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Driving Revenue & Audience with Auto Racing Promotions

To learn best practices and discover tips for planning and selling auto racing promotions, as well as find inspiration in past success stories, flip through the slide deck from our How to Drive Revenue & Audience with Auto Racing Promotions webinar.

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Driving Revenue & Audience with Auto Racing Promotions

  1. 1. Driving Revenue & Audience with Auto Racing Promotions #promotionslab
  2. 2. SPEAKERS Julie Foley Director of Affiliate Success @julie_foley Emily Thousand Affiliate Success Manager @emilythousand #promotionslab
  3. 3. WHO WE ARE #promotionslab
  4. 4. HOW TO INTERACT WITH US #promotionslab
  5. 5. #promotionslab
  6. 6. AGENDA • • • • • • The Auto Racing Opportunity Planning your Racing Promotions How to Sell Case Studies How to Promote Q&A #promotionslab
  7. 7. #promotionslab
  8. 8. WHY AUTO RACING? #promotionslab
  9. 9. WHY AUTO RACING? #1 Spectator Sport #2 regularseason sport on TV #promotionslab 75 MM fans 1 in 3 of US population! 60% Male 40% Female
  10. 10. WHY AUTO RACING? #promotionslab
  11. 11. #promotionslab
  12. 12. AUTO RACING CHALLENGE #promotionslab
  13. 13. FANTASY RACING CHALLENGE #promotionslab
  14. 14. PLAY ANYWHERE #promotionslab
  15. 15. PLAY ANYWHERE #promotionslab
  16. 16. 2014 Grand Prize winner AUTO RACING CHALLENGE PRIZES receives all inclusive package to Daytona 2015 Value: $4,200 37 weekly national prizes NASCAR Fathead of your choice from Fathead.com #promotionslab
  17. 17. SWEEPSTAKES #promotionslab
  18. 18. SUBMISSION CONTEST #promotionslab
  19. 19. BALLOT #promotionslab
  20. 20. SAMPLE CALENDAR Promotion Month Sponsor Revenue Pre-Season Sweepstakes February Local Racetrack $5,000 Season-Long Racing Game FebruaryNovember Automotive, Food&Beverage, Service Providers $50,000 Fan Fanatic Photo Contest June Automotive $10,000 Sweepstakes October Internal List Builder N/A Racing Ballot November Variety of Local Merchants $20,000 #promotionslab
  21. 21. #promotionslab
  22. 22. SET A GOAL #promotionslab 1
  23. 23. PUT A TEAM TOGETHER #promotionslab 2
  24. 24. CREATE A CALENDAR #promotionslab 3
  25. 25. ORGANIZE YOUR TEAM #promotionslab 4
  26. 26. EXCITE YOUR SALES FORCE #promotionslab 5
  27. 27. #promotionslab
  28. 28. AUTO RACING SALES TARGETS • • • • • • • • Race Tracks Automotive Community Services Food & Beverage Entertainment Recreation Retail Service Providers #promotionslab
  29. 29. SELL THE BENEFITS #promotionslab
  30. 30. PACKAGE: EXCLUSIVE #promotionslab
  31. 31. PACKAGE: CATEGORY-EXCLUSIVE #promotionslab
  32. 32. PACKAGE: MULTIPLE SPONSORS #promotionslab
  33. 33. #promotionslab
  34. 34. SAMPLE SALES PACKAGE Promotion Cost Exclusive title sponsorship of 37-week racing game $1,000 500,000 300×250 ROS impressions on website $2,000 100% SOV expanding pencil ad on your homepage (up for the entire week before the start of the racing season) $2,000 Feature on homepage carousel promoting contest with logo for all 37 weeks of the season $1,000 Email opt-in on the contest registration page $2,000 Like button for the advertiser on the registration page $1,000 Email campaign, all including the sponsor’s logo and coupon/offer $7,000 Sportscaster to mention contest and sponsor each week (37 weeks) with logo on screen during the sports segment of the nightly news $20,000 Sponsor logo inclusion on all promo ads for the contest on air and online $1,000 Text blast to the promotions database of over 13,000 people encouraging entries $2,000 Social media mentions with links back to the advertiser’s Facebook and Twitter pages throughout the contest $1,500 Up to 35 sponsor employees can participate as VIP pickers $1,500 Mobile site ads linking to the contest page with logo $1,000 TOTAL COST $43,000 #promotionslab
