Anything you want it can be done
How did you go bad?
– radiohead
I’m very thankful for the sponsors I’ve had in the past and of course for our future search of all things “Nessie”. Experience has also taught me that sponsorships are two way streets. If you ask companies these days they will tell you they are buried in requests from paddlers who have no clue why they should be sponsored other than they are going somewhere. We write about that quite a bit. You need to know what you are asking for and why they should help. Fair enough. But keep in mind that a paddler with their act together is not a beggar either. They are potentially offering a lot of value in very meaningful and sometimes unexpected ways.
Let’s get the obvious out of the way. Sponsors are simply companies that sell stuff. They are not charities. You have to organize your thoughts here; You don’t want them to give you gear. They won’t. You want them to want to be a part of your event. If it’s not an event, it’s not worth sponsoring. People watch events. Trips are when you go away. The whole point of sponsorship is to promote a product by association either with your cause, your adventure or even your personal reputation. You must tell them how you will sell product. Yes, I do feel a bit icky saying that but it’s true. National Geographic sells magazines, Rick Steves sells books, etc., Honesty if you have a problem with self-promotion you may as well skip seeking sponsors. Unless of course you have someone else who will promote you so you can be all shy! You shouldn’t be a walking, talking, madly irritating SpamBot with your own action figure, but still you had better have a good marketing plan together before you go seeking gear or other support. If you are like me, you are not “all that” and you will need to prove yourself.
On the other hand, don’t under estimate your value. Potentially a creative sort could produce a ton of content to market their sponsors products, not to mention the added value that your reputation can give that product if you are careful and honest and not simply a shill. In addition to the marketing around your adventure, instructors present themselves (and their gear) in front of every class they teach. Everyone recognizes the value in being the first bit of gear in a new paddler’s hands. If you attend symposiums you will find yourself acting as public relations for your sponsors as well. People will catch you up to try your boat, talk about and touch all the gear you’ve chosen. To any company this personal hands on experience is or certainly should be gold. For the right company they could potentially give you $100 worth of gear for $1000s of dollars in targeted advertising. The point is be honest with yourself, but don’t sell yourself short either. If you are willing to do the work, you do offer great value.
I’ve talked to a few paddlers that are quite well known that run from sponsorships. They don’t want the hassle. It’s not simply marketing, photos, articles and the like, but it’s anywhere and everywhere. You need to be willing to talk, share, empathize, and support your sponsors products everywhere and at anytime. (I’ve talked paddles in a campground shower and I hate public showers) Great products can be a pleasure to talk about, poor ones or ones with bad support can make for long conversations at times. You pick up both good and bad reflection from the “Companies you keep”. You can’t simply brush the bad stuff off your shoulder. If you recommend a product and it does not perform, folks will expect you to offer good answers or help them with support. Of course they do. You recommended the product, and they expect that you will help. Anyone with a good conscience will do what they can. It’s simply the right thing.
Thing is getting sponsorship can be a nice. I’ve had some great experiences with sponsors and great relationships with companies I’ve never asked for anything. I’ve also felt those awkward moments when I spoke highly about a product then had the company really let me and people I’ve pointed their direction down. Let’s face it, most of the time discounts or free stuff is more of a convenience than a necessity. The reason for doing it should be one you and your sponsor can feel good about a year later. There is really a lot to think though. If you are brave enough to still seek sponsorship, have a plan. Do the work. Don’t be an idiot. Be clear. Offer value & details. On other hand, don’t get caught begging. Know what you’re worth and sell it. Everyone will be much happier.
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Anything you want it can be done
How did you go bad?
– radiohead
I’m very thankful for the sponsors I’ve had in the past and of course for our future search of all things “Nessie”. Experience has also taught me that sponsorships are two way streets. If you ask companies these days they will tell you they are buried in requests from paddlers who have no clue why they should be sponsored other than they are going somewhere. We write about that quite a bit. You need to know what you are asking for and why they should help. Fair enough. But keep in mind that a paddler with their act together is not a beggar either. They are potentially offering a lot of value in very meaningful and sometimes unexpected ways.
Let’s get the obvious out of the way. Sponsors are simply companies that sell stuff. They are not charities. You have to organize your thoughts here; You don’t want them to give you gear. They won’t. You want them to want to be a part of your event. If it’s not an event, it’s not worth sponsoring. People watch events. Trips are when you go away. The whole point of sponsorship is to promote a product by association either with your cause, your adventure or even your personal reputation. You must tell them how you will sell product. Yes, I do feel a bit icky saying that but it’s true. National Geographic sells magazines, Rick Steves sells books, etc., Honesty if you have a problem with self-promotion you may as well skip seeking sponsors. Unless of course you have someone else who will promote you so you can be all shy! You shouldn’t be a walking, talking, madly irritating SpamBot with your own action figure, but still you had better have a good marketing plan together before you go seeking gear or other support. If you are like me, you are not “all that” and you will need to prove yourself.
On the other hand, don’t under estimate your value. Potentially a creative sort could produce a ton of content to market their sponsors products, not to mention the added value that your reputation can give that product if you are careful and honest and not simply a shill. In addition to the marketing around your adventure, instructors present themselves (and their gear) in front of every class they teach. Everyone recognizes the value in being the first bit of gear in a new paddler’s hands. If you attend symposiums you will find yourself acting as public relations for your sponsors as well. People will catch you up to try your boat, talk about and touch all the gear you’ve chosen. To any company this personal hands on experience is or certainly should be gold. For the right company they could potentially give you $100 worth of gear for $1000s of dollars in targeted advertising. The point is be honest with yourself, but don’t sell yourself short either. If you are willing to do the work, you do offer great value.
I’ve talked to a few paddlers that are quite well known that run from sponsorships. They don’t want the hassle. It’s not simply marketing, photos, articles and the like, but it’s anywhere and everywhere. You need to be willing to talk, share, empathize, and support your sponsors products everywhere and at anytime. (I’ve talked paddles in a campground shower and I hate public showers) Great products can be a pleasure to talk about, poor ones or ones with bad support can make for long conversations at times. You pick up both good and bad reflection from the “Companies you keep”. You can’t simply brush the bad stuff off your shoulder. If you recommend a product and it does not perform, folks will expect you to offer good answers or help them with support. Of course they do. You recommended the product, and they expect that you will help. Anyone with a good conscience will do what they can. It’s simply the right thing.
Thing is getting sponsorship can be a nice. I’ve had some great experiences with sponsors and great relationships with companies I’ve never asked for anything. I’ve also felt those awkward moments when I spoke highly about a product then had the company really let me and people I’ve pointed their direction down. Let’s face it, most of the time discounts or free stuff is more of a convenience than a necessity. The reason for doing it should be one you and your sponsor can feel good about a year later. There is really a lot to think though. If you are brave enough to still seek sponsorship, have a plan. Do the work. Don’t be an idiot. Be clear. Offer value & details. On other hand, don’t get caught begging. Know what you’re worth and sell it. Everyone will be much happier.
Related Posts: