Sunday, January 25, 2015
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
THE NEW YEAR WITH A NEW ISSUE WITH A NEW LOOK FOR
MOTORSPORTS SPONSORSHIP MARKETING NEWS THAT IS
PROVING TO BE POPULAR, SPECIAL OFFER IS EXTENDED
ILLUSTRATED SUBSCRIPTION WITH MSMN SUBSCRIPTION
LANGHORNE, PA January 1, 2015 . . . The new look for
the January edition of Motorsports Sponsorship
Marketing News has proven to be so popular that the
special offer that includes the new look edition has
been extended to celebrate the start of a New Year.
This new issue offers loads of advice on what should
be done to attract sponsorship, what should be done
to keep sponsorship and a load of sponsorship news,
tips, ideas the work and more. Experts on
sponsorship present articles in each edition of
"As we move into our 31st year of publishing the
newsletter we have been offering a subscription deal
that proved to be very successful and we wanted to
make sure no one misses out," said publisher Ernie
Saxton. "We are offering a one year subscription to
our new look Motorsports Sponsorship Marketing News,
a full year of Dick Berggren's very popular Speedway
Illustrated magazine and our famous "Hodgepodge of
Sponsorship Helps and Tips" all for one low price of
$34.95. That is a considerable savings from what the
individual subscriptions would cost."
Just telephone 215.752.7797 to take advantage of the
special offer and have your Visa or MC ready. Or you
can mail a check to ESC, Inc., 1448 Hollywood
Avenue, Langhorne, PA 19047.
addition Saxton is offering a couple of other
specials. First is "The Great Money Hunt", a book
that includes proposals, contracts, sales letters
and more, available for $74.95 and that will include
a one year subscription to Motorsports Sponsorship
Marketing News. The book is considered one of the
best ever published on what needs to be done to
attract serious sponsorship support. The author,
Andrew Waite, had many successful sponsorship
efforts. There is more than 250 pages of sponsorship
information crammed into the book.
Another special offer includes "How-To Write a
Winning Proposal" by Milt Gedo, a sponsorship guru.
The CD offers action pages, impact pages,
demographic pages and more. It has been used by
many, many racers as they seek sponsorship support.
The CD is priced at $49.95 and includes a one year
subscription to Motorsports Sponsorship Marketing
Orders can be placed at the same phone number listed
Ernie Saxton's articles on sponsorship can be found
in National Dragster, Late Model Racer and other
publications. The March, 2015 edition of Circle
Track magazine includes a six page article on
sponsorship by Saxton and in the very near future
Saxton will be offering a monthly column on
sponsorship in the popular magazine.
ESC, Inc. is available to prepare sponsorship
proposals, review proposals, create media releases
and sales contact letters along with providing
sponsorship consultation. Saxton has more than 40
years' experience in motorsports sponsorship, public
relations and promotion.
THE MEDIA SEEMS TO BE FORGOTTEN
when was the last time that you or someone involved
with your racing program contacted the media? A
large number of the sponsorship proposals that I am
asked to review for racers and event organizers
promise media exposure but it amazes me how few keep
Working with the media, keeping them informed, is an
important part of the sponsorship marketing effort
or what I would call the sponsor satisfaction plan.
You might even say that working with the media is
part of the activation of the sponsorship. And if
you read our last column you are familiar with what
activation is all about.
is true that some sponsors do not make media
exposure a priority but I am sure that the sponsor
will appreciate any good media exposure they
some of you know I pen columns in a variety of
publications including two daily newspapers, a trade
publication, magazine (Canadian) and publish a
newsletter Motorsports Sponsorship Marketing News.
Oh, by the way that list does not include this
column which I have been doing for a number of
Understanding how important media exposure can be to
the success of a sponsorship program I make an
effort to make mention of sponsors when I receive
such news. You probably would be surprised to find
out that I receive very few news releases regarding
sponsorship announcements. And then are some that I
receive that should never have been sent. In total,
during the racing season, I receive about 800 each
day and many of them are never considered for use
because they are poorly written, do not contain
information of interest, come across as ads rather
than news and finally do not follow the rules for
How many of you are aware that the early part of a
release should include who, what, where, why and
when? Answer those questions in the first few
paragraphs and you will have a lot better chance of
getting my attention and getting the release used.
you do not have a decent command of the English
language then I would suggest you find a friend that
does or hire someone.
News releases should contain news. Right about now
the season is coming to an end for many of you so it
would be a good time to do a "season wrap" release
that talks about the highs and lows. Work into the
release mentions of the key sponsors. Mention them
in the order of their importance so that when the
release is edited the important ones have a better
chance of surviving and appearing in the story that
is written as a result of your release. Offer a good
quality photo that shows the driver and race
vehicle. Of course with publication making cutbacks
there is a good chance the photo will not be used or
will be cropped (made smaller).
What I am finding these
days is that the weekly newspaper that covers news
of your area is becoming important. They are often
called throwaways. However those weeklies, with
small staffs, are often looking for news so your
well written news release, in a story format, will
have a good chance to be used. And your release has
a good chance to being used in its entirety.
There are a large number
of motorsports and sports websites out there that
will use your releases and often without cuts or
Important to remember. You should have your website
(you do have a website don't you?) updated so all
the information is current and there are new photos.
And don’t forget your Facebook page. With a website
and Facebook you market yourself and your sponsors.
News releases should be kept tight, not wordy, and
to the point. Use bullet points to highlight key
information, making it easier for the recipient to
scan through the information. The more you do to
make it easier for the media the better the chance
it will be used.
Storytelling in your press release makes them more
interesting and easier for the media to use. Again
it is important that in your story telling that you
include mentions of the sponsor but try to limit
those mentions or they will become a turnoff. The
primary sponsor gets the most play.
When sending your release by email be sure to
include a subject line that attracts the interest of
the media person receiving it. Example: "Local
professional race car driver finishes successful
Work on building relationships with the media that
cover your sport and those that cover sports and
business in your local media. Make sure they know
who you are. Put them on the list to receive all
sure that your releases have contact information
(name, phone numbers and email) so that the media
that receive them and have need of additional
information or want to turn your release into a
bigger story and have need for more information can
A RECENT EDITION OF SUCCESS MAGAZINE I found the
results of a survey that really caught my interest.
With all the hype about Facebook, Twitter, Google,
LinkedIn and more, sixty-two percent of Americans
say social networks have zero effect on their buying
decisions. Thirty percent said social media has
"some influence"; 5 percent, a great deal of
influence; 3 percent were undecided. U.S. businesses
spent more than $5 billion on social media in 2013.
That is some information you just may want to store
away for future use in your sponsorship efforts.
AND FINALLY make sure you have us on your media list
to receive your season wrap release, your plans for
2015 and your sponsorship news releases. Send them
FREE OFFER. The first ten visitors to this site that
send us their name and complete mailing address
(snail mail) will receive a one year subscription to
Motorsports Sponsorship Marketing News for FREE.
Just the first ten get the deal. Send to
Esaxton144@aol.com. And if you need help with your
sponsorship efforts call us at 215.752.7797 or check
in in at www.saxtonsponsormarket.com.
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 !!
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coming in the near future)
WE HAVE HELPED MANY
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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
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$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
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(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,
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Marketing and Communications Service
Specializing in Motorsports of all types.