How to get and keep Sponsors and Build a Fan Base

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Obtaining Marketing Partnerships (aka: Sponsors, Race Fans & PR contacts) can be difficult.  Not Rocket Science engineering or Harvard Master’s Degree difficult.  But difficult in that good PR and a hardship economic market together with a large pool of equally talented and deserving drivers are vying for the same thing that you want…. which is in limited quantities. 

Their Race Support.

The challenges of racing go beyond on-track driving techniques and race equipment output.  A large collection of trophies or anticipated victory laps while holding the checkered flag don’t guarantee the resources needed to fund and support a Race Team year after year. 

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Media Coverage and a good size Fan Base are two elements that are needed to entice, or peak the interest of potential Sponsors and turn them into long term Marketing Partners.  Being successful in these areas are just as important as having good race results at the track to gain effective ventures and attract and keep sponsors. 

Media coverage is how you gain a fan base, a fan base is how you gain a sponsor, good driver PR marketing is how you gain media coverage….. it all goes together and is a total skill set that should be learned early and fostered regularly.

This requires a parent’s approach to driver marketing to be very professional with consistent content management by way attractive website, weekly blog posts about the sport, driver, race team or special cause, Social Media posts and management as well as regular Press Releases.  All of these are needed to gain the elusive media exposure by getting the attention of reporters, editors, talent booking agents and race show hosts to have articles and blog post written about our drivers and interview guest spots scheduled for racing podcasts, radio shows and TV specials.

[su_quote]Being successful then requires another set of skills to be developed by the driver by way of media coaching, but we’ll save that for another article.[/su_quote]

Right now, the drivers are learning a new sport or acquiring new skills in higher level divisions but still in the throes of their Driver Development Program that is running concurrent with the parent’s, okay Dad’s, new role as Crew Chief and the learning curve that comes with that job at each level.  Suffice it to say the PR Representative job duties usually falls on the Race Mom, at least at some point in time in the young racer’s karting career. 

Good PR takes the same discipline and dedication as you would give to coaching or racing at the track in an effort to have positive race results.  Simply winning races and building up a collection of trophies will not make your driver a success in the long run nor are they a given for ongoing winning results over time. 

Drivers and Race Teams (aka: Parents, Pit Crews, family and/or friends associated with the child’s racing) must present a professional and business approach while being engaged and disciplined as they create a complete and competitively attractive driver marketing package for potential sponsors and fans to get them to join your team and fund your racing venture.

[su_pullquote]NOTE:  Parents must be beyond reproach and are fully responsible for a driver’s reputation, not to mention the overall team’s image. This means following the rules of the game, no negative banter or online ranting or competitor trash talking in the pits or on Social Media. This again goes to the entire pit crew, family and friends who are part of the “Team” and represents the child in their racing efforts.[/su_pullquote]

Although there is no foolproof method to securing a sponsor or gaining fans, however having a good online reputation in addition to a positive sportsmanship behavior and character traits at the track are essential elements for obtaining these vital marketing partnerships.  Fans and sponsors are a vital part of every driver’s Motorsports career and the longevity of the race team depends on them.  They are an asset to future sports teams and ventures as well. 

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Proper communication is also critical with use of proper grammar, correct spelling and punctuation with regard to blog and social media posts, press releases and emails sent out when making driver or team announcements, giving race reports or event recaps, shoutouts to sponsors or company and product endorsements, or recapping a race season. (For example, don’t use slang on Facebook and limit abbreviations on Twitter and don’t overuse exclamation marks.)     

Most racers (and parents) have and will ignore this time tested and proven advice and either being negative and careless with remarks or flat out use online bully tactics to get the better hand (or even “get even” with) of a fellow competitor, venue owner, event promoter or track official.   This is almost never going to end up having a positive outcome for the driver in the end.  While some “Bat shit crazy” moments or outbursts at the track can every now and then be overcome with sincere and remorseful behavior modification, the internet has a history of recycling the negative eruptions and online drama because once it’s out there it never goes away…

…and that’s when a potential or future sponsor will come across it and turn away a deal that they otherwise would have made with your driver/race team – or the potential fan that saw you at the track or at a driver’s appearance and goes online to learn more about you only to find they don’t like what they see…

These Race Teams (pit crews, families and/or parents) who don’t learn early that poor behavior and bad sportsmanship qualities, in person or online, can and will devastate a driver’s race career in the long run.  Most of these “Racers” will likely struggle to move past the first round in the sponsorship phase and most will never make it beyond karting in their motorsports quest.   

