For seasoned racers and teams looking to elevate their marketing efforts, in-person sponsorship activations can be a game-changer. These events not only help grow leads and product sampling but also drive in-store traffic and sales. In this blog post, we’ll explore how to strategically plan and execute in-person activations, provide examples, and discuss how to measure the return on investment (ROI) to ensure your efforts deliver results.

In-person activations are a dynamic way to bring a sponsor’s brand to life. They allow you to engage directly with fans, showcase the sponsor’s products, and create memorable experiences that go beyond traditional advertising. For companies looking to grow leads, sample their products, and offer discounts at stores, these activations can be tailored to meet specific marketing goals.

1. Growing Leads

Your sponsor might be looking to expand their customer base by capturing leads. At events such as races, car shows, or community parades, you can set up a branded booth or tent where fans can engage with you or salesman to learn more about the sponsor’s products or services. Use this opportunity to collect contact information through sign-ups for newsletters, contests, or giveaways – make sure to collect their information before you give them the prize.

Example: Imagine setting up a display with your race car at a local car show. You could run a contest where fans first sign up with their email addresses (use a simple online form on an ipad) for a chance to win a ride-along experience. This not only builds excitement but also provides your sponsor with a valuable list of potential customers.

2. Product Sampling

Product sampling is a powerful tool for driving trial and adoption of your sponsor’s offerings. Whether it’s a new energy drink, automotive product, work boots, or any other item relevant to your audience, giving fans the chance to try the product in person can significantly boost brand affinity.

Example: Before a race, collaborate with your sponsor to do a big promotion at one of their retail stores where you could offer product samples alongside your race car on display. Fans can try the product, learn more about it from brand representatives, and see firsthand how it’s used in your racing operations. This creates a tangible connection between the product and its application in the real world, increasing the likelihood of future purchases. Here’s a picture of when we had a partnership with Celsius drinks to promote them at Menards and give out samples before our races.

3. Driving In-Store Traffic and Sales

Discounts and promotions are an effective way to encourage fans to visit retail locations. By tying these offers to your in-person activations, you can help drive foot traffic to your sponsor’s stores, where they can further engage with the brand and make purchases.

Example: During an autograph signing event at a sponsor’s retail store, you could distribute exclusive discount codes or coupons that fans can use immediately. This not only incentivizes store visits but also creates a sense of urgency, boosting sales during the promotion. I also like to have perforated coupons attached to my hero cards with a unique barcode or coupon code that can be traced back to us to show how many sales we brought in.

Involving the Community and Local Media

To maximize the impact of your activations, it’s crucial to involve the local community and media. Building hype around the event can draw larger crowds, increase media coverage, and amplify the sponsor’s brand presence.

Community Engagement: Partner with local organizations, governments, schools, or charities to create a community-centric event. For example, you could host a fundraising drive alongside your activation, with a portion of sales going to a local cause. This not only strengthens community ties but also enhances the positive perception of both your team and your sponsor.

Local Media: Reach out to local news outlets, radio stations, and even social media influencers to cover the event. Offering exclusive access, interviews, or behind-the-scenes content can make your activation more newsworthy and attract media attention. Additionally, encourage fans to share their experiences on social media using event-specific hashtags, creating organic buzz and further extending the event’s reach.

Measuring ROI: Ensuring Your Efforts Pay Off

Measuring the ROI of your in-person activation is essential to demonstrate value to your sponsors and secure future funding from them, and prove it was even worthwhile for you to take the time and energy to promote it and host it. The ROI should be assessed based on the specific goals of the activation: lead generation, product sampling, and driving in-store sales.

Lead Generation: Track the number of sign-ups or contacts collected during the event. You will have to work with the sales team at the company to analyze how these leads convert into customers over time and the associated revenue generated. Tools like CRM systems can help them track and nurture these leads effectively, if they don’t have one in place you should offer to set it up for them.

Product Sampling: Evaluate the number of samples distributed and follow up with customers post-event through email campaigns or surveys to gauge their interest in the product. Track any increases in sales that can be attributed to the sampling activation, this will be easy to do if you do a sampling at a store where the product is sold and you can speak to the store manager to see how much product was sold that day.

In-Store Traffic and Sales: Monitor the redemption of discount codes or coupons distributed during the activation or at your races. Again, work with the company’s sales team to analyze sales data before, during, and after the event to identify any spikes in traffic and revenue that can be directly linked to your activation efforts.

Additionally, consider gathering qualitative feedback from both your sponsor and the participants to understand the perceived value of the activation. This can provide insights into what worked well and what could be improved for future events.

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In-person sponsorship activations offer a unique and powerful way to elevate your marketing strategy and deliver tangible results for your sponsors. By focusing on lead generation, product sampling, and driving in-store traffic, you can create memorable experiences that resonate with fans, benefit your sponsor, and strengthen your own brand.

Remember, successful activations require strategic planning, community involvement, and meticulous tracking of ROI. By mastering these elements, you can take your sponsorship game to the next level and build lasting, profitable partnerships with your sponsors.