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Motorsports Marketing and Sponsorship Activation Blog




Austin Schneider

Austin Schneider

Austin has built his experience around the world in digital marketing, business development and client service. He loves the fast pace of working in sports business and is always excited to collaborate on new projects. An avid motorsports fan of all types, F1 is still probably his favorite.
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Recent Posts By Austin Schneider:

Updating Expectations in Sports Marketing and Sponsorship

Posted by Austin Schneider on 10/3/19 3:07 PM

The sponsorship world has gotten more and more scrutinized at the same time that competition within sports has never been more fierce. This has created a necessary dynamic for teams, series and venues to be extremely diligent with how they spend their time and money.

Often that plays out to a service-heavy sales and acquisition process for new sponsorship where you may feel very well looked-after, followed by a sometimes tricky “stage 2” where you want to start building and activating.

Topics: Sports Business

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Topics: Sports Business

Team SD Visits London for Global Conference

Posted by Austin Schneider on 9/10/19 9:38 AM

We like to get to a few different conferences each year to push our thinking. This also ensures that we don't settle for anything less than remarkable work for our clients. Being in new environments with new series and new thinking allows us to take insights back home and immediately apply them to our work.

Topics: Culture

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Topics: Culture

Connecting Sponsorship Programs to Sales Growth

Posted by Austin Schneider on 8/27/19 8:26 AM

We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. In the last few years especially, marketing has jumped to the center of the universe of importance for organizations. For a short while, vanity metrics such as "awareness" and "impressions" seemed to cover the bases. Then executives and board members started asking the most critical question, “impressions are great, but then what?"

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Lost Art of Listening

Posted by Austin Schneider on 8/20/19 11:32 AM

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.

Topics: Marketing Strategy

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Topics: Marketing Strategy

What's the Difference Between Sponsorship Rights and Sponsorship Activation?

Posted by Austin Schneider on 8/13/19 3:26 PM

What sounds like a simple difference in wording turns out to be the most important distinction in sports business. As digital media continues to command more of our attention and marketing dollars, there have been some important changes to traditional approaches to sports and entertainment. To maximize value for your brand, the key is finding the balance of investment between sponsorship rights and brand activation programs. 

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Delivering Value With Motorsports Sponsorship

Posted by Austin Schneider on 7/29/19 9:56 AM

You can deliver big-time ROI with the right sponsorship activation in place. We define sponsorship activation as what you do with what you own. Simple as that. We also consider activation to be the driving force behind the ongoing value you expect to see from your sports marketing programs.

This can take many forms, but it is bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, sales contests, once-in-a-lifetime experiences, and customer celebrations.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Consistent vs. Repetitive

Posted by Austin Schneider on 7/23/19 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

Sponsorship Activation Spotlight: The Entitlement Race

Posted by Austin Schneider on 7/16/19 11:18 AM

There is a lot you can do when your brand "owns" an entire weekend in sports. Few other platforms allow you to build out a multi-dimensional and dynamic weekend like motorsports can. Our partners at Quaker State have taken the entitlement sponsorship to a completely new level and we are proud to be part of it. Through the title sponsorship of the annual Quaker State 400 NASCAR Monster Energy Cup race at Kentucky Speedway, the brand has continued to engage its partners, employees and customers in new and exciting ways.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

How is Your Brand Activating eSports?

Posted by Austin Schneider on 6/18/19 3:06 PM

Marketing has expanded in new and exciting ways. Even at the core, marketing has changed. It is not just about selling a product but also providing a compelling experience. When it comes to sports, the marketing strategies are in a constant state of flux - traditional ideas are changing rapidly and new ideas are showing great signs of promise and progress.

Especially in motorsports, eSports is one of these new verticals that can’t be missed.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

3 Foundations to Building Your Brand in Motorsports

Posted by Austin Schneider on 6/11/19 11:44 AM

In an ever-evolving marketplace, we are continually assessing and realigning your activation strategy as necessary to ensure steady growth with your sponsorship program. Sponsorship gets a bad connotation for not being effective and left just as a brand or ego play. It still happens but it is something we are actively working against by proving unique value that can only be found through the right partnerships. It’s our focus to demonstrate how much engagement you can gain from a sponsorship when you approach it with a few foundations.

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