Download Innovating Marketing

Innovating Marketing
for
High School Sports
Presented by
Leah Little
Marketing Director
Sponsorship is a new game now, one most are playing by old rules. If
you are still slapping logos on stadium signage and hoping that
counts as “unique impressions,” you’ve got a problem”. adweek.com
Creative Packaging
If the glove doesn’t fit…you must???
•
•
•
•
•
•
•
•
•
The market has changed, what does that mean for you?
We can no longer offer the cookie cutter package and get results.
Customize to fit each individual client/business/corporation
Factors that separate the winners:
a. Collaborate
b. Listen
c. Connect
d. Understand their needs
e. Have a solution
f. Offer new ideas and perspective
g. Add Value
Be Creative – “if your trying to think outside the box your probably in it.” Sell the Toilet
Paper!
Google til You Drop
Capitalize on Trends – Get Out in Front
Create Initiatives and get folks on board
Would you buy what you’re selling?
Building Relationships
The Absolute Backbone to Successful Partnerships
•
•
•
•
Forget quotas and start treating your clients as people: Learn them, connect with them.
Trash the Power Point, it’s all about you. Make it about them.
What do you do outside the sale? Beyond the event?
Are they partners or sponsors? What’s the difference?
Wikipedia:
"A partnership is a type of business entity in which partners (owners) share with
each other the profits or losses of the business."
"To sponsor something is to support an event, activity, person, or organization
financially or through the provision of products or services.“
•
•
•
•
•
•
Does the terminology reflect how clients feel about the relationship?
a. Bond, alliance, sharing, comrade, teammate, working together,
ally, cohesion.
Deliver what you promise
Make them family!
Never become complacent?
You work for both!
At the end of the day, people buy products and services from people whom they can connect
and build trust. Be that person!
Why Go Digital?
►
Saves Printing Costs
►
Available immediately
►
Always available online - archived
►
Template/Framework in place which saves times.
►
Easier to manage in house, no deadlines to meet
►
Sponsors can easily change or rotate ads
►
Anticipate the objections and have a response
a. What about the collector?
b. How do I find it?
c. Pushback from advertisers, share the data
http://khsaa.org/Publications/Programs/20152016/BoysBasketball/issue1/index.html
Today’s Fan
An Attractive Consumer
•
•
•
•
•
•
1 in 5 adults in the US attended a high school sports event in the past year or 46
million people. 12% more than college events. (Nielsen)
70% of fans bring a mobile device to the stadium or arena and use it during the
game. The trend is digitally connected experiences at sporting events.
Enhance the fan experience. Today’s fan requires more interaction.
Sometimes the supplementary events are more important than the actual games.
Engage the fan, they want to interact.
There is value in brand recognition at an early age. “The Future Consumer”.
Fans are fans 24/7 not just game days.
Understand the youth market and their parents.
60% of boys and 47% of girls are on teams by age 6.
Social Media
The Psychology Behind It:
1. People love to engage with what is important to them on an
emotional and personal level.
2. They are looking for acknowledgement, approval, attention.
3. They feel and sense of belonging and involvement
4. Social connection is a fundamental human need.
4. Allows fans unable to attend to be part of the action
“Social Media has been in a rapid upswing for the past several years. So much so that if you are not
minding your Social Media presence than you are not fully branding yourself” (Forbes)
“Our work there told us that social media is the next great frontier for sports sponsorship”. (IMG)
When to Engage:
1. Nights, weekends non – working hours
2. Days leading up to events
3. The captive audience at events
Content:
1. Success is content driven
2. Content must be timely, relevant and have a purpose.
3. Have a call to action with sense of urgency.
4. Include value add for fans – discounts, coupons
Sysomos, WooBox, Social Media Marketer
Both Sides of the Fence
MarketingAgency vs In House
•
•
•
•
•
•
•
•
The experience of both worlds – Reception & Perception
Does the agency know who you really are?
Can they represent your vision?
Are they passionate about what you represent?
