RACE CAR SPONSORSHIP
Dec 9, 2000
Web posted by Butch
Zervakis
RICHMOND, VA -- So why
sponsor a racecar?
It does help if your sponsor's product or business is something the people in
the stands would use, but it is not absolutely necessary. If that sounds funny,
look at the companies sponsoring Indy cars, you've never heard of half of them
or know what they sell. Again, if you are a rolling billboard, the cost of
sponsoring a race car is more than the cost of a billboard next to the highway
and many more people will come down the highway than sit in the stands.
It is a common misconception among racers that advertising to the people in the
stands is good business. No race track has enough seats to justify the cost of
sponsoring the type of car racing there, even NASCAR tracks which pull the
biggest crowds don't have enough bodies to justify the sponsorship of a Winston
Cup team. The track owners and promoters are making the money off of those
seats, not the sponsors.
The trick is that you have to do more!
Think of the sponsor as your partner. Think of ways to improve your sponsor's
business. In doing things to help your partner's business it will take more
money than just for the racecar. So, realize you are asking for more money than
just the cost of a new engine. "Unique Visibility" is one aspect of
sponsorship, but, go the extra step. Use the racecar for more than just a show
car at a grand opening or big sale. Paint the racecar and your street car/truck
exactly the same (right down to the numbers and stickers). Offer to paint the
sponsor's delivery vehicles to match. Or go the other way! Paint your vehicle to
match the sponsor's and give them the numbers and stickers. This does require
that your car live up to the sponsor's image. For example, do you want some old
wrinkly beat to hell s--- box representing your business? The racecar needs to
be clean cut, just as you the salesman need to be sharply dressed.
Now, use this unique visibility! The rolling billboard can be used at more than
the racetrack. It can be used at the sponsors business, or away from the
business. Shopping centers, intersections or any place that has good traffic is
a target for your billboard, but go the extra step. Have a professionally
painted sign saying "Come into sponsors name and get discount tickets to
see the sponsor name race car in action." Or "Come into sponsor name
and sign up for a chance to..." or "Come in to sponsor name for this
weeks special on..." or any other idea that will cause people to go to the
sponsors business. The racecar is an eye catcher so use it to convey a message.
By having the extra vehicles painted just like the racecar you can get more
opportunities at unique visibility. Now, use the unique visibility to get people
in the sponsor’s front door.
The unique visibility can be double played, too. Offer a package deal in the
sponsorship that includes prepaid newspaper ads to run when the sponsor wants to
run them. Have professional ads done using the car as an eye catcher and run it
in the local or regional newspaper. The message in the ad can be the sponsor's
choosing or you can do the same message as on the sign placed with the racecar.
You may be tempted to run this ad the racing program, but that may have a small
coverage for the price in comparison to newspapers. So, be careful not to stub
your toe on this one! Think about cost per impression, how many people will see
the message and at what price.
The possibilities are unlimited once you start thinking how the unique
visibility can be use. But, this is not the end it is just the beginning!
What else can you do for your sponsor/partner?
If a company sponsors a softball team it is not for advertising value.
Typically, several or all of the team members are company employees. The
"team experience" and "morale builder" are the company's
reward for sponsoring the team, not the advertising.
Likewise you can establish a similar program with your race team. Provide pit
passes or tickets for the grand stands to the sponsor. The sponsor for the
company employees can use these items as incentives. But don't expect the
sponsor to do all of the thinking, remember he is your partner, so help him.
If there is a company problem with absenteeism or tardiness the program could be
"any employee that has perfect attendance, and never tardy, gets their name
in a drawing for the tickets." If the problem is low productivity the same
approach could be used; any employee meeting specific production levels gets
tickets or pit passes. You could even have them be part of the team.
The sponsor can also use tickets as customer “Premiums”. "Buy five
tanks of gas and get a free ticket to the races." Remember, the eye
catching unique visibility gets a potential customer's attention. A message
(sign) coaxes the potential customer into the sponsors business. Now, you
convert the potential customer into a repeat customer with the (buy this many
and get the free ticket) deal.
There is no limit to this approach. Say you were sponsored by a sandwich shop.
You could offer to print the sandwich wrappers with the gimmick "Return 10
wrappers for a free ticket to the races." This way the sponsor gets repeat
customers and you are providing him with materials he doesn't have to buy. Of
course you don't tell him, but that is where you spend some of that extra money
you got from the sponsorship. But, you sell this as a double advantage to the
sponsor.
The biggest tip is to think like a businessperson and not like a race fan. Built
a package for your sponsor that covers as many aspects as possible. Here you
have seen how unique visibility can catch a potential customers attention. Also,
how to use that moment to convey a message. You have also seen the concept of
creating repeat customers for the sponsor. Any trick to improve productivity, or
service within the sponsor's business is also good. If a fan from the racetrack
happens to be converted to a customer it's just a bonus. Using you imagination
you can develop a sponsorship package that really works.
Stock Car Products!!!
