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07 Feb 07
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The unique visibility can be double played, too. Offer a package deal in the sponsorship that includes prepaid newspaper ads to run when the sponsor wants to run them. Have professional ads done using the car as an eye catcher and run it in the local or regional newspaper.
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There is no limit to this approach. Say you were sponsored by a sandwich shop. You could offer to print the sandwich wrappers with the gimmick "Return 10 wrappers for a free ticket to the races." This way the sponsor gets repeat customers and you are providing him with materials he doesn't have to buy. Of course you don't tell him, but that is where you spend some of that extra money you got from the sponsorship. But, you sell this as a double advantage to the sponsor.
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Tickets can also be used as customer "Premiums" by the sponsor. "Buy five tanks of gas and get a free ticket to the races." Remember, the eye catching unique visibility gets a potential customer's attention. A message (sign) coaxes the potential customer into the sponsors business. Now, you convert the potential customer into a repeat customer with the (buy this many and get the free ticket) deal.
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If a company sponsors a softball team it is not for advertising value. Typically, several or all of the team members are company employees. The "team experience" and "morale builder" are the company's reward for sponsoring the team, not the advertising.
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What else can you do for your sponsor/partner?
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Racing Sponsorship; Tips and Thoughts
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