By: Julie Davis
Brands and retailers usually shy away from running promotions around events that are licensed like the Olympics or World Cup. While the owners of these events do protect their licensing rights vigorously, that doesn’t mean a promotion can’t take advantage of an event as long as they don’t infringe on any licensed material. Here are five important things to remember:
- Too many times, business owners let their own likes and loyalties drive their sponsorship decisions. Just because you’re a big motor sports fan doesn’t mean it will appeal to your 25-year-old, female customer. Check the demographics and make sure the sporting event fits your target customer. Not sure where to find the info? Ask your local media rep.
- Skill-based promotions are the first thing most people think of when tying into a sporting event but, that doesn’t have to be the case. Thinking outside the box can build a creative, engaging promotion that is fun for the consumer and drives traffic for your location. For example, have sports fans take a selfie at the game with the scoreboard in the background. Text the photo to enter for the chance to instantly win the Grand Prize and smaller guaranteed prizes. Entrants each receive a store coupon via return text good immediately after the game, which will drive traffic and sales.
- Especially with college sports teams, sponsors aren’t sure what they can and cannot legally use. For example, describing the University of Texas as simply “Texas” is ok. Using “The Texas Longhorns”, “University of Texas” or “UT” is not ok. For the upcoming world soccer competition it’s pretty easy. Country names and flags are ok, player names are ok, game results and stats are public record. Using video and photos that you don’t have the broadcast rights to is not ok. If you’re unsure, spend $1000-$1500 in advance for a legal opinion on licensing rights and save yourself tens of thousands later.
- Every promotion needs clear, concise rules that include how the promotion works, the promotion dates, who is eligible, how you win, the prizes and their retail values, odds of winning, and how to claim your prize.
- Sports fans live on social media, so make sure you use it to advertise your promotion in addition to traditional media. Facebook, Twitter, Instagram and others are vital to spreading the word about your sports promotion. If you are a team sponsor, ask the team to post it on their website and send an email blast out to their fan groups. Fan groups are a great source of viral marketing.
Promotions are a great way to spotlight your product or business, and sporting events allow you take advantage of the consumers’ interest and enthusiasm. Just make sure to cover all your bases and your promotion will be a homerun!
Julie Davis is a Sr. Account Manager with SCA Promotions in Dallas, TX. Julie has over 25 years experience in Advertising and Promotions working with clients on local, regional and national programs.