Building Brand Partnerships with Demographic Data
Casting a wide net can work, however most sports organizations take a targeted approach to marketing and advertising. While brands want to hit specific demographics, diversification is also important in your target market strategy. Teams, players, tournaments, and other entities need to be aware that their audience can drive value outside of their baseline number of followers. A team may not have 10 million followers, but reaching a large portion of a specific audience is valuable to brands. Using demographic data, you can show brands that by partnering with you, they can reach a more focused, passionate audience than others who may have more follower overlap.
In Blinkfire, we offer follower and video viewer demographic data to help you build new followings, adjust content strategy, and discover insights on different audiences. To help you better understand the role demographic data can play in brand partnerships, we put together some key demographic data points and possible scenarios:
What Age Groups Are You Reaching?
In many ways, showcasing the people you reach based on age is one of the most important things to brands. Being able to show them the most prominent age groups for each of your accounts could be the difference between being the right fit for a brand or not.
Use Case: You’re an MLB team and are in negotiations with a brand to sponsor your social media score graphics. The brand is looking to target Gen Z and Millennial populations. They want to know if your social media audience is reaching that specific audience as they don’t want to see what sticks with unprioritized age groups. Being able to show them that your content plays well in those age groups is a solid
Leveraging Gender Data
While identifying gender is becoming less indicative of interests in today’s world, gender population data is still integral to brands as they try to reach different segments of consumer markets. Brands still have very specific target-markets and teams need to be able to show how they support those strategies.
Use Case: You’re a women’s sports league or team in the United States. A makeup brand wants to invest in women’s sports to reach female sports fans in the United States. Your league/team should be able to show their influence when it comes to the female population through follower demographics on follower gender data. Being able to show that you are reaching a high percentage of females in the desired age range could give your partnership more credibility during negotiations.
Geo-Targeting Your Audience
The world is becoming increasingly interconnected, and geographic data continues to increase its role in numerous marketing endeavors. Organizations now seek to transcend their geographical limitations, expanding their influence beyond the confines of their city, state, or even country. Leveraging Blinkfire’s social media geographic data, you gain a comprehensive understanding of your reach by city and country. Teams and brands can develop insights into how your marketing tactics resonate and evolve in specific areas over time, enabling strategic decision-making and targeted growth.
Use Case: You’re an NBA team and are in negotiations with a brand for jersey sponsorship. The brand is looking to make a splash in your city, but is also looking to see what populations across the United States and worldwide your team reaches on social media. With geographic data, you can provide followers by city and country to prove your presence.
Brands Should Demand Demographic Data
If you represent a brand and you aren’t getting detailed demographic information from every single partnership, something is terribly wrong. This data can be the difference between you reaching goals and building the market-share your team strategized for. Being precise and understanding who you are reaching with each partnership will give you a strategy that you can defend.
With all the noise and mediums available to you, it’s no longer efficient to just pick a big team to throw sponsorship dollars at. It’s time to dive into the data and get precise when it comes to who we are talking to. Knowing your audience and creating value from them is what builds profitable and effective partnerships for both brands and teams.
Track and Report on Demographic Data with Blinkfire
Whether you’re a team, player, league, or organization, tracking your follower demographics is essential to maximize value. On top of follower demographics, teams need to track how engaged their followers are by tracking content and sponsorship value. Blinkfire empowers partnership and social media teams with the most accurate, real-time social media and sponsorship data powered by our patented, proprietary AI technology.
Interested in learning more about how Blinkfire can help track your follower demographics and value your sponsorships on social media with advanced data reporting?