Press Announcements – Video and Written to Make a Difference

Press Announcements – Video and Written to Make a Difference

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

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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.


Racer Marketing – Time to say Thank You

Racer Marketing – Time to say Thank You

For all of the racers that competed at Loretta Lynn’s this year. Congratulations. All of the hard work you put in training, testing, practicing and preparing has paid off. Hopefully, you came away from the ranch meeting or perhaps exceeding your goals. But, your work is not done.

Time to say thank you. And I don’t mean in a group text or social media post. I mean a real thank you, one on paper and hand written.

While the social media thank you is good and absolutely something that you should do, I recommend going one step further.

I suggest sending a handwritten thank you card to each of your sponsors. It is a straightforward task that shows gratitude to those that helped you get to the ranch and will even set you away from the other sponsored riders who are just in it for the deal. It acts like this that will forge long term relationships with the people in the industry and could lead to long term opportunities.

It’s straightforward to do.

Make a list of all of your sponsors. Be sure to include the address and contact name of your primary contact.

Go to the store and get thank you cards, nice ones, with real envelopes.

Sit down at a quiet place and get to work. Hand address each envelope in your best handwriting and begin writing your note. When you think about what to write, be specific, don’t just say thank you for your support. Perhaps a short introduction on how you finished and why their particular support helped you achieve your goals. Close by offering to send them a testimonial or image for their social media and include your email so they can get in touch.

Take the time to do this right. Don’t rush through it spelling things wrong or using the wrong grammar.

April 2017 Post Wrap-Up

April 2017 Post Wrap-Up

Looking for a wrap-up of all our posts in April? Then look no further than the links below.

Raceway Park Opening Day Images
Raceway Park Opening Day – Race Report
Raceway Park Photos 4/15/17
Race Report Raceway Park 4/15/17

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

Powersports Business-
No more I’m gonna – start doing.
Powersports Business – Your Store Vs Online Sales

Business of Racing-
Making it in the Video Game

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.

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 in March? Well, here it is.

Powersports Business

Racer Marketing

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