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Day two of PodCon featured a great panel on Sponsorships. We came up with a checklist from that panel if you decide you want to pursue sponsorships in your show…
Sponsorships Why would a company sponsor a podcast? Every advertiser has different goals Most want the make use of the intimate connection that a podcast has with their audience Can help to raise brand awareness Allows advertisers to reach hard or small niches
What do sponsorships require? Pre-roll, mid-roll and end-roll ads Advertiser will provide copy points Ads usually turn out best when the podcaster has creative control Ask for the product if they don’t provide it Listeners think of you as a friend that is suggesting a product
How to Do Ad Reads Keep the feel of the ad read the same as the feel of the podcast Do your podcast housekeeping at the front of the podcast, do the ad read in the middle Funny ad reads keep people listening Keep your ad reads organic It matters that you are enthusiastic about a sponsor, so be picky about who you work with List sponsor in the episode description Put the sponsor on the page for that episode on your website Repeat call to action for ad and Patreon 3 times (reach x frequency)
Start Work Before You Get a Sponsorship Start a merch store and practice advertising for it Start a Patreon and practice Do a fake ad read for a product (real of fake) Exchange ads with other podcasts Practice “selling” your social media Always assume people are listening to your podcast for the first time The goal isn’t to sell out, ads should feel natural How You Measure and Price Ads CPM–Cost Per Mille (Thousand)
What Do You Put in an Email When Contacting Sponsors? Make a PowerPoint, Google Slide or PDF deck about your podcast Make a great, reusable email template (with the parts that need to be replaced clearly labeled) Get an unsend app/button for your email client