A
GAME PLAN
EFFECTIVE
OPPORTUNITIES AT EVENTS:
CUSTOMER
ENTERTAINMENT: Many
corporations have discovered that a day at a motor sport
event is highly effective way to get and keep customers.
Your staff can mingle with your guest in a catered
HOSPITALITY AREA right in the middle of the action!
Whatever your promotion need may be, this type of
corporate entertainment has proven track record of
cost-effective SUCCESS.
VIP
SEATING AND SPECIAL PROGRAMS:
Arrange for your guests to have a section of seats and
provide a section host to fill them in on all the action,
explaining anything with which they aren’t familiar.
They will feel taken care of and respond in kind when they
are ready to do business. Special printed material can be
distributed to detail your company’s involvement in the
sport and how it benefits THEM. NOTE: TOSHIBA
CORPORATION ONE FIRM THAT USES THIS APPROACH, ACCORDING TO
VICE PRESIDENT BOB BROWN, QUOTED IN A RECENT NATIONAL
MAGAZINE ARTICLE: “THE ENTHUSIASM AND SPIRIT WE FEEL
DURING A RACE WEEKEND CARIES OVER TO THE OFFICE AFTER THE
RACE.”
TOURS
OF THE PIT OR GARAGE AREAS:
A guide tour - by your team’s driver or another key
member of the ream - will be another unforgettable
experience. Imagine your target buyers sitting in a racing
vehicle with YOUR logos on it. The association of
excitement in his/her mind with your company and the
products of services you offer is inevitable! Your
strategy to get the buyer to think of you at decision time
will be even more effective with this type of
entertainment.
HONORARY
CREW:
Your selection target buyer could even enter a contest
sweepstake at the event too win the chance to be on the
crew for the weekend, feeling that he or she is part of
the action and an integral part of YOUR team. This is an
excellent way to motivate your customers.
TELEVISION:
One
element of design for corporations that market via
national or cable TV: Designate events that are covered by
sports television. With your graphics prominently
displayed on a racing car, AND a professional media
liaison person active at the event, wide coverage can be
achieved. More important, your buyers will see your
message DURING THE SHOW RATHER THAN ON COMMERCIAL BREAKS.
They’ll remember you at buying time! On-Board Cameras
with your message built in can be set up to provide you
with maximum exposure.
SALES
CONFERENCES, CONVENTIONS: Imagine
holding your sales meeting at a motor sports event, where
your professional racer can speak with your sales staff
and get them more motivated than ever! Or, hold your
corporate convention in major market areas where there are
events you are involved in, and coordinate the activities
to include both the races and the usual hotel conference
room meetings. Your people will go home more inspired than
any other activity you have tried.
