Grow The Show Episode 210 Summary: "How Small Podcasters Can Land Big Sponsorships, with Justin Moore"
In Episode 210 of Grow The Show, host Kevin Chemidlin delves into the intricacies of securing sponsorships for small podcasters with his guest, Justin Moore, a renowned sponsorship expert. Released on February 4, 2025, this episode provides actionable strategies tailored for podcasters aiming to monetize their shows without boasting massive audiences. Through an engaging dialogue, Kevin and Justin explore mindset shifts, differentiate sponsorship types, and introduce the comprehensive Eight-Step Sponsorship Wheel designed to guide podcasters from pitching to analyzing their sponsorship deals.
1. Introduction to Sponsorships for Small Podcasters
Kevin Chemidlin opens the episode by addressing a common misconception: that sponsorships are reserved solely for podcasts with thousands of downloads. He challenges this notion, emphasizing that even shows with modest audiences can secure lucrative partnerships.
"Imagine instead if you could secure lucrative sponsorships, no matter the size of your audience, and turn your podcast into a brand deal revenue generating powerhouse."
[00:00] Kevin Chemidlin
Justin Moore joins the conversation, bringing his extensive experience in helping over 400 podcasters generate millions in revenue through sponsorships.
2. Mindset Shifts for Aspiring Sponsors
Before diving into the mechanics of securing sponsorships, Kevin inquires about the necessary mindset changes for podcasters.
Justin addresses a prevalent misunderstanding regarding the CPM (Cost Per Mille) model, which often discourages small podcasters due to perceived low returns.
"Pricing on CPM sucks. Don't do that. Especially if you're a niche show."
[02:35] Justin Moore
He advocates for pivoting away from CPM-based pricing, especially for niche or B2B podcasts, highlighting the potential for lucrative partnerships tailored to specific audiences.
3. Inbound vs. Outbound Sponsorships
Kevin seeks clarity on the difference between inbound and outbound sponsorship approaches.
Justin defines inbound sponsorships as brands approaching podcasters based on their audience growth, while outbound sponsorships involve podcasters proactively reaching out to brands.
"Outbound partnerships change the game. You're not just limited by the opportunities that are coming to you."
[03:54] Justin Moore
He emphasizes that outbound sponsorships open doors to brands that might not adhere strictly to audience size thresholds, thus expanding sponsorship opportunities.
4. The Eight-Step Sponsorship Wheel
Central to the episode is Justin Moore's Eight-Step Sponsorship Wheel, a systematic approach to securing and maintaining successful sponsorships.
Step 1: Pitch
Crafting a compelling pitch is foundational. Justin introduces the ROPE Pitching Method:
- Relevant: Align the pitch with the brand's current or past campaigns.
- Organic: Connect the pitch to existing podcast episodes that resonate with the brand.
- Proof: Demonstrate past successes and outcomes from previous sponsorships.
- Easy to Execute: Ensure the proposed collaboration is straightforward for the brand.
"Justin, I have a framework that I call the rope pitching method for what to say. R stands for relevant..."
[05:39] Justin Moore
Step 2: Negotiate
Once a brand expresses interest, negotiating the terms becomes crucial. Justin underscores the importance of clarifying deal points such as the number of integrations, usage rights, and exclusivity clauses to prevent future misunderstandings.
Step 3: Setting Sponsorship Costs
Justin advises against pre-set media kit pricing, likening it to a doctor's arbitrary prescription. Instead, he recommends engaging in conversations to understand the brand's budget and tailoring proposals accordingly.
"If you say, 'What's your budget?' they're going to hem and haw."
[07:26] Justin Moore
Step 4: Concept Development
Developing a clear concept ensures both podcaster and brand are aligned. Justin stresses the importance of providing detailed ideas and seeking the brand's input to refine the integration approach.
"You need to ask the brand, can you just give me like a one pager of like, what are the kind of two to three primary talking points?"
[12:59] Justin Moore
Step 5: Production
During production, staying true to the agreed-upon concept is vital. Justin warns against deviating from the script, emphasizing that any changes should be communicated back to the brand to maintain consistency and approval.
