From HERE to THERE –The methods to get you from an idea to a reality APBA National Promotional and Marketing Committee

Staying Relevant While

Not Racing

Race and event calendars peppered with the words canceled, postponed, or rescheduled after the date, have become a universal fact. One motorsports facility has simply described their listings as “empty.” Questions concerning the opening of outdoor events, along with the requirements for varying locations, meeting CDC compliance, and the regular business of race logistics and funding, remain. Sometimes the future appears as bleak as a January landscape in Siberia.

Staying relevant when you cannot race is critical to the survival of your event. There are marketing tools that can keep a positive focus on the future. We have listed a few easy to employ strategies that may help you produce and market a race later in the fall or provide the base for 2021.

Say Thank You Right now, you need to reach out to your past sponsors and supporters with a thank you letter. By thanking them, again, you are also reminding them of their part in your successful event. This crucial step opens the door for new contributions. Be sure to include your revised plans.
Best Use of Social Media Creative social media is essential.
1. Maintain positive interest through a review of your past races on your social media platforms. Keep the posts short, include photos, and stay professional.
2. Now is the perfect time to consider an Instagram account. This platform delivers a massive audience because it is visual. Involve your audience, give them a racing experience via photos. Action shots, candid, up close, and exciting can help your fans remember past events and allow them to visualize the future. Ask for “likes” and encourage comments, shares, and reposts.
3. Keep your Facebook page as current as possible. Deliver updates factually without dwelling on the negative aspects of date disruptions, postponements, or cancellations. Using the same ideas as mentioned for Instagram, make sure that your included photos are clear, in-focus, and exciting. Keep your fans informed.
Internet Web Presence If you do not have a web site, develop one. A dedicated site gives you the ability to provide in-depth information, access to local hospitality resources (hotel availability and restaurant locations close to your event), and an arena to provide sponsorship benefits. The cost is reasonable, and there are plenty of programs to help you build and maintain a respectable and professional appearing web presence.
Traditional Media Resources Media releases to your local and regional outlets will serve as a reminder that you are a viable part of the community. Your distribution list should include all print outlets, radio and television stations, local cable sources, Chambers of Commerce, city and county officials, and your local and regional Convention and Visitors Bureaus.
1. Submissions must be factual; excessive and exaggerated claims indicate to an editor that you are not serious and that your event is not worthy of coverage.
2. Include photos, which must be in an acceptable file format, either png or jpg at a 300 dpi for print, and at least 97 dpi for web use.
3. Be sure to include your sponsors in the release.
4. Remember that almost all traditional media resources also have an Internet presence.
5. Develop partnerships with your media. Offer logo space on your web page, promise to “like” and “share” sports media posts with Facebook and Instagram.
Reassurance and Cross Promotion This is the time to work with all of your permitting authorities. What is acceptable in one location may not be permissible at your venue. Stay current with all CDC guidelines, check with the local authorities to see what permits are needed, what requirements must be met, and all of the deadlines. Some federal regulations have changed, including U.S. Coast Guard applications. Once you have ascertained that your race will be in compliance, and permitted, make sure that your fans know what you have accomplished for their safety. Publish the critical information that spectators will need to attend and enjoy the excitement of the race. Cross-promotion throughout all media platforms is essential, and requesting that courtesy from your media partners as well as other local events moves your positive message forward.
Staying Positive If you cannot produce your race this year, you can still provide the foundation for a future event with notices of date changes, new activities, and sponsor mentions. Even “bad” news, when properly announced, can be positive. Keep your explanations simple and end the difficult information on a positive note with a focus on your new dates or schedule.

Additional Help and Resources — Do you need help? Do you need more information on how to create a media release? Can we help develop a marketing plan? We are an email away, and the services are FREE; it’s part of our effort, through APBA’s Promotional and Marketing Committee, to get you from HERE (an idea) to THERE (a successful race) even in difficult economic times.