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Want to find sponsors (and keep the ones you already have as happy as a proverbial clam)?
How Important is Your Paint Scheme?
Each week, we field lots of questions on marketing, sponsorship, PR and social media via the blog, email and on the Sponsorship Success Facebook Community. One of the topics that I frequently get questions on is regarding paint schemes. For example: Will my current paint scheme attract or repel future sponsors? Should I make my […]
Selling Sponsorship is Hard. Here’s the (Secret) Reason Why.
Raise your hand if you: Hate thinking about sponsorship Love thinking about sponsorship but never actually do anything about it Worry your proposal looks amateurish Have no idea what to charge (too much? or too little?) Don’t follow up because you feel like a nuisance Feel like you have to promise the world, or aggressively ‘spin’ your […]
The Power of a Trophy
At the end of the race, at the end of the day, what are you left with? ‘Trophies,’ according to Kenny Wallace. This morning, I had the pleasure of listening to Kenny Wallace keynote the RPM Promoter’s Workshops in Las Vegas. He made quite a few interesting points, but one that jumped out to me […]
The #1 Sponsorship Mistake Racers Make
“The only man who never makes a mistake is the man who never does anything.” – Theodore Roosevelt (I love the sentiment of this quote, but you could even argue that ‘never doing anything’ is that mistake-less man’s mistake. Anyway, I digress. And in the first paragraph, no less!) I get emails, Facebook messages, tweets and phone […]
(Trash) Talk is Cheap
It’s that time of year – okay, it’s always that time of year – when the stakes feel their highest for teams, tracks and manufacturers. We have to get that one last win, that one last show in, that one last sale and, often, that one last dig at our competition. Media training was a […]
Want to learn about how mindset can drive your racing business?
Know. Like. Trust. (Or, how to make customers.)
“All things being equal people will do business with, and refer business to, those people they know, like, and trust.” – The Go-Giver by Bob Burg and John David Mann Marketers throw around the phrase ‘know, like, trust’ like pitchers throw around, well, balls. You’ve probably heard it before and completely ignored it, because what does that matter […]
Everything is Competition. Embrace the Opportunity.
Last night, I was fortunate to get an invitation to a Cornell University alumni event through my Columbia alumni club. The gathering centered around a talk from alumnus Jeff Broadhurst, who is the CEO of Eat ‘n Park, an iconic chain of Pittsburgh-based restaurants, as well as other gourmet establishments and a catering venture. At […]
Making New Fans Feel Invited
Have you ever walked into a crowded restaurant and felt the whole place turn around? Their eyes take you in and the room seems to go silent. You know, somehow, you broke their code. You used the wrong door, you wore the wrong clothes. You’ve walked in on a story that you’re (obviously) not a […]
The Guy Who Washes His Car Goes the Fastest
Does washing your car make you go faster? Not on the street, it doesn’t. But, having been around the back gate of racing for as long as I have, I do believe it makes you go faster on the track on an average night. It’s not that it makes you more appealing to fans and, […]
Is ‘Live’ Technology Hurting or Helping Racing?
Over the past few years, I’ve worked with a number of race tracks across the country. One of the subjects that comes up over and over again is live updating. I’ve had countless conversations with members of the industry who emphatically believe that live results published on social media are hurting our sport. With apps […]