Driving Revenue & Audience with Auto Racing Promotions

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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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  • At 37 weeks, auto racing is the longest-running national sports season in the United States. This is great news, because it means that you have the opportunity to run an auto racing pick’em contest and generate 37 weeks worth of sponsorship revenue and drive 37 weeks worth of audience engagement.
  • ChaneyComment & questions on TwitterQuestions RecordingSurvey at the end – your feedback is welcomed
  • Contest OverviewPlanningSeason Long Fantasy GameUGCSweepstakesHow to Sell ProspectPackageOvercoming ObjectionsSales Case StudiesHow to PromoteQ&A
  • Before you think the average NASCAR fan is a “Dukes of Hazzard”character come to life, Scarborough Marketing and Public Relations Manager Haley Dercher says the report offers some information that might surprise you.
  • While I might not be the #1 fan of nascar but I am the #1 fan of the opportunity around this sports contest! Scarborough researchshows fans are 13 percent more likely than the general population to purchase items like electronics. They are also As for what they already own, they’re 80 percent more likely to have an ATV, 61 percent more likely to own a boat.The U.S.’s No. 1 spectator sport, holding 17 of the top 20 highest-attended sporting events in the nationHuge Audience of Young People and Families75 million fans – 1/3 of the U.S. adult populationThe No. 2-rated regular season sport on television12.5 MM households watch the Daytona 50060% male, 40% female60% of fans live outside of “the South”46% of fans 18-44So if you thought that the Duke boys were your typical Auto Racing fans, think again. Its actually THESE people.
  • The Sprint Cup Series Champion for 2013 is Jimmie Johnson – winning his 6th title. There is a lot of excitement around Auto Racing. Let’s look at some of the promotions opportunities that go along with this sport. Not only do they watch the races – they are highly engaged with the brands associated with the stock cars36 Percent of NASCAR fans can name every sponsor of the top 30 ranked cars66 Percent of fans are willing to pay more to buy a sponsor’s product!
  • JULIEWe’ll discuss how to make money with auto racing and how to promoteyour contests later in the webinar but first we need to talk about howto plan your strategy.It’s true that your 37-week Auto Racing Pick’em will be at the core of yourpromotional campaign. However…Running auto racing contests throughout theseason will increase your overall revenue, reach,and database growth.So how do you come up with a strategy to keep your auto racingpromotions on track?
  • Managed each weekContest design – multiple platformsSales KitPlaybookLab articlesCase studies
  • Players select a team of ten drivers each week and receive points based on how those drivers finishEach fan’s best 15 races are used to compute the season score Second Street provides national prizesGame administrators can add local prizes Players can create their own private/public groups to play with friends
  • Play Anywhere! Desktop, tablet, mobile and inside Facebook
  • Play Anywhere! Desktop, tablet, mobile and inside FacebookCox Country Station in Dayton, OH
  • Package Includes    4 Days/ 3 Nights AccommodationsAirfare ($1,500 voucher) Two Tickets to the Friday Night RaceTwo Tickets to the Saturday Night Race Two Tickets to the Daytona 500 Race on SundayOfficial Daytona 500 Race Week ProgramTotal Packaged Valued at $4,200
  • simple enter-to-win sweepstakes is a great way to attract lots ofsubmissions and build your email database over the course of the season.The Toronto Sun’s Win a Trip to Michigan Speedway generated 4,170 entries!
  • Complement your season-long racing game and attract a slightly differentaudience with a custom contest like “Biggest Fan” or “Best Tailgate.” Youcould even get creative with “Tastiest Tailgate Recipes.But don’t use the term NASCAR
  • Ballots are a great way to engage your audience. This is an example of a Live HS football ballot from the Signal in Santa Clarita, CA. 800 users so far. 16,000 votes, 400 write ins (pre-seeded the ballot with a lot of options) Just launched 2 weeks agoAn auto racing-themed ballot could include categories like Best Drivers, Best Pit Crews, FavoriteSponsors, Best Raceways, and even Best racetracks for Tailgating. Run this at the beginning or end of the season to really capture the excitement of all things racing!
