From grassroots events to the likes of NASCAR, we’ve all seen them. Completely blank race cars. Minus a few series supporters, the cars don’t have a single sponsor sticker on them. Aside from the fact that most cars look better without all the cluttered mess some call liveries, seeing these blank cars boggles my mind. And don’t think I know exactly what you are thinking right now because I do. You are thinking,
“I wish I was at home eating a ‘sammich’ while watching LOL Cats on Youtube”. I don’t blame you. You are also thinking “a blank race car shows potential sponsors that we are available”. That is by far the most compelling argument I receive when I discuss this topic. Its also the most ridiculousness. Listen, I get it. I understand why thats the industry standard and why so many follow it. But, honestly, I don’t care. Ive been saying that a lot lately. Its true though. Since the early 1900s when organized racing started to take shape, the industry standard said a blank race car is a car looking for sponsorship. Guess what? Its BS. So is putting “Your company logo here” on your car’s door. Unless you want to continue looking desperate, please stop it. Why, in 2012, are we still abiding by this same industry standard? Business, retail, and motorsports are all being flipped on its lid right now. Still we are using the same mindset and tactics only to wonder why sponsors won’t give us the time of day. Why, with millions of other driver/teams looking for sponsorship dollars just like us, are we not being proactive when it comes to the car? Think of it this way. In every sponsorship proposal that you send out, you brag about how amazing of an opportunity this is for that company’s brand.
“A gazillion people with see your sticker on our car.”
“We are going to be on TV.”
“Our team loves over dosing on sugar and caffeine so [Energy Drink] should sponsor us.”
You know the drill. Here’s a better question. If its such a fantastic opportunity for that company to put their logo on your car then why aren’t you taking advantage of it yourself? As a driver you are your own brand and essentially an entrepreneur . You are running a business and that business is you. That means you are also the CMO, CFO, president, sales manager, counselor, and janitor. Taking all that in mind, why should a company invest in you, if you are not investing in yourself? It’s simple. For no reason should any of the panels on your race car be blank. Rather than leaving the quarter panels blank for potential sponsor, I encourage you all to expand your personal brand by putting your branding tools on the car. Have a website? Good, put it on the car. Facebook. Twitter. Youtube. Put them on the car too. Above the driver door and on your helmet don’t count either. Those locations are rarely seen and difficult to read from the stands. Instead, put them on the car as large as a company’s logo would be. For those of you on larger teams, your first instinct will be to put the team’s Twitter and Facebook handles on the car. Although enticing, may I suggest putting the driver’s handles on the car. Fans fall in love with the drivers themselves more so than then whole team. Accept it and then use it to your advantage. Doing all this will benefit you a multitude of ways. Here’s just a couple:
- Growing your fan base is important. It doesn’t take a brain scientist or a rocket surgeon to realize how this will reflect positively on its growth.
- Potential sponsors, if good business wise, will respect and love that you are advertising your personal brand and fan base because that fan base will be built-in once they jump on board with you.
With just about every post I write on here I relate the point to business. This one is no different. Each and everyone of you know how to sling a car or motorcycle around a track. Yet, very few of you understand the business aspect of racing. From time to time, step away from the car or bike and start researching the business itself. Start thinking like a CMO; Chief Marketing Officer. The traditional ways of doing things will only get you so far. At some point, you will have no choice but to take your helmet off and put on your marketing hat. When you do, let me know.