deschmidt27
UKC Forum Member
Registered: Jun 2008
Location: Burlington, CT
Posts: 1758 |
Drew - very good questions. Let me see if I can address each of them.
Gaining Sponsors - we had 6 commercial sponsors the first season, and 5 the second season. We kept the cost of our sponsorship down, so it was affordable for those wanting to help us get off the ground. So although we didn't get a return on our investment, the sponsors did. Four of our three biggest sponsors in Season 1, returned in Season 2. The one that didn't, had changed ownership, between seasons. The response was pretty phenomenal for one of them, who received well over a thousand requests for catalogs or orders each week we aired, by people specifically citing our show. Another sponsor had to remove the phone extension from their house because they were tired of all the calls during our night time airings, and yet another sponsor had to increase his distribution to cover new areas being requested by customers, who saw the show.
In fact, our title sponsor, F&T has since launched their very own show dedicated to just their products. They're footing the bill for the entire production and see a good return on their investment, through television.
Reaching out to sponsors - I'm not sure what you mean by "reaching out", because I personally contacted virtually every dog box manufacturer, most all of the major light companies, dog food companies, registries, truck manufacturers, and even Jim Beam distilleries!
Reason for not sponsoring - it was a mixed bag. A couple large companies felt we weren't thinking "big enough". In other words they wanted something like what we're describing now... a show, events, a whole PR campaign. The problem with any sponsorship is once you have a product sponsor they want exclusive rights to advertising their product. For example once you sign a light company, they don't want you using any other light. So, if you sign a couple products, you can't sign their competitors. That ruled out a lot of smaller companies. And other larger companies just weren't familiar with the magnitude of the sport. They would say that it wasn't their target audience, because of the size of the demographic, but they would sponsor a bird hunting show, when in fact the beagle, hound and cur dogs owners, far exceed the number of bird dog owners. So companies just don't understand our sport.
Ratings - The networks weren't utilizing ratings during our first season, and not fully communicating them during the second season. We now know, that our show was far exceeding a million viewers each week. However, ratings can't tell you which airing was watched, whether it was watched live, or DVR'd. They can only discern when their box "tuned in" over a seven day period.
In my opinion, we scratched the surface in our first two seasons, learned many ways to improve the production and return on investment. And while we did so, we started to show companies the potential. But it's a very circular argument... you get more sponsors on board, the show can afford to improve in quality and exposure, giving those sponsors a greater return and attracting new ones. The problem is, that too many, like to set-up a self fulfilling prophecy, like someone not watering a plant because they're convinced it's going to die. Then when it does shrivel up and die, they say, "see I told you so!"
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David Schmidt
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