Your Product Tells The Story

A few weeks ago, I began watching a documentary series entitled “Long Way Round”. The show chronicles an around-the-world motorcycle journey undertaken by actors Ewan McGregor and Charlie Boorman in 2004 As the series has progressed, I've been struck by how their motorcycles (two BMW R1150GS Adventures) have become almost another pair of characters in the story. Although we're talking about television as opposed to events, I believe that this fact provides several lessons in how one can approach sponsorship opportunities of all types, not simply for events. (Warning – spoilers ahead)

Even when in doubt, it's usually worth the risk – when the actors were selecting bikes for their journey, they narrowed their choices down to two manufacturers, KTM and BMW. Without giving away too much of the drama, KTM was ultimately selected to provide bikes for the project. Prior to their journey, however, KTM rescinded their sponsorship of the project, believing that the actors (and perhaps their motorcycles) would be unable to complete the journey. Even though they were initially deemed the runner up, BMW came through with a pair of motorcycles, which as mentioned above became absolutely critical to the story. Meanwhile, KTM's reluctance to participate not only cost them hours of exposure, but makes them seem unsure of their own product to the very audience who would be interested in it.

Moral – although you may have reservations, if the POTENTIAL benefits of a sponsorship outweigh the risks, it's nearly always worth attempting. Think about this – in the case of this series, the most KTM had to risk was a couple motorcycles. If the adventure failed, the documentary would unlikely to be released to the public, and damage to their reputation (if any) would be minimal. However, if it succeeded (as it did), then the benefits are too numerous to mention. Just ask BMW.

Although flash is great, your product tells the story – BMW's sponsorship of the adventure never once seems forced, heavy-handed, or otherwise awkward to the story. This is due to the fact that beyond the providing the bikes and a few scenes, BMW had the good sense stand back and allow the bikes to tell the story for them. Although minor issues do occur with the bikes, there's no sense that the company somehow attempted to get the film makers to “minimize” the issues that occur. As a result, you come away not only with a respect for the quality of the product, but of the company as well.

Moral – if you don't have confidence in your product, no amount of sponsorship “flash” will compensate for it. Conversely, if you stand by your product, then your best marketing option is to simply focus on demonstrating that product to the public in an appropriate venue, and avoiding anything that may mask that confidence.

A strong partnership is everything – After being rejected as the first choice in motorcycle provider, it would have been very easy for BMW refuse to participate in the project once the KTM deal fell through (after all, no one enjoys being “second best”). Instead, the company came back to the table, and threw a tremendous number of resources into the project. In return for this willingness to foster a relationship despite initial setbacks, BMW turns into the heroes of the story. Not to mention they were essentially given a ten-episode commercial, and continued their participation by providing cycles for the “sequel” to the project, “Long Way Down”.

Moral – Unlike advertising, successful sponsorship programs are not simple transactions. They are relationships. And just as in personal relationships, things are rarely as trouble-free as they may appear from the outside. The key is not to back out at the first sign to difficulty. Rather, you should always be open to compromise, communicate freely, and constantly re-asses and rework your positions and program. Although its often uncomfortable, the benefits are usually worth it.