As part of my job with Engine Ice, I produce all of the press announcements we write for new products and racing teams we work with. I write the race reports and just about any other content you can think of. In addition to the standard written release, I’ve started posting short video slideshows announcing these partnerships and race reports. These videos provide another touch-point for our readers.
For the purpose of this article, let’s discuss the racing team announcement. Any company that invests in racing sponsorship should at the minimum be producing an announcement when they sign a racing team or rider. Even if the press doesn’t go very far in the media, you’ll have the content to use for all types of applications. Post it on your website, in your newsletter, on social media and make sure your sales team and distributors are aware of the relationship. This is how you can get value from these agreements.
So this type of content is excellent for the sponsor to produce but what if you as a racer took the initiative and created one for each of your sponsors? It’s efforts like this that set you apart and ads value to your program. Are you interested in setting your program apart from others and provide more value and return to your sponsors? Then why not build something like this into your promotional plan. You do have a promotional plan, don’t you?
Engine Ice Hi-Performance Products Extends Partnership with KR4/Husqvarna Racing
Merritt Island FL, (March 1, 2018) – Engine Ice Hi-Performance Products, the premier choice for powersports coolant and antifreeze, is pleased to announce the continuation of their support of the KR4/Husqvarna for the 2018 season.
KR4/Husqvarna is a professional off-road racing team that competes with five riders in the three premier off-road series on the East Coast. (GNCC, Full Gas Sprint Enduro, and National Enduro).
The 2018 roster includes;
Layne Michael will make his XC1 Open Pro debut in the AMSOIL Grand National Cross Country (GNCC) series with the KR4/Husqvarna team. Layne was a member of the winning U.S. World Trophy Team at the 91st running of the FIM International Six Days Enduro (ISDE) and most recently finished third overall in the XC2 250 Pro class, winning two races and finishing on the podium at eight of the thirteen rounds. Michael will also contest the Kenda Full Gas Sprint Enduro (FGSE) championship.
Cory Buttrick will be a triple-threat this year with the help of the KR4/Husqvarna team. Buttrick will compete in the pro class of the GNCC, FGSE, and Kenda National Enduro (NEPG) series. Buttrick is eager to join forces with the KR4/Husqvarna team and get back on top. He is also a vital part of the brand-new GTR Complex located near Columbia, South Carolina. A press release with more information on the facility will be distributed later this week.
After a successful 2017 season with the team, Tayla Jones will return to headline the women’s pro part of KR4 Performance. Jones dominated the GNCC, FGSE, and NEPG last year where she won all three women’s pro championships and was just recently deemed the 2017 AMA Female Rider of the Year Award at the AMA Championship Banquet in Columbus, Ohio. Jones will set her eyes on repeating her titles this year.
Liam Draper will represent the team in the XC2 250 Pro class. Hailing from New Zealand, Draper’s background in trails, enduro and cross-country will prepare him for his first year competing in the United States.
Colin Keegan will make his move to the pro-am ranks and chase the FMF XC3 125 Pro-Am class championship. Keegan has been practicing getting familiar with the two-stroke machine over the winter and is eager to have his focus entirely on the GNCC series.
“The events in the East throw all kinds of gnarly obstacles at the racers. They are faced with mud, trees, ruts, rocks and so much more all while trying to stay on the trail and go as fast as possible. They can’t worry about their machine making to the next check. That is where Engine Ice comes in. If we can provide a little peace of mind for them knowing their bikes will perform as well at the end of the day as at the beginning, they can concentrate on winning,” said Engine Ice President Dave Kimmey. “The KR4 team shows the versatility of Engine Ice in all types of competition, and we are excited to be a partner again in 2018.”
“As the team manager of the KR4/Husqvarna Team, it’s my job to find the best products that hold up during a grueling 3 hour GNCC and R&D is a big part of the process. I usually lean on the experience of the Factory teams, and I have found that most of these teams are using Engine Ice. Factory teams are all looking for maximum HP however along with the need for more power comes operating temperature issues. Engine Ice right of the bottle works period!” – Frank Keegan
Follow Engine Ice online and on their social media accounts to keep up with the successes for each of these and other Engine Ice athletes throughout the season
Instagram – https://www.instagram.com/EngineIce
Twitter – https://twitter.com/EngineIce
Engine Ice Hi-Performance Coolant is biodegradable, phosphate free, non-toxic, and typically reduces operating race temperatures, effectively keeping boil-over temperatures to 256°F or less and freeze-up protection to -26° F. Factory or privateer, highly modified or stock, all machines benefit from using Engine Ice.
Are you interested in building a promotional and marketing plan for your racing efforts? I can help. Reach out via the contact page and let me know a little more about your racing.
