Sponsoring a sports team or event is not just about signing a check. It’s more than just getting your name on the side of a car or a sign in the stadium.
Basically, if you want your sponsorship dollars to be an effective marketing tool, you need to double your total sponsorship budget just to promote the fact that you have a sponsorship deal. If your sponsorship is for $100,000, spend another $100,000 to promote it.
If you’re sponsoring a racing team, you need to tell your customers about it, and get them to cheer for “your” team. If you’re sponsoring a football team, you need to get your best customers into the luxury suite to see and hear the game. Even if you’re sponsoring a Little League baseball team, you need to find a way to bring the parents into your store or restaurant after a game.
Tomas Scheckter
I’ve been thinking about how sports marketing professionals can use social media to their benefit over the last several months. Last year, we brought a some Indy Lights team owners and sponsorship brokers — Gary Sallee, Roger Brummett, and Tyce Carlson — to talk about sports marketing at a Confluence networking event.
That month, I also had a chance to talk to Mike Micheli, PR director of Dale Coyne Racing, who was also a great guide and mentor when I became one of the first ever race bloggers at last year’s Indianapolis 500. (He also hooked me up with Tomas Scheckter for a quick interview.)
The Problem: You Just Can’t Effectively Measure Traditional Marketing
One thing both the team owners and Mike Micheli explained is that sports marketing is no longer just about soliciting checks from big companies. Now, team owners have to be able to demonstrate the ROI of a sponsorship.
I can’t imagine anything harder in the measurement and analytics world. It’s just as hard as measuring regular marketing outlets. You don’t know which TV commercials increased sales, and which ones lost money. You don’t know which billboards brought visitors to your website.
And good luck trying to figure out which logo placement or interview plug was responsible for the bump in sales. You’re trying to figure out which made money and which lost you money, whether it was the car sponsorship, or the special event tent. Or the t-shirts. Or the ad in the race program. Or the — you get the picture.
But social media can do all of that, and then some. Here are three things social media can do for sports marketers.
1. Social Media Can Prove ROI in Sports Marketing
The great thing about social media is that it’s easy to demonstrate the ROI. Thanks to simple tools like Google Analytics and bit.ly, it’s possible to come up with a basic system to see how many people found your website, requested additional information, or bought something. With a paid solution like Yahoo Analytics, you can actually get more specific information, as well as deeper stats and real-time results.
You can measure a campaign’s success and figure out which variables, messages, and even time of day brought the best results. See if you get spikes in traffic before, during, or after an event. And whether the spikes are taking place in the event’s city, or if they’re spread out. You can even set up different URLs and landing pages, and do A/B testing to see which variables brought the best results.
Take it a step further and use products like Radian6, ScoutLabs, or even Vocus to monitor the social media discussion about your brand and your team. Now you can pay attention to who’s talking about your brand, and interact with the ones who are the most vocal, whether positive or negative. You just can’t do that with a billboard or a TV spot.
2. Social Media Can Grow a Sports Marketing Audience
There are more social media tools than you can shake a stick at. Suffice it to say, there are plenty of ways to connect with your customers online. For a good start, get Twitter Marketing for Dummies
(affiliate link). (Full disclosure: I helped Kyle Lacy write this book. Shameless plug: We’re working on another one.)
Use tools like Twitterment, NearbyTweets, and even Twitter’s own search function to find people who are interested in your team. Use Twitterfall or TweetDeck’s search feature to watch for dicsussions about your team or the event.
Connect with those people, and discuss the team, the players/drivers/crew, and the event itself. Don’t sell them anything or talk about your company. if you have to, hold a special contest or make a special offer. “If our team finishes in a certain place or higher, the first 500 people to tweet us gets a coupon for a free widget.” But other than that, talk about the thing that interests the fans (hint: it’s not you).
3. Social Media Can Deepen Relationships With Fans and Customers
Enhance your customers’ experience on race day by live blogging, tweeting, and video streaming from the stands, the sponsor’s tent, or even Victory Lane.
- Get some behind-the-scenes looks (assuming you get permission from the team) at what it looks like in a garage or locker room.
- Hold a special Twitter chat with a driver or crew member.
- Have a player give a special video greeting or tour for fans.
- Ask different team members to blog about their experiences over the season, complete with photos and videos.
Social media lets fans see the things they might be missing, but help them feel like they’re part of the experience. By doing this, you help them feel more like a part of the team. They’re insiders, with special knowledge about the team, the athletes, and the event. By feeling like they’re connected, they’ll become more of a fan, not only of the team, but of the organization or brand that helped them get there.
About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.
Tags: Indianapolis 500, Radian6, ScoutLabs, Social Media, Social Media Analytics, Vocus
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Friday, January 1st, 2010
Professional Blog Service started a year ago out of Indy Associates to assist companies in generating content they need for most of their Internet marketing activity.
While at Indy Associates, we always recommended blogging as a good Search Engine Optimization (SEO) strategy. With the popularity of social media sites like Linkedin, Facebook and micro-blogging service Twitter, the strategy has become even more important. The challenge for most of our customers was the blog content generation. Most companies do not have trained content writers that are able to develop conversational blog content, while writing for the search engines. Most important, many of clients have great ideas with no time to share them.
So, what have we learned in 2009?
Most companies still do not have the resources, or the time to write their own content.
2009 saw the unemployment rate hit 10% in November. It was reported that many companies laid off many in their workforce leaving those left behind with more work to do and little time to get it done. The last thing on anyone’s mind is getting blog content written, even though everyone agrees that marketing is still important in a down economy.
Blogging and Social Media continue to evolve from AOL of the 90s to Facebook, Linkedin, and Twitter heading into a new decade.
“Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all Internet time, according to a Nielsen report published in March of this year, “Global Faces and Networked Places.” These numbers keep rising as the year progresses. By 2012, IBM predicts that globally, a quarter of the global population will be using social media in some form.
Results still matter to most companies.
Learning how to play in social media is one thing. Getting people to interact with you is another. Your clients may or may not interact with you through social media. The challenge for all companies is finding out which ones they should engage. You may be able to sell like Dell, or respond to customer complaints like Southwest Airlines and Jet Blue Airlines have done. (Note to my former colleagues at American Airlines – take note!). Either way, Social Media and Blogging is measurable in some way depending on the strategic approach you take with it.
There are great tools like Yahoo Analytics (shameless plug as we are a Yahoo Analytics consultant). Radian6 and Scoutlabs can track who’s talking about you, and help you decide whether to act on the positive or negative media being generated.
We predict that 2010 will be the year of results with blogging and social media. In a nutshell, you are doing it to build your marketing list, or to generate interest in your products or services. To succeed, you will need:
- An understanding of how your market uses blogging and social media, if at all
- A plan to participate
- Execution and commitment to the plan
- Measurement of the results over the course of the year, not a month
If you can learn how to do it before your competition, you win. It will take them 12 months just to figure out what you have done.
Happy New Year from Professional Blog Service
About the Author: Paul Lorinczi
Paul Lorinczi is the President of Professional Blog Service. The goal of the company is the help clients use Blogging and Social Media to expand their business online through planning, execution, and measurement.
Tags: blogging, business blogging, Social Media, Social Media Analytics, social networking, social networks
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