Many people have asked me about marketing for their show and in particular how they get sponsorships and marketing partners. The best way to explain this is through a particular style known as Jujutsu.
Jujutsu hinges on the concept that your opponent is most likely bigger and stronger than you so you need to use their energy against them. When I look at marketing partnerships I see a similar scenario. The organization I am approaching is usually bigger than my company and most often has more money. For that reason, I would not just go and directly ask them for a sponsorship because it's like throwing a punch at a guy twice your size. It probably won't end well.
What I do instead is get the person from the organization to tell me about their company and what they are looking for. I try and get at the heart of what the problem is that they are facing, and then when they are in the midst of venting their frustration, I offer how my company may be a potential solution. I talk about how partnering with us may be able to heal that pain. Usually they are at least interested in hearing more even if they don't end up partnering with me.
In my opinion the key to landing a sponsor or a marketing partner is letting them do the talking first, let them throw the first punch. If you're smart you'll see the opportunity in the statement and use that information to your advantage. For example if someone tells me that they are finding that there seem to be less people between the ages of 18- 25 that are buying the product, I may show data that we have a mailing list of that demographic. Now I have offered a solution to a problem. Had I just asked for the sponsorship, I would have never known that. Give the marketing partner the floor and then use what you're given.
Will it always work?
But it's better than being knocked out in the first round.
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