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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The Importance of a Content Calendar – Racer Marketing

The Importance of a Content Calendar – Racer Marketing

Posting a consistent message of your social media accounts is crucial to the success of your marketing efforts. Putting out the right content at the right time and delivering value on each of those posts can make you a star but doing it wrong can cause all kinds of problems.

A Content Calendar is a tool you need to stay on track with your marketing efforts. It can be as simple or detailed as you wish, however, here are a couple of things you’ll want to consider.

What are the social networks that you will have a presence? Facebook, Twitter, Instagram, SnapChat or whatever the next big thing is? Decide where you are going to focus your efforts and write them down.

How often will you be posting? Again, decide your post frequency. To grow a follower base, you’ll need to be consistent. Write this down as well.

What will you be posting? Training and riding tips. Features and benefits of your sponsor’s products. Start writing these items down as well.

Now, take all three of these things and begin putting them into a spreadsheet. Here are a couple of templates you can use. (HERE and HERE) Keep in mind the timing of holidays and other trending items. Post in conjunction with them to take advantage of the built-in awareness.

There you have it, an easy way to organize your social media marketing efforts. A little planning goes a long way in providing a professional message.

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 – Control Your Message

Racer Marketing – Control Your Message

One of the most important aspects of racer marketing is the story that you tell. The story of your racing efforts and the sponsors and people that help get you there. There is no better way to make sure the story is correct than to tell it yourself.

There is only one winner each time you race, but that doesn’t mean your value as a sponsored rider isn’t present. Telling a compelling story with a genuine message, one that is honest and sincere, can offer more value than a checkered flag and if done right can lead you to a long prosperous career.

We’ve spoken previously about auditing your social media (Audit Your Social Media) and creating your website (Create Your Own Website). But here is a way to build on those two. Write your blog, or if so inclined film your vlog.

If you have a website already, beginning a blog is very simple. You can add a blog page to most website templates. The how is secondary to the what. Write consistent posts on a set schedule with content that delivers value to your readers. Think of what you would want to read and deliver on those ideas. Another favorite item now is a vlog or video blog. The advances in camera and phone technology make this method of content creation widely used. Take a look at YouTube for all kinds of vlog series. One that I currently recommend for delivering a consistent quality story is Colton Haaker’s series (Colton Haaker Vlog).

The content you create in these posts will add to the social media calendar post again providing value instead of fluff.

Whatever method you choose, be sure it passes the test for providing engaging, professional content.

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.