Wednesday, November 13, 2019

 

Ernie Saxton has columns on motorsports in the Media Group Newspaper; PennSports.Live; Inside Track Motorsports News, Canada and Area Auto Racing News, Trenton, NJ, and 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 32nd 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"
$29.95* - per Year
* 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
IT IS TIME TO BE WORKING ON SPONSORSHIP FOR 2020 AND WE OFFER SOME HELPS

LANGHORNE, PA August 10, 2019 . . . Another motorsports season is moving closer to being over. At least that is true in a big area of the country. With that in mind it is time to be working on sponsorship for next year. In fact you should be well into your sponsorship efforts for 2020.
There is a new issue of Ernie Saxton Motorsports Sponsorship Marketing News hot off the press and it can, will be, a big help to you in your sponsorship efforts.

Attorney Michael K. Spotts teaches readers how written sponsorship agreements come together.

Ten essential steps to creating a winning sponsorship proposal is offered by Kym Oberauer.

And there is the sponsorship checkup by Kristin Swartzlander that will tell you what you have been doing right and what is being done that is wrong.
Marcie Barlow will teach you about the all-important social media influencers.

How about learning what press release basics are being ignored and what can be done to correct them. PR expert Mickie Kennedy shares his ideas with readers.

And there is a bunch of sponsorship news being shared with readers.

A sample edition of the newsletter, it its 35th year of publication, is available upon request. Just send an email to publisher Ernie Saxton at esaxton144@aol.com and include your postal mailing address.

A one year subscription can be had for just $29.95 (regular price is $39.95). Just telephone 215.752.7797 and have your Visa or MC ready please. And we will include the new edition free with your subscription starting with the next edition. Of course a check can be mailed to ESC, Inc., 1448 Hollywood Avenue, Langhorne, PA 19047.

Ernie Saxton Communications, Inc. provides public relations and publicity services to racers, race teams and track operators. Ernie Saxton has been involved in motorsports for more than 60 years.

In addition to the newsletter Saxton also has a column appearing in the nationally circulated Area Auto Racing News. September will mark his 39th year with the weekly publication. In addition his columns can be found in Late Model Racer, Inside Track Motorsports News, Media News Group, PennSports.Live and from time-to-time a variety of other publications. His firm, Ernie Saxton Communications, provides public relations and marketing services to a number of long term clients.

ESC is located in Langhorne, PA and can be reached at 215.752.7797, 267.934.7286 or esaxton144@aol.com.
THE LATEST EDITION OF ERNIE SAXTON'S MOTORSPORTS SPONSORSHIP MARKETING NEWS TALKS ABOUT NEW MARKETING, OLD MARKETING AND BEING PREPARED

LANGHORNE, PA May 29, 2019 . . . Contrary to some opinions traditional marketing methods are not dead. In fact nothing could be farther from the truth.

In the latest edition of Ernie Saxton's Motorsports Sponsorship Marketing News, now in its 35th year of publication, Attorney Michael K. Spotts offers "Change is upon us in Motorsports Marketing, Are you Prepared for the Changes?"

The article talks about the traditional ways of motorsports marketing and what is happening in the way of changes. It is important information to help readers be successful with their sponsorship efforts.

Kristin Swartzlander, an expert in sponsorship marketing, shares her thoughts with "Helping Marketing Partners Achieve Goals Starts With Knowing What They Are."

"Social Media: The Good, The Bad And The Ugly" is presented by Marcie Barlow.

And there are a number of other articles that will be helpful to those seeking sponsorship and looking to improve their sponsorship marketing efforts. In addition there is news on a number of new sponsorship deals in motorsports.

A free copy of the latest Ernie Saxton's Motorsports Sponsorship Marketing News can be had by emailing Esaxton144@aol.com and include your name and POSTAL mailing address.

