I get asked all the time, how do you find a sponsor?

I’ve been blessed. We aren’t always sold out but we do always have some level of support each month.

I want to be sure to warn you. You won’t be getting rich from selling ads on your show. Internet Radio is still new and advertisers really need to be educated about the value of placing ads on internet radio shows - so be prepared to educate and sell on a regular basis.

If you don’t like selling, you may want to seek out and hire an advertising manager who will do the selling for you in exchange for a percentage of the income. (Usually at least 20%)

To begin your search, take a good look at your target listener.

Who are they and what are they interested in. If you have chosen a tight focus like I recommend, this will be an easy step.

If you’re producing a show about children - you know that there are any number of businesses out there that want to market to parents.

Brainstorm and list some products and services that your listeners would be open to hearing about during your show.

Go to the web and search for companies that offer these products and services. If they offer an affiliate program, you should definitely sign up and look for ways to promote them on the website and during the show. If they do not offer an affiliate program, they are a good lead to add to your contact list.

Now, you or your advertising manager needs to do some simple research. Find a phone number (look in the whois) and call to find out who is in charge of marketing or advertising. Ask to speak with them.

You don’t have to press a hard sell during the first call. You’ll want to just ask them a couple of things.

Have they ever thought about advertising via internet radio on a show that reaches their target market?

Whether they say yes or no, you can ask them if they would they like to receive some more information.

If they say yes, you can ask for their email or snail mail address and promise them some information about your show, target market and advertising rates.

Don’t worry about being a pest. You are offering them a valuable opportunity to reach their target market. The worst that can happen is that they say no thanks

You may find that as you create your show website, send out an initial press release and start creating a buzz for the launch, that advertisers come to you to ask about your ad opportunities. I’ve seen it happen more than once.

If you have trouble attracting sponsorship, it may be a sign that you need to go back to the drawing board and rething or tighten up your topic.

Justin Kaiser
Creative Identity Group