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Leading Marketers Offer Sponsorship Tips

 Feb 4th, 2009 by OutdoorsFIRST 

Modified Feb 4th, 2009 at 12:00 AM

Leading Marketers Offer Sponsorship Tips

Milwaukee, Wisconsin….Pro anglers attending the recent National Professional Anglers Association annual conference received promotional advice from two experts.  Pro angler Tommy Skarlis, 2008 FLW Champion and 4-time PWT winner, and Ryan Chuckel, vice-president of Dig Communications, a Chicago advertising and publications agency, shared their insights.

Skarlis mastered the sales game in his familys home improvement business and carried the lessons into his fishing career.  He felt compelled to help NPAA members assist their sponsors with increased sales.  He said, “Attitude is everything.”  No matter what the headlines read, he didnt want to hear one more negative about the economy.  “Right now,” he said, “Companies are asking us how to get sales, and we have to help them.”

For that reason, he spelled out how pro anglers could demonstrate their value to companies and be rewarded financially.  For starters, he echoed his philosophy, “Make a plan.  Write it down.  Plan your work and work your plan.”  He also said pro anglers should set and review personal goals and budgets regularly.

He reiterated this refrain, “Companies wont pay us to fish!”  He said each of his personal sponsor partners pays him to promote and sell product.  He is backed by Ranger boats, Evinrude E-Tec outboards, Navionics, Berkley, Lindy Legendary tackle, MinnKota, Humminbird, Off Shore tackle, Abu Garcia, Fenwick, Otter Outdoors, StrikeMaster, Optima batteries, Beckman nets, Drift Control and Reef Runner lures. Even with their varied goals; he has learned each of their sales plans and matches his performance with their objectives.

Skarlis urged pro anglers to take self-help courses in marketing, sales, public speaking, motivation, accounting, writing and the internet.  He said every sponsor partnership begins by understanding what it is they do, and asking how the pro angler can enhance their business.  The questions to be asked are, “How can I help you?  How can I help build your brand recognition?  How can my fishing help your business?”

Establishing a hit list of potential sponsors begins with local, state, regional and national companies looking for exposure and sales.  Do they want to increase consumer traffic?  What about referral programs at insurance firms, auto dealerships, furniture stores, boat dealers, home improvement companies?  The more a pro knows about the company, the easier it will be to arrive at a game plan.  He also urged pros to attend trade shows, civic and fraternal clubs, conservation and fishing/hunting groups, and build a network.  “Work that network,” he said.

“The simple things in the sponsor-quest like getting to know prospective sponsors hobbies and passions will help you talk their language,” he said.   Potential sponsors can understand value in a wrapped boat and tow vehicle, shirt and cap logos, and promotional days (face-to-face) with customers.

As the promotional world turns, Skarlis advocated non-traditional means to sell.  For instance, he also likes to hunt, and will work with tractor, seed and fertilizer suppliers that helped him develop food-plots.  His Navionics wrapped Ranger at a tractor dealership will cause drive-bys to turn in to see whats happening.  He will be able to explain his passion about both subjects” fishing and deer hunting” while selling agricultural supplies, and maybe a boat.   “This promotion is part of my new plan; create a plan that works for you,” he concluded.

Ryan Chuckel created and managed sponsorship programs for Optima Batteries and a similar program for American Recreation Products (hiking, mountaineering, climbing) at a previous agency.  Dig Communications works with Miller, Coors, Rayovac, Jimmy Johns, Bally Total Fitness and other clients.  He reminded the audience that pro anglers are a business, even though they might be both receptionist and CEO.  “Most of all, pros are salesmen first and anglers second, and must stay focused on that fact,” he said.  Winning only sets the stage for new opportunities, but is no guarantee for sponsorship.  He said, “Selling is more important than fishing, and those who work the hardest at this phase of the game will get the most dollars.” 

Pro anglers are a brand and should define their brand.  “Amplify those characteristics that determine what defines you: skills, personality, interests, family, hometown, relationships, fishing tactics, background, career, sports or school.  Sponsors will recognize and appreciate the pros unique attributes,” he said.

Chuckels successful sponsor relationships start with a rifle approach he calls a “customized pitch.”   He said pros should only sell themselves by understanding the sponsor. He urged pros to know their prospective sponsors priorities and goals and create a specific proposal.  Talk with the decision-maker in a courteous and direct manner.  Start small and build the relationship by proving worth.  He said pros must ask the right questions to remain up to date with goals and products. 

Once a pro has been contracted, he said its imperative to stay in front of the sponsor with emails and reports that are easy to read.  When the pro is featured in the news with the sponsors product or name, send copies right away. 

The economy and its implications mean all consumer products companies are cutting back on budgets and staff.  “Fewer marketing dollars equate to opportunities as marketers look for grass-roots support to offset the loss of budget dollars,” he said.  Even though the fishing and marine segment has been hit harder than some manufacturers, other businesses are doing well, such as beer, liquor, quick-service restaurants, oil companies, value brands, etc.  “Reach out to those,” he urged, “Theyll spend more.”

He said companies are looking for ways to support “viral” marketing, such as text messaging, the internet, blogs, forums, on-line pro journals, social networks, one-on-one (people talking directly to other people), etc.   He said the fishing industry is seeking more youth.  “These young people are key, and this generation is always on the new wave of technology.  Connect with them using their own technologies,” he said. 

He listed six “Dont Do This Lessons” when approaching sponsors:

1.Cold Caller:  Dont call unless you know them and their business.

2.The Big Talker:  Focus on business goals and what you can do for them; not hyping your tournament accomplishments.

3.Time Waster:  Be respectful of their time; dont sit and talk fishing for an hour after the business meeting is completed.

4.The Bad Rash:  No means no; dont call back every third day looking for a different answer.

5.The Bubba:  Be professional.  Make a good impression.  You will be judged by your words and actions, because youre asking to represent their company.

6.The Big Timer: Ask for what youre really worth and can deliver; not what you would like.

Chuckel said, “Be yourself, but think how you can promote and sell for sponsors.”

More NPAA and annual conference news, member updates and other facts and articles can be found at www.npaa.net.  The NPAA is an organization open to all anglers and dedicated to improving and bringing professionalism to the sport, increasing fishing participation, conducting youth events and promotions.  NPAA supporting partners who share the same goals include Northland Fishing Tackle, Navionics, Mercury Marine, Evinrude Outboards, Lund Boats, Ranger Boats, Off-Shore Tackle, Fin-Tech Tackle, Berkley, Walleyes Inc., Greater Insurance Services, Bartness Industries, Anglers Insight Marketing,  Masters Walleye Circuit and FLW Outdoors.