A one year subscription is available for just $19.95 (a $20 savings from the regular price of $39.95) though that special offer could end at any time.
To order a one year subscription telephone 215.752.7797 and have your Visa or MasterCard ready. If you prefer to mail a check make it payable to ESC, Inc. and mail to 1448 Hollywood Avenue, Langhorne, PA 19047.

Saxton is also available to create sponsorship proposals, sponsorship campaigns, press releases and as a consultant. He has been involved in the business of motorsports for more than 50 years.

Got a question about sponsorship? Give Ernie a call on his cell at 267.934.7286.
“HOW TO FIND TIME FOR SPONSORSHIP WORK” AND MORE IN THIS EDITION OF ERNIE SAXTON’S MOTORSPORTS SPONSORSHIP MARKETING NEWS

LANGHORNE, PA March 2, 2019 . . . Often times we hear racers tell us that the reason they are not successful at securing sponsorship is because they just don’t have the time needed to devote to it. In the latest edition of Ernie Saxton’s Motorsports Sponsorship Marketing News Kristin Swartzlander, considered an expert in sponsorship marketing, shares some ideas on “How to Find Time for Sponsorship Work”. We are sharing a few of the ideas but you will have to sign up for a subscription to see the rest of the article.

When working with clients, answering questions in our sponsorship success group, fielding emails or talking to racers at events, one of the biggest barriers teams feel in finding sponsorship is: "I don't have enough time."

It's a legit concern, but it's a claim that we make probably every day.

Think about the conversations you just had over the holiday season. When someone mentions what they're up to or their goals for the next year, we've all said we don't have time for things that we legitimately want to do. It might be finding sponsors for the upcoming season. It might be starting a side business or working out or cooking home-cooked meals or taking the kids to a trampoline park. (<- That's what you do with children, right? 'Trampolines' seems accurate.)
We've never been - or felt - busier. There's never enough time.

But here's the hard truth: if you don't have time to find sponsorship, you don't have time to have marketing partners because you don't have time to serve them.

Sad, but true.

And the Swartzlander article goes on.

Also in this edition of Motorsports Sponsorship Marketing News is the finish of a two part article by Attorney M.K Spotts on “Social Media Management”.
Kym Oberauer offers some great sponsorship help with his article titled “How to Attract Sponsors Using Irresistible Opportunities”.

And there is some help with public relations efforts including an article from Mickie Kennedy’s eReleases that offers great tips on producing news releases that will be used plus a load of news on successful sponsorship deals that have recently been announced.

A one year subscription to the newsletter, now in its 35th year, is priced at $29.99 while a two year subscription is just $39.95. That is quite a savings. And if you sign up by April 1st we will include the issue which has the first part of the Spotts article at no charge.

Send check payable to ESC at 1448 Hollywood Avenue, Langhorne, PA 19047 or have your MasterCard or VISA ready and telephone 267.934.7286.

Publisher Ernie Saxton, with more than 45 years’ experience in sponsorship and public relations, offers his services in sponsorship marketing, public relations and consulting. Telephone 267.934.7286 or email Esaxton144@aol.com to have some questions answered or just find out how we can help you. Or check out our website at www.saxtonsponsormarket.com.
POTENTIAL SPONSORS TOO-SMALL OR TOO-LARGE?
By Ernie Saxton

If you are going sponsorship hunting you should know your audience and your assets. Know what you have to offer.

Too-Small Sponsorship Prospects.

Instead of crossing them off your list as having too-little budget for your team or no interest in regions outside of theirs when you're growing your racing schedule, ask yourself: how can I serve them within their region and their budget?

Could you consider offering these types of smaller/regional businesses a (smaller) package based on their portion of your schedule?

You absolutely, positively must lay everything on the table, just to be clear, so nobody thinks they're paying for a placement at all of your races and only getting the ones in their region. But having a wing or body panel that changes over depending on where you're racing, and activation on the local level that reflects that local partnership, would be a good way to not stretch a local company's budget with placements and activations that don't benefit them.

