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SPONSOR SEARCH
SPONSORSHIP MARKETING SHOW BIZ
By Ernie Saxton

In order to be successful at securing sponsorship, you may have to include some SHOW BUSINESS. What I mean by that is that you just may want to spend some time at some of the trade and motorsport shows during the off season. Actually, and I am VERY serious about this, you should take advantage of the opportunity to attend any show at which you might have the opportunity to meet potential sponsors.

If you have certain companies that you want to see at the show, contact them in advance and see if you can set up an appointment at the show. Part of the secret of success in attending any show is planning in advance.

Go to the show a day early when possible, the day before the show is actually open for business, so you can sign-up for credentials if you cannot get them through the mail and pick-up a show directory.  Make a list of what companies you want to visit. Map it all out so that you do not waste valuable time going up and down the same aisles over and over again.

Here are a few things we suggest if you are going to a show prospecting for sponsors: 

1) Leave the blue jeans and favorite racer t-shirt at home. Looks great at the speedway but does not present a good image for someone seeking corporate support. Dress in what we call “business casual”. Look good. Shave. Polish your shoes, Comb your hair. Don’t wear the backward baseball cap, etc.  Breath mints are a good idea, too. And don’t show up in a booth carrying a beer can.

2) Work on your manners. ‘Thank you’ and ‘please’ seem to be a lost art. Try using those words and you will stand out from the others. And don’t walk into a booth and interrupt people while they are talking. Be patient. When they are done talking, introduce yourself and get on with what you are there for.

3) Do a couple practice sessions on what you will be saying when you get to a booth. What will you say when you actually get to meet someone that is interested?

4) Be prepared to talk briefly with, hopefully, the marketing manager/director at the booth. No such person? Try for someone in advertising or promotion. You want to talk to someone who will understand the ‘marketing partnership’ you are offering. Keep in mind that most of the people manning booths are into sales and could care less about your racing package; they are there to sell stuff.

5) No one to talk to? Make an effort to get the name of the marketing manager. Se if that person is at the show. When will he or she be back at the booth? Having been in that position, I know that many marketing managers spend a lot of time hiding from racers who are ‘selling’ sponsorship.

6) If you are fortunate enough to have the opportunity to meet the marketing person, be prepared. Give them a business card. Give them a few key points about what you are offering. If there is interest set up an appointment to see them at the show when they have time or at their office. Bring your brochure, briefly show what you have to offer, to the meeting or, if there is no meeting, offer to mail it to them.
 

7) If you get the RARE opportunity to make a presentation at the show, be sure you have a full proposal with you. Only do it if you have a quite place to do it so the marketing person is not distracted by the various beauty queens or old friends that are passing by.

8) Actually, the main purpose of going to a show is to ‘network’ – meet with people who can help you with your sponsorship efforts, and to set up a plan for future contact. Get a business card. You will be in touch.

9) If a marketing person spends time with you, interested or not, send them a ‘thank you’ card. You will stand out from the dozens and dozens of others who will not.
 

10)  Be willing to SPEND SOME MONEY entertaining. “It was great to meet you Mr. Doe, perhaps we could get together for a drink later?” All he can say is no. And if he says yes, you are another step closer to success. And don’t let him pay just because you think he is on an expense account.

11)  Don’t try to impress anyone by your racing skills and accomplishments. 99% of those people working the show will not care. It will be a turnoff.

12)  Try to get an invitation to some of the after show hospitality suites, parties and other functions. That is where a lot of ‘heavy hitters’ show up. That is where a lot of business is conducted.

13)  Collect a lot of business cards. And when you get back home, put them to use. Call them. Write to them. Send them information on what you have to offer. How your marketing partnership can impact their bottom line.

14)  Carry your materials in a briefcase. The case is also very handy for carrying the show directory, the business cards and other information you collect. In addition, it can carry a comb, mints and bottled water. You will need all those items. And there is nothing worse than taking a business card or a brochure from your back pocket, creased/folded and hand it to someone. VERY unprofessional.

I could go on, but you get the idea. Good luck as you kickoff your show business career.
 
 

Article courtesy of Ernie Saxton’s Motorsports Sponsorship Marketing News, 1448 Hollywood Avenue, Langhorne, PA 19047. Phone: 215-752-7797, Fax: 215-752-1518 or on the web at www.saxtonsponsormarket.com. A one year subscription is $79.95.
 
 
 

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Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

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