How will we help Tracks and Series?
Series and racetracks do not have the time to sell there product when businesses need to be shown how they can be a part of racing that is also at a time when they can write this into their budget. Racetracks and series are in fact busy managing the events they have scheduled right now and that means cold calling and follow up get lost in the day to day duties that are needed to put on these events. Series and racetracks do have a good product to sell; it just needs to be sold at the right time of year.
We first must sell the concept of racing, not a specific track or series, but racing first. We need to tell businesses why they cannot do without racing. Once the sale of racing is done then we identify a geographic area to market within and a budget level they either can afford or want to use as a test. Once the budget level is identified, then the series or track is matched with this company. At this point details of event sponsorship and or presenting sponsorship, official company status, display rights and announcements during the event would be negotiated.
Here is how this will work; we will meet with tracks and series to talk about several things. Sponsors the tracks and series already have, it is not the intent in any way to go after those sponsors; we are focused on bringing new sponsors to the sport. We also do not want to create conflicts with current sponsors of the series or tracks, we will need to understand the commitment to each of the sponsors you have. We also need to understand the inventory of dates your track or series has to fill.
After the geographic and budget guidelines have been created, we then look at that series’ or tracks’ inventory of events. This along with the businesses’ desire to be close to a home office, near a new location, an events proximity to a specific market or date will allow us to better work with the series or track to schedule both the event sponsor and presenting sponsor dates. At this point we will negotiate with the series or track for the designation of “Official business of the series or track”.
Initial hospitality would be coordinated with the track or series at this time and we will be working closely with all parties all the way through the events in order to have the best experience for the business.
We are already working with some key series and tracks in the Midwest and if you would like to discuss marketing opportunities for your track or series please contact us at tracks@directperformancemarketing.com
Tracks and Series.ppt