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Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
Pitching Your Show to a Sponsor
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Pitching Your Show to a Sponsor

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Do you create content? Do you want to pitch an advertiser or sponsor? Here\'s how.

Do you create content? Do you want to pitch an advertiser or sponsor? Here\'s how.

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  • 1. How To Effectively Pitch Your Show to a Sponsor: Step-by-Step Prospecting, Intro Call, Deal Structure, Follow Up and Closing the Sale <ul><li>New Media Expo </li></ul><ul><li>Susan Bratton - Personal Life Media </li></ul>
  • 2. You want to sell advertising and sponsorships into your content, but it&apos;s not your area of expertise. Susan artfully covers everything you need to know to successfully pitch your content to an agency or marketer. Susan&apos;s candor and insight combined with running an interactive session make this a must-attend event. Learn how to find and engage prospects with a professionally developed pitch. Understand how agencies work with clients and exactly whom you should pitch. Walk through a mock introduction call so you&apos;ll know just what to say. Understand the client&apos;s strategy by asking the right revealing questions so you can craft a proposal that gets to &amp;quot;yes!&amp;quot; Review various forms of advertising and how to combine online and audio/video ads to create a robust sponsorship program that performs for your advertiser and shows ROI, even if your audience numbers are small. Learn to create value beyond CPM to maximize revenue. Ad units, standard rates and advertising buzzwords will be explained. Susan explains insertion orders, media kits, collecting and presenting demographic profiles, RFP&apos;s, proposal generation and invoicing. Most importantly, you&apos;ll learn how to be pleasingly persistent, handle rejection and keep motivated. You will leave feeling informed, organized and confident about presenting your show to sponsors. How To Effectively Pitch Your Show to a Sponsor: Step-by-Step Prospecting, Intro Call, Deal Structure, Follow Up and Closing the Sale Track 3: The Business of New Media Instructor: Susan Bratton of Personal Life Media Room: N246 Description: You want to sell advertising and sponsorships into your content, but it&apos;s not your area of expertise. Susan artfully covers everything you need to know to successfully pitch your content to an agency or marketer. Susan&apos;s candor and insight combined with running an interactive session make this a must-attend event. Learn how to find and engage prospects with a professionally developed pitch. Understand how agencies work with clients and exactly whom you should pitch. Walk through a mock introduction call so you&apos;ll know just what to say. Understand the client&apos;s strategy by asking the right revealing questions so you can craft a proposal that gets to &amp;quot;yes!&amp;quot; Review various forms of advertising and how to combine online and audio/video ads to create a robust sponsorship program that performs for your advertiser and shows ROI, even if your audience numbers are small. Learn to create value beyond CPM to maximize revenue. Ad units, standard rates and advertising buzzwords will be explained. Susan explains insertion orders, media kits, collecting and presenting demographic profiles, RFP&apos;s, proposal generation and invoicing. Most importantly, you&apos;ll learn how to be pleasingly persistent, handle rejection and keep motivated. You will leave feeling informed, organized and confident about presenting your show to sponsors.
  • 3. I am Here for YOU
  • 4. You Can Make Some Money Podcasting
  • 5. What You’ll Learn <ul><li>How marketers and agencies think </li></ul><ul><li>How to prospect </li></ul><ul><li>A mock cold call </li></ul><ul><li>Media kit components </li></ul><ul><li>Monetization options </li></ul><ul><li>Structuring deals, metrics &amp; servicing the order </li></ul>
  • 6. How Marketers &amp; Agencies Think <ul><li>Marketers and their agencies - How does it work? </li></ul><ul><li>How to speak to a buyer. </li></ul><ul><li>Understanding their marketing strategy and creating a benefit-laden approach. </li></ul><ul><li>How agencies buy, justify and measure. </li></ul><ul><li>Audience measurement, ad insertion, campaign management, ad reports, invoicing. </li></ul>
  • 7. Media Kit Components <ul><li>Rate card </li></ul><ul><li>Demographics/Psychographics </li></ul><ul><li>Market Overview </li></ul><ul><li>Podcast Overview </li></ul><ul><li>Host Bio and Editorial Calendar </li></ul><ul><li>Images and Links </li></ul>
  • 8. Rate Card
  • 9. How To Prospect <ul><li>Defining your audience </li></ul><ul><li>Finding synergistic sponsors </li></ul><ul><li>Sourcing sponsors </li></ul><ul><li>Getting connected </li></ul><ul><li>Making the call(s) </li></ul>
  • 10. What To Say <ul><li>Introduce yourself professionally </li></ul><ul><li>Establish comfort with and knowledge about podcasting with prospect </li></ul><ul><li>Explain that you believe you have a solid sponsorship opportunity but you want to ask some clarifying questions </li></ul><ul><li>Explain what you understand about the prospect’s customer targets and marketing strategy and ask them to augment your understanding (engage in conversation here) </li></ul><ul><li>Find synergies with their strategy </li></ul>
