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International Karting Industry Buyer's Guide
International Karting Industry Buyer's Guide


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THE POWER OF SPONSORSHIP SIGNAGE

This month, we’re focusing on track and event sponsorship signage. Most kart tracks miss the boat when it comes to sponsorship signage. Whether permanent signage at a kart track or temporary signage or banners at an event, sponsorship signage is a mass marketing tool that must be used effectively and then in turn, sold effectively.

Most businesses, including a kart track and/or race series depends, or should depend heavily on signs or banners. Signs help people find your facility and when there, find information about your sponsors. In short, signs tell people who you are and what you do or sell.

Sponsor signs are a powerful communication medium. Other media requires the direct attention of the person receiving the message. Signs, however, can convey your sponsor’s message while creating a mood or feeling of atmosphere. It is not necessary for people to give full attention to a sign in order to derive meaning from it presence.
 

THE FUNCTION OF SIGNS
Signs perform three major communications functions for your track or race series:

1) Signs give information about your facility or program and direct people to your location.
2) Signs are track advertising – advertising for your sponsors. This is sometimes called “Street Advertising”.
3) Signs build your and your sponsors’ image

Given the importance of these three functions, how can your track or series not afford to have and more importantly sell sponsorship signage.

The following are advantages that you need to communicate to your sponsors as to why they need to sponsor a sign at your facility or for your race series.

1) Sponsorship signs at your track should be oriented to the trade area and customer.
2) Signs are always on the job, repeating the sponsor’s message to all who visit the facility or event.
3) Nearly everyone will read signs.
4) Sponsorship of signage is an inexpensive way to reach customers
5) Signs are easy to install and use.

Selling signage to sponsors should not be difficult. I would suggest forming a sponsorship committee and use the “sign” as an extra incentive when selling “sponsorships” for the tracks, series or classes. 

Surround the fences with 4’x8’ banners or plywood signs professionally prepared.  Remember, a sign needs to be legible from a long distance so don’t cram too much on the sign and make sure it’s large enough to be seen. Make sure to get a quote for the signs or banners and be sure your sponsorship cost includes the cost of the sign. Once you have sold the sign, resigning the sponsor the next year should be a snap! 

Offer signs or banners to major sponsors for a good price, but keep in mind that your track or event is not a charity – you need to make a profit on everything you do at your track. (See “Eye on the Industry” archives for November, 2001 for an article titled: MYTH – Non-Profit Means No Profit).  And remember, many of your sponsors may have banners already – so do not discount your sponsorship package because of this – this will be just a bit more profit in your pocket that I am sure can be put to good use.
 

WHO TO SELL SPONSORSHIP SIGNS TO?
Local Businesses – Any and all in your immediate area
Karting Partners – Suppliers, Shops, etc.
As an add-on to class sponsorships
As an add-on to regular sponsorships
And many others.

Be creative, be enthusiastic, be honest and you can make your track or event look great while putting some needed income into the treasury.
 

Good Luck!
 
 

END

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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