Yeah, your match still sucks. Sorry.
One of the things that makes a good match, or any match for that matter, is sponsorship.
Except for the weekly or monthly club fun match, most matches rely on the generosity of sponsors. Sponsors are easy to find and we all know who they are. They're the regular names - the Glocks, Rugers and Springfields of the world.
Knowing who to go to for sponsorship isn't the issue. It's convincing them to donate to your match that's the problem.
And this is where match directors and organizers need to understand what companies are and aren't looking for in return for their support.
In order to get companies to sponsor your match you need to provide value to the sponsors. And you need to manage your own expectations.
While your match is the be-all-end-all, and the biggest thing happening at your club, it's not likely to be a major event in the eyes of a major firearms, ammunition or accessory manufacturer. Sorry to say but it's true.
What you do have going for you is that these companies legitimately want to help grow the shooting sports, and the smart companies recognize competition shooters as key influencers. One manufacturer I spoke to categorizes customers into five categories and places competition shooters in the top group because they understand their value in the marketplace.
So knowing how to talk to sponsors and outline what you can provide - keeping in mind the limitations of what you are offering - is the key to building a good sponsor base.
Here are some things to remember when talking to sponsors....
Some Things Are Obvious... When pitching a sponsor realize that some of the things you promise are so obvious that presenting them as a value to the sponsor undermines your positioning the match as a major event.
Telling a sponsor that you'll put their logo on your website, their banner up on the range or include their logo in the match program isn't a big value to them. While it seems big to you, the fact is you're really talking a small number of people that will reach...and they know it.
These items should be presented to a potential sponsor as a given, the standard stuff on top of which you'll add other promotional efforts.
Do More Than The Other Matches... The other matches that are competing for the limited sponsor dollars or product you're going after are probably pitching sponsors on the same lame value proposition that you used to. (Sorry, "lame" is kinda harsh but having been on the receiving end of those presentations it's true).
So you need to come up with more ways to showcase your sponsors to a wider audience. The more people that know about your sponsors the more valuable your match is to your sponsors.
Look for multiple social media avenues to promote those sponsors, like Facebook, Twitter, Pinterest and Instagram. If your club doesn't have a presence on these sites then you need to start one. And when using them be sure to tag your sponsors.
Also consider promoting your sponsors at your club but on a broader basis. If your match only has 250 competitors but your club has 750+ members, then letting all those 750+ members know about the support your match received from Company X is important. Use your club newsletter or email to promote your news.
Know What Your Sponsor Wants... Some companies are very specific about what they want from a match. If they plan to attend your match and set up as a vendor then you need to make sure you are providing what they need, whether that's a table, access to electricity and the internet or a tent for shade.
Cater to the needs of those sponsors that actually attend the match as vendors. If they feel welcome and have what they need to sell their products then you're likely to have them return next year.
If you make it difficult for them to do business then the absolute reverse is true and they are almost guaranteed to not come back.
Deliver What You Promise... This seems so very obvious but you would be amazed how often the organizers of a match fail to deliver on their promise. When this happens sponsors notice and in some cases they get real irritated real fast.
If you promise a vendor tent then it better be there (and up) when the vendor shows up. If you say you'll put their logo on the website, it better be there. If you promise their banner will be on the stage they sponsor then it better be there before the first shot is fired.
Some Things You Don't Do... Simply put, don't make certain mistakes. If a sponsor says they cannot support your match then accept it and thank them for their consideration. Do not tell them how your competitors "will notice their gun isn't on the prize table." Trying to guilt them into changing their mind only serves to insure you'll get the same level of support next year - ZERO.
This was actually an argument made by a match director to one of the big gun makers. This line of argument was preceded by the famously overused line, "your gun would look great on our prize table."
Yeah...don't use that line either. Trust me, it doesn't go over very well either.
And whatever you do, just because you got their support last year doesn't mean it's coming again this year, so do not assume you're getting it. Another gun maker told me about a call they got from a match asking where their guns were. The guns they asked for, and got, last year and now magically assumed were coming again this year without having to ask.
That too did not go over well.
And absolutely do not make the mistake of assuming your match is bigger than it really is and your sponsors need you.
They don't.
Glock, Mossberg, Remington, Ruger, Sig, S&W, Springfield and some others all ship more guns in the time it takes you to sneeze than your match has competitors. So however important you think your match is in terms of moving guns for your sponsors, they don't share that view.
What Can You Do Next Time?... Gaining and keeping sponsors is a matter of developing relationships with those companies. Whether or not you get their support the key question you need to ask them is what can you do next time. You want and need their feedback in order to stay ahead of the others competing for the limited sponsor dollars.
You also need to consider that internally at those companies somebody probably has to justify their donation to your match. You need to be able to give them the support they need to help them make the argument that your match is worth continued support.
Because somebody else is doing that...trust me on that one.
- Paul Erhardt, Editor, the Outdoor Wire Digital Network
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