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THINGS I NEED TO KNOW
By Scott Pacich
 

Having written for several publications, including this newsletter* for going on 4 years now, I have become the member of several mailing lists for Public Relations efforts. These encompass most aspects of racing, from weekly press releases announcing the previous weeks events or touting an upcoming program. I get releases from individual team’s marketing representatives and groups that represent entire organizations.

While some might consider me a journalist, I don’t consider myself one. I am first and foremost a fan or motorsport racing. And as such, I find myself critiquing the various parts of racing I have become exposed to, not as a writer, but through a fan’s eyes. Taking this into consideration, I can count on one hand the releases that are clear, concise and contain information that I, as a fan, want to see and things I need to know.

For instance, when a track is holding an upcoming event, I need to know the date it’s being held on, where the track is located, the time the races will be starting and how much it will cost to get me in. Four important items that a fan needs to know. I have had releases that have left off the date of the race. I have had releases that do not give a starting time. I have rarely, and I do mean rarely see a release that relates ticket prices. I cannot understand why all Public Relations representatives cannot include this information in what they send out. I don’t know if it is because the track assumes that as writers we’ll be asking for credentials, or because we’re writers we can afford any admission?

But it doesn’t always stop there. I have seen printed ads in racing publications, and occasionally in my daily newspaper where key information is missing. I’ve seen advertisements without the track’s address or location. I’ve seen ads without a starting time, and almost always without ticket prices. Nothing gets me quite as mad at a track than showing up and being unpleasantly surprised by an admission price.

Whether we’re writers or fans, we are likely to be passing on information from these releases and advertisements to somebody, somewhere. If we are missing key information, such as the start time of a race then that entire press release is worthless. The track has therefore missed an opportunity to have fan attend. The other three categories; date, location and admission price are equally important to getting the word out about a show. Track Public Relations representatives please take the time to read what you are sending out to us and make sure that you know everything about the event that you are promoting to use before you send it out.

This applies to the marketing representative for race teams too. I get, and I am sure others do to, releases that fit right into the category of ‘near perfection.’ It might be a recap of the weeks activities, the announcement of a new marketing partner, or the notification of an upcoming appearance. All pertinent information is included: marketing partners name and product, time and location o upcoming appearance or concise race reporting.

I recently received a well written press release announcing the upcoming appearance of some Dirt modified drivers at several store locations of a sponsor. One of these appearances was in relation to an (at the time) upcoming DIRT appearance at a track that they had never before competed. In a very good move (in my opinion), the track sponsor scheduled tow of its biggest named drivers to appear.

This press release detailed the exact location of the appearance, as well as the time. It detailed exactly what a fan could expect at the appearance, including autographs, posing for pictures and a giveaway of pit tour passes for the race. It also indicated that there would be a special big block modified on display; one that would give a fan not so familiar with the class of cars, an ‘up close and personal’ view of it. The release pointed out that the times the show car would be here was different than the driver appearances, and that a whole different group of prizes and giveaways would be available with it.

Finally, and very importantly, it pointed out when the actual race that the drivers would be competing would be held and where. As a part of the release, future appearances surrounding other upcoming races were announced, with locations and dates, but without times. But, since they were somewhat in the future, I am assuming that other releases will follow.

Now you might say, “So what, that’s what a press release is supposed to do. Why make a big deal out of it?” I’m making a big deal out of this because it is really one of the few and far between releases that covered 98% of the bases. I take away 2% for not giving me the times for the future appearances. These are the things that I am pointing out to you that I need to know. Dates, times, locations… they’re all important parts of working with your marketing partner to ‘get the word out’. Leave any of those details out, as many people seem to do, and I do not get everything I need to know.

The names of the drivers were also prominently mentioned throughout the releases, and each one was quoted at least once. That’s something that personalizes the release, and gives me a sense that the folks involved in this particular promotion care about what they’re doing. Couple that with frequent, but not excessive mentions of the sponsor’s name, and you couldn’t help but tie them together. All in all, a very well done release that gives me ‘almost’ everything I was looking for.

So keep these things in mind as you market your track, your car or your sponsor, to us, the fans. We really do want to know what’s going on. We really do want to know where your races are going to be held, what time and how much it will cost to get me in. We really want to know where we can find your sponsor’s products, and we really want to know when and where your team is appearing.

(Remember) – You’re really marketing to us, and we deserve no less.
 

About the author: Scott Pacich can be contacted at pacich711@cs.com

Article used with permission and 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. 
 
 

END
 

 

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