Too-Large Corporate Sponsorship Prospects.

The challenge with large or national corporations is two-fold: if you're a local or regional racer, they probably not interested in ‘playing small' and dedicating the time needed to activate a local or regional partnership when they can do that with larger media buys. It's also difficult to reach a decision-maker at the national level when you're playing in local.

One thing to think about here is franchising. While some companies own all of their own locations, many large corporations license franchises that are owner-operated. Meaning that each location is owned and operated individually. That means that although they generally need to have their marketing spend approved by corporation, the decisions are largely their own.

Approaching a franchise owner in your region is a way to get the ball rolling with a partnership that benefits that location and doesn't require working with the national marketing director or, often the advertising agency that represents their marketing.

Many franchisees also own more than one location in the same region, so the same decision-maker may be able to pool funding from more than one store. That's a way to turn a small business into a medium business, or a big business into a medium one, depending on how you look at it.

Another thing to think about is that they often receive a portion of an advertising co-op fund. That means that the company sets aside an amount of money for their franchisees to spend on advertising. The franchisees will either get a portion of that money or they will vote as a group on where to spend that pool.

If they are not a franchise model, they most likely have a regional marketing director or a regional manager that oversees stores in certain regions. They're likely making the marketing decisions for more than one store. Just picking one region to start with may eventually lead you to a major partnership. Another way to turn a big business into a medium or small business that aligns with your audience size and reach.

One last thing to keep in mind with corporations is that one of the reasons that big companies like that are so difficult to reach is that they are utilizing an advertising agency to guide them on their marketing spend. Most advertising agencies don't ever look at race cars for ad spend for a number of reasons – having worked in them, I could go on all day about why – but that's one hoop you'll jump through in trying to reach them. It's often better to get one or two stores involved at first and have them take it to the person above them who works it up the ladder to the agency than trying to approach the national marketing director, who's just managing the ad agency.

Just Right-Sized Sponsorship Prospects.

I know, we're getting there…how do you find Goldilocks? Well, you can tailor your packages to make the too-small ones work, or you can break the too-big ones into bite-sized regions. Or, you can look at both of these companies' competition.

For every large and small company that fits your brand, there is a competitor. There likely is a medium-sized competitor or regional competitor.

The same qualities that make your team a good fit with the audience of national brands are the same things that make your team a good fit for their smaller competition. Those who want to reach a medium-sized audience at a medium-sized price in the region they're looking to serve.

The good news is that Goldilocks is out there. In fact, you can find her in places that you previously might have thought were too large or too small. All you have to do is look.

SOMETHING HAS BEEN BOTHERING ME. I have noticed more and more that racers going to victory lane are being forced to stand behind fake checks, event sponsor signs, organization sponsor signs and more. The result is that the racer has his or her sponsor names and logs hidden from view and the result is that the sponsors, the ones that sponsor the racers throughout the season, foot the bill for him or her to go racing, are being denied the exposure to fans and media that has been promised in the sponsorship proposal.

There should be a way to have a raised platform that has the racer and car displayed in the back with the signage on the lower level in front. Or put the signage on the raised platform in the back with the racer and race vehicle in front. That way everyone gets the exposure they paid for and deserve.

CHECK IN at www.dirtymouthcommunications.come or www.saxtonsponsormarket.com for additional information or helps.

SPECIAL OFFER. Until the end of the year we are offering a one year subscription to Motorsports Sponsorship Marketing News for just $29.95 and we will include our Hodgepodge of Sponsorship Helps. And you can get two years for $39.95. Call us at 267.934.7286.
TEN QUESTIONS YOU MUST ASK A POTENTIAL SPONSOR BEFORE PREPARING A PROPOSAL

SPECIAL TWO YEARS FOR THE PRICE OF ONE MAKES A GREAT CHRISTMAS GIFT
LANGHORNE, PA NOVEMBER 25, 2018 . . . The racing season is over and the search is on as racers work at attracting new sponsors and replacing those that are leaving. Sponsorship success is becoming more difficult with so much competition out there for the marketing dollar. The latest edition and all editions of Ernie Saxton1s Motorsports Sponsorship Marketing News offers just the information, expert help, which is needed to be successful at attracting sponsorship.