  • 11. What To Say 2 <ul><li>Talk about your audience and why it’s a great fit for the prospect. </li></ul><ul><li>Give the prospect an idea of what a program might look like with you i.e. I have 25,000 listeners a month and it costs .20 cents per show for a :30 second ad. ($5,000) </li></ul><ul><li>I can create your ad for you or you can send me an audio file. </li></ul><ul><li>Get an idea of whether that kind of budget is in scope. </li></ul><ul><li>Ask what you need to provide for sponsorship. </li></ul>
  • 12. What To Say 3 <ul><li>If they are still open, then ask if you might craft a proposal for them. Paint a picture of success. </li></ul><ul><li>Get the details, thank them, hang up, send a follow up email and then create a proposal. </li></ul>
  • 13. Follow Up, Follow Up, Follow Up
  • 14. Structuring Deals <ul><li>CPC, CPM, Sponsorship, Advertorial and Integration </li></ul><ul><li>Dry voice, music bed, professional production </li></ul><ul><li>By number of impressions, by number of actions, by value of audience, by time. </li></ul><ul><li>Upside impressions, online media, email, more? </li></ul>
  • 15. Podcast Ad Models <ul><li>Ad –served, predefined units </li></ul><ul><li>Advertorials </li></ul><ul><li>Surround Sessions and Book Ends </li></ul><ul><li>Sponsorship </li></ul><ul><li>CPM - by time and impression </li></ul>
  • 16. Podcast Ad Models <ul><li>CPA - trackable url or custom promo code </li></ul><ul><li>RevShare - percentage of sales generated </li></ul><ul><li>Guarantee or Draw against sales - upfront non-refundable payment </li></ul>
  • 17. Podcast Ad Models <ul><li>Content Participation </li></ul><ul><li>Product Placement &amp; Sweepstakes </li></ul><ul><li>Ad Networks (Podtrac, RawVoice etc.) </li></ul><ul><li>CPD Cost per Deal -- 8-10 podcasters get paid $1,000 per month flat fee for the campaign </li></ul>
  • 18. Podcast Ad Models <ul><li>Relicensing or reuse of content </li></ul><ul><li>Aggregation on new platforms and distribution channels </li></ul><ul><li>Being a “Host for Hire” </li></ul><ul><li>Producing corporate podcasts </li></ul><ul><li>Podcast consulting </li></ul>
  • 19. Podcast Ad Models <ul><li>Keyword Targeting </li></ul><ul><li>Behavioral Targeting </li></ul><ul><li>Hot Linkable Video </li></ul>
  • 20. Leveraging the Podcast <ul><li>Podcasts can be used to drive incremental online traffic to a web site, social media pages or like to be monetized with AdSense, AdWords and Affiliate Marketing programs. </li></ul><ul><li>FinancialAid example of acquisition cast - value-added upsell </li></ul><ul><li>10% of listeners go to website 1X/month, how do you increase that to 30%? </li></ul>
  • 21. Podcast Ad Units INSERTIONS Time: Up to :10, :15, 30 or :60 Location: Pre-roll; mid-roll; post-roll Frequency: Variable by number of episodes per month; variable by number of insertions per user per month; or fixed per channel/feed per month.
  • 22. Podcast Ad Units <ul><li>1. Underwritten Sponsorship </li></ul><ul><li>2. Scripted Live Read </li></ul><ul><li>3. Talking Points </li></ul><ul><li>4. Host Endorsements </li></ul><ul><li>9. Infomercials </li></ul><ul><li>5. Product Placement / Product Discussion </li></ul><ul><li>6. Sponsored Interstitials </li></ul><ul><li>7. Special Episodes </li></ul><ul><li>8. Advertorials / Interviews </li></ul>CONTENT PARTICIPATION
  • 23. Podcast Ad Units <ul><li>Show notes on website </li></ul><ul><li>ID3 tags in podcast episode file </li></ul><ul><li>Album art cards </li></ul><ul><li>Link and banner in enhanced audio </li></ul><ul><li>Overlays, underlays in video podcasts </li></ul>COLLATERAL
  • 24. A Sample Proposal
  • 25. The Brand Podcast and Online Advertising Integrated Proposal Proposal Overview: The Brand custom-produced audio ads will run in “ Living Green: Effortless Ecology for Every Day People ,” a frequent iTunes Top 100 audio show. The weekly sustainable lifestyle show is targeted to green-oriented consumers. The program has been designed to drive as many customers to trial and convert to The Brand as possible. We will pull out all the stops to make sure that your media spend is very worthwhile and will strive to deliver hundreds of clients and become a continuous media partner for The Brand and The Agency. The Spend: $3,750 per month for a $7,500 total spend in October and November 2008. The value add detailed below $20,000+ in additional media. The Value: Living Green will include audio ads in every weekly episode for a two-month trial. Current downloads are approximately xx,000 per month. Audio Ads – every episode will incorporate one :30 spot - .15 cents per show for xx,000 shows per month = $xx per month for two months totaling $xx. If downloads don’t total xx,000 in October and November, the campaign will continue to run until xx,000 downloads are achieved. Host endorsement – we will guarantee a minimum 2 minutes per month where Meredith will speak to her listeners about her sponsor, The Brand in the regular programming. Host show integration value $xx per month for a total upside bonus of $xx,000.
