They may be in, but are they listening?

One of the primary differences between NASCAR and say ALMS, Grand-Am, SPEED World Challenge et al, its sponsors, teams and their respective sponsors is the amount of money exchanging hands and the obligation to create an awareness of such participation.

NASCAR is dominated by main stream consumer related companies and the products or services they sell. This creates an atmosphere whereby teams and the series are then required to activate their marketing partnerships. This is what creates the necessary ROI to allow these companies to justify their continued participation.

Thus we see all of the trinkets and trash you speak of. I believe that's the correct term, JT?

Everyone gets a cut of the action. From the driver to the team to NASCAR to the t-shirt print shop. It is all a finely tuned machine.

In sportscar racing, it is really to a certain extent, a rich kids' club. Think about it. Other than a select few who actually get some sort of factory backing, i.e. Acura teams or perhaps the Penske Porsches, most teams are funded by the team's owner through their company or some such.

Yes, occasionally we will find a driver who brings a sponsor to a team and in that package is a salary for the driver. But sit back and recall the decals on most cars then connect to relationship to the team owner(s).

Because of this, there is no need per say to create a public awareness of their support of the team or series. No obligation to a true outside sponsor seeking ROI, exposure and the like.

True, what sponsors there are do want something, but most of the time it is a guy taking $X left over profit out of his company to go racing. It's a write off to Uncle Sam under 'marketing'.

And I believe some teams still operate under a closed mentality of complacency and don't realize the bigger picture.

I recall several years ago Trans-Am driver Johnny Miller brought a box full of t-shirts to sell to Road America. He had these made up himself and was looking to simply recoup his $12 per shirt investment. I stated we could get double that. So I put one on wand walked around.

Johnny said to sell some shirts and see what happens. So I did. An entire box of shirts at $25 each. They went like gang busters. Miller was shocked.

If the product is there, folks will buy it. But, until teams feel the need or call it obligation to do so, nothing will change.

YMMV
T

Well... I guess I could sit and think about all of this... or I could just throw it out there off the cuff.

Neither of you are wrong. But, there are a lot of buts...

Money exchanging hands is all good.. but NASCAR is the 2000 lb. marketing gorilla. And lets not forget...it's 55 years in the makings. A fairer comparison is what they are doing with the 24 Hours of Le Mans. They've realized the heritage aspect of the event and NOW, recognizing the opportunity to globally leverage and market that heritage on par with the Super Bowl, Olympics, Daytona 500.. etc. Yes, we may feel the 24 is more important... but the market place has not. Yet. I think the recent changes indicate the desire to escalate the global visibility.

For sponsors, it's return on investment. It's not racing passion anymore. What NASCAR does works because of the total OFF THE CHARTS numbers. Although, we now see those total off the charts numbers reflected in off-the-charts costs. And it's beginning to take its toll. Is NASCAR headed for the soup line? No. But, the NBA post Jordan is a good example of what NASCAR may face as the shine begins to wear off.

And it is wearing off. Ken stated ALMS numbers were up. That is incorrect. Television numbers were actually down. The good news? They were down LESS than all the other major "league" players. So... that is still good news.

So it's about VALUE. How do you give your sponsors value and how do you help them help you grow your collective audience?

In many ways, the ALMS has it right. Viral marketing. They don't have dollars to throw at the problem. They have to make everything they do work toward growth. And, they have to do it cost effectively.

But... the good news is, THAT is exactly the hot ticket in today's marketing environment. Throwing money at the problem today requires MORE money than ever. To penetrate mass markets requires exponentially WAY more money than it used to and it is less effective. Today if I throw money at reaching you, you TIVO me out. You delete me, you even mentally tune me out. You are overwhelmed with messages and you've learned to filter out the mundane. Unless, like Ken trapped in the airport, your totally immersed in mass marketing overload. And, what has happened? Ken hates it. Whoa... all that money to make him resent it.

So... ALMS needs to forget the MASS market. They're not listening. They're tuning out advertisers left and right. ALMS needs to concentrate on their fans. Their core market. Why? Simply because their core market... their FAN-atic (by definition) can't get enough and can't shut up about it. See... the more the ALMS wows you guys, the more you will tell others. The more they do for fans, the more fans will talk.

Steve Jobs does it twice a year... the faithful show up at MacWorld.. Steve pulls something shiny out of his pocket on stage... and all the people there... all the people tuned in on the Internet IMMEDIATELY hit the email and instant messenger or forums.. etc. etc. and TELL ALL their friends, "you gotta see what Apple has." BINGO... instant marketing. And this is SO much more effective. Who cares when YOU say your the greatest? But, if someone you know who is "into it" says THIS is the greatest, you tend to give it a second look. If you have a friend who has similar taste in movies, you'll tend to follow their lead on a recommendation.

Scott Atherton nailed it a couple of years back when he described the scene on the starting grid when fans are allowed there pre-race. I paraphrase, but Scott noted that invariably there is always some guy out there on his cell phone calling someone and saying "dude.. you won't believe where I'm standing!"