The latest edition offers another great article by Attorney Michael K. Spotts titled 'Business to Business Sponsorships'. This article shares his secrets of success in this important area of sponsorship that can add so much value.

Sponsorship expert Kym Oberauer offers 'Ten Questions You Must Ask A Sponsor.' A wealth of good ideas.

With the season winding down and sponsorship efforts getting started, actually should be started, these and other articles in the newest edition of Ernie Saxton?s Motorsports Sponsorship Marketing News will be a big help.

Kristin Swartzlander explains the difference between a sponsor and a marketing partner.

Marcie Barlow shares with readers the successful and unique sponsorship efforts of racer Austin Berry,

Speedway Illustrated writer Bruce Bennett shares his thoughts on why he feels media coverage is so important.

And there is sponsorship potpourri that offers news on new sponsorship deals that have been announced recently.

This info packed issue will be sent FREE when you sign up for a one year subscription to Ernie Saxton's Motorsports Sponsorship Marketing News, now in its 35th year of publishing. One year is priced at just $29.95, or two years for $39.95. A great Christmas gift idea for that racer on the list. To order telephone Ernie Saxton at 215.752.7797. Or just send your check to ESC, Inc., 1448 Hollywood Avenue, Langhorne, PA 19047.

Ernie Saxton, involved in sponsorship, marketing and public relations in motorsports for more than 40 years, is available to consult regarding sponsorship, put together a sponsorship package, contract representation of race team and track sponsorship marketing efforts and more.

Saxton's articles on sponsorship can be found in a variety of publications including National Dragster and Late Model Racing. His columns on the sport can be found in Area Auto Racing News, Canada's Inside Track Motorsports News, PennSports.Live, Digital First Media (a chain of daily and weekly newspapers along with websites).
THE SEASON IS WINDING DOWN, TIME TO GO SEARCHING FOR MARKETING PARTNERS/SPONSORS

LANGHORNE, PA August 16, 2018 . . . "Six reasons why you should be Sponsored" is an article that every reader will find helpful and rewarding. Sponsorship expert Kym Oberauer talks about the halo effect, engaged and passionate audience of fans, social proof and influence, word-of-mount referrals, irresistible experiences and content creation.

With the season winding down and sponsorship efforts getting started, actually should be started, this and other articles in the newest edition of Ernie Saxton's Motorsports Sponsorship Marketing News will be a big help.

Kristin Swartzlander returns with "The right-sized sponsorship Prospects" while Marcie Barlow shares her thoughts on sponsorship engagement.

Attorney Michael K. Spotts shares his thoughts on IndyCar and NASCAR Monster Energy sponsorship.

PR expert Mickie Kennedy shows how enhanced press releases are important to sponsorship success.

And there is news on new sponsorship deals that have been announced recently.

This info packed issue will be sent FREE when you sign up for a one year subscription to Ernie Saxton's Motorsports Sponsorship Marketing News, now in its 35th year of publishing. One year is priced at just $29.95, or two years for $39.95. To order telephone Ernie Saxton at 215.752.7797. Or just send your check to ESC, Inc., 1448 Hollywood Avenue, Langhorne, PA 19047.

Ernie Saxton, involved in sponsorship, marketing and public relations in motorsports for more than 40 years, is available to consult regarding sponsorship, put together a sponsorship package, contract representation of race team and track sponsorship marketing efforts and more. You can also go to www.saxtonsponsormarket.com to place your order.

