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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, the global and exact nature of F1 is still his favorite.
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Recent Posts By Austin Schneider:

On the Value of Zooming Out

Posted by Austin Schneider on 11/29/22 10:26 AM

Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied to the larger picture and the original objective.

Topics: Culture

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Topics: Culture

Big Decisions with Little Experience

Posted by Austin Schneider on 11/15/22 9:27 AM

We read a great article from our favorite marketer, Seth Godin.

It was all about the decisions you tend to make only once (maybe twice) and how you automatically have an experience disadvantage when you make these decisions.

Wildly, these decisions all happen to be quite significant. He mentions planning a wedding, raising money from venture capitalists and applying to college as examples of things you will likely do only once or twice in your life.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Stay Nimble

Posted by Austin Schneider on 10/18/22 1:53 PM

Things change fast in this market. Cycles are speeding up, value perceptions actively shift and sponsorship strategies look significantly different from last year. These changes are made more challenging by regulatory environments presenting surprising ways that restrict the kinds of activation you can leverage.

Topics: Culture

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Topics: Culture

Maximizing Motorsports Sponsorship

Posted by Austin Schneider on 10/11/22 1:22 PM

From events to teams to the entire series, there are many ways for your brand to leverage this platform as part of your marketing strategy. You know what they say, “there’s strength in numbers,” and being partnered with a motorsports property can be incredibly beneficial to your brand - even if that means hooking into an iRacing event.

Heightened visibility, increased sales, differentiation and unique assets make this one of the most exciting platforms to be involved with. It is a different world, so there are some things to consider before heading in.

Topics: Marketing Strategy

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Topics: Marketing Strategy

Logistics are the Foundation of Great Experiences

Posted by Austin Schneider on 9/27/22 9:52 AM

We believe hosting customers, partners and employees at an entertainment or sporting event (especially when your brand is a sponsor) is an excellent way to connect and build relationships. There are opportunities to build rapport in a non-pressurized and relaxed environment that is hard to come by during regular office hours.

Topics: Sports Business

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Topics: Sports Business

Industry Analysis: Logistics

Posted by Austin Schneider on 9/20/22 10:48 AM

If you provide 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

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Topics: Marketing Strategy

3 Questions to Ask of Your Sponsorship Program

Posted by Austin Schneider on 9/13/22 8:32 AM

Ends of quarters, ends of event seasons and other "ends of" are fitting times to review your suite of partnerships to make sure you are making the most out of new and ever-changing assets. It also can provide a window to consult with an objective third party that will be able to identify opportunities and hang-ups more efficiently. To get you started, let these three questions guide you toward a more productive and value-based sponsorship program.

Topics: Best Practices, Sponsorship ROI

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Topics: Best Practices, Sponsorship ROI

Changing the Timeline

Posted by Austin Schneider on 9/6/22 11:26 AM

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

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Topics: Culture

4 Ways to Generate Motorsport Sponsorship ROI

Posted by Austin Schneider on 8/30/22 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 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

Team SD Visits London for BlackBook Motorsport Forum

Posted by Austin Schneider on 8/18/22 8:27 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 apply them to our work.

Topics: Culture

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Topics: Culture