Think that the dog days of summer mean that your customers don’t care about your company and potential customers won’t give you the time of day? Think again! Baseball season is still going strong, not only for the major leagues but for minor leagues in your community, too.
A recent idea our marketing team had was to promote Quality Logo Products at a local ballpark in the Chicago suburbs (more to come about that in a future blog post). Having never done much outside advertising before, this brought up a whole bunch of questions: Who do we contact? What are our options? What is our end goal? To say our heads were swimming would be an understatement.
After a lot of emails and phone conversations, here’s what I found:
Advertising Opportunities Abound
Sporting events and stadiums provide you tons of opportunities to get your company’s name out there. Scoreboard panels on either side of video screens are a great place to ensure guests will see your name when they’re looking to see which player is next up to bat. Of course, more exposure comes a higher cost, so be sure you factor that in. Outfield billboards are a more affordable option to consider.
Nobody Turns Down Free Stuff
Giveaways are a guaranteed crowd favorite! They not only have a free item with the team’s logo on it, but they have a tangible way to remember all the fun memories from the game. The more usable the item is to a recipient, the more of an impact it will make. Baseball themed items are best, like baseball stress relievers or baseball keychains (and don’t forget about baseball hats, too)! Drink tumblers and travel mugs are fun souvenirs that people will love using at the park as well as at home or the office after the game.
Promote, Promote, Promote
Whether you decide to go with a billboard or a giveaway, make sure your social media accounts show off your efforts. Grab some employees and favorite customers and head to a game to see and take pictures of your billboard in action (tip: get a player in front of it to really make it shareable on social media). Heck, ask the team office if after the game you can get a picture of your guests next to the billboard and share that. People love seeing your employees being human.
Going with a giveaway? The stadium will promote your item on nearly every advertising channel available: newspaper, radio, the team website, team newsletters, and on their social media accounts. Do the same to really make an impact. Show off the item you’ll be giving out on Facebook with a picture, create a #hashtag for people to post a picture with your item on Twitter, and write a blog post about the event as well.
Questions to Ask
I like being fully prepared for everything; this is both a good thing and something that drives everyone around me nuts. With that being said, it worries me to not know what questions to ask. Well, after a few emails I started to feel more confident and know what questions needed to be asked and what ones aren’t that important:
- What’s the demographic of guests attending the games?
- How far are people traveling to visit the stadium?
- How much lead time do you need for billboard artwork?
- Which promotional giveaway items have you seen already? What is still scheduled to be given out this season?
- What’s the minimum quantity of giveaway items to hand out?
- Is there a particular game that has a high amount of tickets already purchased?
Knowing the answers to these questions will really help you focus your efforts so you’ll get the biggest bang for your buck (and show your boss how much you deserve a raise). Venturing out into new territory with your business can be scary, but take it one step at a time and you’ll see just how successful a new idea can be! Give it a try, you never know what could happen.
What do you think about advertising at sporting events? What was your experience trying a new advertising technique? Any advice you have for small businesses out there wanting to give something new a try? I’d love to hear from you in the comment section below!