Saxton's articles on sponsorship can be found in a variety of publications including National Dragster and Late Model Racing. His columns on the sport can be found in Area Auto Racing News, Canada's Inside Track Motorsports News, PennSports.Live, Digital First Media ( a chain of newspapers, plus a variety of daily and weekly newspapers along with websites.
SEVEN SPONSORSHIP TIPS YOU NEED TO KNOW TO BE SUCCESSFUL AND MORE

 LANGHORNE, PA June 8, 2018 . . . Have you struggled to get noticed by potential sponsors? Do your emails, phone calls and other forms of communication go unanswered? Or you make a great pitch to a potential sponsor only to hear "thanks but no thanks".

In the latest edition of Ernie Saxton's Motorsports Sponsorship Marketing News, published since 1985, an article titled "Seven Sponsorship Tips You Need to Know" could very well be what you need to know to find sponsorship success.

You need to stand out from the crowd and the article gives you tips to do that. And a unique part of the article will give you tips on how to take the pain out of the price of the sponsorship.

"I think this is one of most informative articles we have been able to offer our readers," said publisher Ernie Saxton. "And there is so much more information offered that can be helpful to readers as they carry out their sponsorship efforts."

Attorney Michael K. Spotts offers "One Day, Three Races and Their Approaches to Sponsorship". This article offers a perspective on sponsorship at Monaco, Indy and the Coke 600. This is a two-parter that will finish in the next issue.

Marcie Barlow gives readers "Motorsports Marketing Trends".

And there are a number of sponsorship announcements and other articles to help keep readers informed on sponsorship happenings that can be a help to readers as they carry on with their sponsorship marketing efforts.

Those taking advantage of the opportunity to subscribe to the newsletter, published since 1985, can get quite a bargain. Sign up now and receive two years subscription for just $39.95, the same price as a one year subscription and the edition with the articles mentioned will be included. To order telephone 267.934.7286 or send a check in the amount of $39.95 to Ernie Saxton Communications, Inc., 1448 Hollywood Avenue, Langhorne, Pa 19047. You can also go to www.saxtonsponsormarket.com to place your order.

Ernie Saxton, involved in sponsorship, marketing and public relations in motorsports for more than 40 years, is available to consult with regarding sponsorship, put together a sponsorship package, represent team and track marketing efforts and more.

Saxton's articles on sponsorship can be found in a variety of publications including National Dragster and Late Model Racing. His columns on the sport can be found in Area Auto Racing News, Inside Track Motorsports News plus a variety of daily and weekly newspapers plus website.
ATTORNEY MICHAEL K. SPOTTS TELLS READERS OF MOTORSPORTS SPONSORSHIP MARKETING NEWS WHY IT IS SO IMPORTANT TO HAVE A WRITTEN SPONSORSHIP AGREEMENT

LANGHORNE, PA April 23, 2017 . . . "I have tried to stress time and time again how and why it is important to have a written sponsorship agreement and to communicate effectively with your marketing partners," said Attorney Michael K. Spotts in the latest edition of Ernie Saxton's Motorsports Sponsorship Marketing News. "Many in the industry have gotten away from the term 'marketing partners' with an underlying reason oftentimes being due to liability concerns."

Communicating effectively and having a written sponsorship agreement has gotten a lot more attention lately with the dispute between Stewart Haas Racing and Nature's Bakery. It is a dispute making its way through the courts.

Spotts does an outstanding job of pointing out the reasons for a well written sponsorship agreement.

That three page article is a must read as is Building Value in your Brand by Kristin Swartzlander, This Is Who We Are by Jay Gonzalez, and Attracting New Fans is a Must by Marcie Barlow. There is a wealth of information and a lot to be learned in those articles plus more that makes up the latest edition of Ernie Saxton's Motorsports Sponsorship Marketing News.

A special offer is now available that includes a one year subscription to the newsletter, published since 1985, and the outstanding sponsorship book written by Alex Striler titled Motorsports Marketing and Sponsorships. The book has earned rave reviews. Purchased separately the cost would be $64.95 plus postage and handling. For a short time the newsletter and book package is available for $39.95 plus $6.95 to cover priority mail postage.

