Sponsorship Speaking
Speakers have been sponsored for years. What are different now are the mindset and the process, which has opened up more opportunities for speakers, especially for the keynote. These changes also bring new challenges.
What's Different
Two things have changed the sponsorship game:
First, the nature of the relationship. Sponsors no longer just write the checks, but also call the shots by choosing the speakers themselves. Result: Speakers can easily leverage their goodwill with corporate clients to penetrate the association market.
Second, sponsorship is spreading and is seen as effective as media buys. Education as a marketing tool is white hot, especially in ad-resistant markets such as pre-teens. Because of changes in association audiences, private conferences are everywhere, so the marketing environment can be controlled. Result: You have more opportunities than the association market to be sponsored in.
Key Factors
Sponsors are not looking for speakers -- they are looking for a vehicle that will position them with the audience. (For example, a "cutting edge" company wants a "cutting edge" speaker.) That's why visibility, positioning and draw are three major influences in their decision. Sponsors want speakers whose stature in the media and industry make them look good.Speakers with broad appeal topics won't be considered unless they are an author, columnist or top exec with a visible company. Mainstream media exposure for the national market is a given. For specialists, visibility within an industry or community is the deciding factor.Remember, as a sponsored speaker you are more than just a presenter -- you are a representative. Anything you say while tired or stressed can be used against you. (One "confidential" conversation destroyed a sponsorship relationship within days.)
Getting In
The issue here is leverage with exposure. Leverage comes from two sources: your relationships with an association or with the sponsoring organization. Sponsors also need to experience the "buzz" you create, which makes showcasing a great tool. To introduce your work to potential sponsors, be sure to invite folks from the trade show floor to every association program you give.Decisions come from Marketing, Sales or Executive. Tie your programs to current marketing activities, so that the budget isn't an issue. Sample opening questions: "Can my media exposure help you get more visibility in your target markets?" Or "Can my message help you cement your relationships with your customers?"Speakers no longer have to train or consult in order to forge long-term relationships with corporate America. By leveraging current client relationships and visibility, speakers can continue their keynoting without reinventing the marketing wheel.
- Education as a marketing tool, part 1: IBM has launched the University of Pervasive Computing. It is designed to help small- and mid-size companies train employees in e-business issues. This is an evolution from 3M's efforts to create for-profit centers from their training programs. Expect others to follow suit, turning their training expenses into for-profit centers and building relationships with future customers to boot.
- Education as a marketing tool, part 2: http://www.powered.com/ is using on-line training as a sales tool by developing on-line courses (complete with "opportunities to buy") that customers get for free. Client companies pay for development and percentage of sales. Founders are calling this "educommerce" and big players, such as Motorola, are starting to roll in. What has happened to speaking is now about to happen to online training ...
- Future opportunities? According to the World Future Society, consulting in image, shyness, relocation and retirement are future hot careers. Sounds like broad appeal topics will be a future trend too.
- Topic of the year: Intel's workshop on how to tell a supervisor to stop calling staff at home at night.
Sponsorship Case Study
Tom Antion has turned his Internet marketing ideas into a never-ending ATM machine. Below is the skinny on his sponsorship deal with CBS.
How did you find them (or they find you)?
They found me because of my media marketing strategy. I want my name popping up everywhere on radio, TV, in print, on the web etc. It gives me the maximum chance someone with the ability to hire me will hear about me from a third party source.
What do you think drew them to you?
1. Credibility. I'm not up there giving a book report. I actually do what I'm talking about. 2. Ability to speak. I was up against many authors who would have been iffy at best in front of live audiences.
What are you doing for them?
Their PR firm sets up live seminars for small business people. I developed a 1.25 hour talk and did the same one over and over again. It was the easiest speaking I ever did.
Any tips on negotiating fees?
If it's a big firm with name recognition and clout, watch out for lowballing. I can't blame CBS switchboard.com, but the PR firm that handled the negotiations offered me 1/3 of what I was asking. I actually laughed at them and sent them a note that said, "I didn't know it was April Fool's Day." Then I avoided them for awhile. They came back and gave me what I wanted.After I got to know them a little better, we were teasing around and they admitted "They just wanted to see if I would take it (the lowball fee)." I have had this happen to me many times in the past. It is quite possible if I had accepted the lowball offer that 1. they would have withdrawn the offer thinking something must be wrong if I accepted such a low offer or 2. they would have gone forward and I would have lost 2/3 of the money.
Any other advice would you give?
Don't allow your compensation to be tied to the results of a PR program unless it's in the form of a bonus. Some of the events I did had low attendance and I would have lost money because of no fault of my own had I tied my compensation to the attendance they were able to generate.
Vickie's note: My clients have raved about Tom's Butt Camp. For the USA schedule, check out his site www.Antion.com.He also has great free stuff: one of the largest circulation speaking industry publications. Free subscription at http://www.antion.com/ezinesubscribe.htm and 7-day Emarketing mini course by emailing minicourse@aweber.com.Thanks Tom!!
I've to a prospect that wants to sponsor me. How much should I charge them?
Fees are all over the place, so it's tempting to just guess. Everyone has their own opinions; actually it's more art than science.If it's a single engagement, your normal price prevails but do some value added (like spend time in their booth signing books, or attend a reception).
Here's my structure for multiple date arrangements. First determine a walk away price (WAP) per engagement. This figure determines when the project turns unprofitable. Then figure in the number of speaking engagements, possible product/service presales and relationship issues; this new figure is your low end and should be at least 100% over WAP. Then create three options; Option #1 is low end; Option #2 is low end times two; Option 3 is the over-the-top Cadillac, low end times four. Expect to negotiate; keep in mind your WAP.
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“From one audience, the sponsoring bureau and I received six inquiries immediately following my presentation and another one early the next morning. Best and quickest responses I've ever gotten. Have I said thank you yet? ... Of all the investments we've made in our business, I consider your services among the most practically valuable. We've begun using your strategies to exceed our already aggressive revenue goals."
Jim Bearden,
NSA HOT Chapter President 1998-99
Bearden Resource Group
www.JimBearden.com
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