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MX Home Loan
12/1/2013 10:19am
12/1/2013 10:19am
Edited Date/Time
4/14/2016 5:07pm
What is the value of brand advertising in SX/MX?
Why would an outside corporate / industry sponsor want to have their brand logo seen on a rider's bike during an AMA Supercross or Lucas Oil Outdoor Motocross race?
Please share your thoughts......
Why would an outside corporate / industry sponsor want to have their brand logo seen on a rider's bike during an AMA Supercross or Lucas Oil Outdoor Motocross race?
Please share your thoughts......
The Shop
And what's their association w/ Monster/Hansen?
As far as for our sport, it's a really good demographic when you consider that it is aimed at the 18-54 age group that tends to have (at least before our current administration) a great deal of discretionary funds to spend. I haven't seen a rate card for the sport but I would expect it to be reasonably priced.
We have some challenges for advertisers as well. We don't get the live product into all of the population centers, we do a horrible job of getting the local community outside of our sport involved, and the sport doesn't lend itself to the same excitement for broadcast as it does in person.
Personally, I always try to buy from someone who supports the sport. Discount Tire was the first choice for new rubber this year for one of my cars (and I think they are missing the boat by not carrying motorcycle tires), I still wear Wrangler's over Levi's, and when I choose to punish my body I choose Monster or Red Bull.
They are somewhat involved through monster as it says that Monster is used under license. So they have a stake through in mx/sx through Monster and I see that as a big reason why they won't bring Coke, Sprite, etc into the sport. Let Hansen (now Monster Bev) spend all the money on the advertising and sponsorship and reap in the rewards, even if it's just distribution.
Have you thought about sponsoring individual riders to fill your needs? I can name a few riders who could use the assistance, and would put your name in the mix with more enthusiasm than ALLI looking for a check
I think that if it was a clothing mfg or something that hits the 14-24 group, you could tie it to skating, bmx etc. sell it as a package, that might work.
It s an age group and type of shopper that had specific needs and wants. You have to target that when pitching. It has potential. Just a tough cookie to crack. Good luck.
example in 2010 red bud live NBC Trey Trey Conard had 1.31 seconds of Honda on his Jersey impression value was $10.000 he had a total of 7.04 minutes valued at 56K
Bret Metcalf had 33 seconds of impressions valued at 82K
It is all about Advertising
We are putting a team together if your interested I can guarantee a better ROI then any other team on the planet
Pit Row
This is the Inter-Webs: NEVER-MIND!
Russell Weiner. Look into it.
MNST on the NASDAQ. Look into that, too.
If people see the product in SX, they buy from the shelves, and then the retailer needs to buy from somewhere. If the distributor is coke...then they get PAID.
As far as our sport not lending 'itself to the same excitement for broadcast as it does in person'......what do you think could/should be done differently to improve that?
Thank you for your valued time, sir.
I'm sure you have some good points to be made.....SX/MX have everything to do with this subject since they are my life's passion and the two motorsport disciplines lack consistent outside corporate advertising. Are you saying that the lack of 'eyeballs that matter' are missing from TV viewing or are you directing that at the actual live event viewing....or both?
Any thoughts as to how we can improve it or make change?
Thanks again for your time.
Think about this for a minute:
People start businesses and companies to generate revenue. They must do this by selling their product/services. A business must always segregate a specific advertising budget to put towards those avenues to which it feels best to promote itself in order to generate more sales.....and inevitably, more revenue to grow the business. The larger the logo/promotion is, the easier it is for the consumer to see and the more likely it is that the consumer will remember the company logo/promotion/campaign when making a buying decision. There is also the psychological sell that since the logo is 'bigger' that it is somehow 'that much more important', which is sad but true. This is also combined with the largest volume of eyes that see it (as BobbyM referenced) the greater the opportunity for the brand/logo/ad campaign to influence a buyer, hence why highly trafficked freeway billboards cost more than those less traveled and the longer your TV commercial..the more you pay.
Now with that in mind.....the fact that our sport gets a great amount of TV broadcasting already, which during those time slots charge tens of thousands of dollars for commercial ad space, why are corporate sponsors/advertisers (even those supporting NASCAR) still not feeling that AMA SX / Lucas Oil Outdoor MX is a viable ROI?? Shhhh...don't answer just yet....think about this hard.......this one single answer could quite simply change the course of history for these two phenomenal sports!!
Google Image Search - 2013 AMA Supercross (just to keep this up to date).......now if you were an outside industry business looking to jump into this sport and promote your brand what would the immediate RED FLAG be??.........YOU CAN'T SEE ANY CURRENT ADVERTISING LOGOS ON ANYBODY'S BIKES (sorry Geico but you still deserve much bigger)!!!!!! WTF people!
Corporate sponsors/advertisers don't want to take part because they know they're logo will not be seen = 0% ROI! This is why you see a Brooks/McGrath team failing and an RCH barely hanging on to Dodge and Suzuki support (Hart rumored to have paid $300K+ out of own pocket to keep things going). JWR may not be far off. What would happen to Mitch Payton's team if Monster were to back out?? Why do so many companies enter in as Title/Associate sponsors for one-to-two years and then they're gone?.....Little-to-NO ROI due to no visibility (bullshit pit rigs and parties are just a front for NO coverage where it counts....on the track, in the battle...which is where the 'eyes matter' and the main reason people buy tickets or tune in on TV!
The dinosaur mentality running our sport is somehow 'happy' with smaller logo/ad space and think that even smaller plastics is the way to go and 'look so cool'...which should only be the case for the 'factory rider' that is forced to run that due to production model criterions. Historically, our sport is like NASCAR not running hoods or fenders and only advertising on the car bumpers. How long do you think NASCAR would survive without 3-5 ft. ad space placement on their cars and were maxed out to 12-14 inch signage space??? Don't answer.....just think about it....really think about it.
That is the main reason NASCAR garners more advertising investments.....those corporations are paying to actually be seen on the race machine during battle, period! No current sponsor in our sport is paying the extra money to actually be seen on the machine when the TV cameras hit it....and if it IS seen they got lucky! They're only paying to be associated with the rider's likeness and achievements. How long do we think WHEATIES is going to be around with Dungey? How much actual on-bike visual coverage do you think their going to get?? As stoked as he/KTM is with that deal, imagine if WHEATIES knew they were getting a 2-4ft. banner on his bike.....imagine how much more he'd be worth....or any other rider on the gate for that matter! The camera's going to hit you whether you're being lapped or battling for first....are you best utilizing that time to capitalize? Can your sponsors/advertisers be seen?
What if, when comprising the contract, virtually every time the camera's hit Dungey WHEATIES knew that their logo would be seen........and not just seen, but seen in a sport where no other logos are......now what is the value of advertising in SX/MX?
in the end it all come down to the basics and that is TV time creates ROI
social media is an added bonus TV first
also there is alot more behind the scenes value in NASCAR due to B2B opportunities and investments than you are giving credit to.............
Mitch is the best at it and always has been giving the sponsors great bang for the buck.........started with the "team" concept in early 90's........blue hondas???!???!??!.....blasphemy!!! but that was the start of brand awareness in this sport..............good luck in whatever you're doing..........you'll need it.......
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