Racer Marketing – Is live video a part of your marketing mix?

Racer Marketing – Is live video a part of your marketing mix?

In a previous post, we spoke about the way you look at racing and sponsorships and your racer marketing efforts. By looking at your competition and promotion as a business and no longer just a hobby you’ll be able to maximize the promotional efforts you put forth against the goals of your sponsor, therefore increasing your value as a brand representative.

One of the key components of this business is a marketing plan. The process of putting pen to paper and planning out where you are going to focus your efforts is one of the keys to success.

In 2017, live video will be a key component of that plan. Facebook, Twitter, Snapchat, YouTube – all of the major players have upped the game and improved on their live video capabilities so now is the time to take advantage of this opportunity. You should be incorporating live video into your existing marketing plan.

As I’ve said before you can make this as simple or complicated as you want, the key is to take action. With that in mind here are some ideas for your live video.

You could do a night before Q&A, a bike prep session, loading up and showing around your set-up, track walk in the morning, track walk at the end of the day, race preview, or race wrap-up. These are all relatively simple to set-up and shoot with your smartphone. Make sure you have the right sponsor clothing ion and are presenting all of your supporters in the best light possible, keep your language professional and do it. You can adjust and modify as you go along but for right now just getting started is the trick.

These are all relatively simple to set-up and shoot with your smartphone but here a couple of things to remember. Make sure you have the right sponsor clothing on and are presenting all of your supporters in the best light possible. Maybe set-up the sponsors’ products ahead of time or use them withing the video when appropriate. Keep your language professional and do it. You can adjust and modify as you go along but for right now just getting started is the trick.

So what ideas for live video are you going to do? Let me know.

 

 

March 2017 – Post Wrap-Up

March 2017 – Post Wrap-Up

Are you looking for a wrap-up of what was posted on ScottLukaitis.com in March? Well, here it is.

Powersports Business

Racer Marketing

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Race Reports – Telling a Story

Race Reports – Telling a Story

Monday morning press releases and race reports have been the cornerstone of race reporting for years. All of the big and most of the small teams produce a release or race reports each week letting the sponsors know how they did over the weekend. And while I think theses are an important communication tool I can’t help but wonder if there is any real value in them.

Sure, these reports tell us about the race from their team’s perspective with quotes from their riders but do the consumers even read them?

Or are they boring with little to no value? I’m starting to lean toward them lacking value.

So what is a race team to do? Especially one that isn’t ending up on the podium each weekend.

Tell your own story. That’s right; it doesn’t really matter that you finished 10th place in the main event, every rider has a story. In fact, I think this is something that a team can use to build a following all year long.

You can do it as a long form blog with additional video content. Something that you can house on your website as a home base and then distribute out via social media. Using a website as your base allows you to own the content and drive people back to a single location for everything you or your team does.

Few people outside of the industry understand the day to day operations of a race team or professional motocross racer. It goes back to owning your website, controlling your message and distributing the content.

For a team, it can be the behind the scenes of getting the truck ready and collateral produced. For a rider, it can be the training, meal prep and travel required to make it to the pros.

Content like this delivers to both the consumers and sponsors. Consumers get a story, and sponsors get their product in a genuine message.

So what do you think? Are you ready to make the commitment and tell your story?

As always the ideas expressed above are my own and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your personal goals before implementing them.

 

 

Racer Marketing – Monthly Newsletter

Racer Marketing – Monthly Newsletter

Are you providing updates to your sponsors on a monthly basis? Are you sending out a newsletter? If you’re not then, you absolutely need to add this to your to-do list.

Communication is essential in any relationship, and the sponsor/rider one will certainly benefit from this action.

It’s a very simple process to implement and can be as basic or complicated as you want it to be.

In the most simple form. A personal email each month to the sponsorship director letting them know how you finished and what types of activation you did to promote their brand.

From there you can get more detailed up to developing a monthly newsletter. Using services like Constant Contact (Paid) or Mail Chimp (Free), you can design a newsletter using their templates to help with the overall look and feel.

Whatever method you choose to use, I recommend you put information aside throughout the month, so the task isn’t so daunting when it’s time to send it out. Using the templates, you can quickly add links to your social media accounts and website as well as highlight the results of your efforts that month.

Another thing that I recommend is including a picture of you with your bike and another of you without your wearing your helmet. The personal connection is something the is beneficial.

One last thing and this comes from the photographer in me. Don’t screenshot or include pictures with watermarks on them. Please spend a couple of bucks with your local photographer and buy the digital images. I recommend even going so far to find out their rules regarding reposting on social media and if they approve your sponsors using them as well. That type of information is valuable to your sponsor’s social media team as they are always looking for content to use in their efforts.

So sure, it takes some time to do all of this but time spent now will allow you to maintain those relationships well into your racing career.

As always the ideas expressed above are my own and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your personal goals before implementing them.

Racer Marketing – Are you working your plan?

Racer Marketing – Are you working your plan?

Across the country, the racing season is getting underway, and for many of you, the time is now to make sure your plan is in place and ready to go.

Not your racing program, but your marketing and social media plan. In a previous post, I outlined how to create a content calendar and why you should focus on a smaller number of sponsors to provide value. And we’ve discussed the importance of image and appearance.

But this is the time to act. Enough saying I’m gonna do this or I’m gonna do that. The time is now to act.

So write those posts, set-up that information table at the track and show your sponsors how you can drive them business.

As the old Nike saying goes “Just do it!”

 

 

February 2017 – Post Wrap-Up

February 2017 – Post Wrap-Up

Are you looking for a wrap-up of what was posted on ScottLukaitis.com in February? Well, here it is.

Racer Marketing
Check your spelling.
Control Your Message
The Importance of a Content Calendar

The Business of Racing
Race Teams
Cigarettes, Beer and Energy Drinks. What’s next?

Powersports Business
Avoid the Winter Slump – Housekeeping Ideas

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Thank you for your support.