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Sponsorship Can be a Useful Form of Bootstrap Capital
Even for SMEEs
When we were trying to Bring Back the Ottawa Senators in 1990, a team that hadnât played a game in the NHL in nearly 60 years, we had a lot of help. We signed up 500 Corporate Sponsors at $500 each plus 32 Original Corporate Sponsors at $15,000 each for the Ottawa Senators before the franchise was even awarded. Perhaps more impressively, we sold 15,000 PRNs (Priority Registration Numbersâreservations for season tickets for a team that did not yet exist) to the public for $25 per PRN, non-refundable.
Of course, no one buys one season ticket, so these were sold in groups of two. For their $25, potential season ticket holders got a nice form signed by Cyril Leeder (now President of the Ottawa Senators and Scotiabank Place) and a bumper sticker. PRNs were sold in twos and fours, mostly to individuals and SMEEs.
Jim Steele (now head of Sens broadcasting) told me he got into an argument with a guy on the phone late one night in November 1990 (the team was awarded by the NHL on Dec. 6, 1990), got dressed, went down to the bar where the guy was, convinced him of the merits of supporting the cause and came away with 50 bucks for 2 x PRNs.
What that should tell you is that sales is not about somehow pushing a button and all of sudden, hundreds or thousands of clients line up to give you their money. This is about down-in-the-trenches street fighting for each sale, one by one. Thatâs just as true for IBM as it is for the most modest business person like the very successful middle-aged guy who sells Polish sausages on Laurier Avenue in Ottawa outside the University building where I work.
When Kevin Rose and his co-founder wanted to populate their news agglomeration site (the hugely successful and delightful Digg.com), they didnât try to send out a mass email or advertise on TV, they called 1,000s of people themselves, one at a time, and asked them to participate in the launch.
There is still no substitute for âshoe leatherâ.
In the case of the Sens, we raised more than $1.1 million from sponsors and another $5.4 million from land owners in the form of Seller Take Back Mortgages. STBs are another form of bootstrap capitalâessentially, the landowners who sold us about 600 acres for what would become Scotiabank Place and associated development, provide some of the financing for us to acquire their holdings.
The total campaign including the cost of visiting with all the Members of the NHLâs Board of Governors, preparing the bid, participating in meetings, buying the site for a MCF (Major Community Facility) and so forth was about $9.7 million but sponsorships and STBs significantly reduced that to about $3.2 million in cash.
Oct. 10, 2009 Sens Sponsors: Bring Back the Ottawa Senators Campaign
Corporate Sponsors $ 250,000.00 500 $500 each Seller Take Back Mortgages $ 5,400,000.00 75%
Net Cost of Campaign $ (3,195,000.00)
Now I hear all the time that this is fine for larger businesses like a NHL hockey team but that it doesnât apply to a small startup. But I find that if you think about it for a minute, you can apply this practically anywhere.
A couple of guys I know were in my office last weekâthey have a series of products they are trying to get off the groundâa curved golf club, a curved hockey stick, a curved walking stick and a curved ski pole. Their company (pleasantly called WOW) believes that, for example, their curved driver helps duffers hit the ball straighter while their curved hockey stick they say helps make a playerâs shot âheavierâ. (I wrote a piece of the science behind a hard versus heavy shot in hockey: http://www.dramatispersonae.org/HeavyHardShotsVersusFastSlapshot7December2006.htm ).
I cautioned them against a GO-BIG-OR-GO-HOME strategy; it almost never works for these types of gadgets. I told them to use a go slow approach. Build a 10 cent website using a platform like Yahoo! Small Business (http://smallbusiness.yahoo.com/ecommerce/), go to a few trade shows, ask a few high profile folks to try their wares and endorse them if they like them (but donât offer them any money because they donât have any to give away), trade links with some friends on the web to boost their Google page ranking, basically, do stuff that is inexpensive.
Their goal (which I set for them) is to build a sustainable PB4L (Personal Business for Life) that within a few years will earn $120,000 per year PROFIT, spilt between the two of them. If one of their gadgets takes off terrific. If not, a PB4L that produces some income will be better than nothing and they will take great satisfaction from it.
Their idea when they walked in the door was to raise $10,000 to $20,000 from, say, 30 people and then blow it all on big product orders from China, an advertising campaign, a presence in major retail chains, investment in celebrity endorsements, getting major distribution players to back them and so forth.
