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Should you sponsor someone?

Should you sponsor someone?This blog is all about whether or not sponsorship is a good idea for you and your business. In my business group, Small and Supercharged, many people talk about sponsorship and it’s a subject that I think many business owners think about. Many feel it’s a ‘no brainer’ or something that they must do, but I’m here to tell you it isn’t. This is something that I am passionate about, actually, I’ve written about it before and produced some videos too…here’s a link to my previous blogs, videos and even a podcast!

You have to make sure everyone wins from the arrangement

You might think I’m anti sponsorship. I’m not. I’m against the wrong kind of sponsorship where nobody really wins long term. The sponsor feels they have no return on their investment, and the person who is sponsored gets support cut very quickly, because they haven’t delivered. Who wins here? The person who secured the sponsorship received some product, maybe even a bit of money, but not for long. And now they have a bitter taste about the business they were working with, and the sponsor has a very bitter taste about them and, often, sponsoring anyone else. No one wins. This is why sponsorship isn’t always good. However, I’m here to give you some food for thought on sponsorship – here are my top 10 things to think about…

  • It’s not a no brainer. You don’t HAVE to sponsor anyone, so take your time and make sure you’re comfortable with what you’re doing and you’ve worked out a way that it can benefit you and them.
  • Pick carefully. If you’re in business, you will get a LOT of people asking for your money and products. Don’t feel pressured. Pick carefully.
  • Work out what you want from the deal. Do you want social media content? Blogs? Vlogs? Videos? Would you like your sponsored person to come to events and maybe your shop? Would you like them to wear your logo when they’re out and about? Have a list of what you’d like.
  • Be flexible. A list is good, but listen to and consider other ideas provided by the potential sponsored person. They might have other sponsors and, therefore, some of your wish list isn’t possible, but they might have some other thoughts that could work.
  • What are you going to do for them? Can you help promote them to your audience through the content they provide? Sell yourself as well as them.
  • Be clear. Be crystal clear on how often you expect contact. How many blogs/vlogs a year/month, for example? Don’t assume anything. Also explain what could happen if these aren’t provided, for example, will the support stop?
  • How will you do it? Most people support with product, especially to start with. Some sponsors call people supported with product ‘ambassadors’, some people say they’re sponsored. It’s terminology really.
  • Look at people’s reach. Make sure the people that you’re choosing to work with have a reach and a network that’s of use. And don’t just look at the number of people who like a Facebook page. Look at the interactions and engagement.
  • Look at the quality of the content. They might produce a blog each week and fill their Instagram feed with pics, but if the copy is full of typos and the pictures are poor quality, are they right for your brand?
  • Look at personal accounts too. If you sponsor someone, it’s not just their ‘official’ page that you need to look at. Look at personal Facebook pages too. See how they behave in their ‘personal’ life. It matters. Nothing is that private when it’s made it onto the internet.

What do you think about sponsorship?

I’d love to hear your experiences with sponsorship. Have you attracted a sponsor? How did it work? Do you sponsor people? How does it work for you?

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Over and out with the HorseHour podcast!

Rhea recently recorded a HorseHour podcast all about rider sponsorship – how to get it, how to keep it and, also, what businesses should look for when choosing to sponsor a rider. Amy Stevenson, the interviewer from HorseHour, asked many questions from a rider’s point of view and, hopefully, the answers provided in the podcast will be of help if you’re a rider looking for sponsorship or you’re a business thinking of dipping your toe into the sponsorship pond.

Here’s a link to the podcast.

There are many snippets to take away from this Horsehour podcast. Such as how to get your own ‘stuff’ in order (social media platforms, websites, etc) before approaching companies, how to behave, idea generation…well, the list goes on. If you have thirty or so minutes to listen (and, as it’s a podcast, you can do other things as you listen!) it’s definitely worth it if you’re looking to attract sponsors this season and beyond.

A MASSIVE thank you to Amy and HorseHour for inviting our participation. Find out more about HorseHour here.

 

HorseHour is one of the ‘equestrian power hours’ on Twitter. It takes place each week between 8pm and 9pm on Monday. In addition to the once a week hour, which allows horse people across the world to unite and share stories using the #horsehour hashtag, there’s also a supporting website that’s a real educational hub, packed with videos, podcasts and articles to help improve horsemanship and more.

