How to be a sponsored rider
While I ran my model program, I dealt with many sponsorship requests. Some interesting propositions came my way. Navigating through these taught me a lot about how (or how not to) approach a potential sponsor.
In our house, we are also currently navigating through teaching Dolly the ins and outs of being a sponsored rider and how she can best represent the companies she has partnered with. As I discussed these things with her at length on our way to the barn, it got me thinking that there may be others out there who could use the same sort of advice.
FIRST IMPRESSION
When someone reaches out to me over social media, I never take them as seriously as someone who takes the time to find my contact information. Starting a message with a generic greeting (to whom it may concern, etc.) or not addressing me by my first name seems very impersonal. Putting effort into finding out the marketing manager’s name, the correct email to send your inquiry to and using the proper headline for your email leaves a good impression. Not doing so can send you directly to the bottom of the pile.
BE DIFFERENT
Putting the effort and thought into something before reaching out to a company will be helpful. What makes your approach stand out from the hundreds of other proposal letters companies receive?
WHAT IS IT THAT YOU WANT
Making a cake without knowing your ingredients may not yield the tastiest of cakes. The same goes for not knowing what you want before reaching out to a company. Do you bring value to their marketing, and how are you planning on sharing the brand name? Have you thought about how you will promote the brand?
THE VALUE OF PRODUCT
Placing a value on a product is important. Although you may think it doesn’t cost the company anything to supply you with the product, it did cost the company something to research, develop, produce and supply that product. Be grateful for product partnerships.
HONESTY IS THE BEST POLICY
Do not exaggerate your accomplishments in your proposal. Chances are companies are going to research you on the social media platforms you have provided them with. Saying you are jumping a meter twenty isn’t the same when the only time you actually did was over a three-foot jump that the cat popped out from under, scarring your horse, causing it to jump the moon at that moment.
BACKGROUND CHECK
Social media accounts are a fast way for a company to research your lifestyle. Ensuring what you have posted remains clean and professional, especially if you are seeking professional relationships. If your weekends are comparable to a weekend gone wild in Vegas and you share every detail on your social media, perspective partnerships may not find you a good fit to represent their brand.
WHY SHOULD THEY PICK YOU
Really think about why you are an asset to that company. Telling a sponsor that you are doing well at your local schooling show with only a handful of riders attending may not be something a large international saddle company sees as beneficial.
HAVE YOU RESEARCHED THE PRODUCT?
Do you know about the product you are reaching out to the company for? Reaching out to a company that makes saddle pads for Welsh ponies when you are riding a Clydesdale won’t result in a good partnership.
PROOFREAD YOUR LETTER
Make sure you have read through your letter and checked it for spelling and grammar mistakes. A representative that cannot send a letter without errors is most likely going to post content to their social media in the same way.
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