  • Once you have selected which promotions you are going to run and builtout a timeline for the season, it’s time to actually fill in your calendar.Use this sample calendar as a guide to help create your own auto racingcontest calendar. You don’t need to use all of these, so feel free to just picka few that would be a good fit for your market from the list. Be sure tointegrate it with the rest of your promotions calendar! REMEMBER we manage the Season long racing game so make sure to add that one to your calendar for sure! The revenue goals listed are for a mid-size market, but by no means feellimited by these numbers (or by the suggested dates).
  • We’ll discuss how to make money with auto racing and how to promoteyour contests later in the webinar but first we need to talk about howto plan your strategy.It’s true that your 37-week Auto Racing Pick’em will be at the core of yourpromotional campaign. However…Running auto racing contests throughout theseason will increase your overall revenue, reach,and database growth.So how do you come up with a strategy to keep your auto racingpromotions on track?
  • What are your goals? What are your advertisers goals?1: Increase customer acquisition(LEADS!!) for your advertisers.One of the best ways to drive foot traffic to your advertiser’s location is toinclude a coupon or offer on the thank you page or in reminder emails.2: Increase awareness & engagement.By including your advertiser’s logo on all contest branding and promotionalelements, you have the power to expose them to a wide – and activelyengaged – audience.3: Increase the size of your email database.91% of US Internet users check their email at least once a day. If you helpyour advertiser grow their email list by including an opt-in on theregistration pages, they will be able to generate more revenue with theiremail marketing campaigns.4: Increase social engagement.On Facebook, it’s all about engaging with your current fans and attractingnew fans. Running promotions is one of the best ways to achieve both ofthese objectives. In fact, the top reason that people Like companyFacebook pages is because of a discount or promotion taking place.5: Increase customer behavior data.You can include survey questions on your registration pages that willenable you to gather information about your advertiser’s customer base.This information both makes it easier for them to market more effectivelyand helps uncover hot leads that are ready to buy.
  • Full Promotions Team:MarketingSalesEditorial/Newsroom/Promotions ManagerITSupport
  • Sweeps (to build email list)37 week fantasy racing gameUGC photo contest to engage racing fansBallot to expand reach and create a “ Best of “ racing promotionJulie will give examples later in the deck
  • Look ahead two monthsConsider external factors – when racing season beginsConsider Internal factors – do you broadcast the races? Do you print a section on Nascar each week?Historical data and trends – how popular were your racing games in the past? How popular is racing in your market?Align with other company goals, efforts (sales, marketing/promotions, newsroom)Train your team on the power of promotions (sales/marketing)
  • Excite your sales teamCreate sales materials to make it easy for reps Give spiffs and bonuses Make promotions a part of the regular sales meetingHave a sales blitz
  • Now that you know all the great contest and promotion ideas out there for the racing season and have an idea of what your calendar is going to look like its time to SELL! This section is going to go over everything from sales targets to an example sales sheet! Lets get started!
  • SELLING TIMEFRAME: LATE NOVEMBER – EARLY JANUARYTHE BEST TIME TO SELL AUTO RACING IS RIGHT AFTER THE SEASON IS OVER. YOUR ADVERTISERS WILL BE EXCITED ABOUT THE NEXT SEASON (AND YOU’LL CATCH THEM RIGHT BEFORE THE HOLIDAY RUSH)Go to the LAB for detailed list in the auto racing playbook.
  • Increase customer acquisition for your advertisers.One of the best ways to drive foot traffic to your advertiser’s location is toinclude a coupon or offer on the thank you page or in reminder emails.Increase awareness & engagement.By including your advertiser’s logo on all contest branding and promotionalelements, you have the power to expose them to a wide – and activelyengaged – audience.Increase the size of your email database.91% of US Internet users check their email at least once a day. If you helpyour advertiser grow their email list by including an opt-in on theregistration pages, they will be able to generate more revenue with theiremail marketing campaigns.Increase social engagement.On Facebook, it’s all about engaging with your current fans and attractingnew fans. Running promotions is one of the best ways to achieve both ofthese objectives. In fact, the top reason that people Like companyFacebook pages is because of a discount or promotion taking place.
