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Let’s hear it for the dads. We got a lot of buzz from our Mother’s Day “moms group” study, so today we’re announcing our list of the most active and influential dad-related groups. This year’s list focuses on groups involved with one of the most traditional Father’s Day activities - the backyard barbecue. The Top 10 list ranks BBQ groups who are among the most engaged within their socio-demographic target and who have the greatest potential to influence buying decisions.
Based on our proprietary Groupability Index, influence ratings take into account Groupable’s sponsorship activity data as well as activity from a variety of social media data points including Twitter, Facebook, YouTube, Klout Score, blogs, and podcasts. The index rating is calculated based upon aggregate scores in the following categories: authenticity, engagement and relevance.
Barbecues and dads go hand-in-hand on Father’s Day. The barbecue is one of the oldest cooking methods known to man. It’s a primal, social and unifying experience, and it smells good, too. Dads who are part of these groups are passionate and influential about the art and enjoyment of this activity. These are the types of groups brands like to reach. Brands can use Groupable’s ratings as a filter to find groups that will be both responsive to marketing initiatives as well as influential in spreading the word of these brand experiences.
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Everybody’s caught NCAA fever! Despite the fact that everybody at the Groupable office saw their bracket wrecked in the first round, we’re still following avidly.
As much fun as we’ve had watching teams disappear, it seems one important group of people hasn’t caught March Madness. The Detroit News reports that corporate sponsors are trying to keep a low profile around the Finals, wary of negative publicity from event sponsorship.
The Big Three automakers are the most concerned. When their CEOs took a corporate jet to Washington to ask for taxpayer bailout money, they got slammed by the press. Now they’re looking to avoid any show of excess. GM cut back on many events and hospitality around Detroit, while Chrysler chose to donate nothing at all to the festivities.
At Groupable, we think this is the wrong approach to corporate sponsorship. As University of Michigan professor Bettina Cornwell put it, “I think it’s a pity that people don’t understand sponsorship as a win-win proposition for the community and for the business.”
When corporations choose to invest in their community, the public seldom sees it as a sign of waste. Rather, it sends a strong signal that the corporation is a good member of its community who is willing to spend its own money supporting the events and causes its customers hold dear. A well-executed sponsorship is never something a company should feel the need to hide.
Large brands may have forgotten how to generate a powerful bond with its customer base, but local sponsors are a bit more savvy. With little league season starting up soon, local businesses across the country are proud to write checks to demonstrate their commitment to the kids in their community. As the parent of a Little Leaguer, I can attest to the fact that this commitment counts extra in this difficult economic climate.
So even if they’re trying to keep a low profile, we nevertheless issue a big thanks from the NCAA fans at Groupable to businesses who have chosen to help the Final Four. Without your giving, we might not have been able to enjoy Saturday’s games.
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When the equation works intuitively for both the group and the sponsor and no complicated valuation metrics are required, the model runs like a well-oiled machine. In youth sports, the advantages for both sides are such that year after year local sponsors wanting visibility, the goodwill of the community and a leg up on their competition, put anywhere from $25 to $1000 for the privelege of associating with youth baseball or other sports.
The wide range of sponsorship types also allows sponsors from a wide variety of trades, industries and services to participate in meaningful ways in these important community events and resources.
In an informal Groupable study and poll, just how varied the sponsorship opportunities are is a testament to the ingenuity and resourcefulness of volunteers nationwide.
Here are some of the more tradtional AND more off-beat ways in which sponsorships in youth baseball have been offered and sold for this upcoming 2009 season:
Gold Sponsorship
Fuzzy Bunny
- $250 - gets your logo on a team uniform AND a date with the commissioner of our league [picture here - CA]
- $300 - sign at [field name] and a free bunny, the real kind, not chocolate - IN
- $150 - Gold Sponsorship - $250 for a chance to win a gold watchdonated by Feldman Jewelers
- $400 - Rose Sponsorship - a dozen roses for every win your sponsored team gets (payable in May in time for Mother’s Day)
- $500 - Corporate Sponsorship in honor of your favorite player. You’ll get $100 back if your honoree wins the best sportsmanship award
- Big Shoe Sponsorship - $50 times the average shoe size of the coaches on your sponsored team
And so it goes…do you have any ‘innovative’ sponsorships that you’d like to add?
