Sponsorship Marketing with Ernie Saxton

National Dragster, Dec 24, 2004 by Saxton, Ernie

Successful sponsorship marketing depends on a good attitude. Your next sponsor could be sitting in the grandstands or standing in the group of fans surrounding your car after a race. If you want to blow your stack, do it in private. Get over it and then get on with being nice.

Remember that you are selling sponsorship. When you have the opportunity to introduce yourself to a potential sponsor, think of your introduction as a commercial. You should be able to sell yourself and your sponsorship in 30 seconds. Put together a 30-second sales pitch that tells who you are and what you have to offer in your sponsorship package. Practice it until it rolls out of your mouth just like your favorite 30-second commercial.

A great place to use your 30-second sales pitch is at social functions. Once you have the pitch, get out to more events and network with people.

Keep your business cards in your left pocket. The business cards you collect should go in the right pocket. Put the date and place you met the person on the back of the cards. Add notes that will help you remember that person, then keep the card in your files. Follow up by sending your brochure and a brief note saying that you enjoyed your initial meeting. The brochure should be simple and explain in two or three selling points what you are offering and what a great opportunity it is. Ask if there is an opportunity to follow up on your discussion after they have the chance to review the brochure.

Even if you are not successful in setting up a meeting, put that person on your mailing list. Keep potential sponsors informed with a team newsletter that outlines your racing and sponsorship successes and send along copies of media exposure you generate. Invite potential sponsors to a race or to have lunch. Build a relationship.

Be positive as you move forward. When you have an opportunity to network, don't spend that time grumbling about not enjoying the networking experience. Don't spend the time enjoying the refreshments (especially the alcoholic refreshments that may impair your networking performance) and drawing attention to yourself. If you attend with a negative attitude, your chances at being successful will be slim.

Set a goal to meet at least two people at each networking function. Even if the people you meet are not interested, they may know people who are. Referrals make it even easier to meet new people. Building relationships is the best way to build your business of selling sponsorship.

As you get to know people and build relationships, you may be able to refer some business to them. When you see an article of interest to someone you have gotten to know, send them a copy with a short note. They will appreciate it. And you just may be surprised to see how they show their appreciation.

It all goes back to being nice. And being nice pays giant rewards.

The Team Marketing Report offers the 2005 Sports Sponsor FactBook, which is a good resource for information on companies that may have interest in sports marketing. The FactBook offers company names, addresses, telephone and fax numbers, websites, names of key personnel, and information on a companies' involvement in sponsorship marketing. It is a sports marketing bible; I use it on a regular basis. There is also a Sports Sponsor FactBook CD-ROM. The book is $359 and the CD-ROM is $545. Call (888) 616-1TMR. Ask for Matt Mayer and tell him you heard about the book here.

My Sponsorship A to Z kit is designed for the local and regional racer. It includes a video from my most recent sponsorship seminar, a generic proposal presented the way I feel it should be done, and our monthly newsletter Motor- sports Sponsorship Marketing News. This package is worth almost $350. For a short time I am offering it for $149.95 plus $10 for postage and handling. Order right away and I will toss in three back issues of the newsletter and a sample brochure that you can use when networking. Call (215) 752-7797 or (215) 752-2392. Visit my website, www.sponsormarket.com.

Ernie Saxton has been involved in motorsports and motorsports marketing for close to 40 years. He writes a number of columns for a variety of publications and websites and hosts a one-hour weekly radio show. He has announced events at close to 175 motorsports facilities. Saxton's monthly newsletter, Motorsports Sponsorship Marketing News, features the latest sponsorship stories and includes tips, leads, ideas, and contacts that will assist readers in their sponsorship-marketing efforts. Send questions about sponsorship by e-mail, Esaxton144@aol.com, or fax, (215) 752-1518.