  • As with any promotion, you can sell different levels of sponsorship for yourauto racing promotions.Targeting an exclusive sponsor is ideal if the advertiser wants to be thecenter of the contest or if they can afford the exclusivity. Markets large andsmall can sell exclusive sponsorships. The key to exclusive sponsorships isoffering a package that allows your advertiser to shine.
  • Another approach to make the offer appealing to your advertisers is tohave category exclusive sponsorship, where you only have one sponsor ineach category.
  • Targeting multiple sponsors allows you to build relationships with severaladvertisers. This approach works in markets both small and large.Targeting multiple advertisers, which allows businesses that can’t afford tosponsor the entire contest to participate can result in driving a largeamount of revenue for your media property. For an auto racing contest withmultiple sponsors, definitely take advantage of VIP pickers.
  • Once you have identified your sponsorship type, aligned your contests withany relevant special sections or programming, and bundled yourpromotions together, it’s time to put a price on everything. Start by thinkingof the value of each element in the sales package.Print, On-air AdsOnline AdsEmail Opt-in for the advertiserSocial elementsMobile/Tablet adsCoupons/Offers on Thank you PageAlign with a deal “store”Remember, everything has value!
  • Need some inspiration? The following is a sample sales package for asingle title sponsor for a season-long racing game being run by a televisionstation in a mid-size market.
  • Small market
  • WNOR FANTASY RACING can be attributed to helping generate over $75,000 in both Non Traditional Revenue and spot revenue. oftentimes the promotion is used to leverage ANNUAL or LARGE buys. For smaller direct accounts we use it for NTR. We have 7 sponsors including a nationally known Auto Parts store, Hooters, Hardees, and a locally owned family car repair shop.GREAT EXAMPLE OF A MULTIPLE SPONSORSHIP MODEL THAT RESULTED IN NTR FOR SMALLER DIRECT ACCOUNTS AND MORE SPOT REVENUE FOR NATIONAL ACCOUNTS
  •  WAFX FANTASY RACING can be attributed to helping generate over $62,000 in both NTR and spot revenue. Many times this is used to leverage ANNUAL or LARGE buys, and other times its used for NTR. We have 11 Sponsors ranging from a Car Dealership to credit union to flooring company to RV dealership, and more. 
  • We packaged it this year with another product because we were looking for an increase from Fannin Our total deal with Fanning this year is $43,040.  Of that, $15,000 is the race contest.  The rest is a rotating leader board on our home page.GREAT EXAMPLE OF EXCLUSIVE SPONSORSHIP MODEL THAT RESULTED IN LARGER DIGITAL BUY!
  • Wichita Falls, TXDMA: 142Sponsor: Texas Motor SpeedwayPackage: Spots and rotating banner ads on contest pagesPromotion: On-air (across NBC, Fox, MyTV and Bounce), Online, Email, Radio Trade and Social MediaPrizes: Two tickets to the race at the Texas Motor SpeedwayRevenue: $75,000 TV spots (during races) and $7,500 web
  • Thisclient doesn’t run any other advertising with us throughout the year, andhad turned down a traditional advertising schedule the year before. Thiscontest sponsorship got us back in the door with this advertiser. It’s the 2nd year they’ve sponsored this contest! Persistent ads on the contest pages, logo inclusion in all print and onlinepromo as well as in e-mails and on social mediaGREAT EXAMPLE OF EXCLUSIVE SPONSOR WHO ONLY ADVERTISES BC OF THIS NICHE TARGETED CONTEST THAT REACHES THEIR DEMOGRAPHICS IN AN ENGAGING WAY!
  • Our reps love selling these sponsorships for a variety of reasons: #1) Although I’m sure many women like racing, traditionally its been a male skewed sport and the majority of our listeners/viewers/readers (when it comes to RACING) are MEN.#2) It’s a LONG promotion(37 weeks)  – the entire Nascar season. Sponsors get a lot of longevity in this promotion.#3) Our audience comes back week after week. Frequency FrequencyFrequency.#4) Its not complicated – both sponsors and reps like it for that reason. They put it in at the beginning of the Nascar season and its done.