To take advantage of this great offer grab your MC or VISA and telephone Ernie Saxton at 215.752.7797 or mail your check payable to ESC, Inc. in the amount of $46.90 to 1448 Hollywood Avenue, Langhorne, PA 19047. That is a savings of $25.00.

Ernie Saxton Communications Inc., offering more than 45 years' experience, is available as a sponsorship consultant. In addition he is available to prepare sponsorship proposals, contact and cover letters, media releases and more.

Saxton has columns on sponsorship and motorsports in general appearing in several newspapers and trade publications including Area Auto Racing News, National Dragster, Inside Track Motorsports News and Late Model Racer. He welcomes news releases from race teams, tracks, sanctioning organizations and others involved in the motorsports industry at Esaxton144@aol.com.

Check out the ESC website at www.saxtonsponsormarket.com.
FIND OUT REASONS COMPANIES GET INVOLVED IN SPONSORSHIP AND IT IS NOT ALWAYS EXPOSURE; SPECIAL TWO FOR ONE OFFER ON ERNIE SAXTON'S MOTORSPORTS SPONSORSHIP MARKETING NEWS

LANGHORNE, PA February 16, 2017 . . . "Most of the racers that we hear from about sponsorship still think that logos on the race car or media exposure are the main reasons for businesses getting involved in sponsorship," said sponsorship expert Ernie Saxton. The latest edition of his Motorsports Sponsorship Marketing News newsletter offers an article penned by Kristin Swartzlander of dirtymouthcommunications.com that includes at least ten reasons why companies get involved in sponsorship and it is not always exposure.

Swartzlander includes increased brand loyalty, drive retail traffic and/or sales, entertain clients and a number of other reasons. Media exposure did not make the top ten.

Joe Verdegan offers a great article titled "Dealing With Social Media" and handling social media is becoming more important for racers and event organizers every day.

Marcie Barlow will tell you how important Collaboration can be to a successful sponsorship and marketing effort.

Contingency Connection's Racer Rewards, of interest to racers and race promoters, outlines their latest sponsor additions.

The January/February, 2017 issue, kicking off the 33rd year for Motorsports Sponsorship Marketing News, offers a number of articles that will help readers with their sponsorship efforts along with sponsorship news that includes the announcement of Hooters return to NASCAR.

"There is a lot of helpful information for those seeking sponsorship," said publisher Ernie Saxton. "The Kristin Swartzlander article is worth the price of a subscription on its own."
Subscriptions are available for just $39.95 and for the next month new subscribers will receive two years for the price of one. So that is a total of $39.95 for two years. Subscriptions mailed out of the USA are priced at $49.95.

Telephone 267.934.7286 to subscribe. Visa and MasterCard are accepted. Or mail your check payable to ESC, Inc. to 1448 Hollywood Avenue, Langhorne, PA 19047.

Ernie Saxton Communications Inc., offering more than 45 years' experience, is available as a sponsorship consultant. In addition he is available to prepare sponsorship proposals, contact and cover letters, media releases and more.

Saxton has columns on sponsorship and motorsports in general appearing in several newspapers and trade publications including Area Auto Racing News, National Dragster, Inside Track Motorsports News and Late Model Racer. He welcomes news releases from race teams, tracks, sanctioning organizations and others involved in the motorsports industry at Esaxton144@aol.com.

