Martina Bretous

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when your business needs additional support and resources for events and projects, corporate sponsors can make a huge difference. but it's not as easy as just reaching out to companies you want to collaborate with.

find out how a corporate sponsorship works, how to secure one for your next event, and how to write a sponsorship proposal.

while financial support is usually synonymous with sponsorship, that's not the only way a company can contribute to your event. here are three main types of sponsors:

• a media sponsor will help your event or project gain the publicity needed to attract attendees. the sponsor may invest in ads in the local newspaper, tv commercials, or other marketing efforts to help you gain exposure.
• an in-kind sponsor will offer things other than money. looking for a venue? they may provide that. need food vendors or prizes? that's another way they can contribute. they could even help you secure a keynote speaker. this type of sponsor provides the resources you need to accomplish your event goals.
• a digital sponsor will assist in the execution of tech-related activities for your event. this can be providing the hosting platform or an app.

so, what's in it for the sponsors? for one, associating with a company that has a positive brand image can be an effective way for a brand to improve its market perception. it's also an opportunity to gain more exposure and reach audiences they may not yet have access to.

on the sponsored side, attaching your company to an established brand can also boost your credibility and help you reach more consumers in your market.

examples of corporate sponsorships

1. essence's "dear black men" event

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in june 2020, essence held a virtual summit designed to celebrate the black community and black men in particular. the "dear black men" event was sponsored by bevel, a consumer goods brand whose target audience reflects the event attendees.

the second sponsor was advancing black pathways, jp morgan chase & co.'s fellowship program that centers its work around empowering members of the black community.

given the topic and the target audience, these sponsors were a great match for this event.

2. a free bird, org

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storage mart is a nationwide storage company that's core values include supporting philanthropic initiatives. a free bird is a nonprofit organization helping children battling cancer find joy in the arts.

one thing to note is that a free bird has a webpage dedicated to sponsors. in addition to reaching out to sponsors, your company can also proactively set up a page to attract and direct companies interested in supporting you.

3. victoria film commission

both companies have more in common than just the name "victoria," and that's locality.

the victoria film commission is a nonprofit with a mission to promote southern vancouver island as a film destination.

in a statement, chateau victoria hotel & suites revealed that supporting local businesses is a part of their mission, given that it is owned and operated by a local.

how to get corporate sponsorship for an event

1. plan internally.

before you reach out to sponsors, there's a lot of prep work to complete. start by gathering all the information you'll need to attract sponsors.

the first is the vision for the event or project: what is the purpose, and what do you want audiences to gain from it?

say you're the newest affordable office supply company in the market. you may want to host an event to solidify your brand as a go-to store for office items.

next, what are the goals of your event? how will you measure success? this is an important factor to consider, as it will inform which sponsor you choose. you'll want to work with a sponsor with event goals in sync with your own.

what comes after is figuring out your attendees. how many attendees do you expect, and who are they? this is arguably the most important factor for your sponsors, because they'll want to know if your audience aligns with the persona(s) they're targeting.

as a furniture company, you may expect professionals between 20 to 30 years of age who have recently entered the workforce and are looking for affordable supplies to stock in their office. a brand that also targets young professionals would be a great sponsor.

if you're a nonprofit fighting world hunger, for instance, you'll want to find a company with a mission that includes philanthropic efforts like these.

another big selling point are your event assets. how are you attracting consumers to your event or project? this could be a well-known speaker, interactive activities, or innovative presentations.

and lastly, based on these factors, what resources are you missing? this will help you determine the type of sponsorship your brand needs so you can draft your proposal using the right language.

2. build a nurturing workflow.

getting a sponsor can be a long process that requires a lot of relationship management.

you can't just send an email to your sponsor and consider it done. it may take a few (or more) conversations to secure an agreement. while that may seem tedious, both parties need to ensure it's the right fit.

before you even reach out to your sponsors, build a workflow to streamline the communication process. here's an example of the automation you could set up in your crm:

• reach out to x sponsor and include a link to schedule a call with y team member. if scheduled, the team member will receive an email with the details of the sponsor and preliminary screening questions.
• send follow-up email in three days if contact has not responded to initial reach out.
• after the initial call, send event details over to the sponsor.
• follow-up with x sponsor to ask thoughts on event details if no response after three days.

these are processes you can automate in your crm platform to facilitate communication between you and potential sponsors.

