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I personally would ask them, what were their ideas on sponsorship? Like you wear a shirt and with their name and logo on it? Or an ending credit?
I would tell them that you would happily accept (I mean who the hell turns down free money) and tell them that as long as they don't think that by them sponsoring you that you will in any way change the format of your program.
My suggestion for be to tell them that you will wear a shirt with their name and logo on it, bring someone on with them as a special "guest" to discuss their opinion on the tasting. (maybe once a week) and then add them to the end as a special thanks to ect ect.
(the shirt would be for the video)
For just a regular podcast, put a banner up on your site and say this is one of the companies that helps support this podcast.
Congrats btw
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michaelpau...
http://podcastfreeamerica.com/blog/category/Podcast%20for%20Money/
Another link:
http://advertising.about.com/od/onlineadvertising/ht/creatpodcastads.htm
Unfortunately this is not much out there in regard to how much you should charge and or what is normally paid for a podcast sponsorship.
Perhaps it would be best to check out the above links and then accept the companies interest in sponsoring your podcast. Maybe they will then propose an amount and it may very well be market value.
Hope that helps somewhat.
Source(s):
http://advertising.about.com/od/onlineadvertising/ht/creatpodcastads.htm
http://podcastfreeamerica.com/blog/category/Podcast%20for%20Money/
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1)
Try to endear yourself to your first sponsor. If you can build a relationship where they're fans of your show, believe in your goal and sing your praises to their friends, you will quickly receive more viewers and ad revenue.
2)
Prepare your stats. You're on your 6th episode. Make a nice 1 page PDF flyer / brochure with an intro, 2 pretty graphs and 2 paragraphs.
Intro: Clearly describe the show. In a paragraph, clearly define what the show is and what your goals for the show are.
Chart & Paragraph 1: Show how many people are watching the show. Try to explain who those people are. How old are they, how much money do they make, why do they listen to the show, how many of them watch every single week?
Chart & Paragraph 2: Show how many people come to your website. Explain where people can find your shows (blip's distribution network), iTunes, etc. Show what other websites link to you and where you spread your reviews.
It would be great if these charts showed that you ran a small but influential podcast that people trusted and enjoyed regularly. Remember that media buyers are buying eyeballs in this scenario and they hope those eyeballs will turn into customers and brand awareness.
3)
If you can talk with the media buyer on the phone:
Ask the advertiser what other advertising they're doing and what they would like to do with you.
Tell them that any money they spend on advertising with you will go directly back into the show to make it better. Ask them what their ad budget is.
Then, schedule another short call with them in 1 day. Tell them that since this is your first advertiser that you're going to sit down and put together a package of ideas for them and that they'll be able to approve the whole thing or select which options will work best for them.
4)
Now that you know what their advertising goal is and what their budget is, sit down and brainstorm some ways to work them into the show. From sponsored reviews to hanging a sign to using their logo as a graphic, don't leave any idea untouched.
Many people think that advertising is "selling out". It's not. Tell your viewers that you have accepted a sponsorship and that you're going to use all of the money to make the show even better. Make a bit of a joke about the advertising and integrate it into the way that the show works.
You guys look like you're creative folks and know your audience. I bet it'll be easy for you to come up with 10 - 20 great advertising ideas. When you're brainstorming, turn on your "evil corporate" brains and don't eliminate any ideas until you can sit back and look at them all. Think about this current / first advertiser and not "what if" future advertisers. The best ideas will personally integrate the advertiser into the show.
5)
Call the advertiser back and review the options. Try to spend their entire ad budget on your ideas.
Charge them what feels like a low rate over multiple shows.
Let's say that they only want to spend $20 a show. NO problem, give them whatever they ask for (logo placement, paid reviews, whatever) but ask if they will commit to 10 shows. That's $200 and it could buy you a nice Mic or a half decent light.
6)
Immediately when you have your first advertiser, seek out other advertisers. Put up an "advertising" section on your blog with 3 sample packages (high medium and low) along with your PDF promo flyer. Get in front of other companies and people who are advertising in similar podcasts with low volume ad buys and tell them about what you're doing.
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But lets get back to your question!
