Overcoming Objections to Ballot Sponsorships

by Julie Foley Second Street

When you sell ads or sponsorships around ballots, you will probably encounter at least one of the following objections. Don’t let them be conversation stoppers. Instead, show the advertiser why ballots can be so valuable.

“I’m not sure you’re going to have a lot of traffic, so I’m not sure I’ll get a lot of exposure.”

Purchasing an online-only sponsorship can be scary for some advertisers. If anyone brings up this objection, remind them of the following:

  • The list of winners stays up forever, which means that your sponsor could potentially be getting additional exposure throughout the year.
  • Your audience will come out to vote.
  • If it’s true, remind the advertiser of your experience with running online engagement campaigns and that people look forward to them.
  • Finally, a citywide metro ballot is a prime opportunity for a sponsor because your Voter’s Choice is a prestigious brand and a serious competition that commands respect in the community.

“I just don’t know if I can afford it.”

Ballots are a great way to offer various levels of sponsorship opportunities so businesses of all size can participate. Stress everything that your sponsorship packages include, such as:

  • A top-billing leaderboard and big boxes all around the contest
  • A full calendar year of customizable online ads
  • Promotional ads online and in traditional media
  • At least one email sent to the entire promotional database
  • An opt-in on the registration page
  • Social media mentions

“An ad in the special section? Thanks, but no thanks.”

Respond with the following points:

  • Don’t you want to thank your customers for making you #1?
  • You can add a coupon or offer to increase your foot traffic.
  • This special section or broadcast casts a wider net than your publication or station’s normal audience.
  • People look forward to finding out which are the most popular businesses and services in their communities, and they often bookmark online listings or hold on to print special sections to refer back to later.

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