Tuesday, November 25, 2014
has columns on motorsports in the Bucks County Courier
Times, Levittown, PA; Inside Track Motorsports News,
Canada and Area Auto Racing News, Trenton, NJ, Late Model
For many years his sponsorship column has appeared in the
Considered an authority on
the subject of sponsorship marketing.
He has been quoted regarding motorsports sponsorship in
a variety of publications including USA Today, NY Times,
National Speed Sport News, and others.
In addition Saxton publishes Motorsports Sponsorship
Marketing News, a newsletter that informs and
educates readers about sponsorship marketing. The
newsletter is in its 30th year.
He was president of the Eastern Motorsport
Press Association for more than 40 years.
Saxton was one
of the original members of the NASCAR Hall of Fame Voting
CONTINUOUSLY SINCE 1985
Racer, the Promoter and Event Organizer.
the Newsletter that offers the latest news, tips, helps, expert
advise and success stories in motorsports sponsorship - it has
helped many be successful with their sponsorship marketing
Experts in the industry appear in each issue giving you exclusive
insight into the Motorsports Sponsorship Industry.
Learn How To Be More Successful From Those Who
STAY INFORMED WITH THIS NEWSLETTER
NEWSLETTER THAT KEEPS YOU INFORMED ON THE LATEST NEWS IN
SPONSORSHIP MARKETING IN MOTORSPORTS !!
brainstorming session on sponsorship marketing!
MOTORSPORTS SPONSORSHIP MARKETING NEWS
"Marketing Through Motorsports"
$39.95* - 6 issues annually
$5.00 per year subscriptions outside the U.S.
now...VISA and MasterCard are
accepted OR ..... mail check or money order to:
Ernie Saxton Communications
1448 Hollywood Avenue
Langhorne, PA 19047
Twitter @ ernsax
... more than 40 years
of Sponsorship Marketing
and Public Relations experience !!!
"Ya can't talk
Indy without Foyt, just like you can't talk sponsorship
without Saxton" - Karl Fredrickson of Speedway Illustrated
1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
Twitter @ ernsax
YOU NEED TO
UNDERSTAND SPONSORSHIP TO SELL IT
By Ernie Saxton
Just recently I had the
chance to sit down with a racer who was seeking
sponsorship and had questions. We had made an
appointment to do this so he should have been
prepared just as he would have been expected to be
prepared for a meeting with a potential sponsor.
Needless to say, he was not.
arrived dressed in shorts, his favorite racing
t-shirt and flip flops. He had not shaved in a few
days but that seems normal for many men these days,
and his finger nails had enough dirt under them that
he could have grown vegetation. He carried nothing.
He had to borrow a pen and paper from me to take
Quite frankly I just felt it was a wasted effort but
I could use the session to improve my own skills.
Needless to say I did point out to him that his
attire and appearance left a lot to be desired. His
response was that he was on vacation. I never did
ask if this was the way he would have shown up to
meet with a potential sponsor since he was on
told me that he did not bring any of his sponsorship
materials because he figured that I knew what they
looked like and what they contained and quite
frankly he was being protective of his sponsorship
When I asked him what he does to activate his
sponsorship, he looked at me with a blank stare. He
did not know what that meant.
I pointed out that lack of
activation is the reason so many sponsorship
programs fail. Too many deals seem to be based on
putting the logo on the race car and, maybe, the
hauler and that is it. Activation is what is done by
the racer and the sponsor to bring attention to the
sponsorship program. That is what is done to create
an ROI. And that brought another blank stare. He did
not know what ROI meant.
Hopefully most of you know what ROI means “Return on
Investment” and that is the reason most businesses
get into sponsorship. They want to get a return on
investment for their sponsorship dollars. These days
there is more attention paid by businesses to the
ROI from a sponsorship than ever before. It is not
just enough for most to gain media coverage.
ROI is the measurement
of the economic return from their sponsorship
investment. If it is a local business they will want
to know how much customer traffic did the
sponsorship drive through their doors. And that is
where the activation of the sponsorship comes into
being. What did you do to bring attention to the
sponsorship? Were there personal appearances with
the race car? Was the race car and racer part of the
business advertising? Was there promotional
materials being distributed at the racers by your
team so that fans were aquatinted with the business?
And the list goes on.
However keep in mind that the benefits of
sponsorship cannot always be measured in ROI. Often
times your program may create product loyalty and
that is hard to trace. However there are those who
make an effort to trace loyalty through surveys,
perhaps with coupon giveaways to fans, and other
such efforts. It is not a perfect science but when
presented correctly it can be a huge plus in selling
a sponsorship. Again activation of the sponsorship
by both the racer and the sponsor can produce great
returns on investment.
