Things to do in the off-season to bring in new sponsorship
by Phil Veldheer ©2003

Trade shows, I just got back from the PRI SHOW in Indianapolis, Indiana and I worked non-stop, networking with old and “new” advertisers. I went with the idea of switching a few different suppliers of racing items to my 5 (soon to be 6) racecar team. I asked long-time racing connections if they knew anyone at “XYZ Company” and if they did, I would ask them to recommend me to the owner or sales manager of that company. By the first hour of the second day at the PRI Show I had successfully accomplished EVERY goal that I wanted to do. I had listed over 40 people that I had to thank in person and about 10 new people I had to meet to make a few changes. I had a smile from ear to ear when I accomplished my main goal. I thanked the new “advertiser” and told him that he had made my day and that my next goal was to give him twice as much as he expected from my promotional and racing ideas and me. My parking stub at Indy said I pulled in the lot at 6:41 AM and I left at 6:15 PM. I sat down no more than 30 minutes.

Come up with a new design for your race team, new business cards, a new logo or if you don’t have your own logo make one. Have a professional help you as it have to look impressive. You get one chance to make a first impression and it is a lot easier to make it with a business card, race team logo or even the lettering on your racecar if it looks professional. When passing out business cards, it is a lot more professional to ask for the other person’s business card first, then hand them yours.

While “networking” at meetings or gatherings ask other people what they do and get acquainted, however while at a meeting or gathering don’t ask for a contact for a person who is in charge of marketing for their company while at the gathering, make a follow up phone call and ask questions then. While at gatherings never look around and look for someone else to talk to, when you are talking to someone else. No jokes, rumors or gossip as it will probably offend your new connection. Effective networking is a lot of work and the more you do it the more effective you will be. Create a follow up strategy and don’t get lazy. Remember one of my main sayings, “Effort equals results”

Let’s say you had a new car dealership for an “advertiser” and they did not want to participate as an “advertiser” for the next season, get a phone book out and start searching for a replacement. The same thing is true if you have a used car dealership (or any other advertiser) and they cancelled on you, get out a phone book and see who is available, who you like to represent on your race car(s). Then make an appointment ASAP. There are days when I don’t feel like selling “advertising” space on my race cars and then there are days I am excited, the person on the other end of the phone can tell if you are enthused or not, so make sure have rehearsed what you are going to say before you call that new or used car dealership and call for an appointment. Or what I try to do, is if I have the time and I fell like promoting, I’ll juts drive to the new “advertiser” and ask “who’s in charge of promotions for this dealership?” and then ask if you could have five minutes of their time…DO IT NOW!!!

Ask your friends, relatives and fellow workers if they know anyone who has a business they “think” would like to promote on your racecars. It is common knowledge in sales that referrals generate 80% more results than cold calls.

This is one that has worked for me also, ask an “advertiser” you already have if they have anyone that they know who you could approach to be an “advertiser” on your race car. Lets say you have a construction company as an “advertiser”. They have to have a surveyor, engineering firm, and steel supplier, concrete company that they work exclusively with. When you go to the people at the potential “advertiser” don’t “twist” any words around and say something to offend the “advertiser” you already have, just say “so and so gave me your name” any you are there to hopefully promote their company also.

Phil Veldheer
www.FastPistons.com

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Other Resources: Winning Proposals, Sponsorship Roadmap, Sponsorship Coach, Sponsor Hunt

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