However, if they do happen to secure a sponsor or small fan base in the beginning or early stages, the negative traits and poor sportsmanship qualities will inevitably rub off on the young drivers and create permanent and long-term bad habits that almost always guarantee failure.   The negative, “I’m-better-than-you-and-I’ll-show-you”, attitude will eventually create an entitled kid who thinks the world owes them something; or that they deserve to have it all because that’s the behavior they’ve been taught regardless of having to ‘earn it’; or they’ve been lead to believe they are the next Jeff Gordon, Dale Jr., Jimmy Johnson or Danica Patrick – so they are justified in the otherwise poor behavior. 

Warning: this entitled outcome doesn’t always come from negative behavior or actions.  The best-intentions of a parent to “brag” on their child can have a damaging effect when the race results that are being applauded were in fact not honorably earned.  Such as when a driver is the only one in the class, or the class size is on average very small with good odds of a win by just showing up; or when the driver is dominating the field because they have long mastered the skill sets of the class and need to move up to the next higher level but are kept back just to rack up easy wins against less experienced drivers. 

The last example happens quite frequently and can make for a deceptive race resume or website presentation and result in acquiring unsuspecting sponsors.  But the blinders will eventually come off when they catch on to what is happening based on other race reports for the same event or series.  They have a vested interested in keeping up and staying informed so they will eventually come across a track or promoters official weekly race results report online or a series’ blog article that lists the drivers’ standings or rankings.  The sponsors and fans will put two and two together and realize that the PR posts were highly exaggerated and nothing more than a boastful and gloating parent attempting to make their child look far better than they are, or deserve to be.  

If you are reading this post to learn how to gain sponsors and build a fan base, I encourage you to NOT be that parent.  Take your PR responsibilities seriously.  Look at it from a Coach’s or business perspective and be honest and modest, and always report facts and events with the Motorsport’s sportsmanship that is becoming a Race Car Driver.  In the end your reputation and overall success will benefit far more than the limited ego boost you may gain by otherwise placing blame or dogging a competitor or official.

I assure you that it can be just as easy for a “Hard Charging” Rookie driver [with used race equipment and a hand-me-down race suite that shows up in a small flatbed trailer, but has all the passion and dedication to the craft that a National Champion has] to get a sponsor and develop fans because that driver shows grit and determination to perform and to improve with each race.  He wants to demonstrate his skills for the crowd and put on a good race show along with, not in despite of, his fellow competitors.  The thrill of a position swapping, back-and-forth duel with a drag race to the checkered flag on the last lap is what real drivers want and can’t wait to talk about in their PR recaps – those are type of races that the fans enjoy the most and walk away from feeling completely entertained.

Even the underdog story with heart-break losses, or a string of bad luck races for most, or all of the season can be endearing if the driver comes away with a positive attitude and looks at the bright side to the race – and who can give an entertaining race report with a thrilling recap of events that catches the reader’s attention. That is the driver who will be seen as a better representative for a sponsor’s company or the product brand ambassador. That is the driver who will win hearts and have more fan page followers, blog subscribers and post shares – and full circle, those are the things that potential sponsors will be looking for.

It all boils down to how your driver and the rest of the race team communicates and presents themselves at and on the track, as well as in the online racing community.

You can hire the best racing PR Firm to beef up your releases or develop a top-notch driver website with all the fancy bells and whistles, but if your “Spirit and Intent” or Sportsmanship are lacking then you will be at a huge disadvantage because the shiny newness gets old when repeated mindlessly with no real compelling story to back it up.  Checkered flag finishes and Championship Titles may look good on the race resume, but it’s how you got them that tells, and sells, your story – and a captivating story is what sells a driver and makes for the best PR.

So, your objective and goals should be to promote the unique skills and traits that fans want to get behind in their drivers (like a worthy cause you are racing for, or a new professional skill set that you recently acquired and are now “Known for”) – And for sponsors it’s what they can leverage to improve their businesses, sell their products, and/or build community good will – whatever their ROI goal is, because remember, not all sponsors want or need the same thing. 

It’s not about you want, but what they want from you.  It’s time to get creative and think outside the box – be different and exceptional.  Racers who are likable get the followers on Social Media and readers on their Website Blogs.

