Thursday, May 23, 2013

 

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 28th 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"
$59.95* - 6 issues annually
* Add $7.50 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
2010_NWAAS_feature_Ernie_Saxton_head_shot_200 Industry leader turned his life's love into a full-time vocation
(read the full story here)
THINK OF YOUR RACING AS A BUSINESS - BY ERNIE SAXTON

I am often asked by racers why they are not successful at attracting sponsorship. Many feel it is because they are not big winners. Actually being a winner does not have a big impact on a racer's ability to attract sponsorship.

Quite frankly most racers that are not successful in attracting sponsorship fail because they never make a serious effort at sponsorship and they make no effort to understand how sponsorship marketing is suppose to work.

Often times I have the opportunity to chat with racers about sponsorship. One of the first things I ask is do they have their sponsorship package available? It never ceases to amaze me how many racers, seeking sponsorship, have absolutely nothing put together to show a potential sponsor.

Many racers seem to think that a deal can be had by just talking with a business owner, explaining what they are willing to do, and asking for the money. And often times a racer can find a business owner that is a fan of the sport, wants to massage his or her ego by seeing their name on a race car, that will give the racer money to have it happen. There is no plan. There is no measurable results requirement. Usually there are no serious marketing results for the sponsor. Often these “ego building programs for sponsors” do not gain the racer serious financial support. And more often than not the deal does not last longer than one season.

In order to be successful at attracting sponsors racers have to run their race teams like a business unless of course the racer has a Dad with deep pockets or a friend that does not mind seeing their money flushed down the toilet.

For more than 40 years I have preached the rewards of sponsorship and still the majority of racers do not take it all seriously.

Think about this, when I tell racers that one of the most important parts of a sponsorship program is having the sponsor logo/name on the hauler. Rather than figure out how to make that happen many racers tell me that they can't do it because the cost of their insurance will increase. Others tell me that logos on the hauler will bring a lot of attention to it and it will attract thieves. And then there are some that tell me that logos on the hauler will turn their hauler into a commercial vehicle and that will require different licensing. A lot of excuses but making it happen, logos on the hauler, add great value to the sponsorship program and the increased cost should be passed along to the sponsors. If presented properly the sponsor will see the benefit and understand the increased cost.

More people will see the sponsor logo on the hauler than will see it racing in most cases.

With all that said let's get back to the part about racers not having a sponsorship package that outlines what they have to offer that will benefit a sponsor.

Many of the proposals I see these days are BACKWARD with facts and figures about the racer and the team in the front of the package while the marketing information, if there is any, is found at the rear of the proposal. There definitely needs to be marketing information and it should be in the front of the proposal.

Avoid telling the potential sponsor that if you don't get a sponsor you will not be able to race. The sponsor does not care and a statement like that will scare off most potential sponsor. Companies want to get involved with race teams that are already up and operating. The potential sponsor wants to know how the racer and race team will increase their bottom line.

The potential sponsor does not want to be bored to tears by all the technical jargon about the team and racing equipment. They do want to be shown what the team will do to help market their services or products.

Image is important. That does not mean having the driver pose with the latest sunglasses will help. Ditch the sunglasses. Let the sponsor see who they will be sponsoring. Include a photo of the team in uniforms standing behind the race car and in front of the hauler. Even a better touch is to have all this posed in front of the team shop (if it is well maintained). The team attired in their favorite racer t-shirts and other grungy attire just does not help the SALE.

I remember my friend Milt Gedo, he pens columns for our Motorsports Sponsorship Marketing News newsletter, bringing up the point about not stealing deals from other racers. I see it happening in the sport more and more these days. A race team goes in and undercuts another team's sponsorship offer. Spend time researching and find new companies to bring into the sport. Lead, don't follow.

And keep this in mind, if you are going to be successful in securing sponsorship you have to be keeping in touch with the new marketing trends and technologies so that you can use them in your sponsorship marketing efforts. Marketing is changing and if you are now aware of those changes you will be making your sponsorship presentation to deaf ears.

Finally a key point is that you need to have ample time to go after sponsorship. You need to be available during the business day to make the calls in an effort to set up a meeting with the potential sponsor and then you have to have the time to make the meeting. Then there is the follow-up. There are travel costs, entertainment costs, printing costs, creative expenses for proposals and direct mail materials and the list goes on If you don't have the time and money to do that your chances of success are slim.

There are so many racers that we hear from that are looking for sponsorship but are not willing to make the investment to go after sponsorship in the right way. If you do not understand marketing, don't have the contacts, can't talk the language, you should hire someone that does. Remember the old saying, “You have to spend money to make money.” I think that is how it goes.

