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Sponsorship dos for riders- have a look at the latest video!

As you’ll know, sponsorship is a top topic at RFPR. It’s one that gets discussed most weeks with different clients. Although it might seem that we’re against rider sponsorship, that couldn’t be further from the truth, we’re simply against BAD rider sponsorship. Why? Well, a) it costs a client money and generates very little in return – no equestrian PR – actually – no PR, wants that for their client b) budget could be used on the wrong rider, and that takes away from another c) it discourages the company from other sponsorship opportunities, so other riders as well as shows and events lose out. And we don’t like that. Every penny that a company spends HAS to generate something. Riders have SO MUCH at their disposal that they can use to promote a brand that there is no excuse for being substandard. And riders that are don’t last very long with my clients. We don’t have the time for it.

BUT, if you’re a rider who wants to work with brands, to help promote them, have a look at this video – it might just help!

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How to be a sponsored rider

How to be a sponsored riderHow to be a sponsored rider

Being a sponsored rider is more than just wearing a saddlepad with a company’s logo on it, and for those looking to be a really valuable asset to a company, this blog is for you. How to be a sponsored rider.

Do sponsored riders need help?

I’ve written a couple of blogs about sponsorship and sponsored riders, both of which were based on my personal experiences. I stand by everything that I said in these blogs. I truly believe it’s the rider’s job to be attractive to the company…and it annoys and disappoints me each time I receive a Facebook message on a page I admin with the SAME recycled copied and pasted information that has about as much appeal as a gone off tuna sandwich (I don’t like tuna anyway, so gone off tuna is a whole lot worse!). Now, don’t get me wrong, I do work with some good sponsored riders who seem to get it. They have a website, they come to ME with ideas (I love that, it makes me very, very happy), they send me information that I can use on social media for my clients, they respond promptly. The key aspect here is that we work together. I know what my clients want to achieve and I work with a rider to make this happen. The emphasis is on them though as the sponsored rider. I’ll do my best to keep everything ticking along, but I’m not planning to write up a blog for someone when they should have done it. Why should I? I’ll edit it, I’ll pop in the links, I’ll sort out the images, I’ll do all the work for my client, but I should NOT be creating the content too…that’s the job of the sponsored rider. I work with a number  of different brands and a number of different riders (and have worked with many more!) and feel that presenting yourself correctly, doing what you say and knowing what the company is looking for is not just important, it’s essential. But, how would someone who hasn’t been on this side of the fence know all those things? The chances are they wouldn’t…so what can they do?

Can you learn to be a better prospect for sponsorship?

The answer is to learn. If you want to drive a car, you go for lessons. If you want sponsorship, you need to learn how it works. Learn how to be a sponsored rider. Most riders can’t afford a PR to hold their hand at step of the way, but they can afford something like a Skype consultation to chat about their situation, their USP, people they could target and how they can approach them. Of course, the emphasis is, again, on the rider…but so it should be. Hand holding is fine and, let’s be honest, that’s how we all start in whatever job or hobby we do…it’s almost like the lead rein part before the real fun begins. So, here’s my idea.

 

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How to be a sponsored rider

How to be a sponsored riderWould you like to be a sponsored rider? Read on…

Through my clients, I receive many, many, many sponsorship requests each week from people asking for rider sponsorship. Some sound like interesting propositions, some leave me open mouthed by the time I’ve scanned the first sentence. Being aligned with the right kind of a rider CAN be good for a company, it can be really good for a company, and I’m lucky enough to say that I’ve seen some of these great associations in action. However, these great connections are not common, they’re like rare gems that should be cherished, and I really don’t think the majority of riders asking for sponsorship understand what they’re asking for and why they get no after no after no after no. So, I thought I’d put together some thoughts for consideration that might help you increase your chances if you’re asking for sponsorship or, if you’re a company, might help you get the most from an association… here’s my take on how to be a sponsored rider… well, a starter for 10 anyway!

How to be a sponsored rider

1. First impressions count. Sending someone a message through Facebook isn’t the best start to a sponsored rider relationship, especially if there’s an obvious way to contact the company through their website! Sir/madam is rather impersonal…get the name of the marketing manager or marketing director…put some effort in. Also be aware that messaging a number of Facebook pages at the same time is probably not going to end too well as a) you might find a PR admins a number of pages and sees the same message two/three/four times and b) you might get confused with who you’re writing to…I’ve received Facebook messages mentioning the wrong company. Can you guess what the response was?!

2. Why are you an asset? Saying that you enjoy riding and you have done well at your local show isn’t enough. I like Audi R8s. I think they’re really nice. I have spoken to people about my love for Audi R8s…but would I ask Audi to give me an R8 to use, for free, because I like them and I’d park it in Sainsbury’s once a week? No, no I wouldn’t. I’ve had people offering less exposure than that in exchange for the contents of a warehouse. Really think about why you are an asset to that company. Why should they pick you to be their sponsored rider?

3. And you want?! Don’t be too quick making your demands. Think about what you can offer the company before you decide on the products that you want them to give you! What value will you add to their marketing? How are you going to get their name out there (wearing a branded saddlecloth is not enough!)? How are you going to promote them? There are some riders (at all levels) who do an excellent job, and some that make me want to cry. THINK ABOUT IT.

4. It’s only product. The chances of you getting paid for your support are slim unless you’re one of the top riders in the UK. BUT product does have a value, and although the RRP isn’t what it’ll cost a company to make, it is still costing them, so don’t be ungrateful.

5. Think outside the box. Really think about how you can be different to the other 100+ requests that hit someone’s inbox or land on their desk. What will make you stand out as a serious prospect to be the company’s next sponsored rider? Reading the same kind of letter offering the same kind of thing isn’t very exciting and is very forgettable.

6. Be honest. If I receive an email or letter that vaguely interests me, I go to Google and I do my research. If you say you’re the next Charlotte Dujardin or Mary King then you’d better have done something to suggest that you are!

7. Think about what you say. You’ve heard of Facebook? Well, if you’re looking to represent a company, you’d better make sure that your personal profile portrays you in a good light too! Yep…it’s amazing what you can find out on the internet. Say you’ve approached a company about representing their brand as a sponsored rider and you’ve explained how you’re a great role model for young people because of X, Y and Z. Now, imagine the company’s marketing manager has a look on Facebook and sees pictures of you at a party in a drunk state. Not many people like to align reputable brands with drunkenness. I’m not saying don’t have a nice time, but think about what goes on your public profile. Actually, that’s a tip for life too. Employers aren’t too keen on that kind of thing either!

8. Do you know the product? If you’ve never used the product a company makes, then don’t bother knocking on their door and asking to be a sponsored rider. Please. A ‘I love your product and would like to use it’ just screams ‘I’d like free stuff…I don’t care who makes it!’

9. Read it back. People make mistakes, but checking back over what you’ve written and correcting the obvious spelling and grammatical mistakes will improve your chances of the person actually reading your letter/email. This will improve your chances of being one of their sponsored riders. You’ve passed the first test!

See these pointers as a place to start…it’s not a complete guide about how to be a sponsored rider, but it’s certainly a good starting point! And, let be honest, if you get your initial approach right, your chances are much greater!

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