Motorsports Marketing Mail Tips
FEBRUARY 2022 – AVOIDING SPONSOR SOUP
Posted on: Friday March 4, 2022
AVOIDING SPONSOR SOUP by Joe Verdegan
I recall one late model driver in the mid-1990s at Wisconsin International Raceway in Kaukauna had 30 sponsors listed on his driver information sheet!
While announcing his qualifying lap it was a struggle at times to get all of them during his tour of the half-mile paved oval.
The driver shall remain nameless (he still races to this day). I thought his story would bring up a legit topic for our first monthly marketing mail tip and that is avoiding sponsor soup.
Consider this – when you’re driving on the highway and you see that highway heavily lined with hundreds of billboards, it’s truly human nature to tune them out.
On the other hand, while we’re cruising a deserted highway and see a single billboard on the roadside, it sticks out like a sore thumb.
The same principals apply to sponsors decals on your race car. When things get cluttered on your race car we tend to overlook them.
As tough as it is to obtain marketing partners for your racing operation, ask yourself what’s better? One main sponsor with two or three solid associate sponsors that don’t clutter the car? Or two dozen or more “hundred dollar a holler” sponsors that are often small and tougher to read from the grandstands?
The less logos you display – the greater value that sponsor will be able to carry. Something to think about as you continue the great money hunt seeking marketing partners for your operation. I know it’s tough to turn any sponsor down – but maybe up your minimum suggested prices, citing even the cost of the vinyl stickers or wrap you’ll have to shell out.
Thanks for reading! We’ll have another one for your next month!
Good luck!
Joe Verdegan
Jverdegan2@gmail.com
Twitter @jverdegan2