  • Offer to do driver appearances;
  • Host their top employees at the races;
  • Give thank you cards mid-season with a race season review style newsletter (and post it online).
  • Offer Sponsor shout-outs every chance you get – ask the track to have the PA System for a minute at intermission and talk about your sponsor – and LIVE Facebook it!
  • Have a banner made with their logo and display it at the track.
  • Show up at their business to give them your last Checker Flag and dedicate the win to them.
  • Host Fan Experiences – at the track, a local restaurant or on Social Media – have a contests or trivia game and give-away t-shirts or autographed Hero Cards.  
  • Include a special dedicated Fan Page on your website and give shout-outs to loyal fans.
  • Be inviting at the track and talk to everyone who comes by your pit.

Fans and sponsors want to align and partner with Drivers and Race Teams that make them feel and look good.  It’s all a part of PR promotion cycle – aka: The Driver Marketing Program. 

In racing you are only as successful as your Marketing Partner’s success.  Understand that providing sponsors with what they need (ie: new customers, profits, exposure, good will) and fans with what they want (ie: a good race show and a feel-good driver story) will in turn get you what you need: support for your racing!

Remember: It is NOT all about You!

So, use those race reports, blog posts, photo shoots, kart exhibitions, sponsor shoutouts, fan experiences to show that you are not an ungrateful driver.  Your exposure will be very telling based on your efforts and your Sportsmanship will always show your true character.  You must put forth the effort, be humble, show discipline and keep the Spirit and Intent of racing with the respect for Motorsports at the for front always.  Unfavorable race results are expected and inevitable – it‘s how you handle yourself in actions and communications that will determine how successful you will be in the long run.

Consider this PR lesson as part of your overall Driver Development Program.  You owe it to yourself, your fans and your sponsors to get it right.  You have a dream – and they are putting their faith (and money) into that dream with you and your racing venture.  That dream of going “Pro” someday will require extreme professionalism and discipline as well as big budget funding from sponsors who will demand large fan bases, and a lot more than just a sticker on the bumper of the race car. 

Start now to develop the right skills and good habits.  One more time: “It’s not about You”…..

When you understand how PR and Driver Marketing works and you chart your course early – know here you fit in in the “sales funnel” of Motorsports – then you will learn how to work those leads into sales and gain your fan base in the process.  That will be how you measure yourself as a true Race Professional and be an asset to your Race Team – now, and long into the future.

Be grateful that you get to participate in and enjoy this wonderful sport of racing.  The future of Motorsports depends on your success.

 


Now it’s your turn.

Let me know what you think about this article.  Do you have any questions?  Need some advice on what to do next?  Leave me a comment and let’s talk about it.

Top 10 Personal Branding Tips I Found online

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Here are the top 10 Personal Branding Tips Found on the Internet

Personal branding is becoming one of the most important topics among designers and entrepreneurs. By having a strong and well-known personal brand it is much easier to sell products, win friends and influence people. If you want to start shaping your personal brand these 10 tips are definitely going to help you get going on the right track.

  1. Start with “Why?”

For the very beginning start with defining why you are doing what you are doing. According to Simon Sinek, a NY Times bestseller, “People don’t buy WHAT you do; they buy WHY you do it.”. The concept is very similar to a well-known “vision, mission and values” statements. By defining your personal why, how and what you will be able to express and reflect your intentions much easier in everything you do. For a better understanding of the concept check the video on TED which has been viewed more than 11 million times.

  1. Define priorities in your personal and professional lives

Take a notebook or a piece of paper and write down your personal and professional goals, short and long term. List as many goals as possible to clear up your mind, list even those that you think are unrealistic or impossible. After that try to group these goals into two groups: personal and professional, or life and career, doesn’t matter how you call them, you got the idea. After that try prioritizing these goals, you have to understand that the first goal is the most important and will take the most of your energy and time. These two groups of listed goals will allow you to focus on the most important things.

  1. How are you going to help others?

Answering this simple question will allow you to understand why people are going to “buy into” your Brand.  Most people only care about themselves. Help others and others will help you.

