Each year at the end of May, this year on May 26, some of the world’s leading companies all share one thing in common - a global cheering section. With three of the world’s largest motorsports series all competing on one day right next to each other, some brands will get nearly 12 hours of exposure to millions of engaged fans in F1's Monaco Grand Prix, IndyCar's Indianapolis 500, and NASCAR's Coca-Cola 600.
Topics: Motorsports Marketing
Read MoreTopics: Motorsports Marketing
Your brand's heritage is an invaluable asset that your marketing team already has access to. Thinking back to the beginning of your brand, this journey will illustrate all that you have done, created and produced over years of building. Your past is storytelling that no other competitor can duplicate and that no amount of money can purchase.
The last weekend in May brings together some of the most impressive brands on the world's most impressive stage for live events. In one day, you will have the 103rd Running of the Indianapolis 500, the 90th running of the Monaco Grand Prix and a celebration of 60 years of racing at Charlotte Motor Speedway. We expect to see a massive celebration of heritage in different forms throughout the weekend.
Topics: Culture
Read MoreTopics: Culture
Properties have come a long way in their sponsorship support and servicing as the relationships continue to evolve into more technical partnerships. They understand that come renewal time, they must deliver the value the sponsor needs in order to continue the relationship. Our agency has noticed there can still be a gap in these relationships, and here are some things to consider when your brand decides not to consult expertise beforehand.
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
If you are an up and comer providing logistics services like freight and delivery, you might be looking for ways to tell the story of how you build value behind the scenes. Marketing your business to gain maximum visibility may seem to be a tough goal if you are not ready to embrace innovative and robust marketing strategies that have some sort of clear return.
Being involved in logistics automatically means you have more functional ways to promote your work outside of traditional media like TV and digital ads. It is also a great industry to use as an example as we break down the myths that sponsorships are not effective and no more than expensive billboards. When activated correctly, sponsorship is one of the most effective marketing platforms available.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
With so much information readily available online to consult about marketing strategy, brands sometimes ask us "Why do we need to hire an agency?" They wonder why they cannot just go to a property looking for sponsors and deal with them directly without representation, without an experienced agency that has seen the smoke and mirrors time and time again. Some brands do decent on their own, but many fall victim to "The Three Year Cycle: Honeymoon, Reality Check and Fade" with nothing to show for it.
Inc. Magazine just did a feature going into more detail about this and we will look into the top 6 elements of working with a specialized agency here.
Topics: Motorsports Marketing
Read MoreTopics: Motorsports Marketing
Before you get into the mechanics of where your budget should go, there are a few things you need to know to get the most out of a motorsports sponsorship. With this dynamic platform, the price of the property is only the price to enter. Don't expect a whirlwind of ROI to come in if you don't put forth proper activation budget.
Topics: Best Practices, Sponsorship ROI
Read MoreTopics: Best Practices, Sponsorship ROI
One of the top questions we field from our clients relates to appealing to a younger demographic. It isn't just us, as the shift for many years has been about attracting millennials and keeping them engaged and it has become a top priority for marketing teams as they continue to set goals. We are seeing companies make dramatic changes in effort to serve a new set of consumer behaviors made possible by higher connection, new technologies and faster pace. It seems the way forward is composed of two opposite approaches: improved digital work and unique experiences.
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The world of motorsports marketing is a dynamic, exciting and unique place for your brand to thrive in. You have the opportunity to engage customers, employees and partners through integrated programs across a suite of available assets. We see a lot of brands go all-in to one particular property thinking it is the most convenient option, but it doesn't always produce the best results. When you activate a diverse set of assets, your ROI begins building while remaining flexible to the marketplace.
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
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
Read MoreTopics: Sponsorship ROI
No matter where your brand is investing marketing dollars, the value you get back is the priority. For different forms of marketing, there are different value equations. In motorsports marketing, the value equation involves four primary stakeholders: fans, sponsors, teams, and series. Each different channel will function differently, but they all need to work together to maintain a sustainable balance for everyone involved.
Topics: Motorsports Marketing
Read MoreTopics: Motorsports Marketing