Alright, so they like your podcast, they think it will do well, they want some options. Now I don't have the email in front of me, you do, so I'm answering this based on what you posted.
You should start with asking what type of sponsorship they were considering. Your dealing with people that know their business I assume, and usually when someone asks about this they have something in mind.
But depending on what the contract says in the end, you must remember your usually giving some rights over to these people, and in some situations they may try to do things to the podcast that you don't like.
Source(s):
Myself and the internet
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Answered Question
M$5.05
September 03, 2009 03:44 PM
A company is asking me about sponsorship options for my new podcast. What do I say?!?
I am beside myself with joy this morning... I received an email from a company asking me to inform them about their options for sponsoring my new podcast... but where do I begin? This is a whole new world for me.
Info:
- the podcast is at http://gfree.tv
- topic: review gluten-free foods with honest, unbiased opinions
- format: video format, and styled after Wine Library TV -- eat something, review it.
- I host it using blip.tv, which provides metrics, so I have that data.
- I'm only at episode 6
Halp! :-)
Info:
- the podcast is at http://gfree.tv
- topic: review gluten-free foods with honest, unbiased opinions
- format: video format, and styled after Wine Library TV -- eat something, review it.
- I host it using blip.tv, which provides metrics, so I have that data.
- I'm only at episode 6
Halp! :-)
- In Internet Advertising & Marketing |
- Tags: podcast, sponsorships, video |
- |
- Report |
-
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Best Answer Decided by Votes
| September 03, 2009 06:09 PM |
I would tell them that you would happily accept (I mean who the hell turns down free money) and tell them that as long as they don't think that by them sponsoring you that you will in any way change the format of your program.
My suggestion for be to tell them that you will wear a shirt with their name and logo on it, bring someone on with them as a special "guest" to discuss their opinion on the tasting. (maybe once a week) and then add them to the end as a special thanks to ect ect.
(the shirt would be for the video)
For just a regular podcast, put a banner up on your site and say this is one of the companies that helps support this podcast.
Congrats btw
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michaelpau...
September 03, 2009 06:48 PM
Thanks! I like the idea of asking them what they'd like to see in a sponsorship.
Tip michaelpaul for this comment
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Other Answers (3)
September 03, 2009 04:06 PM
Here is an interesting site that may get you started if not point you in the right direction: http://podcastfreeamerica.com/blog/category/Podcast%20for%20Money/
Another link:
http://advertising.about.com/od/onlineadvertising/ht/creatpodcastads.htm
Unfortunately this is not much out there in regard to how much you should charge and or what is normally paid for a podcast sponsorship.
Perhaps it would be best to check out the above links and then accept the companies interest in sponsoring your podcast. Maybe they will then propose an amount and it may very well be market value.
Hope that helps somewhat.
Source(s):
http://advertising.about.com/od/onlineadvertising/ht/creatpodcastads.htm
http://podcastfreeamerica.com/blog/category/Podcast%20for%20Money/
Permalink | Report
Reply
September 03, 2009 06:34 PM
Here's what I would do and say: 1)
Try to endear yourself to your first sponsor. If you can build a relationship where they're fans of your show, believe in your goal and sing your praises to their friends, you will quickly receive more viewers and ad revenue.
2)
Prepare your stats. You're on your 6th episode. Make a nice 1 page PDF flyer / brochure with an intro, 2 pretty graphs and 2 paragraphs.
Intro: Clearly describe the show. In a paragraph, clearly define what the show is and what your goals for the show are.
Chart & Paragraph 1: Show how many people are watching the show. Try to explain who those people are. How old are they, how much money do they make, why do they listen to the show, how many of them watch every single week?
Chart & Paragraph 2: Show how many people come to your website. Explain where people can find your shows (blip's distribution network), iTunes, etc. Show what other websites link to you and where you spread your reviews.
It would be great if these charts showed that you ran a small but influential podcast that people trusted and enjoyed regularly. Remember that media buyers are buying eyeballs in this scenario and they hope those eyeballs will turn into customers and brand awareness.
3)
If you can talk with the media buyer on the phone:
Ask the advertiser what other advertising they're doing and what they would like to do with you.
