Innovating Marketing for High School Sports. Presented by Leah Little Marketing Director

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1 Innovating Marketing for High School Sports Presented by Leah Little Marketing Director

2 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

3 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?

4 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!

5 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

6 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.

7 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

8 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

9 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

10 "Do not go where the path may lead, go instead where there is no path and leave a trail" Ralph Waldo Emerson

11 INNOVATIVE MARKETING SMALL STATE STRATEGIES

12 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

13 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.)

14 Small State Strategies Brand Clear Concise Consistent

15 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!

16 Small State Strategies Brand Content Clear Concise Consistent Timely Original Safeguard

17 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.

18 Small State Strategies Brand Content Data Clear Concise Consistent Timely Original Protect Analyze Utilize Maximize

19 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.

20 Small State Strategies Brand Content Data Creativity Clear Concise Consistent Timely Original Protect Analyze Utilize Maximize Inventory Win/Win Opportunity

21 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.

22 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

23 Team of the Week