One simple jolt to your corporate sponsorship selling efforts is to read the news more creatively than you used to. Look for opportunities. That's just one suggestion I offered participants of my workshop last week at the Texas Festival & Event Association conference (and to readers of my new guidebook).
Here are a couple examples of what I mean. Today I came across this news item about how McCormick & Co., the new owners of Lawry's, is spicing up (sorry, couldn't resist!) its marketing efforts for the brand's marinades and spices. If I produced an event or festival with a food component, I'd be on the phone with Mr. Leyser in a heartbeat. Talking about and showing spices and marinades on television is one thing; tasting them seals the deal. And for some people, getting a coupon on top of the taste practically sends them running out of your event and straight to the grocery store.
Or how about this one? Fast-growing Red Mango yogurt is planning lots of new locations. They need traffic, trial of product, awareness building. And fast, I'd imagine. Can your event help?
It's easy to get distracted by the unnerving headlines, or to shut out the media all together. However, you can also go on a treasure hunt.
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