Today we’d like to introduce you to Leigh Costa.
Leigh, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I grew up an only child to two dad’s (a dad and a stepdad) with careers in the sports industry. One, an attorney often practicing management and contract work for professional athletes and the other, a pioneer and lifer in sports television. Needless to say, I have always had an extensive knowledge (not by choice, but more by default) of sports and all aspects surrounding.
After attending Physical therapy school at the University of Oklahoma, I decided that the medical field was not where my passion lied and went back to the main campus to finish my undergrad and take the LSAT for acceptance to law school. In the few months between college graduation and the start of law school, I was offered a part-time position in sales and marketing for a well known, highly respected brand in the spirits and beverage industry. I was constantly captivated and fascinated by the in’s and out’s of sales and marketing and the ongoing engagement with people, and learned I was pretty darn good at it. Finally, I had found a trade I could envision as a forever career. I never did make it to law school.
With my interest and experience in sales and marketing, extensive lifetime knowledge of sports, and some really cool managers at CBS radio deciding to give a 25-year-old chick a shot, I landed an ad sales position at 105.3 The FAN. It was in my time there that I learned everything about traditional media advertising and was constantly introduced to the newer methods so often used in our technologically evolving society. Through great leadership, I learned about the importance of client relationships and managing their budgets to reach the most people possible who may want or need their product or services. My rapid growth and success while at CBS Radio resulted in the acquisition and perfection of necessary advertising and sports marketing skills including but not limited to, target specific schedule creation, rate negotiation, spot production, and Brand/Athlete collaboration.
In May of 2014, at the age of 28, I made the difficult decision to say goodbye to my esteemed family at CBS Radio to launch something of my own. Something the Metroplex had never seen: a dual sports marketing and advertising agency. Athlete and personality endorsements are standard in the marketing and advertising world these days, but how do we, the general population, learn of these athlete affiliations? Because some sort of advertising tells us so…whether it’s a billboard off the tollway with their image on it, a television commercial featuring that athlete/personality during the Mavs game, or a radio spot voiced by the endorser during your favorite sports talk show, it’s guaranteed that one of the many platforms of Advertising is the medium that delivers us that message. So, why not deal with one group that can secure the endorsement or partnership with the athlete or personality AND knows the ins and outs of multimedia advertising to ensure that the alliance is being communicated the most effective way to reach your target audience? Costa Sports Marketing was thus created, and thanks to some of the most amazing clients, supportive family, and wonderful friends, the rest is history! Although initially, targeting a sport watching demographic was essential, CSM now places advertising for clients targeting a wide array of different consumers through various media outlets. Great relationships with all major media groups in the Metroplex has allowed me to make sure my clients are getting the most bang for their “marketing and advertising” buck whether there is a sports aspect in their campaign or not!
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Being taken seriously as a young female in a predominantly male industry where asking a single client for $10-15k a month is part of the everyday routine was definitely a challenge. I think in any career as a young professional, you have to prove yourself. But sometimes peers and/or clients can jump to conclusions or not believe one is fully competent based on their age, gender, appearance or several other details that don’t, in fact, play any role in one’s abilities.
Costa Sports Marketing – what should we know? What do you guys do best? What sets you apart from the competition?
In advertising, I specialize in TV and Radio since they have been around longer than other non-traditional forms. That said, if the budget allows, I typically like to spread it across multiple traditional and non-traditional mediums. Advertising for clients targeting a male 25+ demographic has always been my specialty, but I enjoy breaking that occasionally to help any client looking to get their service or product on the air or TV waves and educating them along the way. My clients truly are family and most have been with me since I was their sales rep at CBS radio. My success is dependent upon theirs and unlike other mega ad agencies, I am always available to them 24/7 for questions or concerns.
What is “success” or “successful” for you?
Success for me is client retention and seeing their marketing/ad budgets grow because their products and/or services are growing. I also love when there is a product that is a perfect fit for a local celebrity or athlete and the two end up having a longtime Brand/Brand Ambassador relationship. Obviously, referrals from existing to clients are the highest form of flattery, and just being able to grow my business from year to year is how I gauge success.
Contact Info:
- Address: 2560 King Arthur Blvd. Suite 1249
Lewisville, TX 75056 - Website: www.costasportsmktg.com
- Email: leigh@costasportsmktg.com
- Instagram: @costasportsmktg
- Facebook: Costa Sports Marketing
- Twitter: @costasportsmktg
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