Suppose you, the racer, wins a big event. How do you
place value on that when talking about sponsorship?
Now you are getting into a new word to learn,
Such a valuation will give the potential sponsor a
very good idea of what the return on investment
should be. There are people out there that provide
this service but there really is no perfect way to
come up with a positive valuation. Being able to
offer a success story in your racing and in your
sponsorship marketing efforts will up the value that
you have to offer.
Many companies can reach a value number by some of
the activation programs that they put in place or
you put in place as part of your sponsorship
package. Did you offer coupons? How was the
Here is a suggestion. If you have hero cards that
you give out you should include a sponsor’s coupon
on one end of the hero card. It should be perforated
so that the person receiving the hero card can tear
off the coupon and put it to use without damaging
the photo. The coupon should be identified as coming
from you so that the sponsor can use it to value the
results of the sponsorship.
course if you offer some sort of hospitality at a
race event then you should have a guest book so that
those who attend can sign in and list the name of
the company they represent. Again this is a form of
valuation of the sponsorship.
Don’t always show up in
your vacation attire even though you are on
suggestion of the month is for all racers that are
out seeking sponsorship and not familiar with the
terms that were used above to head out to a Barnes &
Noble or another good book store, or look on line,
for a book on sports marketing. It can be very
valuable in your efforts to secure sponsorship. And
as always I recommend the Andrew Waite book, “The
Great Money Hunt”, as it covers everything that you
need to know in order to approach sponsorship in the
proper manner. Give us a call at 215.752.7797 and we
can help you get a copy.
OF OUR PAST SPONSORSHIP MARKETING COLUMNS
for Sponsorship columns}
SPONSORSHIP MARKETING BROCHURES,
WEBSITE CREATED, CUSTOM PROPOSALS, FUNDRAISER OPPORTUNITIES AND
GOT A RACER ON YOUR GIFT LIST - CALL TODAY AND GET A GIFT
$50 and up !!
GREAT OFFER !!!
coming in the near future)
WE HAVE HELPED MANY
LOCAL AND REGIONAL RACERS
FIND SPONSORSHIP SUCCESS!!!
"IF YOU HAVE THE RIGHT
TOOLS AND ATTITUDE, IT IS NOT THAT DIFFICULT TO GAIN
WE OFFER THIS 'PROVEN SUCCESSFUL' SPONSORSHIP PACKAGE
A $550 Value for JUST $299.95
$15.00 POSTAGE & HANDLING
Generic Sponsorship Proposal
(how we think they should be done.)
� NEW 2-Hr. Sponsorship
Workshop VHS or DVD
� Contract & Cover
� Andrew Waite's Great
Book 'The Great Money Hunt'
� Generic Direct Mail
� Milt Gedo's Winning
Proposal (on CD Rom) - How to create a proposal
that gets results
� 1 Yr. Subscription to
Ernie Saxton's Motorsports Sponsorship Marketing
monthly newsletter in its 26th year that educates you and brings you the
latest news, ideas,
contacts and more in sponsorship and marketing in motorsports.)
(call us when you need help.)
just may want to check out the
NEW Ultimate sponsorship package including PERSONAL
CAN CREATE A CUSTOM
SPONSORSHIP MARKETING PACKAGE. A COMPLETE CUSTOM
CREATED PACKAGE THAT WILL HAVE POTENTIAL SPONSORS
Original plus Quark Express disk.
(So you can make changes on your
(Call for complete details ...
ERNIE SAXTON COMMUNICATIONS,
1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
COMMUNICATIONS CAN PROVIDE THESE SERVICES FOR
Releases - Announce New
Sponsors, Race Plans, Wins, etc.
Brochures - Great
Sponsorship Marketing Tool
Kits - Stand Out From The
- We Have The Personnel To
Make Your Site STAND OUT!!
Proposals - They Get
Attention Which Equals SUCCESS !
- Pick Our Brain
on retainer and commission) -
works like a
draw against commission
PRESENT YOUR OWN
SPONSORSHIP SEMINAR TO RAISE FUNDS FOR YOUR
TEAM, SPEEDWAY OR ORGANIZATION.
WE ARE BOOKING DATES
IT IS EASY,
CALL FOR DETAILS !!!
Marketing and Communications Service
Specializing in Motorsports of all types.