Motorsports Marketing Mail Tips
IT’S ADVERTISING – CALL IT AS SUCH
Posted on: Sunday July 31, 2022
IT’S ADVERTISING – CALL IT AS SUCH
Truth be told I always tell clients to refer to their marketing efforts as “advertising” versus calling it “sponsorship” because the truth is you are selling a form of advertising.
When I (and other business owners) hear the word “sponsorship” many (including myself) think of a donation thing like a girl scout cookie sale or something of that nature.
When you are seeking marketing partners for your race team you are offering up a legitimate advertising option. And it’s an exciting one compared to a stationary billboard on a highway, or a :30 second television or radio advertisement.
More often than not different price packages/options you offer for your program are almost always a more affordable option than these more “traditional” ad options like TV, radio, billboards, etc. So, when you’re putting your sponsorship deck/package/proposal together it’s often a good idea to show true comparisons to the prices/options on your team versus what a package would cost them in these other venues.
It may take a little legwork on your part but in the long run it may be well worth it.
If you’re not already doing this in your marketing proposals, a direct comparison between other marketing options cost.
Most racetrack and series promoters should be more than willing to assist you with sharing demographics specific to their markets. You can even break down the costs per race it will cost to advertise with your racing team.
Make sure you include your expenses (including the vinyl lettering costs) and also include costs for the other venues – like what it would cost to produce a television commercial, for example.
Thanks for reading! Another tip will arrive in your mailbox in June!
“The will to win applies to both parties in a sponsorship relationship. Racing is awesome, but the most touching race is the human race – the connection to one’s heart is often stronger than the connection to the actual product. A racer has to recognize which way to approach them individually.”
Wilfried Eibach, Chairman, Eibach Springs (excerpt courtesy of Alex Striler’s book “Motorsports Marketing and Sponsorships”)