 

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Sponsorship dos for riders- have a look at the latest video!

As you’ll know, sponsorship is a top topic at RFPR. It’s one that gets discussed most weeks with different clients. Although it might seem that we’re against rider sponsorship, that couldn’t be further from the truth, we’re simply against BAD rider sponsorship. Why? Well, a) it costs a client money and generates very little in return – no equestrian PR – actually – no PR, wants that for their client b) budget could be used on the wrong rider, and that takes away from another c) it discourages the company from other sponsorship opportunities, so other riders as well as shows and events lose out. And we don’t like that. Every penny that a company spends HAS to generate something. Riders have SO MUCH at their disposal that they can use to promote a brand that there is no excuse for being substandard. And riders that are don’t last very long with my clients. We don’t have the time for it.

BUT, if you’re a rider who wants to work with brands, to help promote them, have a look at this video – it might just help!

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How to be a sponsored rider

How to be a sponsored riderHow to be a sponsored rider

Being a sponsored rider is more than just wearing a saddlepad with a company’s logo on it, and for those looking to be a really valuable asset to a company, this blog is for you. How to be a sponsored rider.

Do sponsored riders need help?

I’ve written a couple of blogs about sponsorship and sponsored riders, both of which were based on my personal experiences. I stand by everything that I said in these blogs. I truly believe it’s the rider’s job to be attractive to the company…and it annoys and disappoints me each time I receive a Facebook message on a page I admin with the SAME recycled copied and pasted information that has about as much appeal as a gone off tuna sandwich (I don’t like tuna anyway, so gone off tuna is a whole lot worse!). Now, don’t get me wrong, I do work with some good sponsored riders who seem to get it. They have a website, they come to ME with ideas (I love that, it makes me very, very happy), they send me information that I can use on social media for my clients, they respond promptly. The key aspect here is that we work together. I know what my clients want to achieve and I work with a rider to make this happen. The emphasis is on them though as the sponsored rider. I’ll do my best to keep everything ticking along, but I’m not planning to write up a blog for someone when they should have done it. Why should I? I’ll edit it, I’ll pop in the links, I’ll sort out the images, I’ll do all the work for my client, but I should NOT be creating the content too…that’s the job of the sponsored rider. I work with a number  of different brands and a number of different riders (and have worked with many more!) and feel that presenting yourself correctly, doing what you say and knowing what the company is looking for is not just important, it’s essential. But, how would someone who hasn’t been on this side of the fence know all those things? The chances are they wouldn’t…so what can they do?

Can you learn to be a better prospect for sponsorship?

The answer is to learn. If you want to drive a car, you go for lessons. If you want sponsorship, you need to learn how it works. Learn how to be a sponsored rider. Most riders can’t afford a PR to hold their hand at step of the way, but they can afford something like a Skype consultation to chat about their situation, their USP, people they could target and how they can approach them. Of course, the emphasis is, again, on the rider…but so it should be. Hand holding is fine and, let’s be honest, that’s how we all start in whatever job or hobby we do…it’s almost like the lead rein part before the real fun begins. So, here’s my idea.

 

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How to keep sponsors happy

how to keep sponsors happyHow to keep sponsors happy

I’ve been blown away by the lovely positive response that my little blog how to be a sponsored rider received – it was nice to have so many people read it, share it, talk about and, hopefully, take something from it. I regularly read tweets and Facebook posts from people moaning that companies in the equestrian industry don’t sponsor and support riders and, from the other side of the fence, the vast majority of riders give them no reason to want to be involved. There has to be a payback, a return-on-investment…and a lot of riders simply don’t give this. Actually, the same can apply to events and competitions requesting sponsorship, but I digress. Before everyone leaps around and says that I’m being negative about the whole industry – rest assured that I am not. I love the equestrian industry and there are a number of riders and a number of events that do an exceptional job for their sponsors. They really do go over and above. But there are many that do not…and, in many cases, it wouldn’t take all that much to make a big difference.

