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Marketing through Motorsports
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Discussion Starter · #1 ·
Now that Rally America and NASA are taking on rally in the USA, they get to wrestle with the same questions that the SCCA had to contend with.

As the debate continues regarding programs, administration, organization, and specific events, the question to be asked is: "Whom will the new groups serve?" If you know your target audience, you'll be better able to answer the questions.

Perhaps a charter statement would provide a measuring stick against which all questions are evaluated. I wouldn't expect it to match, but the [a href="http://www.wsrally.org/charter.html"]WSRC's charter[/a] might be a place to look.

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[p align=right]John Dillon
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Discussion Starter · #2 ·
For instance

>As the debate continues regarding ... specific events

For instance, the Pike's Peak question would be answered differently depending on whether the respondents were low-bucks clubbies, high-bucks manufacturers, medium-bucks privateers trying to win a national championship, or some other group.

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[p align=right]John Dillon
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Discussion Starter · #3 ·
Multiple answers are allowed

>"Whom will the new groups serve?"

It is perfectly acceptable for R-A and NASA to answer "all of the above" as long as they can identify how they will address and satisfy the concerns of each "participant category."

Examples:

Local-only guys (formerly known as clubbies) are largely self-funded, seeking only a place to play a few times a year. While sponsorship is welcome, they're generally not actively chasing it.

National contenders are often self-funded but always seeking sponsors. They need a national-level calendar that is achievable (few ping-pongs across the country, reasonable time between events, you won't lose your job or business doing it) and marketable to their business partners.

Manufacturers and big league sponsors (series sponsors?) seek maximum TV exposure and good will; it's all about marketing. They're not so concerned about entry fees, scheduling difficulties, extended recce, etc.

Organizers have their own requirements, including self-preservation, e.g., they can't afford to bankrupt themselves just to put on an event. Altruistic motives come to the fore too, including community service (bringing lots of dollars to the neighborhood), giving your competitor and worker friends a great event, and pride in a job well done.

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[p align=right]John Dillon
John @ WidgetRacing.com
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3/14=my 42nd rally anniversary
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RE: Multiple answers are allowed

John,

It's scary when you ask a philisophical question and then answer yourself - twice. ;-)

I've run out of beer so I'll need to stock up again before attempting to answer your question(s).

Halley ...
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RE: Multiple answers are allowed

>>"Whom will the new groups serve?"


I hate to bring this up but don't forget us spectaters, with out spectaters its harder to find new ppl to enter the sport. and dont pigeon hole all of us because a few ppl would sue because they dont understand that the only safe activity is to sleep on their couch. In the rest of the world ppl come out by the thousands to wath this sport.
 

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Discussion Starter · #6 ·
No offense intended

Oops, no offense intended to spectators.

Choosing your target audience may affect how you approach spectators. I know that at some roadracing events, spectators are welcomed, others not so much.

For us as the middle-bucks privateers, we love having spectators and fans coming to the events, giving our sponsors exposure, etc. We're just average joes travelling the country for a championship, but the fans make us feel special.

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[p align=right]John Dillon
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John,

The NASA Rally Sport Mission Statement and Motto is on the first page of our regulations. It's been there for almost a year so this is not something new that's spun out of the SCCA recent move. Hope this states the information you're looking for.

Mission Statement National Auto Sport Association-Rally Sport is a sanctioning body created to encourage the growth of stage rallying in the United States by providing a customer driven organization offering safe, fair competition, and affordable events for the stage rally competitor, volunteer, organizer, and sponsor. NASA Rally Sport management board controls both business and sporting decisions allowing for coherent sporting regulations and a solid business plan that is ever mindful of the costs borne by the competitors and organizers. Using the NASA business model, NASA Rally Sport will maintain a streamline structure dedicated to not repeating the mistakes of the past.

MOTTO Providing SAFE, FAIR, AFFORDABLE COMPETITION for competitors while providing, SAFE, REWARDING, ENJOYABLE events for organizers.
 
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