(Related Pages :: BSides || Sponsoring || Media)

Pitching a Sponsor

The saying goes that half of all marketing money is wasted but we never know what half.  This is your opportunity to tell someone why the money they give you to host this event will not be wasted.

Rules to Pitch By

• Rule #1: Different sponsors care about different things so the first rule of pitching sponsors is identifying what they want or find beneficial.
• Rule #2: The sponsor cares about who and how many will attend your event.  When you talk to them don't say the audience will be "a bunch of hackers", state their positions in the informaiton security (or purchasing) heirarchy: CIO, CISO, Security Engineer, Security Manager, Network Manager, Compliance Officer, or Security Consultant.
• Rule #3: Be creative!  Think of new and creative ways you can connect sponsors with potential new sales:
• Are people talking about your event? Then they will see the sponsors.
• Can you make in-person introductions between your sponsors and any of your participants?
• Will your participants thank your sponsors before/during/after the event?
• Do you offer special sponsor materials such as custom podcasts, interviews, speaking platoform?

Begin With the End In Mind

Here is a short list of things that sponsors may care about:

• Sales leads: Sponsors need to justify the money spent on your event.  Their money has to translate into increased sales so they can pay their employees and put food on their table.  Think about how your sponsors will feed their families as they feed your event participants.  Here are some ways your sponsors can obtain increased sales:
• Their logo / name will go on the t-shirt which becomes a walking billboard for them as the participants go home and socialize with their friends.
• People who attend this event will have a better understanding of the sponsor
• Being part of the conversation: BSides events are great for big and small firms alike.  Though for smaller firms the benefit can be much greater.  For a fraction of what it would cost to have a booth at a traditional conference they can be part of a conversation that people are talking and writing about.
• Signage: You can offer signage of all types and it all depends on what you plan on offering.  The simplest things to offer are: signs at event, logo on the website, twitter thank you message.  If you plan on having t-shirts for participants you can place their logo on the shirt.  Be creative but recognize this is sometimes a "nice to have" for sponsors but not always a core desire.
• Speakers: This is a very controversial topic and one that every sponsor will request.  "Sure I'll sponsor your event as long as you give us 10 speaking slots."  Your sponsors want to raise the visibility of their speakers and their firm.  Instead, you can suggest the following:
• They speakers/employees can submit their topic to the call for presentations (CFP)
• Offer custom podcasts for them and their firm
• Suggest a sidebar area where people can talk with your sponsors and you can make personal introductions 

The Sponsorship Kit

It is critical to have a Sponsorship Kit (coming soon).  You won't always have time on the phone or in an email to convey everything you want to.  Furthermore sometimes the person you are talking to at a firm is only the connector.  You need one document you can send to potential sponors that outlines the following:

• Welcome (executive summary page)
• BSides Information
• What is Security BSides?
• Your Event Name and Info
• Goals
• Target Audience
• Support and Sponsorship Information
• Value Proposition
• Benefits of Supporting
• Support Packages / Levels
• Terms and Conditions
• Sponsorship Agreement (optional contract language)

Reminders

• Have participants contact your sponsors: Perpetually remind event participants to call the sponsors and thank them for supporting something they feel is important.  Even if the participants do not buy the sponsors product it is important that the sponsor feel their investment was effective.