Tell them that any money they spend on advertising with you will go directly back into the show to make it better. Ask them what their ad budget is.
Then, schedule another short call with them in 1 day. Tell them that since this is your first advertiser that you're going to sit down and put together a package of ideas for them and that they'll be able to approve the whole thing or select which options will work best for them.
4)
Now that you know what their advertising goal is and what their budget is, sit down and brainstorm some ways to work them into the show. From sponsored reviews to hanging a sign to using their logo as a graphic, don't leave any idea untouched.
Many people think that advertising is "selling out". It's not. Tell your viewers that you have accepted a sponsorship and that you're going to use all of the money to make the show even better. Make a bit of a joke about the advertising and integrate it into the way that the show works.
You guys look like you're creative folks and know your audience. I bet it'll be easy for you to come up with 10 - 20 great advertising ideas. When you're brainstorming, turn on your "evil corporate" brains and don't eliminate any ideas until you can sit back and look at them all. Think about this current / first advertiser and not "what if" future advertisers. The best ideas will personally integrate the advertiser into the show.
5)
Call the advertiser back and review the options. Try to spend their entire ad budget on your ideas.
Charge them what feels like a low rate over multiple shows.
Let's say that they only want to spend $20 a show. NO problem, give them whatever they ask for (logo placement, paid reviews, whatever) but ask if they will commit to 10 shows. That's $200 and it could buy you a nice Mic or a half decent light.
6)
Immediately when you have your first advertiser, seek out other advertisers. Put up an "advertising" section on your blog with 3 sample packages (high medium and low) along with your PDF promo flyer. Get in front of other companies and people who are advertising in similar podcasts with low volume ad buys and tell them about what you're doing.
Helpful Answer?
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(0)
Helpful: michaelpaul, chefjoanna, kalane, wesny, geekmiser
Tip robbrown for this answerVoted as best: michaelpaul, snowplusbrd
Reply
September 03, 2009 06:51 PM
I imagine you know what you're talking about on this one.
But... "Ask them what their ad budget is. "
What kind of a negotiator answers a question like that? :)
Seriously, do you often get a straight factual answer to something like that. I'm really intrigued to know how it works out.
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But... "Ask them what their ad budget is. "
What kind of a negotiator answers a question like that? :)
Seriously, do you often get a straight factual answer to something like that. I'm really intrigued to know how it works out.
September 03, 2009 07:02 PM
Yes. You're not negotiating a car. You're developing a marketing campaign.
You're telling the advertiser that you're going to go away and work hard to form a bunch of ideas that they can select from.
The only negotiation is about exactly how much of the ad budget can be consumed and over how many shows.
Typically, media buyers will make a small first time purchase and if things go well, they will allocate their entire budget and make a term commitment to maintain a low price after the initial buy.
Media buyers don't spend a lot of time negotiating prices. They negotiate value. In this scenario, a savvy media buyer will know that they can say "I have $500 per month to spend with you" and as long as they receive $501 in new business, they'll renew.
Report
You're telling the advertiser that you're going to go away and work hard to form a bunch of ideas that they can select from.
The only negotiation is about exactly how much of the ad budget can be consumed and over how many shows.
Typically, media buyers will make a small first time purchase and if things go well, they will allocate their entire budget and make a term commitment to maintain a low price after the initial buy.
Media buyers don't spend a lot of time negotiating prices. They negotiate value. In this scenario, a savvy media buyer will know that they can say "I have $500 per month to spend with you" and as long as they receive $501 in new business, they'll renew.
September 03, 2009 07:23 PM
So you've actually done this?
I'm not a media buyer, but if I was and I had up to $500 to spend with you, I probably wouldn't come flat out and say it. I'd rather let you present your package and then say "So how much were you thinking for Option A?"
Of course if the sums are small, and the people involved don't have any responsibility for the making the most of the budget,. they may not worry too much about getting the best deal.
Btw, it's car salesmen that can expect an answer to questions like that, because they're often not dealing with pro negotiators. Building relationships is all well and good, but when it comes to agreeing a price, there's no more reason for a good negotiator to tell you the max he can go to than in a one-off transaction.
