2010 Marketing Tactic #1: Sponsorshippin’

As promised in my last post, I’m going transparent in 2010 – I’m going to post about the various marketing tactics I’m using to promote the IceMule.  I’ll describe the tactic, show our tracking methodology (you can’t manage what you can’t measure), tell you the cost (most of the time – I’ll still reserve the right to run behind the curtain every once in a while) and periodically post results from each tactic.  I know, I’m crazy, but what the hey… I’m all about sharin’.

So – onto Marketing Tactic #1: Sponsorships.

I can hear you now: What?  Sponsorships?  That’s so traditional!  Where’s the cool social media tactic?

Ok, fair enough.  I’m already executing foundational online tactics (such as Adwords, tracking through Google Analytics and Compete.com, Facebook fan site, Twitter, and others) which I’ll cover more deeply in another post.

But the reason I want to discuss Sponsorships now is because it is relevant right now – lots of 2010 outdoor events have already started, the calendars are filling up and sponsorships are still available, but they won’t be for long.

Plus – and this is the big one – the entire world is not virtual – physical still counts.  My product, the IceMule Cooler, is a physical product that is used in the physical world.  Ok – you might say – but so are books, sofas, treadmills and marital aids and they are all sold online.  True – but they are also known items – my product is different enough that to love it you have to see it in action.  Videos (like the one on the IceMule site) help, but the product still needs exposure.  Exposure leads to usage which leads to word of mouth which leads to sales.

Sponsorships might be the perfect way to get this exposure to a highly targeted market – they are  relatively inexpensive, have a captive audience (especially when the product is given as an award) and get people talking about the product (“what did you win?  cool! but what the heck is that thing?”).

Finally – and this is the intersection between the physical and the online worlds – I can sponsor events without being there personally!  For instance, I am considering sponsoring Kayak Fishing ClassicS.  This is a series of 10 kayak fishing tournaments in the gulf coast states.  Perfect.  Kayak fishermen – one of my main targets, 6 coolers awarded per tournament, hundreds of attendees per event and, best of all, Gulf Coast, where every season is cooler season.  If I do sponsor, I could just send them the coolers, have a call or two to make sure they get it, and manage all inquires and any additional tasks from the sofa I’m sitting on right now.

I could do that – but more likely I’ll travel for the first tournament at least, introduce the product to the event managers and check the whole scene out.  I could decide to go virtual for the rest of the season or maybe not.  Either way, this kind of exposure will be the perfect complement to my online efforts and will also provide awesome market needs analysis opportunities.

So – there you go. New school, meet old school.  I’ll provide the list of events I’m sponsoring soon.

’til then, Stay Cool,

James