  35. 35. SAMPLE SALES PACKAGE Promotion Cost Sponsorship of 37-week racing game $500 50,000 300×250 ROS impressions on website $1,000 20% SOV expanding pencil ad on homepage (up for the entire week before the start of the racing season) $250 Email opt-in on the contest registration page $500 Like button for the advertiser on the registration page $250 Email campaign, all including the sponsor’s logo and coupon/offer $500 Sponsor logo inclusion on all promo ads for the contest on air/print and online $500 Up to 6 sponsor employees can participate as VIP pickers $250 COST PER SPONSOR $3,750 TOTAL REVENUE (5 SPONSORS) $18,750 #promotionslab
  36. 36. #promotionslab
  37. 37. WNOR-FM #promotionslab
  38. 38. WAFX-FM #promotionslab
  39. 39. WSAZ-TV #promotionslab
  40. 40. THE OMAHA WORLD HERALD #promotionslab
  41. 41. WHY IT WORKS • Demographics • Long Season • Frequency • Easy and Fun #promotionslab
  42. 42. #promotionslab
  43. 43. STARTS WITH PLANNING #promotionslab
  44. 44. #promotionslab
  45. 45. Digital Activities of US Internet Users at Least Once Per Day 100% 90% 80% 70% 60% 91% check email once per day 50% 40% 30% 20% 10% 0% Pinterest Source: eMarketer #promotionslab YouTube Instagram Twitter Facebook Text Email
  46. 46. THE IMPACT OF EMAIL Promotions Build Your List #promotionslab An Engaged Database Drives Promotions Revenue
  47. 47. THE IMPACT OF EMAIL Contest Submissions by Day 400 350 300 Represents 70% of Submissions 250 200 150 100 50 0 Day 1 #promotionslab Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
  48. 48. SAMPLE EMAIL #promotionslab
  49. 49. BROADCAST • • • • • Promo Spots Mention the URL On-air mentions by talent Talent = VIP pickers Announce winners on air each week #promotionslab
  50. 50. PRINT #promotionslab
  51. 51. WEBSITE #promotionslab
  52. 52. WEBSITE #promotionslab
  53. 53. ONLINE ADS #promotionslab
  54. 54. SOCIAL MEDIA #promotionslab
  55. 55. SOCIAL MEDIA #promotionslab
  56. 56. SOCIAL MEDIA #promotionslab
  57. 57. #promotionslab
  58. 58. #promotionslab
  59. 59. WHY AUTO RACING? #promotionslab
  60. 60. #promotionslab
  61. 61. SAMPLE CALENDAR Promotion Month Sponsor Revenue Pre-Season Sweepstakes February Local Racetrack $5,000 Season-Long Racing Game FebruaryNovember Automotive, Food&Bev, Service Providers $50,000 Fan Fanatic Photo Contest June Automotive $10,000 Sweepstakes October Internal List Builder N/A Racing Ballot November Variety of Local Merchants $20,000 #promotionslab
  62. 62. #promotionslab
  63. 63. SELL THE BENEFITS #promotionslab
  64. 64. #promotionslab
  65. 65. SAMPLE SALES PACKAGE Promotion Cost Exclusive title sponsorship of 37-week racing game $1,000 500,000 300×250 ROS impressions on website $2,000 100% SOV expanding pencil ad on your homepage (up for the entire week before the start of the racing season) $2,000 Feature on homepage carousel promoting contest with logo for all 37 weeks of the season $1,000 Email opt-in on the contest registration page $2,000 Like button for the advertiser on the registration page $1,000 Email campaign, all including the sponsor’s logo and coupon/offer $7,000 Sportscaster to mention contest and sponsor each week (37 weeks) with logo on screen during the sports segment of the nightly news $20,000 Sponsor logo inclusion on all promo ads for the contest on air and online $1,000 Text blast to the promotions database of over 13,000 people encouraging entries $2,000 Social media mentions with links back to the advertiser’s Facebook and Twitter pages throughout the contest $1,500 Up to 35 sponsor employees can participate as VIP pickers $1,500 Mobile site ads linking to the contest page with logo $1,000 TOTAL COST $43,000 #promotionslab
  66. 66. #promotionslab
  67. 67. THE IMPACT OF EMAIL Contest Submissions by Day 400 350 300 Represents 70% of Submissions 250 200 150 100 50 0 Day 1 #promotionslab Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
  68. 68. #promotionslab
  69. 69. #promotionslab
  70. 70. AUTO RACING PLAYBOOK #promotionslab
  71. 71. #promotionslab
  72. 72. QUESTIONS? Julie Foley Director of Affiliate Success @julie_foley Emily Thousand Affiliate Success Manager @emilythousand #promotionslab

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