Jack Jostes [00:00:04]:
Today, I'll share seven proven tips to up your game from a boring brand awareness campaign to a multimedia multi-touch direct response marketing campaign that produces measurable business results.
00:19 - Crafting a Targeted Offer for Sponsorship Success
Jack Jostes [00:00:19]:
First, you've got to think of an offer specific to the audience of the sponsorship. This does not have to be a discount, but it could. You could have a limited-time offer to purchase your program or product at the event. Offers should be S.M.A.R.T. Specific, Measurable, Attainable, Relevant and Timely. Timely meaning it should expire because if it doesn't, people won't take action.
00:46 - Why Every Offer Needs a Landing Page
Jack Jostes [00:00:46]:
Second, build a landing page for your offer with a podcast-friendly URL. A podcast friendly URL is something you could say out loud on a podcast, and people would remember it. As an example, if you want me to send you a bag of beef jerky in the mail with a Marketing Field Guide that'll help you figure out how to get more of the right leads at your landscape company while you snack on some beef jerky, just go to landscapersguide.com/toolbox.
Jack Jostes [00:01:16]:
You see what I did there? I just made you an offer in the middle of adding value, and you can see our show notes for that link to landscapersguide.com/toolbox. It's really easy to remember.
Jack Jostes [00:01:30]:
So, back to adding value. The offer I just made you is more of a lead generation offer, meaning if you let me send you the helpful free information and a gift, I'll have your email address, and I can follow up to make sure you got the gift and send you helpful things over time. So that way, when you're ready to talk, I'll be there. Whereas if you just saw my logo once in an event, you might forget it. This is a key way I've personally grown Ramblin Jackson.
Jack Jostes [00:01:59]:
A lead generation offer like this is a lower risk for the audience than a buy now with a discount offer because maybe they're attending the event and, for the first time, they're hearing of you, and they aren't quite ready to buy yet.
02:15 - Maximize ROI: Send Your Sales Team and Get Involved
Jack Jostes [00:02:15]:
Third, send your sales team to the event and participate. If it's a live event, go to the networking events, ride the bus, show up, and participate. Attend the talks, print your offer on a business car,d and hand it out to people when it makes sense. And if it's a virtual event, like a webinar or virtual conference, change your salesperson's Zoom name from their first and last name to first name, last name, company name, right? So now people see what company they're from, and then you've gotta interact, comment, participate, ask questions, direct message. People don't Just check your email the whole time and expect to get any results.
Jack Jostes [00:03:00]:
The chat at my webinars and definitely at our annual Landscaper’s Summit is very lively and my top sponsors get their best results from having their sales team participate in the chat.
03:14 - Boost Your Reach: Cross-Promote the Event
Jack Jostes [00:03:14]:
Next, promote the event on your website, email, and social media. By promoting the event that you are sponsoring on your website, social media, and email, your audience will see that you're a sponsor. And also, when new people who heard about you at the event snoop you out online, they'll see, yes, this is the company that I just met and saw.
03:40 - Stand Out with a Welcome Bag Gift
Jack Jostes [00:03:40]:
Fifth, Donate a physical gift to the welcome bag or gift box. Ask the event planner if there's going to be a welcome bag or gift box. If there is, make a physical gift donation and include a postcard with your offer and that easy URL that we came up with on that postcard.
04:00 - Be Featured: Event Podcasts and Social Media
Number six: Be a guest on the event's podcast, social media, and Email. Ask to be a guest on the podcast if they have one, or whatever social media they're making. Negotiate with the host that you can make your offer, which should include a link to your landing page for the specific offer that you're making. This link will not only drive people to your offer, which you can then measure all the opt-ins, but it'll also give you backlinks to your website, which help boost your SEO and increase your rank on Google, where even more potential customers will find you.
04:37 - Make Your Offer While Speaking at the Event
Jack Jostes [00:04:37]:
My last tip is to speak at the event and make your offer from the stage. If possible, speak at the event. This could be hosting an educational talk if there's a platform for that, or being the person who introduces the raffle or sweepstakes prizes, or whatever. Ask and negotiate that you can mention your offer and that landing page that we created.
05:02 - Track ROI: Smarter Sponsorship Strategies
Jack Jostes [00:05:02]:
So, with these seven tips, you'll still get all the brand awareness of people seeing your logo and hearing about you that you normally would, but so much more. By having an offer which you can promote through business cards, postcards, and from your public speaking or podcast appearances. You can track which leads came through the contact form on that landing page and later when they buy. Measure your ROI. How much should you spend on your offer? That depends. What is the lifetime value of one new customer? What is the value of one new email address for a qualified lead? Like my favorite marketing author, Dan Kennedy, says: “he who spends the most to acquire a customer wins”
Jack Jostes [00:05:54]:
So pony up, Ponyboy, and make a compelling offer that is relevant to the audience, go forth, and conquer. Now, lastly, sometimes you can't get all of this. Sometimes, you can't donate enough to get all of this exposure. Maybe you're the lowest-paying sponsor on the sponsor totem pole, but it might feel good to support a cause. So do it. Donate to the cause you like, and your ROI is feeling good about giving to something that you care about. I personally do that, too. But when you're bringing the big Benjamins and you want ROI, plan with these seven tips.
06:34 - Expand Your Reach with Visibility
Jack Jostes [00:06:34]:
If you'd like more exposure to an audience of multimillion dollar landscape company owners, reach out at Landscapers Guide to talk to us about our sponsorship and partner opportunities. My name is Jack Jostes, and if you got value like this video, subscribe and post a comment with your favorite tip for getting ROI from your event sponsorships. Like today's video and subscribe to our YouTube channel to get upcoming videos to help you grow your snow and landscape company. My name is Jack Jostes and check out my free resources in the show notes and click the next button video to grow your business.
Show Notes:
Watch the full episode + see the transcript at: www.landscapersguide.com/podcast
Tell us where to send your beef jerky: www.landscapersguide.com/toolbox
🌿 Connect with Jack Jostes on LinkedIn: www.linkedin.com/in/jackjostes
💼 Discover Sponsorship Opportunities: www.landscapersguide.com/sponsors