This summer, the Clipper Round the World Yacht Race made history when Australian sailor Wendy Tuck became the first female skipper to win the Race. Spring client, Elliot Brown Watches, became official timekeepers for the Race back in 2015. A partnership that was extended for the 2017-18 Clipper Race.
Are you thinking about using sponsorship to promote your business? Here’s Elliot Brown Founder, Ian Elliot’s, top tips on how to maximise the opportunity:
DECIDE ON THE AUDIENCE YOU WANT TO TARGET.
“We thought long and hard about tapping into the Clipper audience and decided they are exactly our kind of customer. They all share a sense of adventure rather than being categorised by age, sex, sporting interest or other marketing category.
“For this reason we got involved and we also created a deal that was in the interests of Clipper Ventures to push Elliot Brown as a brand – perfect to be able to use their media machine as well as Spring PR and all the good work they achieve for our brand.”
FIND SOMETHING WITH LONGEVITY.
“We liked the event because its exposure lasts for a whole year. The trick is then creating interesting stories during the period and for that we took two ambassadors on board who could send us blogs and images expressing their feelings about our watches and the race. Our brand thrives on how activities make people feel – it’s real, gritty exposure that people want to read.”
LEARN FROM YOUR MISTAKES.
“The first year we sponsored the event we felt all spent out by the time the race started and scrimped on event branding like flags and starter buoys. The second time around we invested in battle flags for every yacht to display in port and much better branding position on the main sails – we even made subtle adjustments to our logo to work better for media exposure.
“Arrange at the outset to have a commercial round-up meeting and openly discuss benefits and shortcomings. If everyone knows there’s a judgement day coming, everyone works hard and is prepared to put the work in. One thing we missed out on because we’re still a small business was to take advantage of having brand activations in every stopover port.”
COULD IT WORK AS A TESTING GROUND FOR YOUR BRAND?
“The race allowed us to hatch a plan to carry out the world’s toughest watch test by mounting a watch to the bow of a yacht and seeing how it coped with a year at sea smashing into every wave. It’s a very public way of testing but we were happy with that and even happier that we now have a watch that has made it around the world that we are in the process of making into a big story.”
TRY YOUR LUCK!
“In every negotiation for every bit of promotional activity – be cheeky and humble. Eek out the additional opportunities that aren’t on the table but could be. If you can get people on side with a half decent relationship and meeting of minds at the outset – you’ll get far more out of it.”