Remember when we tried to do our best? To "exceed expectations?" Nowadays, as Cubs manager Joe Maddon famously coined, it seems we just “try not to suck.” In this hyper-connected, over-stimulated, fast-paced world, we have everything at our fingertips at the same time that the overall standards have been lowered. Consumers are increasingly receiving mediocre results, service, quality, value and ROI no matter the line of work they are in.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
Providing memorable experiences to fans and customers makes your brand genuine to engage with. Those experiences don't have to be all in person, but they don't have to be all virtual either. Here's how you can build out experiential programs as a major piece of your overall marketing strategy. The successful marketing focus in the long run will be built sustainably and thoughtfully.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
When you invest in any type of marketing program, zooming out to understand the full scope of what you can do with it right from the start can be extremely valuable. While running digital ads and accessing traditional media still play an important role, sponsorship brings your brand to life and gives you access to an entirely new platform. You just need to make sure it is the right one for your brand and the audience you are looking to engage with.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
Sponsorship can be an integrated alternative to traditional media marketing and a platform where consumers are receptive to hearing your message. The data points to how motorsports, and also emerging sports, score much higher than the average messaging engagement figures captured by SportsBusiness Journal in their annual online survey.
Recent growth for motorsports across mainstream media and audiences has also been a boon for new sponsorship programs. Add-on value like Netflix's Drive to Survive and Race show how the on-track product can be enhanced through thoughtful storytelling in a different venue.
Topics: Sports Business, Motorsports Marketing
Read MoreTopics: Sports Business, Motorsports Marketing
It is refreshing to see brands grow their involvement in a sport from a small promotion all the way to the point where they are owning and operating their own teams and unlocking unique brand building opportunities.
To understand what works exactly right for your brand, we encourage you to start small with your investment, experiment with different activation strategies, analyze results, and continually align investment to where you are seeing the results. This will help prevent expensive and high profile pitfalls that often are seen in sports marketing.
Topics: Sponsorship Activation
Read MoreTopics: Sponsorship Activation
Every year on Labor Day Weekend in the US, NASCAR hosts the now famous throwback weekend in Darlington, South Carolina. The sport has embraced this concept to bring the most memorable moments from its storied past back to life. It also gives teams and sponsors a chance to do something we regularly encourage marketing teams to do - celebrate heritage. Heritage is something your competitors can never replicate from your brand and its something unique to you.
Topics: Sponsorship Activation
Read MoreTopics: Sponsorship Activation