Anyway, as a sequel to last week’s blog (think of the Harry Potter series, but with a little less magic), I thought I should do a follow up blog on top tips to keep sponsors happy. This is not a definite guide and lots more can be done if you just think outside the box a little. So…

1. Do what you say. If you say you’re going to do x, y and z…DO IT. Don’t wait to be reminded. If you promised someone that you’d send regular reports, pictures, products reviews…do it. And, a personal bugbear…if you send someone a picture, make sure that they can use it. If it’s a professional snap, permission needs to be obtained BEFORE it can be used. You do the legwork and get written permission. Please. It’s a basic thing for life this, not just when it comes to how to keep sponsors happy!

2. Go over and above. Promise what you can easily deliver and then apply yourself as to how you can do even more. Be innovative and use your initiative.

3. Wear the kit. If you’ve been given embroidered and branded kit to wear then please, PLEASE wear it. Wear it at shows and competitions, wear it when competing…wear it as much as you can! Again, it’s a simple way to keep sponsors happy but it really does go a long way!

4. Recommend what you use. There are some great forums available and places where people are asking for advice and help with equestrian products, and there are limitless opportunities on social media to promote the products and companies you work with and love. Mention them on social media, make a film showing how you use the kit, take a picture at a show of the product in action, tell your friends…the company will be sponsoring you to increase its exposure, help it do this.

5. Make the link. Can you have a code that friends/students/fellow riders can use when they order to show that the introduction came from you? Speak to the company and see if they can supply you with a promo code or something that perhaps gives a small discount/free P&P but shows the lead. It shows ROI and will help you to be more of an asset at the same time as increasing sales.

6. Give feedback. If you have a product that you love – let the company know. If you have a product that you feel could be improved – let them know. Feedback is an essential part of any business and allows people to assess and adjust as needed. Provide the necessary feedback.

7. Be squeaky clean. Your reputation is something that you have to protect. If you lost everything tomorrow, it would be your reputation that could remake you or break you. Keep your social media profiles clean, remember your manners at competitions and think about how your actions could change how an outsider could view you and your brand. If your actions compromise your brand, something has gone wrong and you could be compromising your sponsorships. I have been astounded (not in a good way) at some of the things that people say on social media. I’m not saying remove your personality, far from it, but launching attacks on others in a PUBLIC FORUM is not acceptable. If you haven’t got anything nice to say, just don’t. There are times when everyone wants to scream and tell the world all about how x has stitched them up or y has copied them or z is clearly out of their tiny mind of thinking what they think…but social media isn’t the way to vent. Call a friend, go and muck out, go to the gym/run to vent your frustrations. Some of the things I have seen on social media from riders has cemented the fact that I would never want a brand I was responsible for to be involved with them.

8. Offer your services. If you have a quiet time out of season, why not say you’re willing to give a free lesson or two for a competition, work on a campaign, do a Q and A on Twitter, offer a yard tour or be involved with a photoshoot? Sponsors love this. Approach your contact and see if they’re interested. It’s soul destroying contacting all your brand ambassadors and asking for their assistance with a project and having one get back to you. This is not how to keep a sponsor happy! It can make you feel like you’re asking for their first born when, actually, you’re asking for a bit of their time to do something that will promote your brand as well as theirs.

9. See the association. Being associated with a good brand is good for your personal brand too. If you can approach other, non conflicting companies and say ‘for x I’ve done this, that and the other’ it makes you far more attractive. Much  better than ‘yeah – I wear their saddlecloth when I remember’…

10. Communicate. Even if you have nothing of interest to say, make sure you drop your sponsor an email explaining what you’ve been up to. Maybe your horse is out of work because of x, y and z and you haven’t been to any shows, but let them know. They may have an idea that could turn a negative into a positive or, at the very least, they’ll know that you are still thinking of them and haven’t fallen into a black hole! You don’t have to write reams each time you contact them, just a quick email between classes at a show, or even a vlog that they can use on their social media that you’ve recorded through your phone. Technology is there to be used and harnessed to make our lives easier…so harness yours.

 

Sponsorship is a two way thing but, as the sponsored rider, the onus is on you to do what you say. This will go a long way to keeping your sponsors happy. I know that you’re very busy, and that’s fine… but the chances are that you will have agreed to something in order to gain a company’s sponsorship , so uphold your end  of the bargain. If you’re too busy to work with the company, don’t approach them in the first place. Go over and above and really show what you can deliver. From small acorns do mighty oaks grow… and you never know where a sponsorship can end if you give it the right amount of attention.

