Over the weekend, my client and friend, Gabby Bernstein, hosted Spirit Junkie Masterclass — a spiritual business training that I’ve had the pleasure of working on for the last three years. This time around, I was honored to be up on stage fielding a question about event sponsorship — one of my favorite sales topics!
And it got me thinking about you. As entrepreneurs, we can work with brand sponsors on a number platforms — event sponsorships, blog and podcast advertising, social media promotion and more. Whether you’re already working with brands, or you’d like to in the future, thinking strategically about brand alignment is something to start doing today.
One of the biggest mistakes you can make is having a mismatched brand featured on your platforms. There are obvious examples of mismatches — like a wellness blogger who touts the health benefits of being sugar-free promoting a product with sugar. And there are also less-obvious pitfalls, like a mismatch in brand personality and philosophy. For example, my approach to sales training is deeply personal, heartfelt and authentic — I’m not going to align with any person, product or service that takes a harder, more militant approach to building business.
So, how do you find the right brands with which to align? Turn to your audience. They are the key to knowing which brands will fly on your platforms and which will fall flat.
Your Challenge This Week:
Make a wish list of brands.
Like the woman who asked the question at Spirit Junkie Masterclass, you may not know where to begin with getting brands involved with your events, podcast, social channels, etc. The first step is to make a list of brands you’d like to work with — and do that by finding out what your audience actually wants to see! What products and services do they need? What are some of their favorite products? What larger purchases are they likely to make in the next year? All of these questions can greatly inform the type of sponsors or advertising that will work well for you across your platforms.
You can pose these questions in a formal survey to your audience, you can poll them at your next event, or you can simply ask in a social post and watch the comments roll in. Take their feedback and create a list of top-desired brands.
Keep in mind that whether you’re ready to approach them now, or not quite ready yet, creating a “vision board” of the brands you want will put you in the mindset to win! Gabby Bernstein tells the story of how she put Philosophy skin care on her vision board many years ago, and now she works with them regularly — the power of manifestation!