So you want to get a sponsor...... How do you know what to offer?
The 2 major concerns of a business is continually getting new customers and retaining the current customers. You need to come up with ways to market your sponsor to new customers. You also want to help him to create customer loyalty. Keep these concerns in mind as you create your list of possible events.
Here are some ideas that you can customize to your sponsors' needs:
1.) Give out coupons at the race to draw new customers and bring back current customers. For instance, if your sponsor sells tires, give out coupons for $10 off their next tire purchase.
2.) Sponsor an event at the racetrack. Set up a booth and have someone do face painting or make animal balloons. Have the announcer promote these events throughout the night mentioning your sponsor of course each time he announces it.
3.) If you do an event, such as one mentioned in this article, then advertise via your website or newsletter or even a flier. Publicize that this special event sponsored by "your sponsor" will be taking place at this specific race. Be sure you get your sponsor to attend the race that night.
4.) Have some fun giveaway stuff with your sponsors' name on them. Do something different, other than t-shirts or frisbees. How about bumper stickers or keychains. Anything that can be used everyday but not expensive to create in bulk.
5.) Dress up someone as Uncle Sam on the 4th of July and have them hand out samples, coupons or souvenirs at the race.
6.) Put a mascot in your car that relates to your main sponsor. An example would be getting the local "Big Boy" restaurant to sponsor and then carrying with you a stuffed version of "Big Boy". Include him in your winner's circle pictures.
7.) Have a contest to name the mascot. Ask the race fans to fill out a form with their name, address and mascot name. Reveal at the start of the contest which night the new name will be announced. Contact the winner(s) and give them tickets to the race (along with a coupon if you have one). Make sure you work with the track and make it a ceremony between races.
8.) Another idea is to have the employees name the mascot. Show your car and your mascot at the sponsor's business. Let the employees name the mascot and then announce the winner of the contest at the track. Publicize a special date so the employees can plan to show up and find out who won.
9.) Sponsor a ride-along. This I got from Phil Veldheer, author of "The Sponsorship Coach". He offered a ride down the track(dragstrip) to the highest bidder at a charity auction. Of course, during some downtime, all eyes were on the lone car going down the track with the passenger. You could gain some local media coverage from both the auction and the race itself.
10.) Work the sponsor's booth at their trade show. You could get a lot of attention with the car or at the very least pictures of your car and uniformed team members. Take your hero cards and hand them out. This works especially well for a business that is NOT racing related.
Take these ideas and run with them. Good luck on your sponsor hunt!
www.RacingSecrets.com
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* Article by BEVERLY TERRILL of RacingSecrets.com. Visit http://RacingSecrets.com for more "how-to" info on auto racing sponsorship and more.
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