Motorsport Marketing 101 – Look & Act the Part with No Money Down

Unfortunately, in our sport, you only get noticed if you are exceptionally good at what you do, or you crash. Let’s face it, everyone remembers “that” crash but struggle to remember the winner’s name. But they also remember what’s different or who the commentators talk about, or who they see over and over, even in the off season.

So without destroying your pride and joy, or outlying silly money, or risking your reputation, how do you get the fans, media & prospective sponsors to know who you are, AND remember you?
Let’s start with the free stuff because if you’re anything like me, any extra money I find is immediately spent on the car.

General Presentation – How you look DOES matter.

It doesn’t take much to keep your vehicle, team and pit bay looking neat, tidy and inviting. And there’s plenty you can do without spending money on a new paint job or expensive team uniforms.
  • Old heat exposed leads and plastic can look fresh by rubbing them over with an oily rag.
  • You can look like a team simply by all wearing the same colours. Arrange a day to all go shopping together at your local K-mart or even op-shop, and get the same shirts. Then if you all wear the same colour shorts, shoes and hats, you’ll look the part.
  • Big plastic tubs in your pit bay not only keep everything accessible but also keep your pit bay looking neat and tidy. (Also try to leave the stuff you only need in an “emergency” packed in the trailer)

Now that you look like a team, you have a nice clean pit area and your vehicle is begging to be photographed, you’ll find the fans and media will be more likely to take notice.

Be Approachable – You ARE a star to your fans

Whether you think so or not, to the spectator, you are special, and they look up to you in awe. So as with any sporting personality, how you behave will reflect on your future popularity. If you are gruff towards people coming near your car, if you’re heard yelling at your team members, or if you’ve been seen to throw a “hissy fit” because the race didn’t go your way, you will simply scare away your fans.
  • be sure you and your whole team are willing and able to answer questions about your vehicle and sport, and also that they’re all cool with getting their photo taken.
  • Don’t block access to your pit bay with cars or chairs or marquee walls. Fans don’t like to feel like they need an invitation to “come in”. Some will ask, but many will just move on.
  • Remember that it’s not just your vehicle on display, but also you. Don’t hide in your truck. Pick up that computer that you’re analyzing your last race on, and sit outside with your vehicle.
  • ALWAYS be polite and inviting with anyone who comes near you and your pit bay. Even if you are busy preparing for the next race, just explain that “right now isn’t good, but come back after this race, and we can chat…” You’ll find that person will then rush off to watch you race.

Stick around – There’s more than just racing …

So you’ve just broken down, or you’ve been knocked out of the competition. You are tired, hot and totally over it. All you want to do is go home and work out what went wrong. Well, harden up Princess…
This is the perfect time to relax and chat to your fans, have some photos taken, hand out some posters, and gossip with the other racers.
Tidy up your pit bay, clean up your vehicle, plant a smile on your face. It’s showtime.
Letting the public right in close is not only valuable for your reputation but will pick up your spirits like nothing else can, because they think it’s just way cool that you’re out there doing it at all.

AndyK

 

Note: Not everything you read on the internet is accurate. While I make every effort to check my facts and stats, this article is base on my opinions from over 30 years in the printing, marketing and advertising industry.

AndyK
Graphic Artist & Designer
AndyK Design