And that's it... that's the secret. Find ways to WOW your core market every time you show up. Send them home with their tongues wagging. Sure, the racing should be enough... but you know what, it isn't. Not for everybody. People spend their entertainment dollars carefully... they have choices. In the end, they want fun. When things cease to be fun, they'll march with their wallets onto the next fun thing.

But to me, the mission is simple (not that the method or process is simple) .. the marketing focus... the mantra if you will... WOW the fans. Do things that make the fans tell their friends... "DUDE... you won't believe......"

Just my opinion.... I could be wrong.

From one airport delay to another....but I am getting closer to home...delay in Richmond caused me to miss my flight in the Windy City, so now I am in this lovely 'quaint' airport for 3 hours....but alas, not all is bad, as I just had a 'fully loaded dog and beer'!

Speaking of beer, and although many a moon ago, remember the days of Lowenbrau, Miller, Budwiser.....as sponsors of the IMSA GTP glory days? How about 7/11, NTW, Red Lobster, etc.

My point Todd? There was a time when IMSA was (as it is now) on the cutting edge of technology and fuel useage, aka relevant, and obtained sponsors the fans could relate to....

There was a time, when I as a fan, could purchase a Year In Review Book.....a time when getting gas on the PA Turnpike, a fellow traveler walked over to comment on my IMSA sticker....as he was a huge fan of the GTU racing....

Again, how many times can you count in the last month or so, where you found yourself in a conversation about racing, and immediately had to stop and inform, there is more to racing than NASCAR!

The Series has done and is doing well (even with my incorrect comment of TV ratings...missed that one) on many fronts, but is also missing the opportunity (again?) to finally break out of the "sun will shine brighter tomorrow" and "if you knew what I knew....."

Fans have been blasting away with critical comments for the entire racing season....again, in the big scope of the success of the series, so the food ran out at PLM.....so the food was cold and soggy....so a few die hard fans miss the jumbo tv screens.....it is just the fans....but when you have Robert Clarke make comments of 'concern' on plans (or lack there of) for the series.....is the snowball starting to tumble down hill already?

The ALMS has its hands full...no doubt....and reading the recent Racer Magazine- on the plane- (btw, nice pictures again to R. Dole), cold food and no big screen tvs is the least of their worries...and there is only so much resource they can direct at all the problems....but there are some 'low hanging fruit' issues that could be resolved right away....Yet, the ALMS continues to under-achieve in marketing/growth areas and the slogan of "For the Fans" has been passed faster than a Daytona Prototype testing at Sebring!

Off to more food............

Ken, you are correct about those past sponsors. And then, they left. Where did they go? NASCAR. Why? As JT said, the eyeballs and associated numbers were far to great to over look. So the privateer teams stepped in so they could keep racing and starting spending their own dollars.

As to what those teams who do have sponsors can do, I say maximize your relationship. Be it a self funded effort with your company on the side or a true marketing partner from outside the team family circle....maximize it.

To wit, and I am not picking on any one, but look at teams that have some sort of relationship with a company and if you didn't hang around the ALMS paddock you would have no clue.

When was the last time you stopped by Jimmy Johnson's house, errr, I mean Lowes, and saw anything about Fernandez and Acura? Never.

Been to a Kinkos or UPS store as of late. How about that nifty Penske DHL dispaly. Oops, there isn't one.

Did you get a Michael Lewis autographed poster when you bought your wife a Jean Richard for Christmas? Didn't think so.

How about that recent trip to GNC to pick up some Muscle Milk? Cytowho?

I am not trying to be a smart aleck, but teams can do their part to help with the exposure. Some teams need better web site content management, press releases sent out in a timely manner, do something to get their funding partners involved.

Often times the little details are overlooked for what is perceived as more important items. What tires? What engine supplier? Schedule and logistics. Setup...testing...rebuilds....all key ingredients for certain. Just like exposure.

How many teams have someone that tends to these exposure things? Very often none. Plenty of wrenches, a team owner or two, three drivers...but no one minding the store if you will.

So many pieces of the puzzle.

Part of my travels this week was working on a current RFP and how two transportation companies may play a role. Those being FedEx and DHL.....Looking for anything, and I mean ANYTHING ALMS related with DHL, found none, and in fact, the person I was working with yet again, thought racing was everything NASCAR. So I pulled up some pictures from Sebring with this 'silly sponsored DHL' race car and the guys eyes almost sprang out of their sockets.....quote: Holly ****, that's a bad ass race car...."

So I agree, the teams carrying the sponsorship, as well as the sponsors, can do more....I was not there this year, but wasnt there a demonstration of a pitstop at a local Lowes? And besides the team, and a few ALMS folks the turnout was....well....the team and the ALMS folks?????

Back to my low hanging fruit comment....there are 'things' that can be done...now.....right now....to add to the excitement for the hard core fans of the series.

And I know this is a broken record for me, but please, how difficult is it to have a year book? This is not rocket science here....

I know of at least two people, with assistance from others in the media covering the ALMS could have a year book done...in the can....within 25 days of the last race......

Sad...and NOT world class...again, the ALMS is in the office and working hard, but are they really listening to what the fans and now, Acura via RC, are saying?

