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SPONSOR SEARCH
ERNIE SAXTON’S SPONSORSHIP TIPS
By Ernie Saxton

A friend of mine — yes, I do have a few friends — named Marjorie Fay (she works with a sanctioning organization called ACT) and I have been sharing ideas and thoughts on sponsorship. We came up with this list. In fact this hodgepodge of ideas has been something that her and I used many times and I felt it was time to share it with you. And if you have some ideas to share, please send them along to our e-mail address (see below). There is some great stuff here. Print it out and refer to it often. It will be very helpful in your efforts to secure sponsorship. Keep in mind that this list is presented in no order of importance.

What do you have to offer a marketing partner? Put it on paper—it’s the start of your proposal.

Racing trade shows are NOT the place to look for marketing partners. Use them as an opportunity to meet the people you do business with; get the latest info and gather business cards.

See if a friend/acquaintance will let you tag along on a trade show trip to meet people, gather business cards/information then follow up with letters/phone calls.

Be sure to carry a brief brochure and business cards about what you’re offering to marketing partners just in case someone asks — home computers, color printers and items readily available at stationery stores make this easy to do. You can always follow-up with a more formal packet.

Chambers of Commerce and/or area Business Journals contain a wealth of information

WRITE LETTERS. In this fast paced day and age, people are bombarded with e-mails and phone calls. Letters allow a person to read and reply within their own time frame. Be sure to present your case succinctly, ask for a meeting, offer a couple of date options and state when you’ll follow-up by phone — then do it!

When you write that letter (typed, not handwritten) be sure it is grammatically correct. Have others read it. Use a spell and/or grammar check, most programs have them. Read it out loud to yourself, you’ll catch errors that way. Various types of short notes (thank yous, etc.) can be handwritten if your handwriting is readable.

Marketing partners (Sponsors) are looking for “return on investment”. Is your package likely to give them that?

Put together a list of prospects. Look around, notice which companies are actively marketing (TV, radio, print ads, etc.). If someone is already spending money, they will be more often than not be receptive to a new opportunity.

Check out your prospects. Know how, what and to whom they market.

Follow-up, follow-up and follow-up. Until they say “NO”, you’re still in the hunt.

Everyone you know is a source for potential contacts – network.

Sponsorship is an equal partnership — an exchange of services.

Select colors for car/hauler that contract well and compliment the sponsor.

Marketing Partnerships can fit well into sales promotions.

Make sure your graphics are clear and concise as to who your sponsor is—big, simple, easy to read works best.

Winners look like winners!

Offer yourself and your car to your sponsor for other advertising opportunities and be certain to show up.

Sponsor strength lies in PROMOTION AND PUBLIC RELATIONS.

There are three necessary components: car, driver and PR.

You must deliver three things: a) measurable business, b) a business-friendly promotional platform and c) effective advertising impressions.

Exposure may not be the only thing a marketing partner is looking for.

Keep your primary marketing partner’s hat in the car. Put it on when you get out even if you have to change it for an event/series/track sponsor — the cameras are always rolling.

Display sponsor flags, banners, etc. at every opportunity.

Hand out brochures, samples (if applicable) when possible and with approval of track management.

Put your car on display when not racing (above and beyond sponsor initiated promotions).

Cultivate your hometown paper, radio, TV. Get to know the sports staff, let them know how you’re doing. Offer to write a weekly column. Many hometown papers would love to have some “free filler”.

Photos are invaluable.

Keep all marketing partners aware of the exposure you’re giving them. Send copies of newspaper clippings, press releases, results, etc., especially if a company’s name is mentioned.

Send a report or call after races listing promotional activity.

Keep in touch with your sponsors.

Invite marketing partners to attend races as a member of the team; Involve your primary contact’s family, other principles in the company.

Don’t cross a potential marketing partner off your contact list because you think they’d never be interested. Almost every race team send a proposal to automotive-related businesses, try something different – think outside the box!

Be realistic in your dollar requests but don’t sell yourself short, especially if you plan on extensive hauler graphics, new driver/crew uniforms, etc. These items can eat up your “hard dollars” (read – CASH), leaving you “all dressed up with no place to go”. See if your marketing partner can provide you with some of the ancillary items from existing stock.
 
 

Article courtesy of Ernie Saxton’s Motorsports Sponsorship Marketing News, 1448 Hollywood Avenue, Langhorne, PA 19047. Phone: 215-752-7797 or see their website at www.saxtonsponsormarket.com.  Ernie’s e-mail is esaxton144@aol.com. He’d like to hear from you.
 
 
 
 

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