Monday, December 12, 2011
Latest Edition of Motorsports Sponsorship Markeing News Tells You not to Undervalue Your Sponsorship
by Ernie Saxton
LANGHORNE, Pa. -- “Many racers and promoters seeking sponsorship sell themselves short,” says Michael K. Spotts. The Florida attorney who has worked in sponsorship for a number of years explains what he means in the latest edition of Ernie Saxton’s Motorsports Sponsorship Marketing News.
“Spotts points out that many seeking sponsorship have no real knowledge as to what the value of the marketing components really are,” said newsletter publisher Saxton. “Michael and I agree on this. Most racers and promoters do not take into consideration the value of the race car hauler on the highway, the value of the media interview, the website, billboard, track signage, or other marketing components being offered. And that is true for many of the major league race teams right on down to the local short track racers.”
Many proposals promise more marketing than the team can afford to deliver with the amount of funding the team is requesting.
“Often times I hear from racers seeking sponsorship help,” Saxton said. “I ask what amount of money are they looking for? The response is often, whatever I can get. And when I ask what they are willing to do for sponsorship, the answer is often whatever it takes. Not good answers.”
The hot off the press December edition of Motorsports Sponsorship Marketing News contains a great article by Spotts titled “Don’t undervalue your sponsorship proposal by having an undervalued budget”.
An interesting statement from Spotts is, “By running a race team what you are really doing is running an advertising agency and your sponsors are your marketing customers. The advertising medium however is the race car, the hauler, the uniforms, print, website, etc. as the way you are advertising the sponsors products or services.
Motorsports marketing is not just taking a sponsors money and putting a sticker on your car or hauler.” Spotts’ article is a great source of information on how racers should budget their way to sponsorship success.
Also included in the December edition of Motorsports Sponsorship Marketing News is budget worksheet that will help racers figure what they need to do it right including money set aside to market the sponsors.
Sponsorship experts Milt Gedo, Marci Barlow and Scott Pacich are included in the new edition along with a great article that will give you the latest figures on which NASCAR driver earned their sponsor the most attention on TV.
There is also news about the Federal Mogul sponsorship contest ($100,000 worth of sponsorship being given away) and a great driver marketing seminar in Charlotte.
The newsletter is available for just $39.95, one year subscription. That is quite a savings off the regular price of $59.95. And if you would like you can purchase a subscription for yourself and a friend for just $59.95 total.
Call today at 215.752.7797, have your credit card ready, and we will make sure you get the information filled December edition FREE. Your subscription will actually start with the next edition.
And check out www.saxtonsponsormarket.com to find out all the services and sponsorship helps Ernie Saxton Communications, Inc. has to offer.
If you prefer you can mail a check to ESC, Inc. at 1448 Hollywood Avenue, Langhorne, PA 19047.