Can they speak with emotion about the high school experience?
Do they have your best interest at heart?
Inside information
Activations, babysitting, follow up
The Yellow Bus Experience
Close the Deal
The Best Weapon in Your Arsenal!
“The Emotional Buy”
•
•
•
•
•
Put them on the yellow bus
Practice and rehearse your story
Your passion must emerge
The goose bump moment
Not a sale and opportunity
"Do not go where the path may lead, go instead where
there is no path and leave a trail"
Ralph Waldo Emerson
INNOVATIVE
MARKETING
SMALL STATE
STRATEGIES
INNOVATIVE MARKETING
• Defined - A process where a product is marketed and
communicated to the target group by the help of ideas and
process which were not used earlier, use of
creativity.
• More simply - the art and science of growing
business.
• State Associations, While we are non-profits, we must
function as a business.
• Small States –Market like a “Big State” with a personal
touch
INNOVATIVE MARKETING
Small State Advantage
• Just like any business…
• Great marketing remains focused on the customer
(fans, participants, association members and
followers.)
• Adapting to consumer behavior, demographics, and
technology is the best way to maximize investment
dollars from sponsors.
• Small State success happens when demographics
are combined into one. (i.e. total fan base = all
tournaments.)
INNOVATIVE MARKETING
Small State Strategies
Brand
Clear
Concise
Consistent
INNOVATIVE MARKETING
Small State Strategies
• Your brand is your product!
• Small State Associations need to have a clear
understanding Who They Are and What They Do.
• Using the Association Mission Statement develop a
concise message to promote your “business”.
• Very important! All messaging (Logo, website, public
announcements, on-site, social media etc.) should be
consistent. This is the best way to not only build and
protect your brand. Consistency, consistency,
consistency!
INNOVATIVE MARKETING
Small State Strategies
Brand
Content
Clear
Concise
Consistent
Timely
Original
Safeguard
INNOVATIVE MARKETING
Small State Strategies
• Sports sells! Sports marketing sells! High school sports
and activities last untapped market.
• State Associations are the gate keeper to the information.
It is where all the action begins.
• Everyone is trying to get into the action to capitalize
monetarily. Imperative to be protective of your
information (data, scores, standings, schedules.)
• Information = Inventory
• Don’t let others capitalize. Be sure to be the one to
monetize.
INNOVATIVE MARKETING
Small State Strategies
Brand
Content
Data
Clear
Concise
Consistent
Timely
Original
Protect
Analyze
Utilize
Maximize
INNOVATIVE MARKETING
Small State Strategies
•
Probably the most important new aspect of marketing.
•
Faster and greater exposure for sponsors. Real deliverable feedback
data for clients.
•
Your website, your social media provides valuable demographic data.
•
This data MUST be used to create a demographic profile for your
association.
•
Analyzing allows you to better understand your audience and then
target market.
•
Targeted marketing to your market and more importantly to your
sponsors markets.
•
Helps to identify new potential sponsors for your associations.
INNOVATIVE MARKETING
Small State Strategies
Brand
Content
Data
Creativity
Clear
Concise
Consistent
Timely
Original
Protect
Analyze
Utilize
Maximize
Inventory
Win/Win
Opportunity
INNOVATIVE MARKETING
Small State Strategies
• Think outside the box! A new sponsor doesn’t have
to fit in your traditional programs.
• You are only limited by your own creativity. (A new
award, a new program all drive new marketing
income.)
• Make programs “win/win’. Try to see marketing
through your sponsors eyes. Remember exposure is
what they want
• Involve your student base - Marketing that touches
them makes programs more successful.
INNOVATIVE MARKETING
Small State Strategies
• Promote Events and Ticket Sales for Events
• Announce Details for Upcoming Games
• Provide Live Scoring & Updates During Events
• Spotlight and Include High School Sponsors
Everywhere
• Highlight Student-Athlete/Activities Achievements
INNOVATIVE MARKETING
Team of the Week