ERNIE SAXTON COMMUNICATIONS, INC
Public Relations, Sponsorship Consultant
Publisher: Motorsports Sponsorship Marketing News
Award winning motorsports journalist
www.saxtonsponsormarket.com
215.752.7797 & 267.934.7286-Esaxton144@aol.com
WHAT NOT TO DO AT A TRADE SHOW
By Ernie Saxton

Much of our column this issue deals with trade shows since the season is over and we felt it would be a good time to offer some helpful sponsorship advice and a friend, a respected marketer, sent along some helpful information.
Trish Yunick, daughter of the late and great Smokey Yunick (a legend in NASCAR racing), sent us a letter and I wanted to share it with our readers. It includes some outstanding helps for those seeking sponsorship especially since we are well into the trade show season.
Hi Mr. Saxton,
Smokey was a long-time spokesperson for a performance manufacturer. Today I work with them in marketing. I handle the website and social media during the year. As we prepare for the SEMA and PRI shows, I work on the visual booth displays and their annual catalog. I work the booth with them at SEMA and PRI, and I can promise you that by the time we reach the end of either show, we will have gotten over a hundred unsolicited sponsorship requests at each. The past few years it seems like we see nearly as many sponsorship requesters as we do customers. By and large these packets end up in the trash heap when we leave the show hall.
Here are my hints to give a sponsorship request the best chances of being accepted and a relationship started:
- First of all, understand we are not likely to make a deal with you at the trade show. We're usually very busy with customers who have questions about our products. Please respect that.
- Don't leave your unrequested proposal in our booth. Send it via mail or electronically to our office. We don't want to carry heavy bags on the plane any more than you do.
- Understand that appearances matter. We remember if your posse was hanging around impatiently. We remember how you were dressed if it wasn't professionally.
- Please make sure your proposal is a neat looking document and have someone do a little proofreading.
- We prefer a mailed document over an emailed file. Yes, it's the digital age, but respect the sensibilities of the folks you're asking for money.
- Send your proposal a week or so after the show. Getting back into the swing of things takes a few days and it's much easier to say NO when you're overloaded.
- Once sent, follow up a couple of times. We're busy and often need a little push. However, gracefully accept a NO if it's given.
- Please don't make sponsorship requests via social media. Rarely is the person behind those accounts actually a decision maker.
- Consider your website and social media presences. We look at these. We look at the quality and frequency of material being posted. We look to see that your traffic is what you say it is.
- Run our sticker. It's sad how often that is overlooked.
- Send us race updates and hi-res photos. Your news on our sites benefits both of us. I shouldn't have to chase you to get good photos.
- If we have a partnership in place, do come by the booth at the show and say hi. Take just a minute to shake a hand and say thank you. If you're in the area of our shop, do the same thing.
When the time comes for us to make a decision on whether or not to continue an agreement, what we get in return from you really matters. Like I said, we've got an awful lot of applicants just looking for that money.
This may not be worth anything more to you than an unsolicited portfolio is to me at a trade show, but maybe a glimpse behind the sponsor's eyes will be helpful.
All the best,
Trish
Over the years in seminars and columns and in our Motorsports Sponsorship Marketing News newsletter (www.saxtonsponsormarket.com) I have covered all of this material. She has given us some great material to share with you and we say a big thank you. It amazes me how few racers do what is outlined or keep the promises they make when seeking the sponsorship support. I think if racers and promoters were to do more of this their success at obtaining and keeping sponsorship would be much improved.
A READER SHARES HIS SPONSORSHIP SUCCESS STORY
By Ernie Saxton

It is always great to hear from someone who has followed our advice, used some of our materials/books, and been a success at securing sponsorship. I wanted to share this email with you from Mr. Amenta because it offers some great advice as to how he was able to secure substantial sponsorship.

"Paul Amenta here. I did the sponsorship hunt for Travaglin Racing here in Connecticut. Even though I am not in that business anymore, I still read your columns, all the time. I'm amazed that you have to keep drilling the same point's home to the weekly racing teams.

When I started the sponsor hunting, I went to one of your seminars in Daytona, bought the recommended books and followed all the steps you have outlined in the most recent article. We hunted for a year. We joined the local Chamber of Commerce, and passed out business cards.

We wrote letters, typed of course, and I had someone proofread them for me because I would read it and not see a mistake. Someone else's eyes would pick it up right away. We went to all meetings dressed in business attire, not the cloths we wore around the shop.

