How do I approach potential sponsors at trade shows like SEMA or PRI?
Answered in: 2024 Motorsports Sponsorship Summit Part 1The Answer
Don't walk into a booth and immediately ask for the marketing director to hand off a deck. Instead, research attendees beforehand on LinkedIn, know what they look like, and schedule meetings in advance. When meeting someone new, give a genuine compliment to disarm them and start a real conversation. Look around the booth first to understand their current initiatives, then ask about products you haven't seen before. Consider approaching during setup day before the show or teardown day after, when representatives are less busy. Bring business cards with a QR code linking to your sizzle reel rather than large bound decks that will get thrown away.
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2024 Motorsports Sponsorship Summit Part 1
The panelist sessions of the 2024 Motorsports Sponsorship Summit (January 13, 2024) — nearly four hours: 1. Why Brands Sponsor — Sara Henning (ITW — Fast Orange & Spray Nine) and Eric Seibold (ITW Permatex). 2. Finding, Signing & Renewing Sponsors — Paul Doleshal (Toyota) and Kathryn Reinhardt (Hemmings). 3. Networking, then Decks, Proposals & Proof-of-Performance Reports — what each is for and when to send it. 4. Creating Value thru Social Media. 5. Generating Publicity for Yourself & Your Sponsors — Dan Schechner (Top End Consulting, former Editor of PRI Magazine) and Stuart Rowlands (Stuart Rowlands PR). 6. Diversify Your Program — Antron Brown (three-time NHRA champion) and Andre Jackson (Toyota). 7. Youth Sponsorships & Activations — Kevin Miller (USAC). 8. Motorsports Marketing Across Multiple Brands — Al Rondon (Coca-Cola) and Tony Merritt (Stanley Black & Decker).
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