I produce and host interstitial content (airing during extended commercial breaks) on a specialty TV station and I'm able to have them sponsored by a company. So far I've mainly just had success with companies that I already had some sort of relationship with beforehand. When I do my own cold outreach it doesn't seem to work, despite the fact that I can offer some great promotion to a pretty large, targeted audience. What should I be doing so that I can actually get them interested in taking a look at what I have to offer and seeing the value in it?
I produced a show for three seasons with a couple techie friends. Getting paid sponsorship usually requires numbers: demographics, viewership.
The person making the sponsorship decision wants to know that the viewership is in sufficient quantity and the right age range, socio-economic status, etc. to be a fit with their own target market.
You can calculate an ROI with these numbers--an agreed-upon # of viewers = so many active prospects for the company = a certain # of buyers at $price = total revenue. But it's an educated guess until you have a track record.
Sometimes, especially if it was a marketing agency that ran all these decisions for the end customer, I was told if they went ahead it would be because of "goodwill" and not an ROI-based choice.
Local programming did matter. Demonstrating you could get at their target market was key.
Answered 7 years ago
Access 20,000+ Startup Experts, 650+ masterclass videos, 1,000+ in-depth guides, and all the software tools you need to launch and grow quickly.
Already a member? Sign in