More Than Measurable ROI in Motorsports Marketing
Good morning, everyone, thank you as always to the 1500 plus subscribers of the Motorsports Promotions newsletter. A great shout out to the 575 plus Motorsports Promotions LinkedIn business page followers. I am glad you are finding Motorsports Promotions to be informative and, in the future, will find us to be a great business partner.
I have spoken about why a company should become part of a motorsports marketing program, mostly from a numbers aspect. As it is only responsible of me to remind you from a measurable aspect why your company and brand should be a part of motorsports, this week I am going to talk about aspects of motorsports marketing that are not as measurable.
The measurable aspect of motorsports marketing, short and sweet this week:
As Motorsports Promotions is built on the branding capabilities that motorsports present, we will present how the millions of impressions are generated that will drive this customer base to your company brand. Beyond the branding and marketing opportunities generating these millions of impressions Motorsports Promotions will outline the conversion opportunities driving customers to your company brand through multiple contact points with conversion capabilities.
Motorsports marketing offers a multi-platform opportunity to raise brand name awareness and convert a loyal fan base to consumers. The branding opportunities include social and other media platforms, conversion points, mobile billboards in the form of the transporters, an off-track show stopping item, the race vehicle, apparel, and hospitality opportunities. These branding opportunities are the building blocks of the ability to drive these in person and the remote fans to your company brand.
Multiple social media outlets including series and team Facebook, Instagram, Snapchat, and other platforms would be used to expose the fan base to your company brand. The teams and series recommended by Motorsports Promotions will be very assertive in creating informational and fan interactive content within each of these platforms. The ability to hashtag and direct link in these forms of media can drive fans to your company brands. This is where the team and driver can create unique content about the brand and how and where to find your company brand
Website locations with click through tracking will drive these fans of the team seeking information about the team and driver back to the brand website. The series website will have opportunities for the click through in a variety of ways. The naming rights of event, official partnerships series naming rights all can lead to a clickthrough to a site of choice: where to purchase, corporate identity, direct purchase, sign up for newsletter or loyalty rewards.
Track side and non-trackside conversion events are the opportunity to put something directly in a consumer's hand or create an opportunity to have immediate interaction with your company brand. These opportunities would have direct trackable capabilities. These conversion points can be trackside, off season motorsports shows, and at outlet partners. The ability to drive fans to that activation point on raceday with a limited time picture opportunity when you sign up, or buy product based on the immediate desired outcome. Having the driver and/or vehicle and transporter at outlet partners, for autographs, interactive games for premiums, and ticketing discounts or free tickets for on-site purchases.
The chosen motorsports team will be a professionally managed team with a spokesperson with a loyal following already in place. Different placement of the brand logo on the race vehicle can create the name awareness you desire. Company branding on the drivers uniform to match the design of the race vehicle will enhance that brand recognition. The vehicle and/or spokesperson would be an integral part of these interactive conversion points.
Now let us talk about the not as measurable aspects of motorsports marketing, teamwork comradery, dedication, inclusion, family, friends, and structure.
Motorsports is the epitome of teamwork in every aspect just as business is. The driver communicates with the team to adjust the car. The team works in unison to make the adjustments accurately and timely. This happens both on raceday and at the shop.
The comradery that is built while working together both at the shop and at track. Side by side, some days in the blazing heat, other days in the rain. The trust and respect for each persons skill, teaching each other how to make something better through communication.
Dedication is a single word that would best describes what makes grassroots motorsports one of the most unique sports entities anywhere. Over 90% of grassroots motorsports crew work is done voluntarily or with the pit pass for the event paid for. These people work between 5 and 30 hours per week on top of their paying job to help prepare and operate these grassroots teams. Many of these volunteers use their vacation to be at bigger or longer events all in the name of the team and the sport.
Inclusion, motorsports is one of the most welcoming communities I personally have ever been a part of. Everyone wants to take the time to talk about the sport, they will invite you to sit in their racecar, they will offer you food and beverage, they will give you a shirt or hat in many cases. They do not care if you cheer for other teams, they are glad you have chosen to be a part of our sport.
Structure, the rules and the schedules of events keep everyone moving in the correct direction and with the basic premise “May the best person win” the understanding of why these are all in place. Many time the structure is about a level playing field other times it is about safety.
Friends and family, when it comes to friends and family at the track, we are talking about people you see twenty to forty weeks in a row, only those that live in your home and those you work with do you see more.
I wrote this in a single post a week or so ago, I needed to include this in the newsletter.
Our sport: motorsports is the picture of what we want our society to look like. We have rules and structure, we have competition and comradery, we have family and friends.
I spoke with a couple of people this week about how we are missing a mark when it comes to promoting our sport, it is the societal lessons we are teaching, it is the reflection of what we want society to look like.
I was speaking to my neighbor the other day, she and her partner will not allow their children ages 8, 10 and 13 to play outside without supervision for fear of abduction or assault. We spoke of how 3 to 4 thousand people were camping at an event just a few weeks ago and how we all leave food, beverage, generator, golf carts and more out in the open without fear of theft or vandalism. Children from 7 to 71 ran about the 65 acres, crossed racetracks, played throughout the venue and parents had no fear of abduction or assault.
When I think about this I think, how great is racing, the societal lessons, the comradery, the teamwork and acceptance of differences.
When we are talking to people about racing, no matter if it is to have them be a spectator, a competitor or a sponsor, let us make sure we speak about the values we all hold as part of the racing community and how those are one of the greatest assets we offer.
Motorsports Promotions will be presenting this live pitch deck of motorsports marketing at 25 of the premier short tracks paved oval events in the country for 2023. This live pitch deck opportunity will show you everything motorsports marketing, the impression, the loyal customer base, the conversion capabilities, the multiple media platforms and so much more.
If your company would like to experience one of these live pitch deck events or would like to find out how to create a motorsports marketing program, with conversion points, impressions, athletic spokesperson, and loyal following that can customized from statewide to national, make your appointment today for your 30-minute question and answer on how your business benefits from motorsports marketing.
Thank you
Jim Naumann
Motorsports Promotions
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