Marketing Anywhere: Even if They Don't Know You, Warm is Better
I just spent the week with my best friend in Santa Fe on a "spa vacation." She and I have similar business lives, so even though we're on "vacation," we're normally and quite happily discussing our various marketing ventures.
Interestingly, my passion for niche audiences came up again when she began telling me about a new project she's working on - raising millions of dollars through sponsorship for a new rugby stadium in her town. It's the first stadium dedicated to rugby in her town and, for that matter, it's the first in the United States. She's been tasked with finding the corporate sponsors as the stadium is being built.
While she has great corporate contacts because of the work she's done over the last decade or so, I reminded her to "nichefy" to the corporations and entities that already support rugby in town and around the world. Pull video play of the international matches and look for obvious sponsors on THOSE stadiums. Investigate top-level rugby clubs, American Team and international rugby web sites and note the sponsors there. Bring in the USA Rugby Coach and owners as consultants on your question – because they fly all over the world and pull players from teams all over the United States, they've likely experienced and seen more corporate sponsorship than any video or web site will tell you. It doesn't matter if the team is based in Texas or Singapore – quite often, that same sponsor will have offshoots in your town.
If that avenue fails (and it won't), take the next step out to like-minded sports. Explore sponsors in the world of soccer first, as stats show that international fans of soccer are more likely to cross over to rugby than fans of baseball or tennis. Who sponsors THOSE events?
You see, it doesn't matter if you're seeking to establish your own fan base or scanning for your next multi-million dollar stadium sponsor – always, always start with your WARMEST audience, those who are already imbedded and interested in what you have to offer.
Interestingly, my passion for niche audiences came up again when she began telling me about a new project she's working on - raising millions of dollars through sponsorship for a new rugby stadium in her town. It's the first stadium dedicated to rugby in her town and, for that matter, it's the first in the United States. She's been tasked with finding the corporate sponsors as the stadium is being built.
While she has great corporate contacts because of the work she's done over the last decade or so, I reminded her to "nichefy" to the corporations and entities that already support rugby in town and around the world. Pull video play of the international matches and look for obvious sponsors on THOSE stadiums. Investigate top-level rugby clubs, American Team and international rugby web sites and note the sponsors there. Bring in the USA Rugby Coach and owners as consultants on your question – because they fly all over the world and pull players from teams all over the United States, they've likely experienced and seen more corporate sponsorship than any video or web site will tell you. It doesn't matter if the team is based in Texas or Singapore – quite often, that same sponsor will have offshoots in your town.
If that avenue fails (and it won't), take the next step out to like-minded sports. Explore sponsors in the world of soccer first, as stats show that international fans of soccer are more likely to cross over to rugby than fans of baseball or tennis. Who sponsors THOSE events?
You see, it doesn't matter if you're seeking to establish your own fan base or scanning for your next multi-million dollar stadium sponsor – always, always start with your WARMEST audience, those who are already imbedded and interested in what you have to offer.
0 Comments:
Post a Comment
<< Home