This approach usually spells disaster. If you have a game you have invented or a gadget of some kind, the established players in those industries donât want to hear from you. Parker Brothers, Milton Bradley, Nike, what have you, donât want unsolicited proposalsâthey will simply return them to you unopened with a form letter saying âwe didnât look at them and donât send us any moreâ. The reason? They are deathly afraid you might claim later that your product is similar to one they were already developing. They have found juries only too willing to believe (often justifiably) that a large corporation has essentially stolen an idea from a small scale inventor and damages (especially in the US) can be huge.
Plus these established players hog all the shelf space and donât want to share it with you.
For every Air Hog or Trivial Pursuit there are millions of ideas, concepts and patents that never amount to anything and often cost their inventor everything. For every Robert Kearns, the inventor of intermittent windshield wipers who won a multimillion-dollar lawsuit against Ford, there are hundreds of thousands who gave up.
I believe you have better odds of making a fortune by buying a Lotto 6/49 ticket than you do with most gadgets or gizmos.
So aim low, go slow, donât risk too much money and you may get a pleasant surprise on the upside.
The guys also asked me if they could sell their ideas to one of the established players. To those of you who follow my writings, you already know the answer to thatâno. Ideas are abundant and cheap. Large players buy cashflow and market share; in my experience, they wonât pay a farthing for just an idea.
Another thing that can really assist these guys is for them to get some sponsors. This was a new idea for them and we discussed how it might work:
1. They believe, and I agreed, that the curved driver was probably the best gadget to start with. 10. That is a very reasonable CPM; CPMs can vary from $5 for newspapers to $15 or more for glossy magazines to as much as $60 for highly targeted web ads. Mail drops in Canada can cost 15 cents each when delivered by CPC (Canada Post Corporation) which obviously works out to $150 per thousand. So $4.63 to deliver a highly valued audience is a pretty good value proposition. 11. Co-op advertising is the way of the futureâmore brands will be sharing the same space. If you are selling a high end car why not have an attractive person modeling top end clothes and jewelry to help defray some of the costs. That is, sponsors can have sponsors! Firms will pay to have their products placed in other ads!
Here is how you calculate CPMs:
Oct. 10, 2009 CPMs for Golf Driver
Average 12 rounds per year F. They agree to feature WOW on their Partners Page of their website and all of the co-sponsors too. They link to all of them and WOW and their co-sponsors link back to themâthey cross promote and raise everyoneâs page rankings in Google.
If you look carefully at the above, you will see that there is an emphasis on cashflow. Under this model, if they sign up five sponsors, they will end up with $23,750 right up frontâenough to pay for their first order of clubs, go to a few trade shows, set up a simple website and have some money left over. They will also be expecting another $23,750 after they deliver the clubs to their sponsor and collect the balance of their sponsorship.
Here is their simple cashflow model:
Cashflow Model
No. of Sponsors 5 Cash on hand $23,750 total
Just as important, their sponsors will do something with the 20 clubs they have been âforcedâ to buyâthey will give them away at golf tournaments that they host, they will give them to favored clients and, guess what, they have now become powerful distribution channels for WOW.
I find sponsorship opportunities everywhere. A couple of young fellows came to see me recently and I sketched out a plan for them to do some ZERO COST GOODWILL MARKETING for their new business, Acme Enterprises in Nashville (the names and places and numbers have been changed).
They wanted to do a food drive for the Nashville Food Cupboard and they wanted to offer as an incentive to get people on board a draw for tickets to a Titans game. They had arranged to get a private suite from the Titans for $2,000 (a reduced rate from what the normal commercial value would be) subject to their being able to find the money. They had 30 days to come up with the dough.
Here is the program we set out for them:
1. They decided to support the Nashville Food Cupboard, a worthwhile cause. 2. It would not only help the Food Cupboard which was experiencing a shortage of food and a simultaneous increase in demand as the economy worsened but it would also help build their brand and that would help Acme earn the trust in the community and that would mean that Acme could better compete in a tough marketplace and sell more of their services. 8. The suite holds 20 peopleâfour winners of the draw would use 8 seats, the four co-sponsors would use 8 seats and the two owners of Acme would each get one. Plus they held back two seats for the Nashville Food Cupboardâone for the Executive Director and one for a guest of the EDâpresumably a key sponsor of the Food Cupboard would also like to attend. 12. Each co-sponsor would pay 125% of the cost of the shirtsâAcme would pay nothingâsince they are putting in their share in the form of SE, sweat equity. After all, they are organizing the whole thing, putting in lots of hours including helping the Food Cupboardâs truck make the rounds and pick up the donated items. Plus they are driving a lot of new customers to the four co-sponsor locations.