3. decide what brands to reach out to.

now that you're ready for outreach, decide who is the best fit for your brand.

don't know where to start? look at brands that have already sponsored other businesses in your industry. this creates an easier point of entry. you can also look at your competitors. what type of brands are they collaborating with?

once you have an idea of who to contact, do some research. look at the company's mission and values to see if they align with your own. what about its audience? is there an intersection between your target audience and theirs? that's a selling point you'd want to highlight in your sponsorship proposal.

track the company's current brand perception – you can leverage this information to convince them why partnering with you would be positive for their image.

you'll also need to evaluate their local presence. if your sponsor has no presence in your region, they may not be the best fit, as you'll want your sponsor to bring more exposure to your event.

in addition, be sure to check that the companies you're considering have sponsorship guidelines. some brands have strict eligibility rules, and you wouldn't want to waste your time reaching out if you don't meet their requirements.

4. find out what your sponsors are looking for.

learn everything you can about the company to see if it will be a good fit for your event. this means reaching out to the company and asking questions like:

• who is your target audience?
• what are your marketing goals?
• what do you look for in a company you sponsor?
• how do you measure the success of a relationship with your sponsor?

these questions will help you get to the heart of what your potential sponsors are looking for and write a proposal that speaks directly to that.

5. prepare your sponsorship proposal.

your sponsorship proposal can make or break your chance of getting a sponsor. so, you want to take your time tailoring it to each sponsor you're reaching out to. every proposal should have:

• an overview of your brand
• event details
• a breakdown of what you need from the sponsor
• incentives
• a personal touch

let's dive into each of these points here.

6. start your sponsor search.

it's time to reach out – where do you go?

the easiest place to start is online. websites like sponsormyevent are designed specifically to bring brands and sponsors together. you can start there during your initial search to narrow down potential companies.

if you're going the traditional offline path, use linkedin to identify the right employee to call or email. you don't want to waste any time reaching out to employees who aren't in a position to discuss the sponsorship.

corporate sponsorship proposal

by including the following elements in your proposal, you will make sure your proposal stands out and get one step closer to securing your sponsors.

1. brand overview

when reviewing your proposal, the first thing your sponsor will likely ask is, "who's this brand?" this is your opportunity to make a great first impression and wow your sponsor.

tell a story about your brand, your mission, your values. you can dive into how your company got started or focus on your company's recent path. either way, you want to aim for emotional appeal.

you can get into the nitty-gritty later. this is where you capture their attention and make them want to sponsor you.

2. event details

this section is where the meat of your proposal starts.

describe your event or project. what is the goal, and what does success look like?

then, cover your attendees. who is the target audience for this event? your sponsor will want to know if your event will allow them to reach their key demographic. if not, focus on how your event will help them accomplish the marketing goals they outlined during your initial conversation.

3. required resources

when it comes to asking for what you need, don't beat around the bush.

describe exactly what resources your team will need from the sponsor and how they will be used.

let's say your team has determined that you need a $10,000 contribution for your upcoming event. you'd include that along with a breakdown of the cost allocation, as follows:

• location rental: $2,000
• keynote speakers fees: $5,000
• decor: $1,000
• food vendors: $2,000

if your team needs a non-financial investment, outline what you'll need and why it's important for the execution of the event.

4. incentives

one question potential sponsors may have when reviewing your proposal is, "what's in it for us?" this is your turn to highlight how they can benefit from working with you.

during your initial research and preliminary contact with the company, you should have learned what the company is looking for. this could be a better brand image or exposure to a target segment. use your proposal to highlight how this event will help them accomplish their goals.

many brands can also be incentivized by being included in the event in the follow ways:

• adding their logo to all event marketing collateral
• giving them a designated booth at the event
• offering a presentation slot

5. a personal touch

finally, your proposal won't be complete without adding a personal element to your presentation that ties right back to the sponsor.

there's nothing worse than a generic pitch. make sure to include elements in your proposal that connect you to the sponsor. whether that's their market entry story, their values, or their latest initiatives. include anything that can help close the gap and convince your sponsor you're meant to work together.

securing a corporate sponsor requires a lot of planning and strategy. but if done right, not only will you gain a partner for your next event, but you'll foster a relationship with a brand that can continue to support you in the future.

 

originally published apr 13, 2021 7:00:00 am, updated april 13 2021

when instagram reels first launched, many users treated it like tiktok 2.0. they posted their videos on tiktok first, then reuploaded that same content to reels. now, instagram is saying, "hey, stop that."

on its creators' account, the company announced it would be on the lookout for recycled content and stop recommending it to users on the reels tab.

