ESP 014: 3 Steps to Landing Corporate Event Sponsorship with Lesa Ukman

I consider Lesa Ukman the “Queen of Sponsorship” and with good reason. She essentially discovered this new form of marketing, that we now know as sponsorship, while working for the mayor of Chicago. The world wasn’t quite ready or sure what to call it, but Lesa set out on her own to educate the masses with a little newsletter. That little newsletter became IEG (now owned by WPP) and the rest is history. I’ve invited her on the show today to share the three essential steps you’ll need to land corporate sponsorship. Sponsor: 99 Designs: When it comes to events, branding is everything! If your looking for a professionally designed logo or website for your next event, you should check these guys out. They have a team of over 200,000 plus designers that will help you get it right and free you up to focus your time on getting butts into seats. What you’ll learn in this episode: The history and evolution of sponsorship Why it’s still about the audience and tapping their passion points Why you have to learn the culture and contribute to it The first place you should start building before approaching potential sponsors Why it’s not about selling  sponsorship and all about selling solutions How to go after the right categories Why you should be enlisting gatekeepers instead of going around them Why you should start local (even if your brand is known internationally) The sponsorship litmus test The Superbowl conference of sponsorship Resources & honorable mentions in this episode: IEG  WPP Jerry Welch  Sponsorship Cubed   IEG sponsorship webinar training  The Golden Nugget:  If the brands can somehow enhance our experience or can contribute with content, then they become...Click To Tweet - Powered By CoSchedule Shout out to Lesa for coming on the show to share her story and knowledge on audience engagement. You can connect with her directly here if you have any questions about sponsorship. The Hook Up:  Give your next event a kick in the pants! – (Click link to download my free eGuide) Did You Enjoy This Episode? Let Us Know On Twitter If you loved this episode, let Lesa and I know on Twitter by clicking on the link below: Click here to let us know you loved the show! Question? Leave Me A Voicemail! If you have a question that you’d like answered please go to my Speak Pipe page and quickly and easily record a voicemail for me to answer for you. No payments, sign-ups or dialing required. Just hit record and your question is sent. I may feature your question in an upcoming podcast episode… and you may get something pretty sweet in return ;) To Subscribe To The Podcast and Leave a Review, Please Use The Links Below: Click here to subscribe via iTunes Click here to subscribe via Stitcher