The ‘dark arts’ of sponsorship, PR and the media

    Finally, our ten Young Guns have been assessed, sorted and chosen to take part in the mentoring sessions we’ve got planned over the course of the 2013 season. First up is our introductory meeting at Triumph’s plant at Hinckley.

    Despite the unseasonal rain earlier that week, the weather on Friday (31 May) was kind to those travelling from Kent, Lincoln, Yorkshire and even Scotland to be with us for the opening seminar, which looked at the dark arts of sponsorship, PR and media interviews.

    The day kicked off with an insightful talk, from Triumph’s marketing department, about attracting and keeping sponsors. In their position at Triumph, the marketing team is on the receiving end of dozens of sponsorship requests every week and certainly knows a good one from a bad one! Some of the insights were really useful, especially the simple tips on keeping your covering letter short and to the point – and ensuring you address it personally to the right contact at each potential sponsor organisation!

    Triumph’s PR agency Prova, then ‘lifted the lid’ on the use of social media and media relations. This session provided some tips on the use of Twitter (riders need to do it regularly and often to attract news followers) and also how the use of video can enrich riders’ websites. They also provided guidance on how to approach the media and ensure you maximise your exposure via regional newspapers, news sites, as well as TV and radio.

    Finally, we were delighted to harness the skills of Luke Wilkins (of Motors TV’s Bike World programme) and David Miller (of BSN magazine) who both put the ten Young Guns through their paces in mock media interviews. Luke was also on hand to provide some insights into the dos and don’ts of broadcast etiquette.

    The great day ended with a tour of the Hinckley factory, which was probably an even bigger treat for the dads than their lads!

    The next Young Guns session takes place at Loughborough University on June 29th, when we will be putting them through a fitness test and look at the vital nutritional and psychological aspects of racing.

    Tune in again soon for another Young Guns 2013 update!

    Triumph Young Guns 2013