If you’ve spent some time visiting our website you’ll see that we have a fair bit of involvement in motor sports, including Superbikes, Dunlop series and Australia’s leading motor sports category: Supercars (until 2016, known as V8 Supercars). Over the years we’ve been involved in a number of ways: supplier, sponsor, corporate guest and as a fan!
The reasons we’re involved are simple – the events, teams and sponsors are competing for attention and they look to us to help them cut through with their branding, imagery and guest experience through our suite of custom branded products, such as flags, display systems and gazebos.
Our involvement from a number of perspectives has allowed some observations into the unique nature of the motor sports event experience, with some learnings that may be applied to your own business and interactions with your customers.
1. V8 Supercars is more than sport, it is entertainment.
Sure, there are a few races on over the course of a weekend, but there is so much more to an event. At any given race you’ll often find concerts, amusement rides, autograph sessions, freestyle motocross demonstrations, merchandise sales and more.
Lesson: What other complimentary products or services can you offer to your customers to add to their experience?
2. A range of options.
Of the thousands of fans that attend an event, a range of options exist for them to view a race. From general admission tickets where fans can wander around a circuit with their chair and secure a good spot on a bend, to reserve grandstand seating, private corporate suites and larger corporate functions both on and off the track. These corporate hospitality options usually include a comprehensive package of food and beverages throughout the day. The per head cost will vary from just a few dollars, to hundreds and even thousands of dollars for a ticket.
Lesson: Could you be offering different ways for your customers to consume or interact with your product? Could you be charging perhaps 10x more to a small portion of your audience for a more premium service offering?
3. Why people buy.
People support Supercars, and therefore attend the events, for a range of different reasons. The may support:
- The sport in general
- A car manufacturer e.g. Ford, Holden, Nissan, Volvo
- A team e.g. 888 racing, Ford Performance Racing
- A driver e.g. Craig Lowndes
Lesson: Do you understand why your customers support your business or products? Do you have a strategy to cater for each segment?
V8 Supercars provides (in our opinion) incredible access to fans, sponsors and corporate guests to engage with the brand through experiences such as:
- Access to the starting grid immediately before the races
- Hot laps in the cars with the drivers!
- Tours behind the scenes in team garages, podium, TV broadcast sets and studios
- Driver meet and greet events and autograph signing sessions
Lesson: How can you invite your customers into your world, whether it’s behind the scenes access or insights into the people that make your organisation great?
That’s four insights we’ve found, from spending a number of years around the sport. Many other sports also do a great job at looking after their fans and sponsors, but motorsport definitely offers some unique fan engagement propositions.
What’s your experience? Have you found any other great take-aways from other sports, or the entertainment industry that can be applied to business? We’d love to hear your thoughts.
Please comment below or send me an email to continue the discussion!
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