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i mean, they've got a point. some videos lose their quality when they're reuploaded and become blurry, which can dissuade viewers. with this new approach, brands can provide fresh content that generates more engagement, and instagram can improve its reels adoption rate.

so, now that you're tasked with making instagram reels, get inspired by these examples below.

instagram reels examples to inspire you

1. people's revolt

what better way to make your first reels than by introducing your followers to your team? in this video, people's revolt does three things right. first, they use a viral sound in their video, which can help them reach more users.

that sound also includes a call-to-action to business owners and encourages them to engage with the post. given that the company offers digital marketing and pr services, it's a great way to connect with their target audience.

they also keep the video simple. no fancy props or design – just the sound, the team, and the copy. it's really all you need for a good reels video.

2. sassy woof

if you want another way to introduce followers to your team, take a page out of the ‘90s tv show playbook, like "full house" and "family matters." that's what this brand did.

sassy woof introduced its staff (which included one furry boss) with the full house theme song playing in the background – it's the pawfect approach (don't look at me, they started with the puns first).

3. anima iris

for your next reels video, consider pulling the curtain back and showing your followers behind-the-scenes content. in this example, luxury purse brand anima iris gives followers a peek into the product shots for an upcoming campaign.

consumers want brands to be more authentic, and content like this does can humanize your brand and help build a stronger connection with your audience.

it's also an effective strategy leading up to a launch, as it builds anticipation and excitement within your following.

4. glamnetic

who said you need fancy lighting and equipment for product marketing?

in this video, glamnetic uses a simple setup to market its makeup corrector pen, the latest product launch from the brand.

one benefit of using instagram reels is the music embed feature. as long as it's available in instagram's library — which most songs are — you can use any song you want in your video. it doesn't constitute an official advertisement, so you are not restricted by copyright laws.

5. jumz.accessories

yes, this is an example of the recycled content that instagram will now make less discoverable. you can clearly see the tiktok watermark, but that aside, this is a great example of the type of content brands should be embracing.

it's product marketing but it's a little more subtle. in this video titled "how to style our mini handbags," a model styles the handbags with different outfits, showcasing the product's versatility.

it's unclear whether the video is produced by a jumz team member or an influencer, but what we do know is that it checks off all the boxes for a good reels video.

6. apple

if your team doesn't have the resources or time to dedicate to brainstorm reels content, consider outsourcing it.

in this instance, apple commissioned creative studio incite design to make a how-to video using the iphone 12. the end result is a quick tutorial of two apple products that highlights the phone's slo-mo effect, a key product feature.

7. missionrecruit

when in doubt, share some tips and tricks with your audience. they add value to your audience and present another opportunity to gain some credibility.

missionrecruit executed this well with this video, which gives women three ways to dress for their next interview. as an employment recruitment firm, this type of content is in perfect alignment with the brand.

the best part? the reels video also doubles as user-generated content (ugc), as they featured pictures from influencers.

8. netflix

when it comes to social media, netflix doesn't take itself too seriously.

they've succeeded in tapping into what viewers want and how they want it. their reels content is no different.

this hilarious skit is meant to show the point of view (pov) of a plant looking at someone crying over a show on netflix. it's so simple but if the comments under the post are any indication, netflix hit the nail right on the head.

just as sounds go viral on short-form video platforms, so do special effects like this one. when the opportunity strikes, join in on the fun.

9. skillshare

the time limit for a reels video is 30 seconds. it's also just the right length for a teaser video to create anticipation ahead of a new launch.

to promote a new course, skillshare posted a snippet of the course where kelis, recording artist and chef bringing all the boys to the yard, gives a tip on mixing flavors.

it's a cooking show, so they could have just created a montage of what the course will cover. instead, they took an interesting tidbit from the course and used that to attract viewers.

another important detail to note here is the use of captions. accessibility should always be top of mind when creating any content. beyond their importance for deaf or hard-of-hearing people, non-native english speakers can also benefit from captioned videos. and let's not forget those who regularly watch videos on mute or may be watching your reels in a loud environment.

captions broaden your video's reach, so there's never a reason not to use it.

10. adobe

creativity is a core tenet of adobe's brand identity. so their reels, and most of their social media content, celebrate their users' creativity.

this is another great example of user-generated content. for it to work, the ugc has to match your brand and audience.

in this video, the artist takes a trip back in time and shows how adobe photoshop has evolved over the years. one might look at this video and think, "what's the point?"

well, not every piece of content you make is meant to lead to a direct sale. sometimes, a sale isn't the goal. sometimes, the goal is to build brand awareness, foster a community, or create stronger messaging. in this case, adobe is already a household name, so these posts may inspire and celebrate, rather than promote.