Once we found our Marketing Partner, we stayed in touch with them. Every Saturday after the races, I sent an email to not just our primary sponsor but to all our associates as well. If you remember, we worked a four year contract with Kozy Shack Pudding. Everything was laid out in the contract so there was no pointing saying "I thought you said this". Over the four years, we were contracted for 22 shows by Kozy Shack. We did a total of 80 for them. Everything from a Cub Scout Pine Wood Derby to the St. Patrick's Day Parade in Boston, MA. The car was on a roll off truck. We had uniforms, hats, polo shirts, jackets, and on and on. All of the team wore something with Kozy Shack's name on it every place we went.

We invited the owner of the company to the track. He came with his two son-in-laws and had a blast in the pits with us.

We even went to their factory and got samples of their product to pass out to crowds at different shows.

As you can see, I followed the Ernie Saxton recipe for success and it worked. That contract landed us $140,000.00 to race with for four years. Not bad for a local team.

Oh yes, I also did all the press releases for our local papers. People that could not go to the track would wait to read our stories of how we did every week. It takes a lot of work, but well worth it.

Even when we had our sponsor, many teams were jealous that we had some good money from Kozy Shack. Here's a quick story.

Standing in line to go into the pit area. Another team members says to me, "It must be nice having the big money from Kozy Shack." I replied, "Yes it is." Then I asked what time they get home from Stafford on Friday night, like us, around 1:00 AM Saturday morning. They said yes to that. Then I asked what they do on Saturday morning. The man responded saying maybe they go to the shop around 11 and maybe unload the car, and maybe not. I told them that when we get back to the shop at 1:00 AM we have to unload the race car and load up the show car and head out at 6:30 AM to do a show for our sponsor. The response I got was, "I wouldn't want to do that." Then I said, "Then you don't want the big money."

I guess everybody thought they just handed us a check and said go have fun boys. I believe local teams sometimes are their own worst enemies."

That is my story and I am sticking to it was the comment of Paul Amenta at the end.

As someone who has been helping racers with their sponsorship efforts over the years it does my heart and my ego good to hear from someone who has been successful and shares some of the credit with us. Read what he had to say carefully because it makes a huge amount of sense.

There are so many out there that want the sponsorship support but many of them are not willing to do what it takes to gain sponsorship, especially serious sponsorship, and if they are fortunate enough to gain the sponsor the deal often does not last very long as the racer just does not follow through with what was promised.

A RACER had a question about entertaining a potential sponsor.

In a recent edition of the Lehigh Valley Business Journal there was an article regarding Business Meals. Over the years I have had probably thousands of meals with clients and potential sponsors. Quite frankly I prefer breakfast meetings. Those you are meeting with usually are sharper at breakfast and pay more attention. Breakfast usually keeps alcohol out of it.

Let them pick the spot for whatever meal you choose.

The conversation should not all be about business. Use the meeting to learn more about the potential sponsor. You will probably meet again and the more you know about them, the better.

When the meal is complete, recap or summarize the business discussed. If nothing was settled try to set up another meeting.

And be prepared to pay. You might be surprised to hear how many racers feel the potential sponsor should pay. If you let that happen you can be pretty much assured that there will be no next meeting and no sponsorship.

LET'S SEE IF WE HAVE SERIOUS SPONSORSHIP SEEKERS that want to take advantage of a bargain. For just $19.95 you receive a one year subscription to Motorsports Sponsorship Marketing News newsletter, a couple back issues and our famous Hodgepodge of Sponsorship Helps (4 pages of helps and ideas). Call me at 215.752.7797 to subscribe.
WORKING WITH THE MEDIA SEEMS TO BE FORGOTTEN
By Ernie Saxton

So 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 the promise.

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.

It 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 receive.

As 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 years.

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 press releases.

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.

If 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 changes.

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 2014 season."

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 your releases.

Be 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 reach you.

IN 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 to Esaxton144@aol.com.

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