It took two years, but author Brendon Burchard finally figured out how to partner with corporate or nonprofit sponsors and tap into their huge marketing budgets, giant email lists, consumer research, marketing staffs and their easily recognizable names.
He says you can, too.
And he says there are nine things that major sponsors can help you promote to millions of people, while also paying for your PR campaign (PR people and publicists, share these with your clients):
1. Live events.
This is perfect for professional speakers and trainers. And the event doesn’t have to be big. Burchard knows a corporate sponsor who came through with $300,000 to promote an event that pulled only 14 people, and was a success.
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2. Educational programs.
Let’s say you’re an expert in finance, and you want to to each children and teens how to save money and be smart shoppers. The best way to do that is to get into schools. And the easiest way to do that is to partner with a company or nonprofit that already has contacts within lots of schools.
3. Corporate programs.
You’ve created an innovative program that’s perfect for CEOs and others in the executive suite. Let’s say it’s on the topic of ethics. Major companies and nonprofits would LOVE to partner with you and spread the word to their audiences because it shows they’re good corporate citizens. They already have the connections, the database and the inside track on other organizations and audiences that would welcome you. And when it comes to marketing, they’ll do all the heavy lifting for you!
4. Product launches.
You might have a new book or video series that’s perfect for staff members at nonprofits all over the world. And a big nonprofit might love let their branches and field offices know about it. You have the how-to info, and they have a huge, ready audience.
5. Contests and sweepstakes.
For a really successful contest, you need big prizes. And who better to give them to you for free than companies like hotels that offer free rooms, and airlines that can supply free tickets? Burchard arranged a deal like that and gave the winner of one of his sweepstakes a trip around the world.
6. A website launch.
If you’re going to build an online community, big partners can help you drive traffic, give you products that you can give away, and provide “borrowed credibility” that will make you look more reputable when visitors see their logos on your website.
This is perfect for life coaches, or anyone who provides services for those in need. During Hurricane Katrina, a major corporation paid the tab to send life coaches to New Orleans to work with hurricane victims and help them get their lives back on track. The “Doctors Without Borders” program is another example of a successful program made possible through corporate partners.
If you can help worthy causes like disadvantaged youth, battered women or cancer survivors, there’s probably a Fortune 500 company or global nonprofit that would love to give you its stamp of approval, a budget to help, and their logo to use in your PR campaign, particularly if they care deeply about social responsibility.
You might be a rock band that wants to do a major tour but can’t afford it. Or an author who wants to tour the country to promote your new book. Burchard recruited enough sponsors to pay for a 41-city tour to promote his book, Life’s Golden Ticket.
Now that you know just some of the possibilities, learn other techniques for recruiting sponsors and partners. Attend a free teleseminar at 2 and 7 p.m. on Wednesday, Nov. 7, and listen as Steve Harrison interviews Burchard about other things you can do to follow in his footsteps. Register here. Even though the teleseminar is free, I’m a compensated affiliate and I’m promoting this because it offers opportunities galore for Publicity Hounds who have a message to share.
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