Drag Illustrated Issue 140, January 2019 | Page 50
D.I. COLUMNIST
Tuned Up
with Will Hanna
L
ast month I gave some tips
for attending the PRI Show.
Mainly I emphasized trying
to do business with people in the
racing industry rather than looking
for “sponsorship.” Since we’re still
in the offseason and these cars run
off money, I figured we would stay
in business mode and talk about
sponsorship. So this month we are
doing some marketing tuning.
Now I am gearing this towards
the 99 percent of race teams that are
not NHRA profession-
al teams. But much of
what I’ve learned over
the years is some things
trickle down from what
has been successful in
the Pro pits. Notice
the emphasis. Most of
the NHRA pro teams’
value comes from those
massive hospitality
spreads, and what goes
down under those tents.
The on-track stuff, TV
time, etc., are primar-
ily value-added to the
business-to-business
action that happens in
the hospitality areas.
The race is an enter-
tainment venue that
can connect people.
Here’s another insid-
er secret. Companies
tend to do business at
entertainment venues
that senior decision makers like
and will entertain their customers.
If a company sponsors a golf tour-
nament, chances are the big wigs
are into golf. Same with a tennis
tournament, football, baseball and
basketball suites/seats.
So if a company doesn’t have
a drag racing fan on the inside of
that decision-making process, your
chances are significantly lower. I’m
sure some companies base their
decisions purely on what the cus-
tomers want, but when you read
between the lines, it’s not hard for
a decision maker to justify which
entertainment venue they want to
“market” at.
The days of getting sponsorship
because you win rounds are pretty
much dead in the non-racing busi-
ness world. If you think round wins
are going to eventually turn into
sponsorship dollars, it’s just not
going to happen. I’m talking to No
Prep/Street Outlaws guys and gals,
too. Marketing has evolved so far
beyond some signage on a race car
that may or may not be on TV, even
with a “I’d like to thank…” sponsor
mention being a key to purchasing
decisions.
Let’s get one more fundamental
fact down. At almost every level of there is hope, but you have to leave
the traditional sponsor hunting
model we have all done so many
times in the ‘80s and ‘90s where
they thrived. I speak from experi-
ence of trying to pitch those deals
myself.
I have been most successful “play-
ing small ball” by engaging business
contacts and networking. Stay away
from corporations and go towards
small- to medium-sized businesses
that only have a few decision mak-
heads-up drag racing, the cost to
operate usually exceeds the market-
ing value. Because we’re racers and
the way we’re wired, we typically just
run to the edge of whatever bud-
get we have. There’s almost always
someone with a bigger budget. I
don’t know how many times I see
racers send me a sponsor proposal
to evaluate, where page 3 is the
costs of running a car and page 4
is a sponsorship “levels” page that
equals page 3. The cost to operate
your car and your marketing value
are mutually exclusive.
I’ve read some intriguing stuff on
how to value a sponsorship, but re-
gardless of what guru says what, the
bottom line is it’s only worth what
someone will pay.
It’s not all doom and gloom – ers to sell. If those decision makers
like drag racing and cars, you have
a chance.
Set yourself up where you can
sell yourself as an entertainment
function. See if you can work a deal
with the track you are racing to get
some free or discounted tickets for
a group. I have done several deals
with contracting companies where
they brought out a BBQ pit and in-
vited customers, vendors and po-
tential customers out to just drink
beer, eat BBQ and watch “their”
sponsored race team.
So work through people you
have connections with, and figure
out some way to make your team
of value to them other than signage
and exposure on the track. It may be
a display at a key function. That is
exposure that sticks out instead of
being one of 500 cars down a track
one day.
If you own a business, see if you
can pitch a deal to a vendor for dis-
counted product. Maybe another
company wants to do a deal for one
of their vendors. Think outside the
box.
Social media has opened up so
many doors and potential value to
sponsors, yet so many teams either
don’t do it or half-ass it. Maybe you
don’t know how to do it.
We all post stuff to our
personal profiles, and
that’s worth something,
but that’s not going to
carry as much weight
as saying your team
page/profile has X fol-
lowers, and they can go
look it up and see you
have been updating it.
“Influencers” have big
value. This is where
you can try to leverage
your racing success.
Maybe people follow
you because you are
funny. Being hot helps,
but chances are most of
you reading this don’t
fall into that category.
Just don’t hate on me
because I do.
Also remember
some fundamentals
of selling. One, always
complete the loop specifically how
this makes them more money. Don’t
assume they will complete the loop
that getting potential customers to
the track can lead to more money.
“Always Be Closing.” If you are just
starting your pitch, but they ask
you how much and how to get on
board, stop pitching and close the
sale! Finally, a proposal should not
be much more than a summary of
what you negotiated and some basic
background info on your team and
what you race.
If you have any questions or want
to discuss further, drop me an email
at will.hanna@hannasocial.com. I
would be more than glad to point
you in the right direction. Best of
luck to all of you in 2019!
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50 | D r a g
I l l u s t r a t e d | DragIllustrated.com
Issue 140