For many people, sports are about much more than the actual game. They encompass the passion and enthusiasm – from whatever your vantage point: in front of the television, in the arena, or as you thumb through your favorite magazine. That same passion and enthusiasm can be transferred to your business.
No matter what your core business, sports can be infused into your marketing plan effectively. For example, most businesses have customer appreciation days, grand opening ribbon ceremonies, grand re-openings, and so on. During these events, it is not uncommon to see sports personalities making appearances to cut the ribbon, pose for photographs or sign autographs. But, adding sports to your business marketing mix can be, and should be, so much more than a quick photo opp.
Maximizing Endorsement Opportunities
Don’t get me wrong; it’s nice to have a sports celebrity show up at your place of business and sign autographs. It can be good for employee morale and when done right, it can bring in customers who then make purchases—great for sales. Note: it should. For example, “Autograph with purchase” is a must. Otherwise, you may end up with heavy foot traffic and no sales. If the sports celebrity’s appearance was not free, and in most cases it is not, then how did this type of sports infusion help your business beyond the priceless looks on awe-struck faces and the warm fuzzy feelings?
The key is to match the sports celebrity with the product. It has to pass the consumers litmus test: Is this association believable? Consumers are quite knowledgeable and have access to news and information like never before. Just because a person is popular or the happening newsmaker of the moment, does not automatically translate into the best candidate for your brand. There is a fine line between perception and reality. It doesn’t score you any points if the consumer perceives the celebrity does not, or would not, use your product. It may even end up costing you a few points in negative outcry. Likewise, if the celebrity you pair with your product has questionable character, public opinion again could result in unwanted publicity for your business.
It is important to tie the right sports celebrity (or celebrities) with your brand and remain focused on what the ultimate goals are for you in with the sports celebrity endorsement. If it’s selling a certain number of items to a particular age demographic during a set time period, then you must make certain your marketing efforts as it relates to reaching that goal are on track.
And what exactly will the sports celebrity endorser’s role involve? Will you use print, TV, Internet or radio advertising? In-store ads? Is the sports celebrity endorser required to make personal appearances or speak publicly about your product? How long will the endorsement period last? Once you’ve decided to use a sports celebrity for endorsements, there are many terms and details to sort out and agree to.
When working with sports celebrities, it is best not to go it alone. Locate a professional sports marketer or agency that can best help secure the right sports celebrity to help endorse your brand. You will want someone who not only has direct access to the sports celebrity and/or their manager, but someone who has the experience and know how in working with sports celebrities so that everyone has a positive experience.
Evaluating the ROI
As with any marketing and promotional campaign, measurements of success ultimately tie back to return on investment. When evaluating the ROI and overall success of using sports in your marketing mix, look at the financial and time commitment involved against what the business gained. The objectives set in the beginning, where they met or exceeded? Did sales increase? Has there been more publicity? Has the perception of your business changed in the community – in a favorable way? In a for-profit business the goal is to generate a profit and, ultimately, increase profits beyond the event.
Van Adams is the founder and CEO of VanAdams Sports Group.
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