When one leverages the right influencer, with the right message, at the right time, endorsement marketing results are out of this world. Because we know not every campaign will be wildly successful, here’s how to succeed when you’re only 33% correct. That kind of batting average would put you in the hall of fame, right?
If you haven’t found your core audience yet, we recommend you hop back and figure that out first.
So, you’ve researched your target market, and have found a few athletes that seem perfect for your endorsement marketing campaign. Time to put these athletes through some intense campaign try-outs.
The Weigh-In: Does your athlete have enough influence?
Your athlete has influence, sure, but is it the right influence for the campaign you’re building? Take a look back at your campaign goals.
Does the athlete reach the right amount of consumers to achieve your goals?
Does the athlete have a high enough engagement rate to send desired amount of users to your website?
If either answer is no, consider finding additional athletes to compliment your selection and help reach the goals you’ve set for this campaign.
Keep an eye on this metric: Total Reach, opendorse Score
The Playbook: Does your athlete fit your campaign goals?
The athlete or group of athletes you’ve selected impact several different geographic regions. Double-check where your core audience is located, and be sure the athlete you’ve selected influences the region you’re targeting.
An athlete can be a stellar fit for your brand overall, but if they don’t impact your target market, they’ll be out of position, leaving you with highly engaged consumers you’re not prepared to serve.
Remember, not every athlete in your campaign needs to be a starter. There are several “role players” who can help boost your campaign results by reaching a highly targeted audience.
Check this out:
Average Athlete Engagement Rates:
- Less than 20,000 followers: 1.15%
- More than 20,000 followers: 0.68%
Think of athletes with less than 20,000 followers as your role players, offering higher engagement at a lower cost.
Keep an eye on these metrics: Geographic Breakdown, Engagement Rate
The Endurance Test: Will this athlete have lasting impact on your brand?
Is this athlete going to be around for the long haul? If so, double and triple check their background. Have they had any issues with the law? Have they jumped from one brand to another in a short amount of time?
Athletes with larger influence tend to look for long-term endorsement deals, which can lower your cost-per-endorsement for campaigns.
Smaller athletes are more likely to jump on a new opportunity right away, which is good for your smaller campaigns. However, if you don’t lock them up for the long-haul, you’ll risk seeing them endorse a competitor in the near future.
Keep an eye on this metric: Past Endorsement Deals
Game Day: Is this athlete going to fulfill the deal?
After all your research and filtering, you’ve chosen the perfect athlete. Don’t jump the gun on your celebration quite yet. Check to make sure the athlete is going to be available for the duration of your endorsement marketing campaign. Also, be sure the athlete isn’t playing for the competitor.
Your athlete may be locked into an exclusive agreement with a competing brand in your category. Ask their agent if there could be any potential conflict before inking the athlete into your next campaign.
If an athlete endorses your brand immediately before, during, or after one of their sporting events, they could face a BIG fine (up to $25,000 for NFL athletes). Take a look at the athlete’s competition schedule to ensure you’ll get the endorsement you need, without committing any violations.
Keep an eye on this metric: Availability
Touchdown: Can this athlete motivate his audience to take action?
The perfect endorsement message combines authentic voice, call-to-action, and is sent at the peak time, reaching the most influencers.
Don’t assume every athlete sounds the same on social media. Look back at the athlete’s last 10 tweets. Get a feel for their personal voice before crafting your message.
Don’t assume consumers are ready to pounce at everything athletes say. Include a strong call-to-action in your messages. Messages that tell the audience to click/visit/go to a website receive up to 100% higher engagement rate.
The best time to send a tweet is Monday through Thursday between 1PM and 3PM. Plan your messages to hit at peak times, or during a major sporting event (unless your athlete is playing in the event, duh.)
Keep an eye on these metrics: Content, Date, Time
The Press Conference: Did we make the right choice?
Check your campaign results early and often. If an athlete’s endorsement is under performing, adjust the messaging for their next endorsement, or think about replacing the athlete altogether.
Some athletes look really good on paper, but just don’t perform on the field. Don’t be afraid to put an athlete on the bench and try a backup.
Keep an eye on these metrics: Reach, Engagement Rate
If your athlete passes the test offered above, you might be ready to start recruiting a team of influencers >>
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