So you have purchased your new electronic scoreboard. The teams are ecstatic, the school is proud and the fans are looking forward to seeing your new board. If you are going to take full advantage of the benefits and potential added revenue of the scoreboard, you must now dig your head into the concept of marketing.
Marketing is a unique talent. It’s a combination of knowledge, experience and knowing what works. Your electronic scoreboard can be an incredible resource, but you have to use it wisely. If you don’t have the budget to hire a marketing company, then you will be faced with starting the project yourself.
There is a wealth of information on the internet, but you probably don’t have the time to plow through all of the articles and newsfeeds to get yourself up-to-speed on this topic. You may, however, be able to locate a few companies that specialize in marketing for your particular venue and, for a simple fee, get the highlighted tips on the protocols. This will mean you still have to do the footwork, but you will be on the right path.
As you take your marketing journey, you will also want to develop a network of individuals that will contribute in the efforts. A good graphic designer that can accomplish high quality ad hoc images is worth his or her weight in gold. You will need to talk to legal and business counsel to draw up contracts for your advertisers. A general meeting with your volunteers, faculty, alumni and spirit organizations to get ideas and feedback on the marketing approaches available.
Branding is the big priority when you are undertaking the marketing venture. Establish a brand look and feel as well as blending an existing slogan or developing a new one. This brand should be carried through in every area.
You can blend an entire branding experience by linking together free internet services (such as websites and social media) to get your message out to potential sponsors and advertisers. Profit for the team and school is the name of the game, so examine to make sure that you and your team are taking the path of least labor. Labor intensive processes can be extensive and cause delays in your deliveries.
Make sure to work with the manufacturer of your electronic scoreboard. They will often have a network of companies that offer discounts and services. The manufacturer is there to make their product shine, so they can also assist in the types of advertising displays you are looking to produce.
Now that you have made most of the initial contacts, begin working with your local Better Business Bureau and small business organizations to present your marketing ideas. You will need to do your homework, because it is the local businesses that will be investing their dollars. While most local companies enjoy supporting their school or stadium, ROI (return on investment) is one topic that will make them happy. A professional presentation to show the branding, a mock up of advertising on the scoreboard, and the cheering fans that will see the company logo is a good visual to start. Potential flyers, social media pages and websites that will also carry their sponsorship are the kind of repetitive impressions that the sponsors want to see.
Once you have your team and network in place and are working with the local businesses for sponsorship, you can expand your marketing visions into spirit items and higher level technology. The future of your marketing endeavors can include a steaming video for the sponsor on the scoreboard, changing ads and even smartphone apps.