Agenda
To compete today, you need to be fast on the track and smart online.
We can’t teach you to drive, but we can tell you what sponsors want for their investment. There are many ways to create value for sponsors through racing, and exposure is no longer on top. Connections replaced exposure, digital connections.
This goal of these summits is explain what brands value, so you can generate that value, and finally get paid cash, instead of product.
Everyone who attends the live event receives access to the recording for one year.
The agenda below is in Pacific time zone.
Why Brands Sponsor
Are you not getting a call back after sending a deck or proposal to a marketing director who seemed interested, but now can't be reached? It's probably because you offered something like exposure or impressions that have no value anymore.
This session will explain why brands sponsor motorsports and what they seek from their teams in return.
Sponsorship is not about getting lucky and finding the right company. It's about being smart and creating value so companies and brands desire to be part of your program.
Marketing directors and decision-makers of four endemic brands will share what they look for when making sponsorship decisions and how they select their marketing partners.
Jackie Donahue, Experiential Marketing Manager, NGK Spark Plugs
Scott "Woody" Woodruff, Director of Branding & Motorsports, Elite Motorsports
Steve Williams, Chief Business Development Officer, K&N
Eric Seibold, Innovations Manager, ITW Permatex
Successful Activations
Becoming a sponsor or getting sponsored is only half of the equation. Activating the sponsorship is the other half. Successful activations are key to creating long-term value for companies that invest in racing.
To maximize returns on sponsorship marketing, teams and companies must activate at events and online in ways that resonate with participants, fans, and spectators. Proper activation will elevate the returns of sponsorship investments many times more than the actual cost, thereby creating additional value for you, your team, and your sponsors.
In this session Alex Striler will interview a diversified field of drivers about activations that create value for them and have been successful for their sponsors:
Megan Meyer and NGK & Menards
Dystany Spurlock and BMW Motorcycles
Amber Franklin and Red Line Oil
Chris Bishop and Sea Foam
Travis Shumake and Sheetz
Ron Capps and NAPA Auto Parts
Creating Value
If you're not winning, you can still create value many ways. Online, those ways are growing and more accessible (and affordable) as technology advances.
At the track, experience trumps. Online, creativity trumps.
At the track, physical marketing is limited to livery and signage in view of event spectators. Online, digital marketing is unlimited and in view of everyone with a connection--3.5 billion people around the world. Sponsors want to market to both of them, on track and online. This session will show you how.
It's easy to get publicity and media, if you know what to do. Everything in that media that benefits sponsors adds value to your partners, and thereby your team.
If you want to double what you're getting from a current sponsor, triple what you give back. This session will show you how.
Alex Striler, Host
Megan Meyer, 2X NHRA Champion and Creator of Driven By Social Academy
Don O'Neal, Racers In Rental Cars
Elon Werner, Werner Communications
Dan Schechner, PRI Magazine
Networking & Closing Deals
The most asked question in post-summit surveys is, "How do I meet new sponsors?"
This session will answer that.
If finding new sponsors is your job, then networking is something you need to do. Meeting decision-makers at relevant companies is the first step. Whether at trade shows or events, there are things you can do (and shouldn't do) when approaching sponsors to get their attention.
A good deck can help you get started, if it shows marketing directors the value of what you do.
Once you have a sponsor's attention, and they are interested in your program, then you can send a proposal. Don't send a deck when they ask for a proposal, and vice-versa. Know the difference. Alex Striler and Megan Meyer will explain the difference, including how to create decks that attract attention, and how to write proposals that sell sponsorships.
Three execs who sponsored hundreds of teams in racings will explain how those teams got their attention, and why they decided to sponsor them.
If you want to learn how to meet and sign new sponsors, don't miss this session!
Andre' Jackson, Digital Marketing, Toyota
Tom Bogner, Former Director of Motorsports, Lucas Oil
Tony Yorkman, Motorsports Marketing Manager, Team RTR
