16. Promoter Is Not A Dirty Word
Promoting your event will determine how successful it is. Before you begin to promote, you will have to develop a budget. In the perfect world, and I have seen this happen a few times, sponsorship will cover all your expenses. In a few instances, my students covered all costs before we sold a single ticket! That should be your goal.
The reality is that the ability to cover your costs will vary from school to school and community to community. It will also be influenced by how elaborate your event is. The first time I was involved with a Tip-Off, we decided right from the onset that making a profit or breaking even was not the most important goal. We wanted to create an event, something that would carry on for years and continue to grow. As a result, we anticipated losing money the first year. So, make sure you know what your goals are (financial and otherwise).
In terms of setting a budget, there are two ways you can look at it. First, determine how much money you are willing to spend on the event and develop the event around that dollar amount. Or, and this is the one I prefer, determine what you want to do at your event and then find ways to generate the revenue to cover your costs.
Each year we held the Tip-Off, we spent more money than we probably would have had we set the budget using the first method mentioned above. However, in all cases, we were able to generate enough revenue to cover those costs. As a result, the Tip-Off was a better event. Although setting a specific budget and then working within that is a common way of doing business, do not let the budget unnecessarily restrict your ambition! It is amazing how hard you will work and how creative you become when making your idea a reality.
After setting the budget, determine the most effective means of marketing and promoting your event. Here is another opportunity to make a decision. Chances are, the majority of the fans who attend your event will be from the student body. As a result, your promotional efforts may very well focus on targeting that audience. However, there are real advantages to targeting community members, or at least the sports community.
Targeting your promotional efforts to a broader audience may not significantly increase your attendance. But, attendance should not necessarily be your only goal. The visibility you can create with your campaign may very well open doors for future events and activities. It will help your sports marketing program gain credibility. It will make you a player in the local sports scene. When possible and practical, I recommend taking your message to the masses.
Although it is an excellent experience to utilize more traditional means of advertising (newspaper, radio, TV), the price and availability often make this difficult. If you can budget for the use of these media, it will provide an exciting opportunity. You will have more ownership in the event when you hear a radio ad or see a newspaper ad for the event.
Because of long-term goals, we typically advertised the Tip-Off in the local newspaper and on local radio stations. We were accurate in assuming these promotional efforts would not necessarily increase attendance. However, they effectively created a “buzz” in the community and helping establish our credibility.
The key, however, will be the effective use of digital media, particularly social. Consider the following:
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Have a webpage (at least a landing page) for your event
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Select and use social media platforms that appeal to your target audience
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Video sells!
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Get your partners involved with sponsored posts
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Use the school text messaging or email lists if available
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Run contests and promotions (ticket give-a-ways)
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Post videos from players and coaches
In addition, it is critical, from both an education and event perspective, to utilize other promotional elements. Generate publicity through persistent press releases and creative publicity “stunts.” Tie your event into a cause if it will help you get noticed. Talk to outdoor advertising companies, or look into transit advertising. How about a remote broadcast by a local radio station? In short, get creative!
Read This:
How to use social media in sports to keep fans engaged
Winning Sports Social Media Marketing: 21 Ways to Engage Fans Online
