After my previous post about extreme sports sponsorship and what it means, it’s become clear that simple content marketing and understanding of web promotion is lacking for some brands and their team riders. This isn’t anyone’s fault but here are a few easy suggestions that any sponsored athlete can employ to pimp their supporters.
Snowboard logo reveal (pt 2) – pic Fi
Content marketing doesn’t have to be super in depth or technical, but it should promote, highlight and amplify the message/voice of any company helping you out.
The definition of content, within this context, can be anything at all which highlights a brand, company or business and their product(s) and/or service(s). This content sits on websites, social media streams or anywhere else considered suitable.
Updates don’t always have to be grand scale cinema epics – in fact, a grainy photo of gear being used in real world situations can often lend more credibility than some big budget extreme sports vid.
As long as you, the supported rider, farms and cultivates regular content for your sponsors, you’ll be doing your job, be better regarded and therefore a more valuable commodity. And let’s not forget, a commodity is all you are.
Easy content types
With social media interaction now a familiar part of our lives, and seemingly every man and his dog now part of the webisphere, using content to market your supporters’ brand has never been easier. And yet, there are many riders that don’t provide anything. There can be many reasons for this – one excuse is not being able to hook up with a photographer (or videographer) during a decent run of conditions – which is over complicating the situation.
Most riders will travel – be that to exotic destinations for a spot of rip, shred and tear ‘training’, or take a lower key local road trip – less exotic spots can still serve up sick conditions. In this instance a quick snap of the rider in question, brand logo in focus, with a backdrop of your location will be enough to suffice.
Simple pics make for great content – pic Tez
Post the shot to Facebook, Instagram , Twitter, Google + (or any other platform), add some text (you don’t even need to be able to string a coherent sentence together), tag the brand or brand’s and boom! job done – it really is that simple.
When the humble GoPro came along it pretty much revolutionised the way extreme sports were broadcast. Being able to place yourself at the centre of the action, without the need for a third party camera operator, has seen an explosion of personalised adrenaline activity vids appearing online – some better than others.
Using a GoPro during kit testing; simples – pic Tez
It’s therefore not that difficult to attach your cam and bust a few moves. Throw in some cheesy commentary, mention your sponsors, do a quick edit, post to YouTube or Vimeo, share via social media, tag you brand and yet again, another simple way of getting your supporters’ message out there.
Glitzy flicks are all well and good but unless you have skills to make big budget blockbusters happen, leave it for the company who looks after you to sort out.
Not everyone can write; a simple fact. Some have the ability to scribble a legible sentence while others sound nothing less than the village idiot – but this shouldn’t deter you from a having a bash, everybody needs to start somewhere – just don’t go promoting yourself as the next Charles Dickens!
Travel stories are a great way to pimp your sponsors – pic Tez
Magazines, blogs, social media platforms and websites are always in need of written content and stories to post. If you’re gifted with the way of the word then awesome, but if not, there’s plenty of ways to generate stories, highlight your supporter(s), and help market the brand who loves you through relevant media channels.
Travel articles and competition reports are great ways to spread the word. If you’re not adept at scribing then you should still have a blog; instead use it for uploading visual content then pimp, pimp pimp…
One of the reasons you’ll have been picked as a sponsored athlete is your visibility. With this recognition comes an expectation to communicate –especially with general punters. Your job is to broadcast the benefits of the gear you’re on, equipment you use and make Joe Public part with their hard earned cash – sales are everything, be under no illusion.
Chatting at the beach or while waiting for the lift is key to spotlighting a company’s products – word of mouth is still a powerful tool. Even better is networking within the industry and getting on first name terms with influencers. Magazine editors, bloggers, writers, competition judges, local hotshots, retail owners, photographers, cameramen – the list goes on. Get friendly with them, keep in the loop and where possible help them out. You’ll then be at the forefront of their thoughts and in prime position to take advantage of any opportunities that slide your way.
If you’re supported then you’ll be on show. You’ll have been picked because your talents are worthy of showing off kit in its best light. However, you’ll have also been chosen because you’re comfortable in the limelight and always actively promoting your brand.
Being in the glare, having to fulfil sponsorship commitments, needing to achieve results and always be on the go sometimes is wearing. It’s understandable that at points you’ll need to escape and sack it all off, but while on show always be friendly and approachable.
Be friendly and approachable – pic Fi
You’ll be an idol for some and the last thing a five year old grom wants to see is a bad attitude from his or her hero. Keep your game face on when in public and leave the scowl for private – you’ll then be a sponsors darling and the extreme sports industry’s dream.