Tuesday, November 25, 2014

 

Ernie Saxton 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 Racer magazine.
For many years his sponsorship column has appeared in the National Dragster.
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 Panel.

 PUBLISHED CONTINUOUSLY SINCE 1985

For the Racer, the Promoter and Event Organizer.

This is 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 efforts.

FEATURE COLUMNISTS:
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 Know.

 STAY INFORMED WITH THIS NEWSLETTER

DON'T BE LEFT
OUT !!

THE NEWSLETTER THAT KEEPS YOU INFORMED ON THE LATEST NEWS IN SPONSORSHIP MARKETING IN MOTORSPORTS !!

A brainstorming session on sponsorship marketing!

Ernie Saxton's
MOTORSPORTS SPONSORSHIP MARKETING NEWS
"Marketing Through Motorsports"
$39.95* - 6 issues annually

* Add $5.00 per year subscriptions outside the U.S.

Order now...VISA and MasterCard are accepted OR ..... mail check or money order to:
Ernie Saxton Communications
1448 Hollywood Avenue
Langhorne, PA 19047
215.752.7797
FAX 215.752.1518
Cell 267.934.7286
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 Magazine...


1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
215.752.7797
FAX: 215.752.1518
ESAXTON144@AOL.COM
CELL: 267.934.7286
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.

He 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 some notes.

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 vacation.

He 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 materials.

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, VALUATION.

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 response?

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.

Of 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 vacation.

My 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.


READ MANY OF OUR PAST SPONSORSHIP MARKETING COLUMNS
LOTS OF
FREE HELP !

 {click here for Sponsorship columns}


SPONSORSHIP MARKETING BROCHURES, WEBSITE CREATED, CUSTOM PROPOSALS, FUNDRAISER OPPORTUNITIES AND MORE

{click here}


 GOT A RACER ON YOUR GIFT LIST - CALL TODAY AND GET A GIFT 
 CERTIFICATE... $50 and up !!
 215-752-7797
 

GREAT OFFER !!!
(price increase 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 SPONSOR SUPPORT."

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 Letter
Andrew Waite's Great Book 'The Great Money Hunt'
Generic Direct Mail Promo Piece
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 News (a 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.)
Consultation (call us when you need help.)

NOTE!!! You just may want to check out the
NEW Ultimate sponsorship package including PERSONAL consultation ...

(click here)

WE CAN CREATE A CUSTOM SPONSORSHIP MARKETING PACKAGE. A COMPLETE CUSTOM CREATED PACKAGE THAT WILL HAVE POTENTIAL SPONSORS TAKING NOTICE.

  • COVER LETTER

  • CONTRACT

  • DEMOGRAPHICS

  • THE OFFER - THE PLAN

  • TEAM and DRIVER RESUMES
    ...plus much, much more!!

Original plus Quark Express disk.
(So you can make changes on your own)
(Call for complete details ...
215.752.7797)

STARTING AS LOW AS $500

ERNIE SAXTON COMMUNICATIONS, INC. MAJOR CREDIT
CARDS ACCEPTED
PLEASE ALLOW
10-14 DAYS
FOR DELIVERY

MORE THAN
40 YEARS
EXPERIENCE

1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
215.752.7797/2392
FAX: 215.752.1518

ESAXTON144@AOL.COM

ERNIE SAXTON COMMUNICATIONS CAN PROVIDE THESE SERVICES FOR YOU:
  • Press Releases - Announce New Sponsors, Race Plans, Wins, etc.

  • Brochures - Great Sponsorship Marketing Tool

  • Press Kits - Stand Out From The Rest

  • Websites - We Have The Personnel To Make Your Site STAND OUT!!

  • Custom Created Proposals - They Get Attention Which Equals SUCCESS !

  • Consulting - Pick Our Brain

  • Sponsorship Search (Representation 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 NOW.

IT IS EASY, AND PROFITABLE.
CALL FOR DETAILS !!!
 


A Professional Marketing and Communications Service
Specializing in Motorsports of all types.

COPYRIGHT 2014. ALL RIGHTS RESERVED. NOT RESPONSIBLE FOR TYPOGRAPHICAL OR ANY OTHER ERRORS THAT MAY OCCUR. ALL PHOTOS ON THIS SITE ARE COPYRIGHTED AND CAN NOT BE REPRODUCED WITHOUT PERMISSION.