Market and Promote

Marketing and promoting are all about getting the sponsor's message out to their target market. One recommendation before you jump right into showing off your sponsor would be to meet again with the person responsible for marketing at their company. The purpose of this meeting is to review the exact benefits the sponsor is going to expect from your race program. It's also a good time to clarify and get a better understanding of the type of image they are trying to get across to the consumer. This will help when you are doing your promotions.

For example, if your sponsor is promoting a particular product, they may already have some specific ideas on how they want it presented, what they would like said about it or what not to say about it. Find out if marketing materials are already available that you can distribute. The basic idea here is to get as much info in advance from the sponsor about their "hows" to promote their company products or services. If you haven't already talked specifics on logo placement on the racecar, transporter, uniforms, etc..., get those details nailed down also.

What follows will be a rapid-fire last of various marketing and promotional ideas and thoughts. Here we go!

Team Web Site

• Build a team web site
• Most internet service providers include free web site storage space with your e-mail address
• Make an announcement on your web site when you sign up a new sponsor
• Build a web page with info on each sponsor
• Provide links to your sponsor's web site
• Update your web site frequently - race stats, race pics, etc...
• Promote your web site in the search engines
• Have a media kit available on the web site

• Auction products or services to benefit a charity courtesy of your sponsor
• Issue press releases after race results or important changes on your team
• Sell team souvenirs like T-shirts or hats displaying your sponsor
• Make friends with the press and track announcer - the press can basically provide free advertising for your sponsor
• Use colors on your racecar and transporter that complement the sponsor's colors
• Make sure sponsor's logo, name and graphics are clear and easy to read
• Make sure all team members are dressed sharp at the track - team uniforms and hats
• Team driver should have primary sponsors hat available whenever climbing out of the car
• Display sponsor's banners and flags
• Work with the track announcer to plug your sponsor, especially if they are at the race watching
• Always mention your sponsors if you get to make a speech on the podium
• Distribute sponsor's flyers, sales literature, or brochures while at the track
• Have VIP days at the track for a sponsor's special clients or customers
• Behave yourself - Emotions during a race weekend can swing from one end of the scale to the other. Your team is "on stage" when at the track, so try to keep the negative emotions in check (i.e. anger). A sponsor does not want to see their driver ranting and raving with their logo plastered everywhere. Always display a positive attitude.
• Take pictures during racing events that show your promotion of the sponsor (more on this later)
• Keep your car and trailer on display while at the track. For example, check out parking spots that will provide the most exposure to the fans.

Off the Track

• Display the racecar and hauler as much as possible
• Scheduled show car appearances
• Parades
• Trade shows
• Again, display any sponsor banners or flags - hand out brochures, sales literature, hero cards
• Have a 30 sec. "commercial" that rolls out of your mouth to promote your sponsor
• Have your driver available for any sponsorship advertising events - i.e. photo shoots and commercials - if part of your agreement
• When photos of driver and car are being taken, make sure the driver is standing so sponsor's name and/or logo is not blocked
• Put together a sweepstakes program to promote the sponsor (check your state laws on this first)
• Always take pictures
• Start a fan club with your sponsor - this can become a highly targeted market for the sponsor
• Use your sponsor's products or services - it's easier to promote something you use
• Develop relationships with your local newspaper, radio and TV sports staff
• As always, maintain that sharp, professional team image whenever out in public