“You can have everything in life you want, if you will just help other people get what they want.” – Zig Ziglar

  1. Get interested in other people

If you will be genuinely interested in other people’s lives, hobbies and their beliefs you will find out new things that will inspire you and make you a better person. Your personal brand will be perceived as more humane and welcoming by just asking “How are you? What you’ve been up to?”. Taking a note to yourself will help you to remember things for the next meet up. In this way you will establish a closer relationship with any person you communicate to.

Join the “Racing for a Cause” initiative and chose a charity to support!
  1. Always be open and positive, leave criticism to yourself

Nobody likes judging. Actually it is one of the biggest fears people have, being judged by other people. This is what stops most of us from doing what we like, because we are afraid of failure and being judged.  (I am guilty of this!)

  1. Learn and teach

Nothing creates a better following than teaching what you are learning. In this way you learn more because you have to break down the things into small pieces to make them understandable for others. Teaching is also a form of giving back to community. Sometimes you think that you don’t have anything to teach but there are always people interested in what you do.

Inform & Share [/button]“]Be a Racing or Crew Chief Mentor!
  1. Create a blog/website and start writing

Blogging is probably the best way for self-branding online. Writing your thoughts, sharing your experiences and helping people through your blog will help you build awareness of your personal brand and will earn credibility and trust among your followers. Starting a blog is so easy that you can start up in a few clicks, for the very beginning try wordpress.org and purchase your Domain Name and get hosting at Bluehost.com.

  1. Get involved in social media

Don’t just sign up and be there. Get involved in conversations, be genuinely interested in what people do, help others if you know something valuable. Contribute to (racing) community, first give then take.

  1. Share your ideas, success stories, keep inspiring people

Inspire people by sharing your ideas and success stories. Share inspiring quotes, articles or books you’ve read. Help others by revealing your way to success. Don’t keep everything for yourself.

 Request to Join the Executive Speed Marketing (private) Group Page on Facebook to chat with other Team Parents who are trying to also launch their child’s Motorsports Careers.

  1. Dare to do something differently. Fail. Learn. Repeat.

“If you learn from defeat, you haven’t really lost.” – Zig Ziglar 

“Use Failure as a Learning Tool.” – Kelley Engstrom

If you really want to stand out from the crowd you have to do something different. By doing what others do you won’t become something more than others. This step requires courage because you will fail, will be judged by others. The key to success is not to give up, learn from your mistakes and repeat the process until you become the best person you can.

Seven Tips To Get Your Social Media Marketing Plan Started Right

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According to Tabsite.com, a leading website in online marketing,  you can effectively increase traffic, ‘likes’ and followers if you follow these seven tips for social media.

1. Post regular updates to your social media channels. Updates don’t have to be your own blog posts. They can be curated content like, industry news about your product or service, local events, jokes, positive quotes anything which would capture your audience’s attention.

2. Develop a style. Create a style guideline and have everyone posting to your social media network follow the style guideline. You want to use the same tone with all of your social media posts on each channel, even if you have more than one person posting on that channel.

3. Comment on other people’s posts and updates. Reply to comments on your own posts. Everyone wants to know they are being listened to and heard.

4. Give likes freely and praise generously. Acknowledge peer’s accomplishments.

5. Be helpful. Share information, recipes, job listings, tips and hints.

6. Connect with relevant pages and contacts. Connect with like-minded people and pages, businesses in industries whose customers have similar demographics to yours, and complementary businesses and pages.

7. Be bold. Be visible. Be public. Make sure your privacy settings are all set to public so that potential customers can see you on the search engines.

Using these 7 tips, you will be able to raise your social media traffic, website traffic and get more leads for your business.

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Branding for the Beginners

A beginners guide to branding your driver

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<div class="upfront-wrapper uinsert-image-wrapper c9 " style="min-height: 200px;" id="bind-33565"><img class="" data-url="{imageFull.src}" src="https://www.executivespeed.net/wp-content/uploads/2015/02/Brand-Building-Images-e1424293638706.jpg" data-verified="redactor"></div>

<div class="redactor-box"><div class="upfront-wrapper wp-caption-text c9 ueditable redactor-editor ui-sortable" style="min-height: 50px; z-index: 1;" title="" contenteditable="false" dir="ltr" placeholder="<p>Default caption</p>" id="bind-1355"><p class="">Brand Development</p></div><div class="upfront-wrapper wp-caption-text c9 redactor-editor ueditor-placeholder" style="min-height: 50px; position: absolute; z-index: 0; top: 0px; left: 0px; right: 0px; display: none;" title="" contenteditable="false" dir="ltr" placeholder="<p>Default caption</p>"><p>Default caption</p></div><textarea dir="ltr" style="display: none;"></textarea></div>

