It’s that time of the year again when sponsorship directors and marketing department get bombarded with sponsorship decks looking for support for the next season.
Some are very simple 1 or 2-page presentations while some are 20+ pages of statistics and benefits designed to help make that sponsorship decision easier.
With the recent growth of Supercross and it’s robust TV and web package race teams are all using the information to try and sell the team. This is where I have a problem with the data. Small regional teams will tout the live TV coverage to millions of homes, the giant social media statistics of the series and talk about how many people the pit party brings in. While this is all really valuable information, it’s not accurate to the program you are selling.
Let’s be honest, how much of the 100+ hours of TV will your team show up in? How many of those thousands of spectators will even walk by your set-up on race day? And don’t even get me started on the social media stats.
Don’t let this discourage you. I believe it’s all about the perspective and genuine statistics that you can provide to a potential sponsor. We’re you lucky enough to get TV, web or social coverage? Then figure out that value. If you didn’t then understand how to get that coverage. Are you writing a blog for your website? Why not? How about a weekly video blog? Traveling across the country and recording what it takes to be a professional racer. And please keep it professional, one wrong move could sink all of your efforts.
Are you working with your sponsors with on-site activation? You could offer a coupon or QR code on a banner tracking back to your sponsor’s site. Implement a google analytic script in the background and boom, instant statistics. Real numbers not a pie in the sky number from the series.
What about collecting names and email addresses for an opportunity to win autographed gear or VIP access to your pit area? You’ll then have an email list that you can use in the future to not only tell your racing story too but to provide value to sponsors. Websites like Constant Contact and Mail Chimp are straightforward and inexpensive to use and offer measurable statistics like open rates and click-through data. All truly valuable when selling your program.
So it might be too late for the 2017 presentations but take the opportunity to determine real statistics to your program during this season and put yourself in a better position for 2018.
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