|
How
to Clinch Media Sponsorship, by Greg Tingle
Lining
up a media sponsor can be one of the most powerful
ways to attract attendees, donations or volunteers
for your fund-raiser or special event.
The
media (and often local council) co-sponsor these events
for many reasons. Yet competition is fierce in the
event-planning world for media sponsors. Some TV community
affairs directors and execs routinely get several
dozen requests a week for sponsorships. That’s
why your "pitch" (love that word) must stand
out in the crowd.
First,
however, you need to understand why the media are
eager to team up with community groups like yours
(and ours) and co-sponsor events:
It
makes the media outlet look good in the community
It
can sometimes mean additional publicity, even by competing
media
It’s
an inexpensive way for the media outlet to spread
the word about its good deeds.
It
gives the media a chance to sell more newspapers at
an event.
Having
its name associated with successful community events
and projects enhances the media’s credibility.
Sometimes
media celebrities such as news anchors are asked to
serve as emcees, thus elevating their profile in the
community.
It’s
the right thing to do.
Now,
here are the main reasons why you should go after
a media sponsorship for your special event:
It
will save you thousands of dollars in advertising
costs because newspapers magazines, and TV and radio
stations typically donate free ads.
A
media sponsor will give your event more credibility.
The
media sponsor might give you more publicity than it
would have otherwise, particularly if it’s a
TV station. This is not necessarily true with print
media, however.
*Greg
Tingle is the director and broadcaster of Media Man
Australia, TV Presenter with Channel 31 in Sydney,
Australia, radio and internet broadcaster, journalist,
writer and all-round PR Man.
Links:
Articles
Controversy
will fatten Ponting's bank balance
Banking
Ms Burqua - Will Max bank Ms Burqua - B&T
Sponsors
duck fallout from falling stars - The Australian (Media
And Marketing)
Guerrilla
tactics: The new face of marketing - Marketing Magazine
Maroubra
Fun Run - The Daily Telegraph (Weekend Planner)
Ambush
marketing comes under fire - B&T Marketing &
Media
Solar
challenge tilt at hopeful Dutch - Sydney Morning Herald
& The Age - (Drive)
Foxy
Corvettes - The Daily Telegraph (Cars Guide)
|
