There are a few things on every bloggers wish list of opportunities;
Travel blogging and trips for the WHOLE family
And conference sponsorship.
To have a brand support your education is a double blessing, so how does one find these “elusive” sponsorship deals? How does a blogger build a sponsorship that doesn’t negatively affect the brands working WITH the conference, and how can a blogger attend a conference and build NEW relationships without neglecting their sponsor?
First of all, most of the conference sponsorship I have seen shared has been no different than what people are currently selling on their site. The products are the same, just more expensive. It never made sense to me to structure a sponsorship like this and I can’t see how it would make sense to a brand.
If you want to leap into conference sponsorship pitching first step is to ditch everything you have every read about sponsorship packages and start with a fresh mind!
To make conference sponsorship successful it needs to deliver these key points:
1. Don’t step on the official sponsors toes.
2. Have a benefit for the brand to partner with you in this specific way (other than what you currently offer)
3. Don’t let the sponsorship affect your ability to continue to grow and market yourself AT the conference
To do this, think of these concepts before you build your pitch.
What can you do BEFORE the event, or AFTER the event to highlight your sponsor? Is it a travel to the conference opportunity? Or something that can support your journey and experience? Your personal agenda needs to blend and respect the official event sponsors, otherwise what you are doing is selfish and hurtful. Conference sponsors pay big dollars to get in front of bloggers, so figure out a way to support the conference key messages, while still getting the personal support you need.
What is the KEY service you are selling to your sponsor and how does it differ from what you normally sell? You need to find a way to leverage your conference attendance, WITHOUT harming the event message and still benefitting your sponsor.
Make sense?
It’s tricky, but can be done.
I love partnering WITH the current and official conference sponsors to add a little extra on top of their sponsorship. This may mean pre-event marketing and building buzz around their conference participation, or working with them on projects related to, but outside the scope of the conference timeline. Maybe it is flying in a day early to work with the brand in a unique way, or provide support normally outside the scope of what you do on your site?
The best way to find this “magic win” is to figure out WHAT the brand needs. Does it need bloggers (most of them do by the way) and if so, how can you assist the brand in building those relationships? Most brands who are looking to sponsor a blogger to a conference DON’T want business to consumer marketing on your blog, they want to reach other influencers, not purchasers.
I mean, if all they wanted was to market to your readers, they would just work with you on a sponsored post right!
So, what IS the value in a brand supporting a bloggers conference attendance? To answer this, figure out what you get from conferences, and how that can kick back to the brand.
Is there a group of you attending the conference together? Perhaps with your combined influence you can make a bigger ripple of support for the brand?
Are you creating e-lists (with approval) from the bloggers you meet at the event? Perhaps part of your confirmation with these bloggers is that you are going to share some specific brand information with them?
Are you on a specific diet, or program that the conference can not support? That is a perfect way to blend in your special situation in a respectful way, while being able to highlight product sponsorship.
Is there work a brand needs done to launch programs and opportunities to bloggers? Add this into your sponsorship package to create even more success.
Every situation is different, but I believe there is a unique solution for every brand and blogger out there. There is a way to respectful include a personal sponsor into an event experience without destroying relationships with the other sponsors at the event, or the event team.
And sounding totally cliche, think out of the box. Start with the key messaging “What does the brand want/need” and how can I deliver that?
and then pitch from there.
Just be sure not to sell them a product you are already producing at a higher rate just because it is a “conference sponsorship” The deliverables on a sponsorship should be VERY different than the deliverables on a sponsored post, or other products you sell. Think what is next, how big can I go, and how can I deliver MORE?
I feel that conference sponsorship has a way to be hugely rewarding for all of those involved, IF it is done well. Make it a win-win-win (you-thebrand-theconference) and it will be successful, and never walk into it thinking the brand is blessed just to be able to partner with you. . . there is very little return on ego!
But the most important thing in all of this? Don’t just go to a conference BECAUSE you have been sponsored. Go because you are committed to your own growth and development. We talk a lot about authenticity in blogging, and when we participate in things just because we were compensated we are missing out on a valuable experience.
If you have a conference on your list, commit. THEN start looking for partnerships that make sense. I have booked sponsorships MONTHS ahead of time and DAYS ahead, so get creative and keep approaching brands and companies that make sense!
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