I am not what you would call a “fashion” guy. My wife will vouch for that. I buy clothes based on comfort, what I like / am used to and what I want out of the clothing from a practicality perspective. So, I like tab collared shirts. I prefer dress shirts (causal or professional) versus polo shorts and definitely and not a “t-shirt” guy. To me “t-shirts” are for working out in, sleeping in (pajamas) or as undershirts… not for being out in public in. I wear boxers as I find them most comfortable (probably more than you needed to know). I buy pants that have front pockets and two back pockets (one for my phone and one for my handkerchief – I am old and still use those things). I like the comfort of a blazer / suit jacket versus a sweater and if it is a sweater… it is collared like my shirt preference. My blazers need to have inside and exterior pockets to hold my notes, wallet, pills, etc. As I said, I buy for practicality more than fashion. I wear a bright red raincoat with multiple pockets and inside features and such (I live on the west coast… it rains a ton… I walk a lot… – I need a coat that will keep me dry and warm and has pockets and such) that has a big Bass Pro Shop logo on the front. I don’t shop there… but I did when I needed this type of product at a great price. I seldom wear clothing (other than ball caps) that have brand identification on them. So, this coat is far from “fashionable”, but it is comfortable and it keeps me warm and dry and places from my “stuff”.
So, I was having dinner in Montreal a while back with my friend Hubert Richard from Effix. He was telling me about this amazing clothing he was wearing. He went on and on and how comfortable it was, how soft it was and how I had to try it. He told me it was a Canadian company, Montreal based, clothing designed and manufactured for men. He went on and on. (Did I mention that already?) He told me the name of the company was ManMade. (I obviously live in a hole because I had never heard of them.) He went on and on. They were successful on Dragon’s Den to help them scale, they started in 2021 and are more than a trend, they are setting a new standard. Hubert told me I had to try the clothes and that he knew the folks over at ManMade and would get me something to try. I said I would. Hubert, obviously a convert, emailed me a few days later asking for my pant size, underwear size, shirt size etc. I thought, cool he is going to send me something to try. I am cool with that. A day later a Purolator package arrives with shirts, socks, briefs, swim trunks, pants, sweaters a hand written note from one of the four founders (Anthony Ciavirella) saying “Hey Brent, Welcome to the ManMade Family. A friend of Hubert’s is a friend of ours. Hope to connect with you in the near future. Best, Anthony” and his personal phone number.
When my wife got home she was ecstatic. She went on and on (it was like Hubert all over again) about how great this company was… how comfortable their clothing was, I should feel so lucky to get to try this clothing. Then she proceeded to try it all on herself (I lost the shirt and toque and socks to her before I even got to try them). She had seen all their promotions, digital and social and had followed them for a while. (OK, she is very fashion conscious and very particular in what she buys and wears from an environmental perspective and the materials used to manufacture the clothing she wears etc.)
So, I have been wearing the clothes for a bit now. (That which my wife did not snag.) It is amazing. It is so comfortable and versatile. I love it. I am not “just part of the family” of ManMade as Anthony noted in his card to me, I am an evangelist. I encourage you to go online to ManMade, order the briefs (if you are a guy) or the t-shirt or socks or pants or whatever… just try it… you too will be a convert.
So, what does this have to do with sponsorship and relationships… everything!
First of all, it was my close relationship and personal admiration for Hubert that I heard about the product. I trust him. Just like in a partnership… you need to trust and when a trusted partner or friend tells you something, you listen and follow through. Second, once he had told me the name ManMade at dinner I began to see the brand everywhere – billboards, TV, online, etc. – it was always there… I just had no personal connection. Now I knew more about it. Same goes with your sponsorship… that is the touch / hold / feel with your direct audience so they can get to know you better and recognize you and want to try you. Third, sampling. Anthony sent me a sample to try. That won me over. That is what a sponsorship opportunity that includes sampling does. Gives that key audience the chance to try your product and if they like it… they buy it… and yes I am now buying ManMade products not just using the samples I received. Forth and final point… the personal touch. Hubert the evangelist got me interested. Anthony sent me the product and personalized it. My wife raved about it. It all became very personal. And that is what sponsorship does. TV, digital, OOH, print, etc. – they all work but are not personal. Sponsorship personalizes the engagement and the rest of the mediums support it. Sponsorship is personal just like Anthony, Hubert and my wife did for me to get me to stand up and say “hey this ManMade product is amazing. Give it a try!”
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