11. hubspot

i love a numbered list. i know exactly what i'm getting and there's no surprise.

and from a marketer's standpoint, this type of content is easily repurposed. let's say you had a listicle with this information. well, now you can use that same information to create a 30-second reels video.

you can also use this format to direct traffic to your blog post by introducing a few items from the list and inviting your followers to read the full list on your website.

there are so many ways to play with instagram reels. try some sounds and effects and see what resonates with your audience. once you get in a groove, you'll see how easy it is to make short and effective video content.

 

originally published mar 9, 2021 7:00:00 am, updated march 25 2021

every couple of years, we revisit something and place it on the chopping block. in the new millennium, we had the y2k computer scare. in 2012, we feared the world would end and we would all just poof. when technology took a more important role in our lives, we assumed all print publications would go bankrupt. now, with the rise of video and podcasts, it's blogging's turn to feel the heat.

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i reached out to marketers with backgrounds in product marketing, seo, youtube, podcasting, and more and asked them, "are blogs dead? " here's what they said.

in all fairness, this question surrounding blogs is not without reason. google trends shows that in the last five years, the interest in blogs has steadily declined worldwide.

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in the u.s. within the same five-year span, podcasts have risen in popularity and surpassed blogs in searches.

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however, marketers still consider blogging a top marketing channel. ross simmonds, a b2b marketer and the founder of the content marketing agency foundation, says blogging has helped his clients triple their traffic and accelerate their sales close rates.

"at foundation, blogging with intent has helped us generate millions of dollars in the pipeline for both us and our clients," says simmonds. "it's also armed us with the ability to elevate our brand's position in the market and, most importantly, truly help others in our industry learn and unlock new opportunities."

with that said, the blogging landscape has changed over the years. lisa toner, director of content at hubspot, says it's not enough to just have a blog nowadays.

"you need to consistently create content that is more valuable than your competition's content. you need to be an seo expert to get your articles ranking on page one of google, and you need a distribution strategy to promote your content across all the channels your audience likes to consume content on," says toner. "it's a lot more complex to win at blogging now, but if you can master it, it's worth the investment."

transparency is a bigger responsibility, especially as social justice becomes more important to consumers.

"you need to think about how people see your brand compared to your competition. everyone has their own unique selling position (usp) and what they want to put forward, but what users do is compare," says sandra mpouma, head of digital marketing at rationalfx. "so, in terms of business strategy, create loyalty, trust, [and] be transparent and competitive, which is very important nowadays."

blogs vs. other marketing channels

now that other content marketing channels – namely video and podcasting – have surpassed blogs, will blogs soon become redundant? well, it all depends on the user personas you're targeting. but even as other platforms grow, blogs still offer many advantages.

"podcasting is not without its own set of limitations. there are plenty of discoverability and audience growth challenges. at this point, blogs have a pretty well-dusted playbook for scaling. that's not true for podcasts," says matthew brown, senior podcast producer at hubspot. "a company can use its likely limited resources to invest in a blog that will basically give consistent, easily measurable, and reliable performance. blogs also have a direct line to the company's bottom dollar, podcasts do not."

nelson chacon, principal marketing manager for youtube at hubspot, highlights that there's no reason to choose between two platforms if your team has the bandwidth to tackle both. if it aligns with your user personas, you can engage your audience from several angles.

"creating a blog constructed of articles around the benefits of your product will be helpful. having a video showcasing its use or how to install it would be beneficial for your audience," says chacon. "home depot has done a fantastic job of doing this. while they inform and educate their customers on their products, they also add a quick 'how-to' for the more knowledgeable person who just needs a short answer explained in a video."

as for social media, annabelle nyst, a senior content strategist who focuses on social media initiatives at hubspot, says it's hard to compare it to blogs as each platform serves different purposes.

"social content doesn't always have the shelf life or the discoverability of blog posts," says nyst. "it's more about consistently meeting your audience where they are, in the right moments, engaging with them one-on-one, and establishing trust via community building."

she adds that social media can be a great way to amplify your blog posts. and vice versa, blog posts can serve as inspiration for social content. if using both, nyst recommends pulling the most compelling points from your blog posts, creating social-first content, and using it to drive traffic back to your blog.

with all that said, blogs don't come without their disadvantages. aj beltis, a content and acquisition manager at hubspot, mentions the high drop-off rates often seen in blog posts.

