Emerging Sponsor Categories

Do you want to know the new and emerging places to look for sponsors with money to spend?

Here’s a list of some sponsor opportunities for you to consider.

Home Security 

People are buying more home security systems and the consumer choices are overwhelming. Companies like Bay Alarm have sponsored marathons and events like the Oaktoberfest in Oakland, California to help them stand out from the pack and connect to their core consumers.

Real Estate

Real Estate firms are always trying to be part of the community, create brand awareness and give back. Realtor.com sponsored the Secret Life of Pets movie. I just went to Shen Yun, the Chinese dance show, and saw a local realtor as one of the sponsors. Check out Abio Properties and Red Oak Realty who also sponsored the Oaktoberfest.

Airports

Airports around the world are increasingly using sponsorship to build their reputation in the local community, gain a point of differentiation, and, perhaps most importantly, prevent passenger leakage to other airports.

Cincinnati/Northern Kentucky International Airport uses partnerships with the Cincinnati Reds, Flying Pig Marathon and other properties to gain a point of differentiation from airports in Columbus, Dayton, Indianapolis, Lexington and Louisville, all of which are under two hours away.

Sponsors, Speaking and Travel

In Washington DC with My Friend, Joy Schechter, Who Helps People Create Successful Live Events

I’m writing to you today from Washington DC where I’m on my speaking tour.

Speaking helps you get more clients, fill your live events and it makes you more successful with your sponsors.

Public speaking also gives you access to travel and amazing adventures.

Here are some of my favorite travel tips

Roll It Baby 

When you pack your suitcase, roll your clothes rather than folding them. You’ll be able to pack much more stuff.

TSA Pre

If you want shorter lines and faster security check at the airport, apply for TSA Pre. You pass by everyone in the Disneyland-style lines and you get to keep your shoes on.

Gate Check

I’m only 4’11″ tall, so I can’t even reach the overhead bins on the plane. I always check my bags at the gate. I retrieve my luggage at baggage claim and, since most people are carrying their luggage on board, there usually isn’t a long wait there.

Back Everything Up

Keep both digital and physical copies of your photos, passport, visas, driver’s license, birth certificate, health insurance, receipts and important phone numbers ready to go in case of an emergency. I use the LastPass app to securely store my Internet passwords.

Talk to the Locals

When my Wi-Fi didn’t work in Paris, I had to ask the locals for directions. This led to many wonderful conversations about where to go, what to eat and I learned secrets that only the locals know. Some of the Parisians even walked me to my travel destination.

New Sponsor Categories

Warby Parker Eyewear

Eye Glasses are a New Sponsor Category

Do you want to know the new and emerging places to look for sponsors with money to spend?

Here’s a list of some sponsor opportunities for you to consider.

Eye Glasses

Glasses have become fashion statements and now they have the cool factor. Eyewear companies are using sponsorships for branding and promotion. Companies like Warby Parker are changing the industry with their cause marketing. For every pair of glasses purchased, a pair is distributed to someone in need.

Health Insurance

What’s new about health insurance? Everything. Health insurance is now marketed directly to the consumer rather than just to businesses. Insurance providers are using sponsorships for top-of-mind awareness and to get exposure for their health and wellness programs.

Cannabis and Vaping

This may not be your thing, but it’s a huge movement that’s worth looking at. With legalization in many states, cannabis has gone from backyard growers to big business and it shows no signs of slowing down. Cannabis and vaping companies are using sponsorships to get new customers and expand their marketing.

Top 4 Revenue Sources from Events

Pop Art Version of Me in Chicago by My Friend Jared Silver of At a Glance Marketing

A Very Nice Lady Told Me that She Heard You Can’t Make Money from Events

This Made Me Feel Mad and Sad at the Same Time

Think of the popular events, Coachella, Comic-Con and South by Southwest. These events generate lots of revenue as well as benefits for their sponsors.

The Tragedy

There are other people who do great events. The attendees give them rave reviews and everyone walks away with an amazing experience.

But the person who put on the event lost money. This is a tragedy that never needs to happen. I’ve never lost money because my events have been sponsored.

Top 4 Revenue Sources from Events

Here are some ways that you can create life-changing and profitable events.

  1. Attendees

    This is the money or tuition that people pay to attend your event. If you do a free event, make sure you have a way of collecting the contact information and data of your attendees. This makes you more attractive to your sponsors.

  2. Exhibitors and Vendors

    Exhibitors and vendors are great for generating revenue because they sign up in advance and help you pay for your deposits and event expenses.

  3. Product Sales

    Product sales include merchandise as well as consulting and training packages. Some people do events to get new clients. These are also called back-end benefits.

  4. Sponsors

    Sponsorships and advertising are true win-win partnerships. They provide branding, exposure, marketing and goodwill for the sponsor and give you great resources and revenue.

Sponsor Vocabulary You Need to Know

While Speaking in Singapore, I took a Break to Visit the Supertree Grove at the Gardens by the Bay

To be successful with sponsors, you need to know how to talk their language

Using the right verbiage with sponsors lets them know you’re a professional and it helps you get the deals done.

Here are some sponsor terms and vocabulary that will help you talk to sponsors with aplomb.

Property
Your property is the entity available for sponsorship. It’s also known as the sponsee or rightsholder. A property can an event, business, speaker, author, person, non-profit charity, sports team, show, magazine, blog, podcast or brand.

Cause Marketing
A sales or promotional partnership between a business and a non-profit for mutual benefit. Money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment and objectives. People like to buy from companies who give back and support great causes. By linking a cause to the sponsor’s brand, the sponsor gets a halo effect.

Demographics

Information about the on the age, gender, income, education, life-cycle stage, occupation and family status of consumers. A demographic group is also referred to an an audience, community or target market. In sponsorship, demographics are destiny.