Sponsorships are key drivers for businesses, but the best ones are both fun and innovative. In my time at Snap Fitness, we’ve signed big-time deals with NASCAR driver Landon Cassill and country music star Thomas Rhett. Our work with Cassill started in 2014, when we became the first wellness franchise to sponsor a driver. We brought out our cowboy boots this year for Rhett, again marking the first deal between a wellness franchise and a country music artist.
These two sponsorships are huge for our brand. Both NASCAR and country music feature massive fan bases but most importantly, they reflect our member base. The majority of our clubs are located in rural America, an area where NASCAR and country music are popular. The exposure we’ve seen is incredible, but it didn’t go without calculated strategies to market the sponsorships.
So, where do you start? Once you sign the contract, it’s go time! Here are four ways to market a major sponsorship:
Show the connection. First things first, why should a consumer care about this relationship? Even if he or she is a big fan of the person or group you’re sponsoring, there needs to be a clear-cut reason why this connection makes sense. For both Cassill and Rhett, the connection with Snap Fitness is logical and organic. Fitness plays an important role in their busy lifestyles, so it’s natural for them to talk about it. That speaks to their fans and gives them the idea that they too can make working out a part of their routine — and Snap Fitness is the place to start.
Craft a strong communication plan. Your sponsorship announcement needs to be well thought-out from every angle. It starts with a stellar press release that highlights the key players, exciting quotes and plans for this new sponsorship. Three words: hype, hype, hype! Spokespersons from both sides should also work together to secure media placement. Reach out to contacts from all media outlets to make sure the announcement is a total splash.
Feature your new Brand Champion everywhere. Social media, direct mail, email blasts — you name it! A sponsorship deserves a lot of attention, and there’s no shortage of mediums to utilize in sharing the news. Of course, you have to consider your audience in each instance. For example, what does your sponsorship mean to members? Prospects? Franchisees? Make sure you have specific messaging for each of these groups. The more excitement you build, the more likely each audience is to share the news.
Create a limited-time offer. This is an easy way to add more hype! Throw this new offer on the same marketing materials mentioned above. With a special incentive, you’re driving more traffic and bringing in new prospects. This is also a great talking point for your Brand Champion to call out in media spots. A tracking code is also a must. Add this with your offer or include a special URL so you can see real results on what your sponsorship is doing for your business.
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Hayley Schnell is a communications manager at Lift Brands. She can be reached at hschnell@liftbrands.com.
