The Race for Sponsor Dollars is On!
By Brian Mackey
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Rule Number One (Part 2)

A simple rule needs to be adopted by every professional race team today. Rule Number One: "We are in the business of marketing." Repeat: "We are in the business of marketing." Some may still believe they are in the business of racing; no, not any more. It's driven by marketing. Racing is merely the service a race team has to sell, an advertising medium for colorations to consider when advertising their business and influencing their customer. My advice? Get on this bandwagon or, as you might say, get smoked by the competition!

When one looks at the Oxford English dictionary, the term "marketing" is defined as the selling of a product/service in the marketplace. It is the most basic element in the business world. It is the lifeblood. The very health of a company, any company, relies on its ability to sell -- no matter what, no matter how, no matter anything else, sales are the bottom line. No sales, no business.

Yet it seems many race teams have failed to fully comprehend the meaning. Marketing is bypassed as a mere luxury. On the contrary, it is a prerequisite for success, a critical function for continued survival. It is as important as a good engine, a good car or perhaps even a good driver. All elements are important but without marketing, who is going to buy your service? Without marketing, the increased cost of racing will be paid by the individual willing to pay for it out of his/her own pocket. The shortfall from a lack of sales, i.e.: sponsor dollars, leads to deficit spending; not the ideal and most assuredly a finite strategy when racing. You'll race until the money runs out!

Beginnning (Part 1)

Investing in Marketing (Part 3)

Marketing Strategies (Part 4)