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What sets you
apart from other anglers looking for sponsors? Believe it or not, it
could be something as little as your posts on a fishing forum or
e-mails you send to your buddies.
How can this
affect your chances of getting a sponsor? It is called an impression. Every time your name comes up and someone sees it, it
creates an impression. Every time you put your sponsors’ names and
logos in front of a potential customer, it creates a positive
Secret Weapon Lures president Joe Haubenreich, “In order to grow,
our company needs branding, and that takes multiple, high-quality
exposures. Anglers must see and hear our name at least seven times
before it even registers as a company worth investigating, so our
professional staff is helping us to get our name out before the
example, I posted on my blog 39 times in 2007, which was viewed 1270
times. I posted 239 times on Futurebass.com forum. I went through all
the forums I use, MySpace profile views, YouTube and every other site
I used this year. 54,098 is the total number of items out on the
Internet related to me.
Multiply that by
10-20. Why, you ask? If I make one post and 10 people look at it,
I’ve just made 10 impressions. Some of my posts this year had as
many as 200-300 views, but to be conservative let’s go with ten.
I posted my
fishing résumé on ultimatebass.com, too, and it has been viewed over
11,000 times since October 2006. That’s 11,000 more impressions that
I’ve made for my sponsors.
Here is another
big number for you: 216,000. That is the projected number of page
views by visitors to my personal website and forum in a single year.
So if you add
views of my Web posts and profiles, plus page views for my personal
Website, I can offer a company just over three quarters of a million
chances for people who share my interests to see their name and/or
link on the Internet alone.
article that features you and your sponsors or that you write offers
opportunities for more exposure. North American Fishing Club did an
article about the Take a Soldier
Fishing program I run. If you add in that magazine’s 3.4 million
readers, it increases my total impressions per year to 4.15 million.
sponsors’ logos on your tournament shirt, boat and tow vehicle adds
in a few million more impressions throughout the year. How do we get
for your area can be used to estimate the number of impressions you
may expect while driving down the road. Or, you can just conduct your
own informal study. Count the number of vehicles passing you in both
directions per minutes as you drive down the highway. For me, that’s
about 50, including city and country interstate travel. In an hour,
therefore, 3,000 vehicles pass by. If my Suburban and boat are wrapped
in eye-catching designs, that’s 3,000 people, potentially, on whom
I’ve made an impression even assuming only one person per vehicle.
How many hours
per year do you drive? I drive my Suburban 15,000 miles a year. At an
average highway/city rate of 30 miles per hour, it takes me about 500
hours to drive those miles, so each year my wrapped boat and vehicle
account for 1.5 million highway impressions (500 hours x 3,000
impressions per hour).
In addition, I
fish fifty tournaments a year… some large, others small. On average,
150 people per tournament will see my wrapped boat and vehicle and the
logos on my shirt and cap. Throw in all the other anglers and boaters
who see Suburban parked at the ramp or my boat on the lake, and
that’s easily the same number again. I figure that tournaments add
15,000 impressions to my total.
Even when I’m
eating and sleeping, I’m at work for my sponsors if I park my boat
and vehicle close to high-traffic areas where passers-by can see them.
The market average billboard in
Say I park in
front of a restaurant for an hour. Imagine how many drivers pass by
and see my sponsor’s logo and message! Wrapped boats seem to always
draw a crowd, too, especially at shopping centers and tackle shops. My
rig is parked in high-visibility areas at least 10 hours a day, 365
days a year. So if it gets even half as much as a typical billboard
(16,270 per day, or 678 per hour), that works out to be 2.47 million
impressions (678 impressions per hour x 10 hours/day x 365 days/year).
sponsors’ links to the signature line in your e-mails can contribute
even more impressions. I send out an average of 12 emails to anglers
and people in the sportfishing market each day. My sponsors are listed
below my name. In a year, that’s 4,380 targeted impressions.
If you do
seminars at fishing retailers and tackle shows, add those in. If
you’re a guest on an outdoor television or radio show, toss those in
as well. I did two radio interviews this year where I promoted my
sponsors, and each one reached 10,000 listeners, so I’ll factor in
another 20,000 for those. I will work eight tackle shows this year and
will talk to or at least be seen by 10,000 at each one. That’s
another 80,000 targeted impressions – ones made on people whom my
sponsors want to reach. Toss in ten seminars at 100 people in each for
another 1,000 high-quality impressions.
The below chart
shows the estimated impressions I will make for 2008 based on the
We began by
posing this question: What sets
you apart from other anglers competing for sponsors? The answer is
the number and quality of impressions or exposure that you can offer.
anglers with identical résumés. Everything about the two appears to
be the same, but one offers eight million impressions and the other
angler doesn’t even mention what kind of exposure he can offer the
company. Which one do you suppose will be offered a sponsorship
angler who can offer the exposure they need will most likely get the
nod. Haubenreich said, “The amount of exposure the angler has to
offer is one of the most important factors in our decision on who we
Take the time and
do the research, and the next time you submit a resume to a company, make