Inaugurals are just that. They happen only once. And this spring Northeast Pennsylvania businesses will get a shot at capitalizing on one of the best types of sports sponsorships - an inaugural season in a new ballpark.
In order to hit a home run with that one swing, however, you have to take your at-bat now. Historically, the best sponsorships sell first, just like the best seats. So this is one time to absolutely consider this versatile promotional tool to help communicate your brand message.
Many small-market businesses do not have a great deal of experience in negotiating such deals and then leveraging the deliverables from the ballclub to best ramp up sales or bolster brand image. Don't be afraid to talk to advertising agencies and public relations firms to help you earn an "A" in Sports Sponsorship 101.
Avoid these Top 5 sports sponsorship mistakes:
- Negotiating a sponsorship that eats up so much of your budget that little is left to support it with additional advertising on your part. Yes, you have to promote the promotion.
- Treating a sports sponsorship as a "stand-alone" promotional strategy and not integrating it into your overall campaign. This is a huge lost opportunity. This is one time to make it the centerpiece of integrated brand promotions.
- Forgetting that the sports brand's customers must match yours. This is one time when this mistake is not a worry thanks to the unique cachet associated with an inaugural season. Also, the promotional schedule to support the game schedule will be designed to draw an audience that is highly reflective of the overall Northeast Pennsylvania marketplace. This is one time when everyone will be curious to see the new digs and even nonfans will want to make the scene.
The only nuance will be drawing more families with kids than in the past. It is very important to remember that markets small and large that built new ballparks saw this phenomenon take place - even following season after season of fan apathy.
It also must be noted that the average fan won't realize what they've been missing until they see it up close and personal. Again, historically, many fans complain that a new building isn't necessary. But once they enter the new facility, they change their tune. Most will feel they've gone from the outhouse to the penthouse.
- Seasonal businesses asleep at the switch. If you are a business that sees most of its sales in the summertime, you have so many creative opportunities here. Once Opening Day is over and people finally see the place for the first time, everyone will jump on this bandwagon and especially buy tickets for games in June, July and August.
- Buying a sponsorship for a single event only. It's better than nothing, but best when that event is the highlight of a season-long promotional strategy.
The more your brand is aligned with this inaugural season the better. It will supercharge emotions all around Northeast Pennsylvania come April through August, and your brand will experience the halo effect.
So as you finalize your 2013 marketing plan, consider making a marriage that can be a big hit to your bottom line.
VALERIE ARCURI BONACCI is the former vice president of marketing for the Cleveland Indians and was once a minor league general manager. She teaches adjunct at the University of Scranton and Keystone College. Would you like to write for IN THIS CORNER? Contact us at business@times shamrock.com