Archive for March, 2010

I like Social Media Blogger Chris Brogan's post "What Sponsors Want." When considering whether to recruit sponsors for your marketing activity or content (an event, seminar, training session, conference, your blog, etc.) those sponsors will want access to your mailing list, attendees or members in exchange, and vice versa. Conversely, when you have an opportunity to become a sponsoring partner, think it through because it's your brand and good name. Make sure that both parties offer desirable content.

Chris writes:

Your Audience Wants Good Content

Whether you’re a blogger, a conference, a TV show, or some other kind of media, the people you’ve gathered around you most often come to you for entertainment and education. If you’re Hanley Wood, you’re educating people in the building and construction world (for instance). You’re attracting contractors, builders, architects, and other related professionals to an event with information and opportunities that they won’t find elsewhere. If you’re Mark Horvath’s Invisible People, you’re attracting people who want to know what the world of homeless people is like, and want to hear stories that compel them to give.

Your audience wants the best of what you can put out, and they want to know that you’ll protect them from scummy people. For instance, if I go to a conference, and my inbox suddenly fills up with spammy emails from exhibitors I’ve yet to meet or signal that I want more information, I probably won’t go to that show again, and I’ll probably raise holy hell until my name is off every list, etc. Your audience never wants to feel sold out. They want your best, and they want your protection.

So solicit or choose your sponsor-partners wisely. Those relationships can bear fruit for both parties if your audiences share similar wants, needs and interests. For example, when I did some pro bono work for a non profit event in exchange for a sponsoring partner mention, I got permission to contact other vendors to provide a free marketing workshop. At the event I introduced myself to each vendor. Then, I asked the partner to review my workshop offer letter and they sent it for me as a free gift to their partners. Much more powerful as a referral than anything "spammy" from me.

I’m pledging to make a referral to a business I want to help as part of a national campaign to make 1000 referrals March 8-12. What a great small business stimulus plan – won’t you join me?

Make a Referral Week is an entrepreneurial approach to stimulating the small business economy one referred business at a time. The goal for the week is to generate 1000 referred leads to 1000 deserving small businesses in an effort to highlight the impact of a simple action that could blossom into millions of dollars in new business. Small business is the lifeblood and job-creating engine of the economy and merits the positive attention so often saved for corporate bailout stories.

The  goal of the week long event – in its second year – is simple: To provide 1,000 referrals to 1,000 deserving small businesses across the country. And yes, the event hit its goal last year.

Do your part to stimulate the economy by telling your world about making referrals and Make a Referral Week – you’ll be in good company.  

Here's the cool part.  Tell the world about your referral, and be sure the company you're referring does the same for you.

Check out the latest edition of the Marketing Maxims Newsletter for more tips and resources.