PBR and GoDaddy.com Partner Up for Portland BFTS Event
PUEBLO, Colo. (September 10, 2009) – The Professional Bull Riders, Inc. (PBR) is thrilled to announce that GoDaddy.com, the dominant and domain name registrar and Web hosting provider, will be the title sponsor for the upcoming Portland, Ore., event, stop no. 29 on the PBR’s elite Built Ford Tough Series (BFTS). The event will be known as the GoDaddy.com Invitational presented by Cooper Tires and will feature the top 40 bull riders in the world on Oct. 2-3 at the Rose Garden.
GoDaddy.com has sponsorships in IndyCar, NASCAR, as well as with sponsored spokespeople who compete in professional poker and golf and now professional bull riding to that list. In Portland, Go Daddy will be branded on everything from venue banners to the chute gates. The event will also feature another one of the companyâs new sponsorship endeavors â Go Daddy Girl Erin Kalin who will perform the National Anthem on both days. Kalin is a country singer, mother of four, and the newest Go Daddy Girl to join the company as a spokesperson.
GoDaddy.com CEO and Founder Bob Parsons has commented repeatedly in his CEO video blog, www.BobParsons.me , about the value in increasing advertising budgets while other companies cut back in their efforts to survive difficult economic times. Over the last several months, Go Daddy has signed on to sponsor several NASCAR races, sponsored the Indianapolis 500 broadcast for a third year, and extended its television advertising into professional hockey and baseball.
Tickets for the GoDaddy.com Invitational are available in person at the Rose Garden Box Office, online at www.comcasttix.com , or by phone at 877 789 7673 (standard ticket fees apply). Performances kick off at 8 p.m. on Friday and 6 p.m. on Saturday where ticket holders will experience edge-of-your-seat thrills and spills, rock & roll music, pyrotechnics, and the best bull riding action in the world.Â
For more information on the new partnership with PBR and GoDaddy.com, please visit www.pbrnow.com , www.GoDaddy.com , or contact Katharine Sherrer at the Professional Bull Riders at 719.242.2800 ext.3372.
All roads are leading to Las Vegas and you donât want to miss out on any of the action at the 2009 Built Ford Tough World Finals in Las Vegas, Nev. The world-class event will take place on Oct. 30-Nov 1 and Nov. 5-8 at the Thomas & Mack Center—get your tickets NOW at 866.PBR.SHOW or unlvtickets.com!
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About the Professional Bull Riders, Inc. (PBR): PBR attracts over 1.7 million live attendees each year with its multi-tiered event structure which includes the prestigious Built Ford Tough Series, the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. With over 450 hours of prime time programming annually and a viewership of 100 million, PBR ranks among the most prolific sports on air and broadcasts on FOX, NBC, VERSUS, and on a host of foreign networks across the globe. The PBR is headquartered in Pueblo, Colo., with additional offices in Australia, Brazil, Canada, and Mexico, and prides itself in its 1,000 plus stock contractor relationships and over 1,200 PBR bull riders competing in more than 300 PBR sanctioned competitions across the five countries.Â
For more on the PBR, please visit www.pbrnow.com , www.teampbr.com , www.pbr.tv , myspace.com/pbr_bfts, twitter/teampbr, facebook/professionalbullriders, or www.pbrnow.com/worldfinals/ .Â
About The Go Daddy Group, Inc.: Go Daddy is a leading provider of services that enable individuals and businesses to establish, maintain and evolve an online presence. Go Daddy provides a variety of domain name registration plans and Web site design and hosting packages, as well as a broad array of on-demand services. These include products such as SSL Certificates, Domains by Proxy private registration, ecommerce Web site hosting, blog templates and blog software, podcast packages and online photo hosting. The Go Daddy Group, Inc. has more than 36 million domain names under management. Go Daddy registers, renews or transfers a domain name every second. GoDaddy.com is the world’s No. 1 domain name registrar according to Name Intelligence, Inc. GoDaddy.com is also rated the worldâs largest hostname provider according to Netcraft Ltd. During 2008, The Go Daddy Group registered more than one-third of all new domain names created in the top six generic top-level domains, or gTLDs, including .com, .net, .org, .info, .biz and .mobi.
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