Many sports teams need help selling digital assets within sponsor programs. I used these slides to illustrate points in a talk I gave at NBA sales meetings in Oct 2012. If your team needs help capturing revenue from digital, drop me a line. I can help: pat@coylemedia.com
4. #2 Re-Position Digital
Sponsor TV
Radio
brand
Arena
Digital
Web Social
Mobile Fan
Digital is important to fans
It is important to sponsors too
5. #3 Know Your Numbers –
but explain benefits:
Reach
&
Frequency
6. Only Digital does ALL this - EVERY DAY
1. Reach fans at home
2. Reach fans at work
3. Reach fans on vacation
4. Reach fans before, during and
after games
5. Reach fans 24/7/365
8,400
6. Allow fans to click, register, buy
Can you afford to leave digital out of sponsorship?
7. Allow fans to share with ALL their
online friends
8. #5 Bring Numbers To Life – with fan faces
2.6 million Annual Unique FANS (web)
(5,000 FANS per day, every day)!
100K Opt-in FANS via E mail
500K Facebook FAN likes
165,000 Twitter FAN followers
9. #6 Teach Partners How to Activate - digitally
• Fans want: • Sponsors want:
– Camaraderie – Attention
– Recognition – Consideration
Digital
– Access – Action
Activation
Team wins by helping (both) sponsors and fans get what they want…
11. #7: Sell 360-Degree Experience
Arena Digital
Signage Branding Sponsor Sections
Promotions Call to Action Banners, Landing Pages
Score board Multi media Video Player
PA Announcement Push Message E mail, Social, SMS
Teams sellers are not digital experts, but neither are most sponsors. Sponsors need sellers to show them how to utilize digitalSelling is a craft, and salesmanship is needed to change sponsor behavior
Sponsorship think arena and they get emotional = bigger investment,higher profit margin for teamSponsors think of digital as media, which is a logical purchase – lower profit marginIrony – team websites are largest fan channel, so logically they should command biggest dollars – but they don’t.We must integrate digital into sponsorship
If sponsor wants to reach heart of sports fan, it has to go through digital (not just broadcast or arena)
Reach more fans more often
Arenas are fantastic experience environmentsBut games are small portion of fan’s time / attentionFans engage more hours via digital than in-personSponsors need a digital component or risk lost opportunity
Simple supply and demand. Team websites have fewer visitors than metro daily sites, but team sites are 100% team content, 90% fans of team, safe most effective context for sponsors to activate.
Don’t quote traffic figures without emphasizing that numbers represent FANS – which is who sponsor wants to reach
Bringing it together – team’s job is to understand fan motivators and help sponsors leverage fan understanding to drive sponsor goals.
Most sponsors run product ads in team media (banners, pre-rolls). Big mistake. Waste of opportunity.
Simplest way to sell digital is to correlate with traditional.Show sponsors how their existing sponsorship goals can be supported by digital
Sellers need to get over their fears of selling digital. Sponsors need info and help…and sponsors will be more effective with smart digital components in their deals.