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How to be a sponsored rider

How to be a sponsored riderWould you like to be a sponsored rider? Read on…

Through my clients, I receive many, many, many sponsorship requests each week from people asking for rider sponsorship. Some sound like interesting propositions, some leave me open mouthed by the time I’ve scanned the first sentence. Being aligned with the right kind of a rider CAN be good for a company, it can be really good for a company, and I’m lucky enough to say that I’ve seen some of these great associations in action. However, these great connections are not common, they’re like rare gems that should be cherished, and I really don’t think the majority of riders asking for sponsorship understand what they’re asking for and why they get no after no after no after no. So, I thought I’d put together some thoughts for consideration that might help you increase your chances if you’re asking for sponsorship or, if you’re a company, might help you get the most from an association… here’s my take on how to be a sponsored rider… well, a starter for 10 anyway!

How to be a sponsored rider

1. First impressions count. Sending someone a message through Facebook isn’t the best start to a sponsored rider relationship, especially if there’s an obvious way to contact the company through their website! Sir/madam is rather impersonal…get the name of the marketing manager or marketing director…put some effort in. Also be aware that messaging a number of Facebook pages at the same time is probably not going to end too well as a) you might find a PR admins a number of pages and sees the same message two/three/four times and b) you might get confused with who you’re writing to…I’ve received Facebook messages mentioning the wrong company. Can you guess what the response was?!

2. Why are you an asset? Saying that you enjoy riding and you have done well at your local show isn’t enough. I like Audi R8s. I think they’re really nice. I have spoken to people about my love for Audi R8s…but would I ask Audi to give me an R8 to use, for free, because I like them and I’d park it in Sainsbury’s once a week? No, no I wouldn’t. I’ve had people offering less exposure than that in exchange for the contents of a warehouse. Really think about why you are an asset to that company. Why should they pick you to be their sponsored rider?

3. And you want?! Don’t be too quick making your demands. Think about what you can offer the company before you decide on the products that you want them to give you! What value will you add to their marketing? How are you going to get their name out there (wearing a branded saddlecloth is not enough!)? How are you going to promote them? There are some riders (at all levels) who do an excellent job, and some that make me want to cry. THINK ABOUT IT.

4. It’s only product. The chances of you getting paid for your support are slim unless you’re one of the top riders in the UK. BUT product does have a value, and although the RRP isn’t what it’ll cost a company to make, it is still costing them, so don’t be ungrateful.

5. Think outside the box. Really think about how you can be different to the other 100+ requests that hit someone’s inbox or land on their desk. What will make you stand out as a serious prospect to be the company’s next sponsored rider? Reading the same kind of letter offering the same kind of thing isn’t very exciting and is very forgettable.

6. Be honest. If I receive an email or letter that vaguely interests me, I go to Google and I do my research. If you say you’re the next Charlotte Dujardin or Mary King then you’d better have done something to suggest that you are!

7. Think about what you say. You’ve heard of Facebook? Well, if you’re looking to represent a company, you’d better make sure that your personal profile portrays you in a good light too! Yep…it’s amazing what you can find out on the internet. Say you’ve approached a company about representing their brand as a sponsored rider and you’ve explained how you’re a great role model for young people because of X, Y and Z. Now, imagine the company’s marketing manager has a look on Facebook and sees pictures of you at a party in a drunk state. Not many people like to align reputable brands with drunkenness. I’m not saying don’t have a nice time, but think about what goes on your public profile. Actually, that’s a tip for life too. Employers aren’t too keen on that kind of thing either!

8. Do you know the product? If you’ve never used the product a company makes, then don’t bother knocking on their door and asking to be a sponsored rider. Please. A ‘I love your product and would like to use it’ just screams ‘I’d like free stuff…I don’t care who makes it!’

9. Read it back. People make mistakes, but checking back over what you’ve written and correcting the obvious spelling and grammatical mistakes will improve your chances of the person actually reading your letter/email. This will improve your chances of being one of their sponsored riders. You’ve passed the first test!

See these pointers as a place to start…it’s not a complete guide about how to be a sponsored rider, but it’s certainly a good starting point! And, let be honest, if you get your initial approach right, your chances are much greater!

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