If you want to know what a successful sponsorship deal looks like, take a look at John Force. He has had Castrol as a sponsor for 25 years. That is amazing.

Just the other day I read an interesting article about a racer seeking sponsorship and what jumped out at me was the statement that a racer should now figure on six months to a year to finalize a sponsorship deal…….a serious sponsorship deal.

GREAT DEAL ON OUR MARKETING NEWSLETTER. Check out the great deal below that offers Motorsports Sponsorship Marketing News at a greatly reduced price for a one year subscription and includes a FREE one year subscription to Dick Berggren's Speedway Illustrated magazine.
THREE PART ARTICLE ON THE VALUE OF SOCIAL MEDIA IN SPONSORSHIP TOPS LATEST EDITION OF MOTORSPORTS SPONSORSHIP MARKETING NEWS
One year subscription includes a subscription to Speedway Illustrated

LANGHORNE, PA March 22, 2013 . . . Attorney MK Spotts, licensed in Florida and Maryland, has put together a three part article that outlines the benefits of involving social media in sponsorship marketing efforts. The articles will be spread over the next three editions of Ernie Saxton's Motorsports Sponsorship Marketing News starting with the March issue that is available now.

The article is another in series of outstanding articles that Spotts, a regular contributor, has penned on a variety of useful subjects for the newsletter.

The newsletter, now in its 28th year of publication, is being offered as part of a very special deal. A one year subscription, normally selling for $59.95, is now available for $39.95 a year. Included in the special deal, that includes the MSMN newsletter, is a one year subscription to Dick Berggren's Speedway Illustrated magazine, Ernie Saxton's famous Hodgepodge of Sponsorship Helps and a couple of back issues of the newsletter. That is a total value that exceeds $90 and is now available for just $39.95.

To subscribe telephone 215.752.7797 and have your credit card ready or mail your check payable to ESC, Inc. to 1448 Hollywood Avenue, Langhorne, PA 19047. We will be sure to include the March issue in your subscription.

The current edition of Motorsports Sponsorship Marketing News includes Sponsorship Marketing Never Stops by Ernie Saxton, Politics and Racing by Scott Pacich, Successful People are Always Looking for Opportunities to Help Others by Marcie Barlow and Tana Robinson's Sponsorship in the Sport of Auto Racing. And there are a number of articles about recent sponsorship deals that can give readers ideas of who they should be contacting regarding sponsorship.

Motorsports Sponsorship Marketing News, published by sponsorship guru Ernie Saxton, has helped many here in the United States and in foreign countries to secure sponsorship support.

Saxton's firm, Ernie Saxton Communications, Inc., located in Langhorne, PA offers a wide variety of sponsorship marketing services including sponsorship representation.
  $39.95    
NEW SUBSCRIBERS TO MOTORSPORTS SPONSORSHIP MARKETING NEWS WILL RECEIVE FREE SUBSCRIPTION TO DICK BERGGREN'S SPEEDWAY ILLUSTRATED MAGAZINE.

LANGHORNE, PA January 31, 2013 . . . Kicking off the 29th year of publishing Motorsports Sponsorship Marketing News, Ernie Saxton Communications, Inc. has announced that during the month of February, 2013, the newsletter that has helped so many with their sponsorship efforts, will be offering a free subscription to Dick Berggren's Speedway Illustrated magazine.

The regular one year subscription for the newsletter, loaded with feature stories by experts, sponsorship news, along with tips and helps for sponsorship efforts, is $59.95. New subscribers will now receive the newsletter along with the monthly edition of the fan and racer favorite magazine Speedway Illustrated magazine. In addition each new subscriber will receive a couple back issues while the supplies last and a copy of Saxton's popular Hodgepodge of Sponsorship Helps and Tips.

The newest edition contains a great article on Sponsor Liability, Attorney M.K. Spotts offers an article on the resources available to local information on businesses and potential sponsors, and there are great sponsorship help articles by Scott Pacich, Joe Verdegan and Marcie Barlow along with the latest information on new sponsorship deals.

Subscriptions may be purchased by sending a check payable to ESC, Inc. 1448 Hollywood Avenue, Langhorne, PA 19047 or telephone 215.752.7797 to use a credit card to arrange a subscription.

Information on Ernie Saxton Communications, Inc. and Motorsports Sponsorship Marketing News can be found at www.saxtonsponsormarket.com.

Ernie Saxton's sponsorship columns appear in National Dragster and Late Model Racer magazine. In addition he is often quoted in articles appearing in a variety of media outlets.

Karl Fredrickson, publisher of Speedway Illustrated magazine, recently said, “Ya can't talk Indy without Foyt just like you can't talk sponsorship without Saxton.”

The special newsletter offer will end on March 1, 2013.


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 2013. 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.