different you've already lost the sponsorship game your needs are not even secondary your sponsor's needs your audience needs and maybe your needs come into play maybe you're talking to marketers who are trying to get in front of their target audience and you either have the audience or you don't okay so let's take a look at one of the uh the business cases i'm gonna be jumping around a bit sharing my screen made up business case it's a sample it's a design sample which you are welcome to if you write just send me a proposal in the notes below if you're watching this on youtube you got to join the facebook group don't don't leave just send me a proposal below in the in the youtube comments so really simple title page about us you see how this is two sentences that's all you get to talk about you sponsorship is not about you then you want to talk about your opportunity right hit the vanity the vanity metrics one day five kilometers 15 stations along the way that's too many stations for a 5k run 10 000 runners 500 volunteers now we've moved on the what you do and the who you are irrelevant now you want to speak the language of a marketer are you ready to connect with upper middle class health conscious families from suburban ottawa the most boring city on earth and now present your audience we want to get into audience as quickly as humanly possible otherwise you've lost the interest of your sponsor it's not about you it's not about your history it's not about your ceo's biography it's not about what year you were founded it's not about the type of property you have it's all about your audience you want to collect all of this data 25 plus data points on your audience you want to know what purchases they're planning to make over the next 18 months and then you want to talk about your open rate your media partnerships whether or not people will actually change a purchase based on working with you um all about audience then we move on from audience to audience so now you're gonna build out an avatar or a persona and so you wanna then create at least three of these persona these three profiles of your target audience of your shared target audience you want to be able to describe who they are their values what motivates them what frustrates them what frustrates them and what they want your sponsors want to see their customers in your audience then we move on from audience to audience let's talk media and digital presence you want to talk about your social media followers your email addresses whether you have thirty thousand or one thousand size of audience is irrelevant this is a far more valuable piece of the piece of the pie who your audience is versus how many of them you have some of the biggest sponsorship deals i've ever sold like multi-million dollar deals were in front of 150 people and some of the biggest deals i've sold were in front of tens of millions of people so you can go very big or you can get really niche and really focused and both work for big ticket sponsorship then you want to share some examples of the media that you've received and your overall media impressions outline some of your media partnerships don't have a media partner get one um and then you move from audience to how to engage your audience case studies and activation ideas no goal silver bronze here here's an example of a cool test drive activation that that would engage your audience here's a way that you can help your audience grow their email list or your sponsor grow their email list here's a cool sampling experience where you can give out product you want to have activation ideas and you want to have case studies proving that you can actually engage your sponsor to their target market logo on this logo on that no one cares about you want to show how you can actually connect sponsors and their target audience how we work with our partners everything we do is custom dear sponsor so therefore the only thing you can do is pick up the phone and call me but what i like to do is keep this common pool of assets so what people used to do several decades ago and some sadly still do they have a nice grid with little check marks or x's saying sponsors at this level get six tweets and four facebook posts and nine logos on ten signs and and thirteen e-blasts there's really no point in doing this instead just have a common pool of assets all of our sponsors get logos on stuff e-blasts and and discounted tickets but what we really want to do is make sure we're delivering roi and value so what are we missing that's for you to decide no pricing no list of benefits just examples and a strong call to action i can tell you right now that's not my real phone number so no need to try to call it let's talk about how we can work together there's me even though i'm the ceo when i'm working in sponsorship sales i'm wearing the head of corporate partnerships hat so that's an example of a designed business case that you can use when a sponsor insists on seeing sales material before they'll even talk to you what did you notice doesn't actually list any pricing it just outlines audience now i'm going to share with you an example of a business case that i have personally used to close a couple hundred thousand dollars in sponsorship and that would be for our conference we practice what we preach at the sponsorship collective so here's the partnership conference and what's the very first thing that we ignore the weird formatting when i converted it to a pdf here's about us but what is the about us um it's actually about our audience so i can assure you more than 45 people attended this is just a formatting issue and so the about us right away is actually about our audience because we're not selling a conference we're selling audience and when we had to go from live to virtual we didn't lose a single sponsor because it's about audience not about the individual so there's um there's a picture of the event with a quote from a happy participant since it's all about the audience and then we describe the level of decision making authority this is a business to business um uh proposal so it or or business case so it makes sense that we focus on these things here's an example of a workshop that we ran with one of our sponsors and veronica's big shout out to veronica awesome and another great quote here's our digital footprint hilborne who we uh had a media partnership with and then you can't actually see it but this got over 30 000 hits this this quote by sarah uh fifteen thousand linkedin followers eight thousand twitter followers right works we're explaining who our audience is and who our partners are and then you can see some sample activations that's yours truly hanging out in the curing dr pepper uh coffee and networking break there we are drinking some coffee digital graffiti wall the funnel cake experience with this uh with this handsome devil here and um and then some opera this is our list of common assets you can deliver a talk you can have a workshop sampling rights contesting exhibits product placement digital marketing thought leadership experiential marketing sorry those are examples of things we could do together and then here's the like the common pool of benefits we're gonna put your logos on stuff we're gonna e-blast people because that's what you do in sponsorship notice no call to action here because we refused to send this to anybody unless we were on the phone with them uh or on a zoom with them to go over it together so that's another example of a business case that we've used and has been market tested and then i'm going to share this guy and so this is just a really really simple sponsorship proposal um outline so you've got a couple of designed versions with two different audience types and then a kind of a simplified version of the business case how to use it don't do gold silver bronze don't send it to someone unless you've spoken to them right put your logo your tag line your dates breakdown of each paragraph audience audience audience when in doubt default to audience if you're sending out sponsorship packages and not getting a response you don't have anywhere near enough audience data and you haven't made a connection with the individuals before you sent it outline some assets list your activation ideas and then strong call to action so that's it design business case with the full range of things that we recommend then you've got the business to business business case that we've used for a couple hundred thousand in sponsorship and then the simplified business case document if you would like all three of them or any of those three drop just send me a proposal in the comments and a member of my team will reach out and get them all over to you all right everybody talk soon [Music] you