<div style="clear:both;"></div>

</div><div class="post-images-shortcode" contenteditable="false"> <img width="0" src="https://www.executivespeed.net/wp-content/uploads/2015/02/Brand-Building-Images-e1424293638706.jpg"> <p class="">Brand Development</p> </div><p class="">Brand Development&nbsp;is an essential foundation element&nbsp;to&nbsp;a&nbsp;comprehensive and&nbsp;successful to a&nbsp;Race Team's&nbsp;Marketing Strategy .&nbsp; The first step to Branding is choosing your Team's identifying trademarks.&nbsp;In addition to your race number, your primary and secondary Team colors along and the&nbsp;font(s)&nbsp;you choose for your number graphics for your&nbsp;race kart to the new custom&nbsp;Team signature&nbsp;logo&nbsp; to be&nbsp;used on&nbsp;all your marketing collateral,&nbsp;&nbsp;including but &nbsp;not limited to the driver's official Website and all Social Media channels. &nbsp;These&nbsp;are to be the first&nbsp;important&nbsp;branding decisions you will need to make for your race team.</p><p class="">These first executive decisions may seem small and often parents ask the child what's their favorite color or pick a number that you like. &nbsp;But I encourage you to take it a bit more serious because the choices you make now will stay with the driver throughout most of their early racing career. &nbsp;Race numbers and color combinations used for race graphics are&nbsp;permanently affixed to race equipment and&nbsp;trailers and team logos and custom image graphics used for websites and Social Media pages can be&nbsp;expensive and cost prohibitive to change in the near future should you grow to not like the choices you made. &nbsp;</p><p class="">Start with the <strong data-redactor-tag="strong" data-verified="redactor">race number</strong> since that seems to be the easiest call to make for most race teams. &nbsp;A lot of people will use the number of their favorite race car driver or another professional athlete. &nbsp;While others will choose their Dad or Grandfather's racing number if Motorsports runs in the family. &nbsp;Younger children who are given the choice pick numbers for a number of&nbsp;reasons less sentimental but become attached to them all the same. &nbsp;Kaley picked the number 6 when she started because she was 6 when she started in Kid Karts.&nbsp; Amber, our oldest picked the number 3 for Dale Earnhardt. &nbsp;Megan was our late bloomer and started racing at the old age of 14, well into her siblings racing careers,&nbsp;and she simply&nbsp;picked the number&nbsp;7 because it came after&nbsp;6, her baby sister's number and as long as it was bigger that was all that mattered. &nbsp;Keep in mind that this number will become part of your Driver's Race Brand and will likely be displayed on everything from the race kart&nbsp;to your team race t-shirts. &nbsp;</p> <img width="200" src="https://www.executivespeed.net/wp-content/uploads/2017/03/branding-color-wheel.png"> <p class="">Default caption</p> <p class=""><strong data-redactor-tag="strong" data-verified="redactor">Picking team colors</strong> can be tricky. &nbsp;There are a lot of factors to consider and usually has a different opinion about what would look best. &nbsp;Color seems to ignite some&nbsp;emotional responses and lively debates between everyone on the team with&nbsp;pit crew and family&nbsp;supporters wanting to give their&nbsp;2-cents on the topic. &nbsp;Everyone has a favorite color while&nbsp;inevitably someone else on the team simply loath and refuses to be seen in a race or crew shirt if that color is picked.&nbsp;&nbsp;</p><p class="">When selecting a color I know for most the top&nbsp;consideration is how will that color(s) look as race&nbsp;numbers or&nbsp;as&nbsp;my race&nbsp;graphics colors for my kart.&nbsp; But don't forget logos, custom&nbsp;graphic images on websites and across social media channels.&nbsp;Wild hues&nbsp;and crazy color combinations may look appealing in a&nbsp;design mock up being viewed on a digital platform such as your smart phone or computer,&nbsp;but once its&nbsp;on the track under race conditions, or under the lights at night, it become a big hot mess as it loses it's detail or is nothing more that a glaring reflector when the lights come on and on top of not being about to desire the graphics it is now a distraction to other racers due to the reflective glare. &nbsp;Your race numbers must be&nbsp;legible and easy to&nbsp;read, if they are&nbsp;not due to color choices (or Font designs)&nbsp;the&nbsp;result is&nbsp;your kart not being properly scored. &nbsp;Most track rules will cover this issue and ours is &nbsp;no exception. &nbsp;It&nbsp;mandatory for race numbers to be&nbsp;legible with&nbsp;color contrasting requirement suggested for this reason. &nbsp;</p><p class="">So ask to see a color sample in person and under various lighting conditions if needed to get an accurate assessment&nbsp;before choosing that special, one-of-a-kind&nbsp;color that you have your heart set on because no one else has it. &nbsp;I also strongly advise against going with some&nbsp;odd ball color combinations because suits your whim of being different and matches your over the top personality and you want to stand out in the crowd. &nbsp;I understand the desire to be unique and have something different or new, but you have to very real and ask your self: is this just ugly? &nbsp;If you are not sure, get a second opinion.