4 Ways to Score with Football Campaigns

by Emily Thousand Second Street

Drive Advertiser Results

Football campaigns are popular with all audiences – you don’t have to have a pro team in your market to find success. Whether it’s high school, college, or pro, advertisers are anxious to be a part of the excitement.
Make sure that you’re maximizing this opportunity to produce actionable results for your advertisers. Including opt-ins and survey questions will not only grow an email database, but can build your consumer profile data and deliver a list of hot leads. Bounceback offers will help drive foot traffic and business to your advertisers as well.

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Create a Bundled Engagement Campaign

Bundling multiple promotions together, can set you up for big success on a number of levels. A fully-integrated football campaign can last the entirety of the football season, meaning you can deliver heavy branding for your advertisers for the full six-month season.
Plus, bundling promotions and interactive content into one large campaign can lead to overall higher sponsorship investments and streamline your sales process as you’re seeking out sponsors for the length of the campaign instead of each individual asset.

The News Tribune found huge success with their bundled football campaign including a pick’em, Instagram hashtag photo contest, infographic, and quizzes. With just six sponsors (title sponsor, travel sponsor, tier-2 sponsors, and tier-3 sponsors) they were able to drive more than $126,000.

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Treat Sponsors Like VIPs

Advertisers love to be a part of football promotions – and they’ll make large sponsorship investments to be a part of your successful program. But you need to make those investment packages valuable and treat your sponsors like VIPs.
Provide your sponsors with heavy branding throughout the entirety of your campaign, including their logos in header images, side ads, welcome page, etc. Be sure to clearly display your sponsors in all of your email materials, not just the announcement. You should be sending reminder emails each week – that’s 21 emails mentioning your sponsor and driving awareness about them.

Don’t forget to include your sponsors as additional VIP Pickers on your pick’em. While you will want to reach out to your media company talent (sports columnists, hosts, and sports anchors) and local celebrities (like the high school football coach) as VIP Pickers, featuring your sponsors is a great way to provide additional value for them.

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Make it Fun

Football isn’t just fun for the fans. Your sales team and your advertisers should be able to get in on the fun too.

For the team at The News Tribune, they do a few things to keep up excitement for their advertisers. Not only are they running new football campaigns all season-long to help maintain user engagement for their sponsors, but they will also offer their advertisers exclusive tickets to big games. It’s a great way to show the advertisers that they appreciate their business and support.

The paper also works hard to make sure the sales team is having fun with football too. While they offer big incentives for being the salesperson to sell the big title sponsorship, they also provide fun football-themed incentives throughout the season – like tickets and gift cards.

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