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Motorsports Marketing and Sponsorship Activation Blog




Pitch Exhaustion

Posted by Austin Schneider on 8/2/22 12:15 PM

Many cold, incoming pitches are likely to be in the form of short-term or stunt-based concepts that are "turnkey" and "guaranteed for millions of impressions." The writing in these pitches is tempting to bite on because they are often written like clickbait.

Topics: Marketing Strategy

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Topics: Marketing Strategy

Save Resources With Better Options to Choose From

Posted by Austin Schneider on 7/26/22 1:14 PM

Never before in history have you had more choice as a consumer or as a decision maker. Lower barriers to entry and greater access to large audiences have fueled an unprecedented expansion of options big and small. In your personal life, that means choices like clothing brands, apps to use, sparkling water flavors, movies to see, songs to listen to, books to learn from…and just about every other corner of your passions. 

Topics: Marketing Strategy

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Topics: Marketing Strategy

Buying a Sponsorship and Not Activating It

Posted by Austin Schneider on 7/19/22 8:40 AM

Buying a sponsorship and not activating it is like...

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

How Does a Sponsorship Work Once You Sign the Contract?

Posted by Team SD on 7/12/22 11:33 AM

Signing a major sponsorship deal with a multi-year partner may feel like you have just accomplished the most intense work in your brand’s history, but it ultimately marks the beginning more than anything. Investing in motorsport marketing without having an activation strategy in place can be a costly and high-profile mistake. The way you develop sustainable activation programs will be the key to utilizing your sponsorship assets in a holistic and profitable manner.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Build Business Value With Your Showcar Program

Posted by Austin Schneider on 7/5/22 8:54 AM

An effective and sustainable way to activate your motorsports sponsorship and engage with your audience is through the use of a strategic showcar program. No longer are the teams people who transport a car to an event, set up some chairs, and endure the day. We have expanded this more traditional program for our clients by integrating them into a larger marketing mix, now leveraging them as Experiential Marketing & Merchandising Teams (EMTs).

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

What is the Makeup of a Sports Marketing Agency?

Posted by Team SD on 6/28/22 12:41 PM

We believe in a diverse approach to success and that comes from richly talented people collaborating toward common objectives. SD has grown strategically over the last 25 years to bring together expertise from all the major stakeholders of motorsports business. No matter what your objectives are with your sponsorship program, our team has the insight to execute by speaking your language.

Topics: Culture

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Topics: Culture

Consistent or Repetitive?

Posted by Austin Schneider on 6/21/22 7:11 AM

Rapidly switching platforms and tactics is a difficult way to find ROI, especially when large amounts of budget are involved. It takes time to grow into a platform - no matter what it is. Leaving behind equity built up is one of the most expensive things marketers can do. We see this a lot in the sponsorship world as part of the 3-and-out issue. Brands come in fast in year one by spending loads of money, and then they have a reality check in year two without much enhancement, then inevitably in year three they fade.

Topics: Marketing Strategy

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Topics: Marketing Strategy

7 Common Mistakes With Sponsorship Programs

Posted by Team SD on 6/14/22 10:16 AM

As sponsorship continues to evolve and assume a more complex status for marketing teams, companies need to deploy focused strategies to make the most out of their investments. Unfortunately, many brands struggle to identify an appropriate sponsorship program that would generate significant value, or they fail to develop ideas to utilize their sponsorship properties effectively. If you are set to get involved in sponsorship, there are some common strategy gaps to identify that might reduce the impact of your program.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Lost Art of Listening

Posted by Austin Schneider on 6/7/22 12:12 PM

There is an insatiable demand for “the next thing” that has brands constantly spinning wheels trying to create stunts to boost impressions and other vane metrics.

Why?

It might be because marketers have forgotten how to listen to consumers to understand what they actually want. Forgetting to listen has lead to a lack of understanding, which has generated even more noise. The cycle continues with more emphasis on faster, more fleeting digital activations.

Topics: Marketing Strategy

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Topics: Marketing Strategy

When Sponsorships Become Partnerships

Posted by Team SD on 6/1/22 2:10 PM

One of the greatest periods of time in motorsports is the final weekend in May. The United States celebrates Memorial Day and three of the world’s largest series all compete throughout the weekend across Monaco (F1), Indianapolis (INDYCAR) and Charlotte (NASCAR). Corresponding with all of the racing action are generally a host of announcements from organizations looking to fully leverage the weekend’s platform.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing