1. Sportscar racing is hot as corporate
brands seek an alternative to
overused golf outings and team
sports luxury suites for deepening
relationships with sales prospects
and customers. What makes
sportscar racing unique from all
other forms of sports/entertainment
is the level of participation that it
affords customers, sales prospects,
and employees. But what really sets
it apart is the is the opportunity for
everyday business people to get
behind the wheel with professional
instructors and drive real race cars
on-track.
TRG-Aston Martin Racing has been
on the leading edge of the growth
curve by leveraging sportscar racing
as a venue for B2B experiential
marketing. Beyond providing at-
track access, TRG-AMR is unique
in its ability to deliver in-market
activation and turnkey hospitality
through its ownership of award-
winning Adobe Road Wines.
For sales and marketing
professionals, it’s important to align
with motorsports partners who
understand your business model
and can deliver results.
If you are considering an investment in motorsport experiential marketing for demand generation and customer engagement,
be sure that your motorsport partner can deliver.
If you are already investing in motorsport marketing and not seeing results, it might be time to contact TRG-AMR to re-assess
your current program.
The Rise of Sportscar
Racing
Not All Race Teams
are Created Equal
To find the right partner, we suggest you ask a few questions:
Q: Are they a racing organization trying to learn your business, or a business
organization that leverages racing to drive business results?
Q: Do they have the on-staff brand sales and marketing expertise to help you and
your marketing team integrate events and sponsorship into your demand generation
strategy?
Q: Do they have experience with tracking campaign performance?
Q: Can they go beyond making business introductions to actually brokering business
opportunities?
Q: Do they have a program for creating off-site business meetings away from
motorsports venues to facilitate business opportunities?
Q: Do they have a sponsor on-boarding process that includes setting business
objectives?
Q: Do they have a sponsor on-boarding process that includes setting business
objectives?
Q: How frequently do they report/share metrics with their sponsors?
Q: Can they articulate what they need from you to ensure they can demonstrate ROI?
Q: Are they using a CRM system or do they have CRM expertise to potential use your
system?
Q: Do they use marketing automation or do they have experience with email nurture
campaigns for pre/post event engagement?
Q: Do they understand website or other analytics?
Q: What is their level of social media expertise and can they support your need for
content to engage your customers and prospects?
©2015 TRG-AMR North America LLC | 1995 S. McDowell Blvd., Petaluma, CA | www.TRG-AstonMartinRacing.com | marketing@trg-amr.com
Motorsports Marketing Checklist:
Choosing a Race Team Partner