Sponsorship ideas...

For the 2006 season our TAFC team is once again looking for sponsors, as I'm sure we all are. I've run across a couple people/companies that asked a pretty interesting question, and I thought maybe this would be one place where I could get a few suggestions- and in turn I think other readers might benefit as well. The question asked is, "What can your team do to promote my company and allow me to get my 'bang for my buck' that is NEW and DIFFERENT from what anybody else around here is doing?"

Any input is greatly appreciated, and like I said, maybe some ideas will be thrown in the proverbial pot for everyone to possibly use for their proposals to potential sponsors.

Thanks guys and gals

Nathan Sitko
625 TAFC

 

Good Topic.....................

We are also shmoozing a few potential sponsors (as most are at this time). We have an excellent marketing packet and get lots of interest, but simply have been unable to seal the deal thus far. I am interested in hearing the ideas also. We have considered having a website built. We have started going after the weekend sponsor or a three race deal since we have the possibility of 3 Topeka, KS races in Div. 5 (2 div. , 1 national).

 

A problem I see is that many race teams are ill-prepared in addressing SPECIFC needs to a potential business partner, more oftenly mistitled as "Sponsor".

As in any business venture, a well thought-out business plan is needed. The business plan should clearly state each parties participation, investment and goals.

The business plan should address all areas of concern for both parties and should be as informative as possible. The business plan, when carefully crafted and completed, will clearly lay out why doing business with you is the only logical choice.

The business plan will be your presentation.

Do some investigation and find out what your potential business partner wants and needs are. We all know what the racer wants, but how many know what the "Sponsor" actually wants and needs.

And, a canned brochure is like spam, it does not address any specific needs, and, specific needs is what should be the motivation to become business partners.

Happy business venture hunting!

 

I met Eric Lotz, Director of NHRA Field Marketing, at the Div. 5 Great Bend, KS race this year. He helped us out with all the demographic information for the NHRA.

How would we go about finding the specific needs of the potential marketing partner?

 

To miss quote a late former President of the United States.
"Ask not what can your sponsor or marketing partner can do for you, but ask what you can do for your sponsor or marketing partner"

A professional website, business plan & proposal are a must have in this day and age. The old adage of "You have to spend money to make money" was never more true.

It all boils down to this, that a marketing partner has to see a return on there investment, if not there investment was a waste of money.

If you have a website or are building one, consider adding a link to where fans can purchase tickets online to attend a race that you are attending.
Also consider having some type of online contest or a contest at a race to where fans can win T/Shirts or tickets or crew member for a day etc!

Merry Christmas & Happy New Year
Bob Kraemer

 

First, you are headed in the right direction by the partnership acknowledgement, keep that in focus and your business plan will have a greater chance of success.

One method to determine out what they want/need is to find how they currently spend on their product marketing, how often they change their marketing strategy, what areas of marketing they spend the most and the least on, how they are perceived in their community both locally and nationally, etc.

Putting all of that info together will tell you where they have succeeded and where they have failed. Their failures will be what they want/need.