Forum: HoseHeads Sprint Car General Forum (go)
Moderators: dirtonly  /  dmantx  /  hosehead

I'm the Marketing Director for the company I work for.  As part of our markeitng ventures we are a Top Tier Sponsor of our local Dirt Track (a relatively well known track) and a local/regional Sprint Car driver (also relatively well known) who races at said track weekly and also regionally at local shows, All Star shows and WoO shows. 

I get asked often by other teams, fans, etc. for insight to why we sponsor and what the process is like.  To any teams, drivers or even fans who want some insight into why we sponsor or advice on how to approach potential sponsors ASK away. 

As a fan, I'd like to say THANK YOU for sponsoring/supporting sprint car racing. In return, whenever possible, I support those that support sprint car racing. 

First off thank you for taking the time to start this thread and to answer questions, as someone who for the most part races out of their own pocket any and all advice is appreciated!!

The saying goes, "it takes money to make money" but what are some cheap techniques that youve seen/used that have a big impact with fans and potential partners alike?

Also, when meeting and proposing a marketing plan with a potential parnter, how affective would having packages be, bundling advertising spots for logos on car, trailers, shirts, hero cards, or would it be wiser to have each spot itemized with a set price?

Yes Thank you for the opportunity to ask questions. 

I know I will have more questions as I am a 410 owner/Driver in Pa.

My first question is just simply did the driver approach you for sponsorship or did your company start at the track and then decide to be on a car. Many times I have heard how important it is to speak with the actual decision makers and not just the gate keepers. The people who can keep a person from the decision makers. 

What would you suggest is the best way to meet with the decision makers?

It seems I had two questions. 

Thank you again for this valuable information. 

I'll try and be succinct, but it's a lot of information so here goes.

1. "Cheap techniques" - I like to call them "cost effective ventures"  First of all, social media, social media, social media.  Think about it this way.  What is the fiscal commitment to manage  effective social media - Zero.  Obviously time is a factor but if the time is the major capital you're spending to manage social media, it's cost effective (do it on the way home from the track or eating lunch the next day).  This will also project the team as a professional "brand" or "business."  Prospective clients worht their salt will go to social media first to check out what the team is all about.  First stop every. single. time. So if you have effective social media stuff, use that as a tool to "brand" the race team but also as an engagement tool for your sponsors/partners (check out Brian Brown, Greg Wilson and even Carl Bowser do on Twitter for their sponsors).  There's a bevy of other things you cna do with partners.  Say you have a lcal restaurant as a partner.  Print off coupons and have them at the hauler each night.  That activates your fans and gives them incentive to try out said restaurant.  It also allows the restaurant to track things like this.  Same with say a local RV dealership.  Have a 5% coupon at the hauler.  Work it out with your partners that if their a consumer goods company (or restaurant, bakery, etc.) that if you win you Tweet out that you get a free appetizer, cookie, etc by showing this tweet at your partners establishmnet.  Activate fas, your sponsor, etc.  I could go on and on, but you get the idea.

2. It may sound like a cop out but both.  Have packages and an "a la carte" type itemized items.  If you're approaching a larger company or a company that has a corporate structure you'll want to have "package" ideas.  Any company who is venturing into this should darn well take advantge of mutliple touch points and see this as a "partnership" not a simple logo on the top wing.  Sell them the idea of social media interaction, logo placement, appearances (with employees or at trade shows), etc.  If you go into a pizza shop it may be a good idea to have some package ideas, but also an ala carte "you can have your logo here" type pricing.  Here's the other thing when meeting with "corporate" type prospects: don't present packages with actual prices at first.  Your first meeting is to introduce who you are, how passionate race fans are as an active demographic (even if you talk to someone who is well aware of the powerful demo it's always good to discuss) and to listen to what their goals are.  Have some ideas in mind and don't sell them simply a spot on the car.  Make this a multifaceted package, but listen to their goals.  Then ask them what their budget is for something like this.  They may have no idea, but after listening to them and their goals you should get a feel for what their budget.  Then go home and within a few days send them some package ideas with prices attached.  It'll be a back and forth (but as i say above at leats some ideas for packages - do your homewrok about the company for conversation starters).  If you go into a local pizza shop, they most likely will see this as a logo proposition only so you may want to have some ala carte prices ready to go.  But encourage them to do things like the coupon deal, an appearance deal, social media interaction ("X team getting fueled before race night with @joespizza. The best." with a picture on Twitter.)

Does that help? 

