Know-How Exchange : Advertising/PR

This is kind of a backward question because normally you would have started by identifying the sponsors you would want to target, and then developed the programming for the target audience they would want to reach.

Instead, you came up with a target audience, and programming for that audience, before you knew who the sponsors might be. That means now you have to reverse-engineer your business plan (or scrap it and start over).

So what kind of sponsors might want to reach your target audience? What are they doing today to reach their audiences? (Who is your competition for those sponsorship dollars?) What do you offer them that they are not able to get with their current alternatives? What makes you a better media buy decision for them than their other alternatives?

What's in it for them to sponsor your radio show?

You might also survey your listeners to find out what products/services they already purchase and approach these companies for sponsorship. Potential sponsors will want to know such things as: # of listeners, demographics, location, etc. And focus on a specific sponsor, rather than saying "I'll take anyone that will have me". The first sponsor is the hardest to get, the subsequent ones will be easier since they've seen other sponsors take risk first. In fact, you might consider simply asking for your first sponsor to be "in name only" to help you towards the "tipping point".

I think what Jay H-R said in the first sentence is a very valid point that you could leverage.

If you do find out what products your target audience/listeners have used in the past or plan to use, you can use this information to attract sponsorship. It makes sense for companies to sponsor a radio show that targets the company's [potential sponsor] target market who actually are current customers.

It is important to 'sell' the sponsorship as a benefit to the company, not a cost to them for your benefit. This is a big opportunity to obtain exposure.

You will need to develop a sponsorship package or series of packages that outline the investment and the returns/benefits for your sponsors. Keep in mind, while you may have a good cause your sponsors cannot just give money away, they require a tangible business benefit. if you can show them one your sales process will be much easier.

For starters, will you:
* increase their sales potential, how?
* Help them reach new customers, how? how many?
* increase brand awareness or image, how?

Keep attracting a large audience and thinking of ways to provide sponsor benefits and you will do just fine.


Best of Luck!