Finding Sponsors for Your Podcast Panel

An NMX Panel Hosted by Jean MacDonald and Featuring Podcasters David Sparks, Mark Fuccio, and Dave Hamilton

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This panel features moderator Jean MacDonald, the partner in charge of marketing at Smile, which develops Mac, iPhone and iPad productivity software such as TextExpander and PDFpen. Panelists are:

  • David Sparks, the editor of MacSparky.com and the co-host of the popular Mac Power Users podcast
  • Mark Fuccio, president of Tactics Sells High Tech, Inc a professional services company that helps companies define, target, and launch high tech products
  • Dave Hamilton, co-founder of The Mac Observer, president of publisher service agency BackBeat Media, and co-host of The Mac Geek Gab podcast

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Show Notes:

“Passion + Authenticity = Podcasting Success” – Jean MacDonald

What a Sponsor Wants:

  • Sales
  • Increased Awareness
  • Proof it works (ROI)

Approaching a Sponsor:

  • Start with companies whose products you already use and love
  • Present how your podcast will sell and create awareness
  • Cover these key points:
    • Reach and Frequency (for podcast, blog, Twitter, Facebook, etc)
    • Why your listeners will be interested in the sponsor’s product

Make it a Triple Win:

  • For the sponsors, provide traffic, sales, “love letters”
  • For listeners, provide education, “specials”
  • For you as a podcaster, you’ll win if sponsors and listeners are both happy

The Spot – what is it like?

  • Who does it (you read vs. recorded from the sponsor)
  • Types of spots (pre-roll, post-roll, content embed)
  • How many per show

The Package:

  • Balancing goals and needs of the three groups (you, your listener, your sponsor)
  • Spot content (will you allow coupons/deals?)
  • How long will it run (minimum time)
  • What else? (show notes, tweets, links/buttons, etc.)

Who Does the Selling?

  • You: you have all the control and make all of the money, but it takes time
  • Third Party: they represent your podcast to sell ads, but you need to make sure your philosophies match

The Price:

  • Flat Rate or Variable
  • CPM (cost per thousand)
  • Anywhere from $20 CPM to over $100 CPM

Customer Service:

  • Know long term goals
  • Watch for warning signs and educate sponsors early and often
  • Renewal starts on Day One

David Sparks’ Three Steps to Successful Sponsorship:

  • Step One: Find a topic you’re passionate about so you can build an audience from day one.
  • Step Two: The Courtship
    • Look for a sponsor that brings value to your audience
    • Don’t be afraid to say no -talk about expectations
    • Make a media kit with details about your show
  • Step Three: The Marriage
    • Get married to gems
    • Don’t hurry up to get married
    • Always be honest with both readers and sponsors

Get our free ebook: The Ultimate Guide to Blog and Podcast Sponsorship

Download your copy today. It’s free for NMXU members (hey, that’s you!).

More about the Panelists:

Jean MacDonald is the partner in charge of marketing at Smile, which develops Mac, iPhone and iPad productivity software such as TextExpander and PDFpen.

Connect with Jean: TwitterLinkedInG+

Mark Fuccio is the president of Tactics Sells High Tech, Inc, a professional services company that helps companies define, target, and launch high tech products.

Connect with Mark: TwitterLinkedIn

Dave Hamilton is co-founder of The Mac Observer, president of publisher service agency BackBeat Media, and co-host of The Mac Geek Gab podcast.

Connect with Dave: TwitterFacebookLinkedIn

David Sparks is the editor of MacSparky.com and the co-host of the popular Mac Power Users podcast.

Connect with David: Twitter

Watch This Companion Video about Treating Your Podcast Like a Business and Setting Your Sponsorship Prices with Lou Mongello:

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