  • EMILYListen up marketing guys and gals on the line! This section is for YOU!You can plan a great season, sell an amazing sponsorship but if you don’t promote the contests you’re running you won’t have any players – and isn’t that the POINT? Use these tips to generate great buzz for your paid sponsors and to increase audience on your site!
  • Base plans on Events, Advertisers and Special Sections calendarProvide promotions specific pitch decks to help sales reps explain how your media company will be promoting the contests
  • Email is the single most important piece of promotion you can do for your contests
  • Email (91 percent) and text messaging (83 percent) are still the most popular daily “social” activities.This level of activity places Twitter top amongst all social networks alongside Facebook (both have 76 percent of users logging in once or more each day), and ahead of Instagram (70 percent), Snapchat (67 percent) and YouTube (66 percent).Google+, Pinterest (58 percent each) and, surprisingly, Myspace (46 percent) round out the top ten overallhttp://www.mediabistro.com/alltwitter/social-activity_b45692http://www.emarketer.com/Article/Social-Usage-Involves-More-Platforms-More-Often/1010019
  • The more promotions you run. The more emails Virtuous circle
  • Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern”July 1-9 collected submissions517 total submissions355 came the day the email was sent70% of contest entries came from the email
  • Mention the URL – have on the screen (if TV) and mention the URL at least 2x!
  • Don’t forget the URLMention prizes
  • ROS and homepage placement
  • Contest pageCarousel on homepage
  • Facebook in an app!
  • Facebook in an app!
  • Twitter
  • JULIE
  • Alternate title?
  • Auto Racing – not just for Rednecks anymore! If you thought typical race fans were THESE ppl you’d be wrong – Its actually these ppl! The U.S.’s No. 1 spectator sport, holding 17 of the top 20 highest-attended sporting events in the nationHuge Audience of Young People and Families75 million fans – 1/3 of the U.S. adult populationThe No. 2-rated regular season sport on television12.5 MM households watch the Daytona 50060% male, 40% female60% of fans live outside of “the South”46% of fans 18-44
  • Once you have selected which promotions you are going to run and builtout a timeline for the season, it’s time to actually fill in your calendar.
  • Use this sample calendar as a guide to help create your own auto racingcontest calendar. You don’t need to use all of these, so feel free to just picka few that would be a good fit for your market from the list. Be sure tointegrate it with the rest of your promotions calendar! REMEMBER we manage the Season long racing game so make sure to add that one to your calendar for sure! The revenue goals listed are for a mid-size market, but by no means feellimited by these numbers (or by the suggested dates).
  • Increase customer acquisition for your advertisers.One of the best ways to drive foot traffic to your advertiser’s location is toinclude a coupon or offer on the thank you page or in reminder emails.Increase awareness & engagement.By including your advertiser’s logo on all contest branding and promotionalelements, you have the power to expose them to a wide – and activelyengaged – audience.Increase the size of your email database.91% of US Internet users check their email at least once a day. If you helpyour advertiser grow their email list by including an opt-in on theregistration pages, they will be able to generate more revenue with theiremail marketing campaigns.Increase social engagement.On Facebook, it’s all about engaging with your current fans and attractingnew fans. Running promotions is one of the best ways to achieve both ofthese objectives. In fact, the top reason that people Like companyFacebook pages is because of a discount or promotion taking place.
  • Need some inspiration?
  • The following is a sample sales package for asingle title sponsor for a season-long racing game being run by a televisionstation in a mid-size market.
  • generate great buzz for your paid sponsors and to increase audience on your site
  • Email is the single most important piece of promotion you can do for your contests
  • In The Auto Racing Promotions Playbook you'll find chapters covering:How to PlanHow to Make MoneyHow to Promoteand MORE!
  • More details on sales targets? And how to sell? – go to lab –download the playbookWhen racing season starts? Feb 23rd DAYTONA! – Nov 16thHow long is season? 37 weeksHow does it work? Fantasy Racing – pointsDo you have prizes? Yes! Trip for 2 to DaytonaSmall Market How much should I charge? $100 per week x 5 sponsorsDoes auto racing take place ALL on Fox? Fox (Feb-May), TNT, ESPN and ABC
  • 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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