I am a Co-Executive Producer of a female-driven sitcom series entitled “All 4our One,” and we received word that a national television network, in 19 million homes nationwide, likes our pilot and wishes for us to make more episodes for them, roughly 13.

We have data and information on our series and who is viewing our website and social pages information, though it hasn’t even been seen anywhere except the film festivals it was shown at. It was tough enough to make a pilot on my paychecks from my other job, but I’m having a hard time trying to find out who would be willing to purchase time on our series, and how to pitch it out to them. I have an advertising proposal, a business plan, a trailer of the series, an no takers…Please help…

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Jay’s Answer: Congrats on getting this far. Television, like other media, has changed dramatically in the last few years because of the Internet. Even successful TV reporters/hosts are having problems finding sponsorship for their shows (the TV stations no longer have the resources to find the opportunities).

Start with your demographics. You say you know who’s viewing your pilot. What products or services does this group purchase disproportionately? Which companies fulfill this need in the distribution network? You should be able to see the list of advertisers for other shows that the network distributes to get some ideas.

Figure out your production costs – including the time necessary to find sponsors to determine what to charge. In addition to basic underwriting/advertising, you could use product placement or in-kind donations (a home/office to use as a set, for example).

Increase the demand. If it hasn’t been seen anywhere except at film festivals – why not show it online – YouTube, etc.? You don’t have to show the entire show – just enough to prove that the writing is sharp, the characters interesting, the photography is crisp, etc.

On you YouTube videos and/or website, have you placed a notice that you’re looking for sponsors?

We’re interested in becoming a more personalized resource for prospective clients during the sales cycle by building a clearer “nurture-marketing” strategy. But what are best practices for staying customer-focused and truly helpful via personalized emails, phone calls, and the like?

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Jay’s Answer: It depends on what you mean by “nuture marketing”. Classically, nuture marketing focuses on prospective clients who are qualified to purchase, but not ready to purchase now. So the game is to keep “top of mind” with them, so when they do have the budget/need/resources they would “naturally” choose you. This is normally done using technology (autoresponders, ezines, etc.) to keep “in touch” with them (also called “drip marketing”).

But that’s a superficial definition of nuture marketing. Instead, consider yourself an independent consultant (who is is being paid by your prospective client) rather than a sales person (paid by your company). Your advice would be based on what you think is best for yourclient, instead of being best for your company. Before recommending any solutions, you’d need to deeply understand their problems, resources, and company culture to find the best “fit”.

As an employee for your company, you need to know what your prospect’s “trigger” is and tailor your messaging to them (directing appropriate solutions/case studies/seminars to help them get closer to their trigger). If the value of the sale is high enough, then you may choose to send qualified business opportunities/customers to your prospects to further help them. If the timeframe is long enough, you may also need to re-open a dialog with your prospect, to find out what current underlying needs they have that you may be able to help satisfy.

Remember that you’re trying to nurture a long-term relationship. Therefore, be willing to give up the need for a short-term sale (perhaps referring business to your competition as appropriate) and instead focus on developing a relationship that will be rewarded in the future.