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Step Three: Read below for what you need to know now. (<- Bonus Points? Say that three times fast.)
Want to find sponsors (and keep the ones you already have as happy as a proverbial clam)?
Who are you competing against?
Over the weekend, I had the privilege of watching my husband, Carl Bowser, win his fifth feature of the year and, with it, clinch his second track championship at Lernerville Speedway. We heard a lot of the generous and kind feedback you’d expect, but a particular comment struck me. One person told me that when you’re sitting […]
Sponsorship Pricing: It’s too expensive versus it’s not worth it.
Everyone wants to know about sponsorship pricing. And the expert response is to base the price on what it’s worth to the sponsor, not how much you want or need. Price should be based on value. But that’s really hard information to put into practice, I know. The truth is that your sponsorship package price […]
Stories Matter. (Especially in Racing.)
Last night, we were fortunate enough to be able to attend the Lou Blaney Memorial at Sharon Speedway. Having grown up watching Lou and my uncle, Brian Swartzlander, go toe-to-toe for years in our local modified division, I’m happy to be able to be a part of an event that honors him every year. It’s […]
Sponsorship Activation: Earning Your Money (and a Long-Term Partner)
Since we’re about mid-way through racing season (insert tears here), I thought now would be a good time to talk about something we all should be doing right now: sponsorship activation. But what does that even mean, you ask. I will tell you, obviously, because we are friends and you asked. Sponsorship activation is bringing […]
Your unfair advantage. (Or, cheating legally.)
We established last week in that one reason people accuse others of cheating is because they don’t like to lose. And they really don’t like to lose big. And for some reason, people really, really don’t want to accept that they lost to someone else’s natural advantage. They don’t want to think that someone can […]
Want to learn about how mindset can drive your racing business?
The Proposal (a.k.a The Sponsorship Clincher).
I’m often asked: how do I get (more) sponsors? The answer is pretty simple: get on your local message board and bash all the other drivers using an anonymous screen name. Their sponsors will come running. Duh. Kidding. But seriously, this is obviously one of the most common questions I get. And the answer is […]
Sponsorship is a Dirty Word (But You Still Have to Use It.)
A few weeks ago, an article that I wrote received criticism on LinkedIn because it used the word sponsorship in the title. I understood the commenter’s point of view – some people hear sponsorship and think ‘free money’ – and I actually do prefer the term ‘marketing partnership’. But I had to laugh when other […]
I quit my job (and I liked it.) What I learned about racing and work.
(Did you get my Katy Perry reference there? That song has been in my head all morning and now it’s probably in yours, too. You’re welcome.) Four years ago this week, I left my last ‘corporate’ job at a downtown advertising agency. In some ways, that seems just as scary today as it was then. […]
Matching your audience to a sponsor’s target (with real, live numbers!).
One of the most common pieces of advice you’ll hear is that you should be targeting potential sponsors or marketing partners whose target demographics match with the audience you reach. In essence, the company should want to reach the people who are interested in you. Your audience should be their target. When we think about […]
You’re in the right place. + The Dirt Classic Presented by Kasey Kahne
You’ve come to the right place. That’s what I’m about, in business and life. Whether I’m opening the door to my house or welcoming you to my website, that’s what I want people, my kind of people, to feel. You’re in the right place. That’s one of the million reasons that I’m excited for this […]