Brands and sponsors have been attracted to motorsports since its earliest days, whether it meant circling a brickyard in Indy or the beach in Daytona. From famous mottos like “What wins on Sunday sells on Monday” to the creation of icons that transcend the sport, brands have leveraged the sights, sounds, smells and speed of racing to engage consumers.
At Switch, motorsports is in our DNA. Having worked with the biggest brands, drivers and associations in the motorsports world, we have a unique perspective on how to succeed in a competitive field. From Senior to Junior, Kasey to the King, the Busch Series to NASCAR Sprint Cup Series Champion’s Week … we’ve been running up top in the sport for more than 30 years.
Brands vying for position, whether it be on the airwaves, in the supermarket or at the track, can be as aggressive, combative and tricky as the races themselves. From gimmicks to giveaways, every sponsor is fighting for ‘share of experience’ within the sport.
Advice from the Activation Pros
For some of the best tips in the biz, I solicited advice from Switch Director of Mobile Operations, Stafford Warneke, and Tour Manager, Bob Poole, both of whom have a list of race weekend stories longer than the Coca-Cola 600:
• Know the rules: There are very specific “dos” and “don’t” associated with working within and around every major sporting body … but it’s even more so true with motorsports. Everything must be in compliance, including fire suits, paint schemes and words used in creative. Save time by doing your research before jumping in the deep-end.
• Choose wisely: Congratulations, you’re the sponsor of a race team and professional racecar driver. That doesn’t mean you receive carte blanche access to said team and driver. Your contract undoubtedly outlines EXACTLY how many personal appearances you receive. And usually you must account for any and all photo and TV shoots within those. Deciding when and where to best utilize those appearances can be the difference between generating a positive ROI on a sponsorship and regretting your involvement in the entire sport.
• Drive it like you stole it: Sure, drivers like to go fast on the track. But given the amount of people tugging at their time, they like to operate fast, too. When it comes to photo and video shoots: be prompt, be prepared and stick to the plan. Nothing will get you a grouchy driver faster than wasting time in a studio.
• Sunday work day: While it’s a big party for the fans and sponsors, don’t forget that your driver is there to work. Getting 15-20 minutes to hit the hospitality suite or sign some autographs in the midway is a BIG DEAL. Treat it that way. And remember, while the drivers are the heroes, there are other celebrities you can leverage, including iconic team owners and media personalities.
• Open it and they shall come: Most brands fail on the midway because they attempt to exert too much control. While race fans are more than willing to partake in a value exchange of personal information for an excellent experience, they are wary of getting stuck or wasting time inside a mobile display or setup. Keep your footprint open and allow consumers the freedom to discover and explore.
• Start early: Tracks aren’t all conveniently located. Some are saddled next to major metros…while others are in the middle of nowhere. This means getting a head-start on securing local talent and event support, as well as rental cars, hotels, etc. are of the highest importance. The same goes for getting to the track; traffic can be terrible, so plan on starting very early…and staying very late.
• Prepare for traffic: Depending on the start time of the event you’re activating, traffic patterns will vary. Make sure you have a flexible staffing plan and that you’re staffed-up to provide breaks and downtime. This will ensure that your brand ambassadors are representing your product or service with as much energy as possible.
• Race results matter: Engaging a captive racing crowd is an excellent opportunity to conduct research, collect data and better understand the habits, needs and desires of your core consumers…or at least a segment of them. Using quick surveys, kiosks and social media monitoring tools, you can understand your share of voice, share of mind and yes, your share of experience. Capturing the crowd’s reaction and social sentiment provides an ROI for your sponsorship investment.
From a day-to-day perspective, a racing event activation may seem to foster pure chaos. There are athletes to meet, places to be and rules to abide by. To not only survive the event, but also thrive, preparation can’t be overstated. We can’t promise that the event’s challenges grow easier with time – but establishing the necessary groundwork and expectations makes for a smoother experience all around.
To find out more about how your brand can compete in a fast-paced racing environment, contact Scott Burns at ScottB@TheSwitch.us.
)