1. Our company was lucky in that our Marketing Director grew up as a dirt track and sprint car fan...me  We actually started out sponsoring at the track, saw the success there and then approached a driver following the season.  We did have drivers approach us too and ironically the driver we sponsor we contacted him, but he was prepping to contact us as well.  We chose the right driver who has the right "brand" for our company and it's been a homerun relationship (look at what Brian Brown or Greg Wilson or Carl Bowser does with their sponsors - look at their Twitter Pages).  

2. Getting to the decision makers is always a challenge but it doesn't have to be.  If you have to meet with gate keepers charm their pants off and sell them on the idea of partnering with your brand and partnering with an infuential demographic like dirt track fans.  Give them no other choice but to talk you up TO the decision maker.  A decision maker will always be willing to listen to a colleague before a stanger.  I think you'll find though that you can get to decision makers.  If you know their email address that's a great way to reach out.  Network, network, network and meet people who know people.  That'll help to.  If you're completely in the dark on a company literally pick up the phone, call and say "can you please connect me with the "marketing department," then leave a message.  Most times you'll get through to someone in Marketing who at least has a modicum of influence in that department.  If all else fails and you have no idea who to contact, etc. and you stop in and no one meets with you why not drop off some tickets to your local track at the front desk.  Say, "I'm ____, a local race car driver and I'm wondering if someone in Marketing is available."  When they're "not available" say "thanks, I'd like to leave these tickets to _____ Speedway for Friday/Saturday night.  I thought they could come check out the track with their family and see what we do in person.  Here's some information on our team (also leave a packet of information)."  Even if they have no interest in using the tickets, you just got the front desk to drop something on their desk or in their hands.  Talk with your local track, they may (might be a long shot) but they may be willing to toss you a few tickets if you let them know what they're for.  Some tracks are great like that, some...not so much.  If for instance you're talking about a small family business (like a pizza shop) do not stop in at Noon.  Stop in when they first open when the owner or at least a Manager is more likely to be there and more likely to have a few minutes to talk.  Ask for the owner.  If you meet with him/her even for a moment try the ticket thing too.  Leave them with something, some incentive to at least do further research.  They may give those tickets to an employee or family member, but what do you think those folks are going to do - tell them how awesome of a time they had.  Leave them a t-shirt or with the tickets (and information about you) offer to give them a tour of your hauler and check out the race car when/if they come to the track.

Make sure you have professional social media and a website set up.  First place prospects are going to go to research you, your team, your "brand."

Does that help?    

Awesome info, I appreciate the advice, looks like I need to jump onboard the social media train. As an up and coming driver with very little driving experince, how would I be able to sell myself with potential partners when the stat sheet is lackluster right now? I know a big selling point with some comapaines is the ability to perform on track. With wins come more exposure and more opportunities to create brand awareness. What are other areas a driver/team could sell to a company even though they run mid pack (for now) 

Some companies no doubt will look at the stat sheet, but if they're smart (not all of them are) this will only be a % of the factor for partnering with you.  And no doubt winning creates opportunities for more exposure for you and your partners.  Be up front - we're a young, up and coming race team, etc.  Present yourself in a professional manner because you are an extension of your partners brand.  Also, right now selling potential partners on the strong demographic of a dirt track fan will help.  Google "Nascar Brand Loyalty" and read the articles that come up.  This type of research will trickle down to dirt track fans and part of your "sell" will be explaining that you're an extension of their brand into a realm of a passionate, active group of consumers.  When you start Social media pages make sure it's race team specific, make sure its professional and make sure it's up to date.  Also do some cool things with it like some behind the scenes photos (when you unload at the track take a picture and tweet that.  Working on the car, tweet that.  GoPro footage, Facebook that).  That way you'll build your brand with cool behind the scenes stuff as well.  It'll show there is opportunity for growth with your team.  You cna then use social media to help promote your sponsor (again check out Brian Brown's Twitter page).   

Some of the stuff I previously noted can be used here as well - coupons at the hauler, at your t-shirt table, appearances, etc.  Those are nice pieces too.  The on the track success will come, but being an "at the track" representative for a brand is a big deal too.  Couple with appearances, social media interaction, etc.   

Here's a really relevant blog post from a friend re: "The Cold, Hard Math of Sponsor Acquisition."

www.dirtymouthcommunications.com/sponsor-acquisition/

BUMP.  I hate to be a "bump" thread guy, but I've received a couple emails (one this week) from members here with questions based on this thread/topic, so I'm "bumping" in case others missed it the first time.