  • 26. Special Episode on Green Business - Meredith will do a show on greening your business with a model CEO like person at site.com. The Brand usage will be incorporated into the show. Value = $Priceless. Advertorial with The Brand Executive - Meredith will interview The Brand executive for a special 2 minute segment about The Brand and how it works and why it’s green. This segment will run as post-roll in one or more episodes of Living Green in October and November and will be available to The Brand for use on their corporate website and in their corporate marketing and public relations. Open rate .xx cents per download = $xx or more of value. Text Links and Online Ads - We will link from every Living Green episode page for October and November shows to the custom landing page: http://thebrand.com/green . That’s 8-10 shows at $xx per link value of $xx. We will also run your online ads on our site and blog network to link to our landing page. Value approximately $xx. Please furnish IAB Standard ad formats including Banners and Skyscrapers: Banners 120 x 90 IMU – (Button 1) 125 x 125 IMU - (Square Button) Skyscrapers 160 x 600 IMU - (Wide Skyscraper) 120 x 600 IMU - (Skyscraper) Target Demo: Green-Oriented Consumers Living Green: Effortless Ecology for Everyday People with Meredith Medland, Master Host and Founder, 3Outcomes.com
  • 27. Ad Production You may submit finished audio ads by September 28th in MP3 64 kbps 22050 Hz sample rate Mono file to [email_address] via YouSendIt FTP service. If you commit to the two months for $7,500 by September 24 th , we will produce your audio for free and waive our $500 ad production fee. Edit and approve copy and music by September 24 th and we’ll record your ad, build in the show’s music bed and send you a copy of the file for other opportunities that might come up. If you need music, we have a rights-cleared library from which to choose. Sample Ad Copy Want to green your work-life? The Brand is working to save the planet! Get a FREE 30-day trial with $10 off for Living Green listeners at The Brand.com/green to access all the files on your PC from where ever you are. Ask your boss if you can telecommute. Imagine how much gas and time you’ll save while you save the planet. Work from home and reduce your carbon footprint today. For a FREE 30-day trial and $10 off The Brand dot com slash green.
  • 28.   Sample Schedule for Contract, Production and Flighting: ♣ 9/24 Wed sign contract   ♣ Assuming PLM produces the ad: 9/24 Mon approve ad copy and deliver theme music for show delivered in 128kbps MP3 file format or select music from PLM’s music library ♣ Ad production starts 9/25 Tues ♣ Ad complete and sent to client for approval 9/28 Fri ♣ Ad insertion process starts 10/1 Mon ad scheduling and testing (slip by 3 days if changes required to ad) ♣ 10/1 campaign goes live in shows – runs until Nov 30-th Campaign Reporting From PLM: Ad reports will be delivered after the end of each month. Reports Available: File Access/Listen Reports – a cumulative report by show of all podcasts/streams/downloads. From The Brand: Traffic and trial/conversion reports by unique url /green will be delivered after the end of each month. Thank you for the opportunity to submit this proposal! We will work very hard with you to make this program a success.
  • 29. Insertion Order
  • 30. Insertion Orders <ul><li>Terms of relationship </li></ul><ul><li>Cost </li></ul><ul><li>Payment terms </li></ul><ul><li>Remittance </li></ul><ul><li>Terms &amp; Conditions </li></ul>
  • 31. Insertion Order
  • 32. Measurement Guidelines <ul><li>Native Server Measurment (NSM) </li></ul><ul><li>Third Party Measurement (TPM) </li></ul>
  • 33. Servicing Your Client <ul><li>Get a signed insertion order, MOU, or contract! </li></ul><ul><li>Produce the ads or get the creative. </li></ul><ul><li>Communicate when the campaign goes up, half-way, is nearly over. </li></ul><ul><li>Run the ads. Track effectiveness. </li></ul><ul><li>Send invoices. Ask for a re-up. Follow up. </li></ul>
  • 34. Thank You <ul><li>Susan Bratton </li></ul><ul><li>[email_address] </li></ul><ul><li>650 948-0500 </li></ul><ul><li>twitter/susanbratton </li></ul>

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