"blogs lack the interactivity that many crave due to its nature as written content," says beltis. "this challenges blog writers to hook their readers in a few short sentences without having the benefit of special effects or audio engineers available to their video and podcast creating counterparts."

what it often comes down to is your brand goals and which channels will help you meet them. podcasts, for example, are better for branding while blogs serve better for top-of-the-funnel engagement.

"blog posts are an acquisition juggernaut. there's a clear path that any seasoned marketer can follow. podcasts, however, best serve as a brand opportunity," says brown. "you wouldn't measure a series of blog posts on their brand uplift ability, just like you wouldn't measure a podcast show's lead generation. that is unless you like gray hairs and a serious lack of sleep."

why blogs are still impactful

from an investment perspective, blogs may be a better long-term investment for lead generation.

"i could spend $200k to hire a full-time writer, seo expert, and conversion rate optimization (cro) specialist to work on my blog. by combining those skill sets, i'm going to be able to create a blog that drives organic traffic to my website and converts it into leads for my business all year long," says toner. "or, i could put the same $200k into an advertising campaign and maybe get a couple thousand leads over the course of the ad campaign. but once the campaign ends, so does my lead flow."

toner adds that the majority of hubspot's blog-generated leads come from older blog posts. this means that blogging can be a great lead source long after posts are published. aja frost, who leads the english seo team at hubspot, echoes this sentiment.

"organic traffic is more important than ever. unlike paid traffic, which stops coming in the second your budget runs out, organic traffic is mostly self-sustaining after you've put in the time and effort to create a blog post," she says.

she adds that most content management systems (cms) have seo tools integrated into their platforms, which makes it easier to optimize your posts.

blogging can also be valuable in shaping a brand's product positioning.

"blogs are still one of the best channels we have to create narratives around our product," says hubspot product marketing manager alex girard. "they offer us the opportunity to address trends we see in the market, how those trends impact the reader, and how our product might be able to help them meet that trend successfully. they're also great for telling customer success stories."

he adds that when using your blog to market your product, the content doesn't have to be promotional. when you establish yourself as a thought leader and gain trust from your audience, they will organically look into your products and services.

with that said, it's going to take more than good content to have a successful blog.

"growth without a goal isn't going to help your business – if 10,000 people are reading your blog, but none of them fit your persona, that's not going to do anything for your company," says hubspot's senior blog manager karla cook. "focus on something attainable, like generating new contacts, and make sure every post you're putting out has that goal in mind."

she adds that one of the biggest mistakes brands make is creating content only for people at the decision-making stage. with so many stages between reading a blog and making a purchase, marketers should have posts geared at users in every stage with corresponding offers. learn more about that through hubspot's business blogging course.

from an seo perspective, brands may also struggle with generating traffic because they're thinking blog first, link building second.

"what i often notice is that marketers see 'blogging' and 'link building' as two different disciplines. first, they write the blog posts, then they think about how to earn backlinks to them," says irina nica, a senior marketing manager at hubspot who works on product awareness through outreach initiatives. "instead, they should include linkable assets into their regular content calendar, alongside other types of articles that are maybe designed for generating organic or social media traffic."

despite the many benefits we've gone over, blogging isn't always the best strategy for every brand. why? well, what if your ideal user persona doesn't read blogs? what if they prefer emails instead?

"some brands have great email communication and workflows where they provide people with downloadable offers where they don't have to go somewhere else to get the information, it's just in their inbox straight away," says mpouma. "you don't necessarily need a blog as long as you're offering something in exchange. i think the blog has always been that: offer something for free in exchange for that user interaction."

so, in that case, blogs wouldn't exactly be dead, more so irrelevant.

why marketing isn't dead

looking at things from a broader perspective, blogs are just an extension of marketing. some have suggested that marketing is dead, which makes marketers like me wonder if there's something we don't know.

based on recent data, marketing is still influential. and that applies to both traditional strategies and digital initiatives. statista reported that in 2019, content marketing generated over $42 billion in revenue worldwide.

"there's a reason why nike and mcdonalds continue to invest millions every month in marketing even though they're already household names. there's a reason why the top musicians and artists still do promotion prior to their latest album release," says simmonds. "marketing isn't to be seen as just an expense. it's an investment. and if you make an investment that is rooted in a strategic plan — that investment should return dividends for years (maybe decades) to come."

the key takeaway is that while not all marketing tactics work for every brand, it's unlikely that blogs will stop being valuable to brands in the foreseeable future. so for now, blogs, you can rest and step off the chopping block.

 

originally published feb 23, 2021 7:00:00 am, updated january 11 2022