What is the best way to network and meet potential sponsors at industry events?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
Don't pitch or hand out proposals at trade shows - sponsors are there working to sell to their retailers, not to be sold to. Instead, use events to learn: observe what products brands are pushing, what marketing trends are emerging, and where opportunities exist. Meet people before or after the main event - during setup, breakdown, or at after-parties. Be a 'center of the room person' who introduces yourself, gives compliments, and starts conversations rather than hiding in corners. Research people beforehand using Google and social media so you know what they look like and can find common interests. Ask for introductions through mutual connections rather than cold-calling. Build relationships by providing value first before making any asks. Consider volunteering at causes your target sponsors support to meet them in non-business settings.
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2023 Motorsports Sponsorship Summit at Mechanix Wear
Recorded live January 7, 2023 — six sessions in three hours: 1. Why Brands Sponsor & How They Calculate ROI — Alex Striler with Ben Dolan (VP of Marketing, VP Racing Fuels), David Cardey (Sales Manager, Eibach Springs), Jackie Donahue (Group Marketing Manager, NGK Spark Plugs), and Jesse Spungin (President, Mechanix Wear). 2. Promoting Yourself & Sponsors Thru the Media — Tony Yorkman (Marketing Director, Team RTR), Megan Meyer (NHRA champion and founder of Driven By Social Academy), Dan Schechner (Editor, PRI Magazine), Don O'Neal (Racers in Rental Cars podcast), and champion drifter Vaughn Gittin Jr. 3. Activating at Events to Increase Brand Value — Alex Striler with Kevin Miller (CEO, USAC), Matt Martelli (CEO, Mad Media and the Mint 400), and Dan Dennehy-Rodriguez (SCCA). 4. Creating Decks That Attract & Writing Proposals That Sell — Alex Striler, Tony Yorkman, and Megan Meyer. 5. Finding Tire and Wheel Sponsors — Tony Yorkman with Chris Meyer (Senior Marketing Specialist, Maxxis), Brian Henderson (Wheel Pros), and Michael Mathis (CEO, Atturo Tires). 6. Networking and Meeting New Sponsors — Alex Striler with Kathryn Reinhardt (SEMA board member), Travis Clarke (SVP, Wasserman), and David Morton (Fifth Third Bank).
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