Opinion: The problem with just getting your name out there

Trey Hathcock

As a marketing director, getting hit up for advertising spend by marketing agencies, nonprofits, event organizers and other organizations is part of the gig; and I love the gig. So many organizations in the area are doing great work and are great partners.

However, occasionally during the pitch I hear, “You should spend $X with us; it will get your name out there.” This is an automatic red flag. When someone asks me to trust my advertising dollars with them and their top selling point is that it will get my name out there, it feels like they have no other value to add and aren’t sure if their audience is a good fit for us.

If you sell ad space, whether broadcast, print or digital, make sure you are serving your audience first by connecting with companies that add value to their lives, which in turn will earn you a partner instead of a dollar. If you sell ads to a business that has no connection to your audience, that business will become frustrated because its name is getting out there to people who aren’t looking for them. Be the connector that introduces the right business to the right people at the right time.

The best agencies I’ve worked with know how to be personable without wasting time. The best account reps will keep their pitch short and sweet during our busy season but be more personable during our slower times. People like doing business with people they like, but they also have a job to do and need to get to it. Make a personal connection with your contact but respect their time.

In our industry, we receive co-op funds from our manufacturers to spend on advertising. We like to have our marketing strategy lined out as our busy season is wrapping up so we can get a budget together based on co-op dollars and prep advertising collateral during our slower season to be ready when things kick off again. Being contacted during our busy season leaves little time or budget left to add a new advertising strategy. If you’re trying to earn someone’s business, figure out when the best time of year is to present a plan and when the best time is to follow up.

One of our values is being a blessing to our community, so we love partnering with area nonprofits. However, if we said yes to every sponsorship request, we’d be bankrupt in a month, so partnering with organizations with similar values who serve alongside our target customers is important.

If you work for a nonprofit, find companies that have a heart for the people you serve. Asking for sponsorships from companies can be hard, so don’t make it harder by trying to fit a square peg in a round hole. Search out the companies that share your values and want to serve the people you’re serving. As author Simon Sinek says, start with the why behind your organization to connect with the people who believe what you believe.

Many times, though, the decision comes down to the timing of the request. Asking for a sponsorship a year in advance is too much time, and asking for a sponsorship a week before is too little. Depending on the size and scope of the sponsorship request, a couple of months in advance of the event is the sweet spot.

As a business, we don’t want to partner with nonprofits just to get our name out there; we want to find the right partners and support their mission. Getting our name in front of potential customers is just the cherry on top.

When it comes to advertising, invest your money in companies that can connect you with your target audience at the right place and time. Consider partnering with nonprofit organizations that share your values and interests. Be intentional in your approach to connecting with people and avoid spending money just for the sake of brand recognition. You can do better than just getting your name out there.

Trey Hathcock is the marketing director for Clear Creek Golf Car and Vehicles LLC. He can be reached at trey@clearcreekgolfcar.com.