Here is a press release I completed for the powersports industry coolant manufacturer Engine Ice announcing their 2018 supercross teams. (Disclaimer – I am the COO of the company).
Here is the full release.
Engine Ice Hi-Performance Products Announces 2018 Supercross Team Support
Top Racers and Teams Rely on Engine Ice to Keep Them Cool in Competition
Merritt Island, FL January 11, 2018, Engine Ice Hi-Performance Coolant, the premier choice for powersports coolant and antifreeze, is pleased to announce their list of professional racing teams competing in the Monster Energy Supercross Series that are supported by and rely on Engine Ice to perform.
Leading the list is the Rocky Mountain ATV/MC – WPS – KTM team. Engine Ice has supported the Forrest Butler owned team since the very beginning and is very proud of the long-standing relationship. Joining the Rocky Mountain team with Engine Ice supports are the newly formed H.E.P. Motorsports team, TPJ Racing, Traders Racing and TiLube Motorsports as well as a list of individual privateer racers and teams competing in supercross.
“Supercross racing is the most visible form of racing we compete in. Man and machine flying through the air on technical tracks with zero room for error” said Engine Ice president Dave Kimmey. “When the slightest error could be catastrophic these athletes need to have confidence in their machines and Engine Ice provides that confidence. Even in the tight confines of a stadium where airflow is minimal, Engine Ice provides consistent power and performance without fail during the entire event. This allows the riders to focus on racing and not worry about their machine.”
Privateer or factory there are many athletes that reply on Engine Ice. Some of the Engine Ice supported teams competing in the 2018 Monster Energy AMA Supercross Series include:
Team Rocky Mountain ATV/MC – WPS – KTM
Blake Baggett – 450SX
Benny Bloss – 450SX
Dakota Alix – 250SX
Anthony Rodriguez – 250SX
Kyle Cunningham – 450SX
Henry Miller – 450SX
Dustin Pipes – 450SX
Talon Lafountaine – 250SX
John Short – 450SX
Dylan Merriam – 450SX
Ben Lamay – 450SX
Chad Cook – 450SX
James Milson – 450SX
Team TXS Productions
Michael Akaydin – 450SX
Beginning, January 6th at Angel Stadium in Anaheim, CA the series heads all over the country with returning stops in Houston, Tampa, and Foxborough as it makes its way to the finale in Las Vegas on May 5th. With 17 rounds in 18 weeks, success in the series takes grit and determination, something that all of Engine Ice’s athletes possess.
2018 Monster Energy Supercross Series Schedule
January 6th | Angel Stadium | Anaheim, California
January 13th | NRG Stadium | Houston, Texas
January 20th | Angel Stadium | Anaheim, California
January 27th | University of Phoenix Stadium | Glendale, Arizona
February 3rd | Oakland Alameda Coliseum | Oakland, California
February 10th | Petco Park | San Diego, California
February 17th | AT&T Stadium | Arlington, Texas
February 24th | Raymond James Stadium | Tampa, Florida
March 3rd | Mercedes-Benz Stadium | Atlanta, Georgia
March 10th | Daytona International Speedway | Daytona Beach, Florida
March 17th | The Dome at America’s Center | St. Louis, Missouri
March 24th | Lucas Oil Stadium | Indianapolis, Indiana
April 7th | CenturyLink Field | Seattle, Washington
April 14th | U.S. Bank Stadium | Minneapolis, Minnesota
April 21st | Gillette Stadium | Foxborough, Massachusetts
April 28th | Rice-Eccles Stadium | Salt Lake City, Utah
May 5th | Sam Boyd Stadium | Las Vegas, Nevada
Follow Engine Ice online and on their social media accounts to keep up with the successes for each of these and other Engine Ice athletes throughout the season.
Facebook – https://www.facebook.com/EngineIceCoolant
Instagram – https://www.instagram.com/EngineIce
Twitter – https://twitter.com/EngineIce
Engine Ice Hi-Performance Coolant is biodegradable, phosphate free, non-toxic, and typically reduces operating race temperatures, effectively keeping boil-over temperatures to 256°F or less and freeze-up protection to -26° F. Factory or privateer, highly modified or stock, all machines benefit from using Engine Ice
Looking for a wrap-up of all our posts in May? Then look no further than the links below.
Racing Rituals – What are Yours?
Never Give Up – The Zach Osborne Story
Raceway Park Motocross Photos Youth Series 5/27/17
Raceway Park Motocross Photos 5/28/17
Marketing Your Business without Social Media
Business of Racing-
The Business of Racing – Bevo Forti
Business of Racing – GoPro Guy
In addition to this site, ScottLukaitis, we also provide content to NJ Motocross and MX Gear Guide. Check them out and let me know what you think.
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.
Are you looking for a wrap-up of what was posted on ScottLukaitis.com in March? Well, here it is.
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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.