Improve you Sponsor Presentation

I was at a business breakfast this morning and I’ve been there since 6.45am, it’s now 8.30am and as people commence exiting, the sponsor is invited to speak.  Less than engaged, the audience slouches into their seats and awaits the boring presentation of what this company can do for them, if they ever need them.  On this occasion, the sponsor did not disappoint…

Oftentimes as part of a sponsorship contract, the sponsor is offered the opportunity to make a presentation at some point throughout the event or function, often at the end when everyone’s had enough.  Most companies see this as a promotional opportunity and launch straight into their “why choose us” PowerPoint presentation.  In this particular case it was a company that worked in the insolvency sector assisting business owners and executives navigate these treacherous waters.  Important information indeed, if you’re facing that kind of reality and are searching desperately for someone to help

To get the most out of this opportunity, it’s important to re-engage the audience with something of VALUE!  .

As this was a business breakfast I’m pretty sure that if I was facing bankruptcy or insolvency, I wouldn’t be spending my time fluffing around a breakfast table chatting about how great business was going.  I would be head down in paperwork trying to dig my way out of this mess.

So what could this sponsor have done differently to really provide something of value to the audience, and not simply promote a business I hope I never need?

In simple terms, show me how to make sure I never need his business.

Yes, you read that right, I think this guy should have un-promoted his company – tell me how to ensure I never end up in a position where I have to call him, because if I need him now, I’m not in that room, and if for some stupid reason I am in that room, my head is buried in my hands and my mind on other matters.

The point is this…

First and foremost consider what your audience wants to hear and needs to learn but more importantly, think past your immediate audience.  This guy would have delivered a more effective presentation (and subsequent promotion) if he first and foremost showed us a few tips on how to STAY OUT OF BANKRUPTCY and then, very briefly at the end of the presentation, provided the best way to get in touch if I HAPPEN TO KNOW SOMEONE that might need their services.

Here’s another way to think about it.  Let’s say you’re an accountant sponsoring an event targeting accountants.  Don’t talk about how great your accounting service is, your audience will get no value from that.  Find something that other accountants need to know about, get creative and most importantly SHARE KNOWLEDGE and AVOID “promotion”.

Sponsoring events and conferences is a hugely successful way to market your business but the important thing to remember is that you target your message according to your audience and their audience’s needs, not your own.

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