Another good example of perhaps being out of touch, the ALMS's website and forum.....it was a complete disaster all year....It clearly is much better now, but what took so long? Again, there are many other examles of low hanging fruit....

But hey, things could be worse, you could have your third flight of the day cancelled and now waiting on stand by to get home!

Merry Christmas from American Airlines!

Well, I assure you they are NOT asleep in Braselton. And, while it's difficult to argue some of the points made here, there are the realities of budget and staff. And... sorry to say, they are real.

I'm a bit uncomfortable playing Monday morning quarterback. And, to be sure, I want to be part of the solution... not part of the problem.

I think there are some marketing ideas that don't have to cost money... or at least can be leveraged through relationships and based on an exchange of value.

I just get uncomfortable being critical when I know how hard these guys work. I know the challenges and the constraints.

If I had one suggestion it would be that they find a way to harness the talent that wants to help. There are so many gifted people that would contribute EFFORT ... not just air ideas or suggestions. I know for a fact, there are people that would CONTRIBUTE.

JT

I agree JT, there are a lot of hard working folks all over the paddock. I guess as a fan I just wish we, the sportscar crowd, were able to harness all of that energy and positive thoughts and take over the NASCAR aisle at Wally World. I want it all for us.

My thoughts were not intended to offend but rather state that as a fan I want our folks to be able to get a piece of the action that seems so prevalent to other forms of racing.

You know me, plenty of energy, just need a leash once in a while.
T

Well, there's that old aged adage... "be careful what you wish for." I'd suggest there are some old-school NASCAR fans that long for the days when their "sport" of choice was a great weekend at the races with family and friends.

Keep in mind, with that growth comes a downside. We already deal with gouging hotels... but demand drives the economics of things. Let's not forget how we all relish the privateer efforts. Increased interest will up the ante and the price of admission.

Now, that's not to say that I don't want growth... but I think I'd prefer controlled growth that will see the sport onto solid ground with a healthy future.

You know, as popular as Trans-Am got during the hey-day of the pony wars, when the manufacturers left, it wasn't long before the series became an empty carcass. I know other things contributed to that.... but I think you see my point.

JT

Explosive growth? I do not think that will be an issue anytime soon....but what can happen soon is the 'low hanging fruit' marketing opportunities....

Year Book In Review for example....

I got your low hanging fruit, buddy. LOL

I understand your point about a Yearbook - BUT... I also understand the challenges behind doing a book the way people would expect it. I think the book that can be accomplished, honestly, is NOT the book people want. And, to do the book people want (and a book that compares to other Series yearbooks out there) is a big undertaking and an expensive cash outlay. To be fair, they really need a publishing partner to manage it properly. People want an 11x14 or so coffee table book with all the stats, all the facts... and of course great photos etc.

Utilizing the print-on-demand technologies I've used in the past would not be cost effective for that type of book. Getting the cost down to where there is enough margin to have book distributor's resell the book to book stores etc. etc., you'd need a full print run in order to get the price competitive. And frankly, they don't sell well.

It'll come.

Now... about those forum hats. LOL

".... uncomfortable playing Monday morning quarterback. And, to be sure, I want to be part of the solution... not part of the problem...."

While I appreciate the reasoning behind this and similar comments, there is a time in any organizations life cycle, where the lack of the Jack Welsh mentality, will cause ultimate failure.

There are many great things going on with the ALMS and IMSA, too many to list; however, there are several issues that need addressing now....right now, and by not doing so, will continue to have the same problems/issues for years to come.

Hey, I am not saying everything is gloom and doom, but wouldn't it be great to talk about a 'new issue' vs the same one year in and year out?

Sure, some of the bigger issues, require HUGE amounts of cash/capital and will take time...ie. Series Sponsorship, Better TV Package, etc...but again, there are others that can be knocked off the tree right away.

And JT, if your stance (recommendation) for 2008 should be to "WOW the fans..." shouldn't the ALMS be doing things right now to 'WOW the fans'? I am sure we all could come up with several WOW features.....

Current race Schedule? Hell, besides Sebring, since the majority of the races will be taped delayed in 08 and most likely more of the same 'chop shop' broadcast to educate new fans....why not change the length of more races to 4 hours? Why not have the races start later so they end at dusk? Havent the fans be asking for this?

To end, I realize I am just a fan looking in, and my zeal for the ALMS may cloud the magnitude of the issues......but again, I go back to RC's interview.....and is the ALMS listening?

Happy Holidays Everyone!KM

I agree with John and the "guess what I ____" factor. The ALMS has plenty of that when you go to a race. Getting inches from the cars on pre-grid, grid walks (the pit walk on Thursday at Utah was great as the crowd was low. Some teams did pitstop demos, then the infamous dust storms), Accessible drivers, etc... I sure wish...like many others that they would bring back the big screens, it makes it so much easier for a fan to follow the race.

The one thing they need to do a better job is take advantage of is the uniqueness of Le Mans style racing...i.e. racing into the darkness. They need to figure out how to effectively bring that to the TV audience. Maybe a couple cameras to catch the 'cool-ness' that is racing into the night. The backfires, the red hot rotors, etc... People see my shots of the night stuff and are wowed...that needs to be conveyed over the TV broadcast.