&nbsp;&nbsp;&nbsp;</p><p class=""><strong data-redactor-tag="strong" data-verified="redactor">The experts say that</strong>&nbsp;your color combinations&nbsp;should&nbsp;be complimentary to to enhance&nbsp;Branding efforts and not distract from it. &nbsp;This business rule applies to drivers and is evident by example at the highest level of the sport with NASCAR drivers and Team Owner. &nbsp;Colors should be chosen with overall&nbsp;look being appealing to race fans and sponsors. &nbsp;&nbsp; Remember the whole point of building a Brand is for driver identity.&nbsp;</p><p class="">Finally, if you are brand&nbsp;new to Motorsports you should know that&nbsp;there are&nbsp;the racing myths and superstitions about certain color choices being bad luck. &nbsp;I've always heard that green on a race car is bad luck for example, but driver Cody Pound has been sporting the color green for as long as I can remember and it hasn't seemed to affect his performance.&nbsp;<br/></p><p class="">ProTip: A great "Color" site to test colors and get the hex numbers for is <a href="http://www.color-hex.coom">Color-Hex.com</a>. &nbsp;Be sure to make a note of your Hex Numbers that identify your colors that you painstakingly agonized over before coming to a decision. &nbsp;Your website developer&nbsp;and graphics designer will need those numbers for an exact match of&nbsp;colors. &nbsp;There are so many shade variations in the color wheel and you want to be consistently the same shade of blue, for example, from&nbsp;your Hero Cards to your chassis frame.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<br/></p><p class=""><strong data-redactor-tag="strong" data-verified="redactor">Now lets talk about Fonts.</strong> &nbsp;Again, another decision that if not carefully considered can wind up a regrettable hot mess. &nbsp;While your font choice may not develop into a cult following symbol like your race color will a good clean and easily readable font is the best choice to identify with your brand. &nbsp;I suggest sticking to Google Fonts as your source of choices to pick from. &nbsp;They are common and readily available to most designers, email marketing sites&nbsp;and are included with&nbsp;the&nbsp;PicMonkey website that I recommend using for creating&nbsp;&nbsp;your&nbsp;custom images. &nbsp;&nbsp;&nbsp;Avoid the urge to pick out something that looks like flames or has sharp jagged edges. &nbsp;You may think that your race numbers will look cool in that font, the truth is those designs make numbers very hard to read as they go flying by on the track. &nbsp;They also make it hard to read text copy using those types of fonts. &nbsp;</p><p class="">Test out&nbsp;your font choices out before deciding. &nbsp;Create a mock&nbsp;up flyer or custom image.&nbsp;Consider how it will look in the color choice you picked. &nbsp;Fancy scroll type fonts are hard to read when printed in yellow or light blue for example. &nbsp;The worst thing that you want to happen is to chose a font based on it's unique design element and again, you want something different out of the norm and while it may look descent on your computer screen, once converted into&nbsp;your Race Teams name in an over-sized custom graphic you had made for the side of your race trailer&nbsp;you find that it looks completely different larger than life and your race team name can't be read clearly. &nbsp;And if you can't read it, knowing what it says, how will it stand out and be recognizable rolling down the highway.&nbsp;</p><p class="">I found this wonderful blog site where she blogged about race track promoting and the content was very good with ideas that I found useful. &nbsp;I signed up to join her email list so I wouldn't miss new blog posts, but unfortunately lost interest &nbsp;and deleted the account after my second blog post. &nbsp;The font she choose to write the body of content in hurt my eyes and was difficult to read. &nbsp;&nbsp;</p><p class="">So keep that in mind as you narrow down your choices and before making your final&nbsp;selection look at it from a the reader's point of view. &nbsp;Is it easy to read? &nbsp;Does it look good in&nbsp;all size options?&nbsp; Does it enhance your brand image you're trying to establish? &nbsp;Is it too trendy and at risk for going out of style in the next few years?