Motorsports marketing does not have to cost your company an arm and a leg. It can be a great way to get your brand in front of the viewing public both locally and nationally. A good motorsports marketing agency can help you find local and national sponsorship opportunities, and most of all, they can help you find drivers that don’t just know how to drive, but know how to promote products. After all, this is about promoting your brand, right?
First, you need to decide what kind of exposure you need. If you are a small local business, then you obviously just want to target local teams that race in your area. Another great place to look for local motorsports marketing opportunities is with the advertising departments at the race track as just about all of them sell track side ads.
If you are looking for national exposure then you would want to look at getting sponsorships in racing circuits such as NHRA, ARCA, Campign World, or a similar circuit that does not require a multi-million dollar budget like NASCAR, but still gets you great brand exposure. You should expect to pay more for a racing series that has television exposure, but of course, this means you can expect more people to see your brand. As with any branding effort, it takes more than a one time deal to become well known, but one time deals can go far especially when combined with some good PR or bundled with additional marketing services.
There are many variables within a motorsports marketing campaign as well which is why you can often negotiate a great deal if you have a little know how. For example, a campaign could just include on car exposure which means if you sponsor a winning driver, you get more branding, or it could include a host of additional options such as transporter wrapping (the transporter is the tractor trailer that carries the car to and from the races ) which can give you lots of great exposure to more than just the racing community. Also, a good motorsports marketing agency will always want to make the event news worthy, so you should make sure that at least a news release is a part of the deal. Press will benefit both the racing team and your business, so there is no reason for them not to want to do it.
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