Mind you I can well imagine a scenario where you say: "What's your budget?" And they reply "I was thinking about something like $X." Where $X is not their real max, but a figure they want to sound out with you.
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I'm not a media buyer, but if I was and I had up to $500 to spend with you, I probably wouldn't come flat out and say it. I'd rather let you present your package and then say "So how much were you thinking for Option A?"
Of course if the sums are small, and the people involved don't have any responsibility for the making the most of the budget,. they may not worry too much about getting the best deal.
Btw, it's car salesmen that can expect an answer to questions like that, because they're often not dealing with pro negotiators. Building relationships is all well and good, but when it comes to agreeing a price, there's no more reason for a good negotiator to tell you the max he can go to than in a one-off transaction.
Mind you I can well imagine a scenario where you say: "What's your budget?" And they reply "I was thinking about something like $X." Where $X is not their real max, but a figure they want to sound out with you.
September 03, 2009 07:30 PM
Btw, spendng $500 a month to get $501 back is value? :)
If the margins are that tight, people negotiate for every buck. Now if it's spend $500 a month and get $50k back, no one is going to quibble if it's $500 or $800. :)
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If the margins are that tight, people negotiate for every buck. Now if it's spend $500 a month and get $50k back, no one is going to quibble if it's $500 or $800. :)
September 03, 2009 07:35 PM
"So you've actually done this?"
Yes. Directly in podcasts as a media buyer. Never as a content producer. In other forms online advertising, I've taken on roles as both a media buyer and content owner.
I'm not saying there is no negotiation. I'm saying the negotiation is different. As a content producer, if Michael provides an interesting number of advertising options along with some stats and eventually some proven results, "car salesman" negotiation won't exist.
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Yes. Directly in podcasts as a media buyer. Never as a content producer. In other forms online advertising, I've taken on roles as both a media buyer and content owner.
I'm not saying there is no negotiation. I'm saying the negotiation is different. As a content producer, if Michael provides an interesting number of advertising options along with some stats and eventually some proven results, "car salesman" negotiation won't exist.
September 05, 2009 02:34 AM
@robbrown Calling it "car salesman" negotiation is rather derogotory. It's no different when it's one corporation spending millions on buying sofware or tech from another one. Even when that entails long-term relationships, which it of course usually does.
Of course if works the way you describe with media buyers then it does. I'm sure you know. :)
Also it is the exact wording that would wind me up: "What is your budget?"
I'd be fine with something like: "What kind of figure were you thinking of?"
Why? I would see you as the "car salesman" if you asked me what my budget was. i.e. Someone that doesn't respect me, and is trying to take me for as much as they can rather than arrive at a mutually good deal.
Now you personally might be so nice that it would not come across like that. But most people it certainly would.
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Of course if works the way you describe with media buyers then it does. I'm sure you know. :)
Also it is the exact wording that would wind me up: "What is your budget?"
I'd be fine with something like: "What kind of figure were you thinking of?"
Why? I would see you as the "car salesman" if you asked me what my budget was. i.e. Someone that doesn't respect me, and is trying to take me for as much as they can rather than arrive at a mutually good deal.
Now you personally might be so nice that it would not come across like that. But most people it certainly would.
September 05, 2009 03:08 AM
Thanks for your feedback, Philipy!
If you find yourself in the position to either buy or sell ads and have a question about it, be sure to let me know. I'd love to answer it!
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If you find yourself in the position to either buy or sell ads and have a question about it, be sure to let me know. I'd love to answer it!
September 03, 2009 08:00 PM
Well I've been doing some work online for some time now, infact its the only way for me to actually do work and get paid via paypal. But lets get back to your question!
Alright, so they like your podcast, they think it will do well, they want some options. Now I don't have the email in front of me, you do, so I'm answering this based on what you posted.
You should start with asking what type of sponsorship they were considering. Your dealing with people that know their business I assume, and usually when someone asks about this they have something in mind.
But depending on what the contract says in the end, you must remember your usually giving some rights over to these people, and in some situations they may try to do things to the podcast that you don't like.
Source(s):
Myself and the internet
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