</p> <img width="300" src="https://www.executivespeed.net/wp-content/uploads/2017/03/manage-your-online-presence.jpg"> <p class="">Default caption</p> <p class=""><br/></p><p class="">This next section is what I consider the most important component to <strong data-redactor-tag="strong" data-verified="redactor">Brand identity – your online presence</strong> and the all important&nbsp;Social Media Marketing</p><p class="">You thought I was serious about colors and font choices, well this is next part is crucial for successful branding and goes hand in hand with your&nbsp;driver marketing&nbsp;efforts. Making mistakes here can can be irreversible in some cases because you are at the mercy of the various Social Media channels and they set the rules regarding how users can set up pages and utilize them. &nbsp;So follow the rules and set all your all your sites with your driver branding in mind. &nbsp;Once you set up a social media account and are given a customized url to help identify you, its pretty much a done deal so you better be happy with it.</p><p class="">So to start you will want to decide on the the name you will call your race team. &nbsp;Come up with a few variations because your final decision is dependent on the availability your name as a domain, or URL address.&nbsp;Once you have a few ideas to play around with go to&nbsp;webhost site you plan to use to host your website and do a domain search to see what is available. &nbsp;I use BlueHost.com. &nbsp;They have a free domain search engine so you can go and research without committing to anything right now.&nbsp;</p><p class="">Don't get overwhelmed and think that you have to rush right in and build a website the minute you finalize your team's name. &nbsp;You can take your time, the important thing and the step I encourage you to go ahead and take is once you found the domain name you are happy with and sign up with a company like Bluehost.com and go and purchase the domain to secure your desired URL Address.&nbsp;It will cost you around $15. The domain&nbsp;can sit there on web server until you are ready to take the plunge and start&nbsp;building it. &nbsp;In the meantime you can still set up your new email accounts using your custom&nbsp;new domain and start using in as your team's official contact. &nbsp;You will always want to use this specific email because it looks more more professional than using a Yahoo or Gmail account.&nbsp;&nbsp;</p><p class="">Next thing on your marketing to do list now that your website name is secured is to&nbsp;start "Claiming" that same name (aka: handle)&nbsp;for your social media channels. &nbsp;</p><p class="">Go to Facebook first as this is the most important channel to have for driver marketing and the one you will most often be using. &nbsp;You may already have a personal account that you are active on. &nbsp;If so, be sure to Like the KAM Kartway page if you have't already. &nbsp;We post almost everything related to KAM on our Facebook page and even our website blog post are automatically linked on our news feed. Something you will eventually want to do as well when you start Blogging as part of your content management.</p><p class="">Facebook has an active racing community with all the area tracks having Fan Pages as well as several special interest group pages that the community shares information on.​</p><p class="">For help in creating your race team's&nbsp;Facebook Page (formerly&nbsp;known as&nbsp;Fan Pages, but still catch myself referring to them that way), I have created a step-by-step blog post that is located on the track website at&nbsp;KAMkartway.com. &nbsp;Go the Blog menu and look for it in the list. &nbsp;If you don't see then simply search for it using the search button located at the top of the webpage.&nbsp;If you get stuck or have a question, please feel free to ask me and I will walk you through the process. &nbsp;Remember the most important part of your &nbsp;team Facebook page is in the&nbsp;name and once again you want&nbsp;your Facebook page to match&nbsp;your driver's&nbsp;Website page. &nbsp;For example the track's name, KAM Kartway was an available domain option&nbsp;so we&nbsp;obviously&nbsp;named the Website KAM Kartway&nbsp;with a matching URL Address of <a href="http://www.kamkartway.com">www.kamkartway.com</a>. &nbsp;Our track&nbsp;Facebook that was&nbsp;created was also&nbsp;named KAM Kartway. &nbsp;Facebook then gave me a customized URL address that matches my website all utilizing KAM Kartway to keep it consistent and identifiable and cohesive with our&nbsp;Track's Branding efforts.