Step 6: Feedback
After delivering the sponsored content, feedback from the brand is crucial. Justin encourages podcasters to handle critiques professionally, viewing them as opportunities to enhance the partnership rather than conflicts.
"It's about the relationship. You want to get hired over and over."
[17:58] Justin Moore
Step 7: Publish
Properly publishing the sponsored content entails ensuring all agreed-upon elements are present and functional, such as clickable links and accurate promo codes. Justin highlights common pitfalls like publishing incorrect versions or missing disclosures.
Step 8: Analyze
Post-campaign analysis goes beyond sharing metrics. Justin advocates for comprehensive reports that include both quantitative data and qualitative insights from audience interactions, providing brands with a holistic view of the campaign's impact.
"Think about yourself as a regular consumer, Kevin. Right? ... This is the same process that your listeners are going through."
[22:01] Justin Moore
5. Targeting the Right Brands
Kevin raises a prevalent issue: podcasters often reach out to large, well-known brands like Casper or Squarespace first, assuming they’re the ideal sponsors. Justin counters this approach by advising podcasters to instead target tier-two or tier-three brands that align more closely with their niche and audience.
"These brands are looking to spend, you know, sometimes in the heyday, for example, Audible was spending a million dollars a month on podcast advertising."
[27:23] Justin Moore
He suggests podcasters explore brands that may not yet consider podcast advertising, proposing creative pitches that demonstrate the unique value the podcast offers.
6. Knowing When to Pursue Sponsorships
A frequently asked question is about the optimal timing to seek sponsorships. Justin introduces the Sponsorship Continuum, a framework that helps podcasters assess their readiness based on audience size and engagement.
"If you're a podcaster sitting here listening to this and saying that the only asset that I have to provide to a brand is a single podcast integration... 2025 has to be the year that you think I have to diversify into at least one other platform."
[28:38] Justin Moore
He emphasizes leveraging a podcast's entire content ecosystem, including social media and email, to present a more substantial value proposition to potential sponsors.
7. Diversifying Revenue Streams
Kevin shares Grow The Show's shift from measuring success by podcast downloads alone to considering total audience size across various platforms. Justin echoes this sentiment, advocating for holistic audience metrics to attract sponsors more effectively.
"If you take into account your entire content ecosystem, you're able to reach more people. And so you'll be able to get sponsors, get brand deals."
[32:31] Justin Moore
8. Prioritizing Sponsorships vs. Direct Sales
In a profound segment, Kevin questions the prioritization between seeking sponsorships and focusing on direct sales for his coaching business. Justin provides a transformative perspective:
"It's not about you, dude. It's not about getting you more cushion clients. It's about serving your audience and serving your customers."
[40:04] Justin Moore
He introduces the ARC Framework for brands:
- Awareness
- Repurposing
- Conversion
Justin explains that sponsorships can serve diverse brand objectives beyond direct sales, such as increasing brand awareness or repurposing content for marketing purposes. By aligning sponsorships with audience needs, podcasters can enhance trust and loyalty, ultimately benefiting their core business.
9. Conclusion and Key Takeaways
The episode wraps up with Kevin and Justin reflecting on the profound insights shared, emphasizing the importance of collaboration, trust, and audience-centric strategies in securing and maintaining sponsorships. Justin also announces his upcoming book, "Sponsor Magnet," set to release on January 21, 2025, promising a comprehensive guide filled with tools and templates to empower podcasters in their sponsorship endeavors.
"If you read this book, you will make more money working with, on your sponsorships, like, guaranteed."
[44:06] Justin Moore
Kevin encourages listeners to leave reviews and consider leveraging Podcast Boutique for production needs, highlighting the synergy between effective sponsorship strategies and high-quality podcast production.
Final Thoughts
Episode 210 of Grow The Show offers an invaluable roadmap for small podcasters aiming to navigate the sponsorship landscape. Through Justin Moore's expertise and practical frameworks, podcasters are equipped to transform their shows into profitable ventures, regardless of audience size. The episode underscores the significance of proactive outreach, strategic pitching, and maintaining strong relationships with sponsors to foster long-term success.