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Race Reports
35 Racers Grab the Inside Line on Marketing
By Jeanne Harper
On April 8, 35 drivers and team members avoided the paddock and track areas at Altamont Motorsports Park.
Instead, notebooks in hand, they took places in classroom-style seating in the facility’s Skybox Suite. Why?
These racers became participants in Altamont Motorsports Park’s first Marketing Workshop for drivers and
race team owners/members.
Joined by NASCAR’s Mike Verlatti and Becky McBride, and Altamont Motorsports Park’s Marketing Manager
Jan White and Race Director Al Gonella, Kenny Shepherd led the morning workshop. “Developing marketing
skills can make such a difference in the success of a race team,” commented Kenny. Kenny, of course, is a
driver (now President and General Manager of Altamont Motorsports Park) who brings first-hand experience in
successful racer marketing into the discussion.
Why do you want sponsors? How do you get sponsors? What’s the difference between getting sponsorship and
partnering with a sponsor? Overall, the day’s session provided answers to these and many questions, and the
35 attendees had quite a few. Following the presentations, attendees walked away with information about the
NASCAR Dodge Weekly Series marketing approaches, including demographics for the series as compared to
other NASCAR event fans. Kenny provided them with Altamont Motorsports park demographics that the teams
can leverage when making presentations to potential sponsors.
Altamont Motorsports Park sends special thanks to NASCAR for the great support provided this event, and
especially thanks the 35 attendees for taking time to focus on this new way of grabbing the inside line.
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