&nbsp;&nbsp; As simple as it may seem the effort makes it&nbsp;very easy to be found as long as you know our name. &nbsp;</p><p class=""><span>You will notice that I didn't follow my own advice because not all of our social media channels are called KAM Kartway. &nbsp;But in my defense I had to learn all of this on my own and started those pages while Social Media was just getting started. &nbsp;I have done a lot since then and always keep myself updated and educated on marketing and soical media trends. At least I didn't stray to far off course and our other social media handle is KAMKart. &nbsp;This actually worked out good because I can use the sites for our shop as well. &nbsp; So our Instagram and Pinterest page names&nbsp;@kamkart.&nbsp;&nbsp;Similar enough to still benefit our Brand identity.&nbsp;&nbsp;</span></p><p class=""><span>So go ahead and repeat the process with Twitter and Instagram. &nbsp;Pinterest is optional. &nbsp;Snapchat I'm not &nbsp;convinced will add any marketing benefit except to engage the young drivers who all are all about Snapchat.</span></p><p class=""><span>Finally you want to secure your name on YouTube. &nbsp;You will want to include&nbsp;Video marketing as part of your branding and overall marketing program. &nbsp;If video is something you haven't mastered don't panic, but do understand that it's considered a crucial element and will be a positive impact to your race team. &nbsp;In the meantime, you can still shoot video content by using Faceook's new LIVE feature. &nbsp;Your videos will be stored on your Facebook page and because I'm not &nbsp;a video expert myself, I don't know if there is a way to post them to a Youtube Channel.</span></p><p class=""><span>Regardless, it's great way to interact with family and friends who are not at the track but want to see your child race. &nbsp;As your child moves up having a record of progression will fun and if your consistent your Live feeds it is to start creating and building a fan base. &nbsp;The more views that log on to your feed the more interactive you can be as comments and reaction buttons are also post live. &nbsp;So if your fans have a comment or question during your Live feed you can see it and answer them in &nbsp;real time.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</span></p><p class="">Now that you have the main Social Media accounts activated your pages are completed with every customizable area personalized. &nbsp;Be sure to create appealing Custom Cover images and Profile Images. &nbsp;Use Picmonkey.com to create these and be sure to properly size them to they fit and the image is not cut off or too small for the area. &nbsp;Google "social media image size cheat sheet" find all the different sizes for each site. &nbsp;Even though the cover images and profile sizes vary from site to site which prevents you from using the exact same image, be sure to create similar images so the branding stays relevant and identifiable. &nbsp;If you need help with your image graphics because this is all new and you may not have a point of reference what to use or how to put it &nbsp;all together so that it looks good, just ask and I'll be happy to offer some tips to get you going. &nbsp;</p><p class="">Now it's time to start adding content to your pages. Remember that consistency is key to maintain interest and keep people coming back to more. &nbsp;This is a proven and the only way to gain Likes or Followers on your pages. &nbsp;For really young drivers, there may not be much post by way of Race Report Recaps, because they are so new and the focus is not on winning but kart handling and just being able to control the kart and keep it on the race surface not compelling or newsworthy. &nbsp; &nbsp;To keep the site from going stale while you wait for something exciting to happen that would be newsworthy, use the the site to talk about the behind the scene adventures that Dad is having as a new Pit Crew Chief and what he's learning with each race.<br/><br/></p><p class="">The Marketing and PR experts are always shouting:&nbsp;&nbsp;"Content is King!" So if you want to be success at&nbsp;Driver Marketing &nbsp;start building those good habits early and don't let your social media channels go stale.&nbsp; Don't let it be a stumbling block.&nbsp; It's important to have quality, interesting and compelling content for your Website (via Blog posts, race results, race updates etc.) and Social Media posts. &nbsp;Your family's new adventure in youth sports is has an appealing story since the sport is so small but everyone likes racing you have a built in interest factor because kart racing seems so exclusive and dangerous. &nbsp; Talk about it.</p><p class="">Another rule of thumb is that visual content catches more attention. &nbsp;So fill that feed up with with adorable pictures of your little&nbsp;racer in his driver suit&nbsp;or&nbsp;sitting in his kart about to take the track. &nbsp;Feel free to re-post anything I have on our Facebook page. &nbsp;</p>