It's been really difficult to produce accurate demomgraphic information for rallying over the years, mostly because it takes a concerted effort to COLLECT the information in the first place. Most organizers have a lot on their minds, and - understandably - don't consider it a priority. The spectators are a particularly hard bunch to pin down, especially at Club events. I don't know anyone who's even TRIED to gather data for rallycross.
We could find out, for example, the demographics of license holders, but that's probably not what a sponsor - event or car - is looking for. He wants to know who RUNS and WORKS and SPECTATES these events.
I would be glad to gather, collate and analyze the data if we could gather it, but unless it's fairly complete and comprehensive (that is, it comes from EVERY event) it's mostly worthless. Anybody have any ideas how we could - short of hiring somebody - get accurate data?
Well, at the event level, you could offer a simple incentive (like a cool decal with a cool picture on it......like you, Bruce!) in exchange for taking 5 minutes to fill out a form response. You might get the decals (or whatever trinket it is) with a sponsor's logo on it, and then maybe they would contribute them for free.
Do this when they sign the waiver. Have lots of extra pens...
The demographics from Sue are mostly of the members of SCCA. Mark has a good point for getting the fanbase demogrphics. Throw in some Pirelli girl wannabes with clipboards handing out stickers. Depending on how valuable the demographics could be to a company they could up the "prize" to say t-shirts or videos if you fill out the survey.
Look at alcohol,tobacco, bank companies, they set up stands/tents giving away such "gifts" if you fill out their survey.
Anybody have any ideas how we could -
>short of hiring somebody - get accurate data?
Turnstiles at Parc Expose for anyone without a wristband?
I'll see if we can get someone. I know that Mazda has used marketing interns/college students as grunts at many races for both hospitality and for gathering marketing data. I'll see if I can get some names of some colleges.
All of the METHODS suggested are fine, but the problem is one of staffing...no matter what method you use, it's labor-intensive. Most rallies aren't so flush with workers that they can dedicate some to gathering data. And yes, Lurch, we can get some college class to do the work...but then there's the problem of shipping them to all the rallies, which becomes expensive fast.
We can get demographics for any one event fairly easily, but the whole series...or worse yet, ClubRally...takes a huge effort.
That said, demo information for rallycross might be easier to get...I'll bring that up with the RallyCross National Manager.
>You mean affluent 18-45 y.o. males who make buying decisions
>about everything from cars and tires to all sorts of durable
>and non-durable goods, most of whom drink alcohol, and are
>Yeah, what a crappy market. (j/k, of course...sorta):+
It's easy to identify to the 3,000 (or so) affluent males you describe that are involved with American Rallying. But, standing alone they offer scant incentive to a national or regional sponser.
The problem is to demonstrate that these guys truly represent some substantial portion of the 19 MILLION other guys in this same age/income group; and they are NOT just a splinter group of odd-balls. Then you show that these 19 MILLION other guys can (somehow) be sucessfully marketed through Rally sponsorship.
(19 MILLION derived from 2000 U.S.Census showing 138 million males; and my guess that 50% are within target age group and 28% are considerd affluent. There is a LOT of competition for their earnings with wives, ex-wives, girlfriends and children and mortgage companies getting first crack at it. :+ )