FEED

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, the global and exact nature of F1 is still his favorite.
Find me on:

Recent Posts By Austin Schneider:

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

Read More

Topics: Marketing Strategy

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

Read More

Topics: Marketing Strategy

Engaging New Generations Through Motorsport

Posted by Austin Schneider on 5/24/22 9:03 AM

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 all presented in an authentic way.

Topics: Motorsports Marketing

Read More

Topics: Motorsports Marketing

What is Your Objective?

Posted by Austin Schneider on 5/3/22 1:13 PM

Let's zoom out from sports and sponsorship for a moment to take a look at marketing as a whole.

The need to measure your marketing has come a long way since early advertising. The requirements to demonstrate ROI or effectiveness have only intensified for the mainstream since AdWords and other data-rich platforms have been opened up to marketers around the world in every industry.

Topics: Sponsorship ROI

Read More

Topics: Sponsorship ROI

Does My Team Need to Win to Build Sponsorship ROI?

Posted by Austin Schneider on 4/26/22 2:34 PM

Sponsorships are high profile, and therefore are highly scrutinized as part of the overall marketing strategy. Often, this will leave brands thinking that if their logo isn’t part of a winning team then the business side of their involvement isn't winning either. These two things do not have to go hand-in-hand, and by developing the right brand activation programs your sponsorship can evolve into a business or technical partnership that reaches far beyond shared logo space.

Topics: Sports Business

Read More

Topics: Sports Business

Helping Yourself with Expertise

Posted by Austin Schneider on 4/19/22 9:28 AM

When you enter into something as specific as a motorsports sponsorship to promote your product, service or technology, it is going to pay off to consult experts before you invest any resources. It is hard to know for sure which way is the way forward when this environment functions so much different than other platforms.

In the short run, you will be temporarily "busier" with bringing an agency partner up to speed on your objectives and projects. It takes a bit of time to onboard properly, and this can be a source of fear in starting something new.

Topics: Sports Business

Read More

Topics: Sports Business

Activating a Strategic Mix of Assets

Posted by Austin Schneider on 4/12/22 10:18 AM

You are in the increasingly familiar position of doing more with less, but what do you do when you step into a new role, have a whole bunch of assets that seem unrelatable, and are not sure as to what to do with them?

Topics: Sponsorship Activation

Read More

Topics: Sponsorship Activation

How is Sponsorship Different Than Other Marketing?

Posted by Austin Schneider on 3/29/22 2:07 PM

Marketing your product and service through sponsorship offers a different experience than if you were to market through more traditional media or even a digital platform. There are more risks, more challenges, more opportunities, and ultimately a host of unique benefits that come along with marketing through sports business. The differences involved may have led you to never try sponsorship before. 

Topics: Sports Business

Read More

Topics: Sports Business

What Even is Sponsorship Activation?

Posted by Austin Schneider on 3/15/22 9:41 AM

Sponsorship activation is what you do with what you own. Simple as that.

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

Topics: Sponsorship Activation

Read More

Topics: Sponsorship Activation

Changing the Timeline

Posted by Austin Schneider on 2/2/22 3:33 PM

Instead of quarterly earnings, what about annual earnings?

How far have you come in five years?

What are you working on now that might not return anything for many years?

Topics: Culture

Read More

Topics: Culture