Since announcing our IndyCar sponsorship two weeks ago, we’ve been getting unprecedented activity on social, and record hits on our website over the news. If you haven’t heard, we’re sponsoring Dale Coyne Racing with Vasser-Sullivan as an official partner of the No. 18 entry driven by Sebastien Bourdais beginning with the Indianapolis 500 and for the remainder of 2018 Verizon IndyCar Series season.
We are thrilled to be aligned with the single largest one-day sporting event on the planet.
Why? We have several reasons:
#1 Marketing today is all about getting attention. We’ve seen through our social media engagement this unique sponsorship program has brought a new level of awareness. Often people will hold back or question – are we overly promoting ourselves? Are pushing too much on social media? Are we posting too often? Forget that. Ultimately, the strategy is about getting attention, and it’s worked.
#2 We want to differentiate ourselves in the association space, and we’ve been trying to do that for a very long time. Whether it’s Facebook Live, Podcasting, and a company app, we strive to be a different association consulting company. This sponsorship differentiates us from every other company buying a booth at an upcoming association industry conference. Plus, it’s just damn cool.
#3 We will utilize this sponsorship to connect with our association clients and their members. Big example: We’ll be traveling to Detroit, Michigan; Fort Worth, Texas; Elkhart Lake, Wisconsin, and Lexington, Ohio for a scheduled IndyCar race. In each destination, we want to host an association client and one of their area members to join us at the event to participate and to experience what this exciting sport is all about. Throughout the IndyCar Series, we will travel across the county developing relationships and unique experiences with our clients and their members.
And, by the way, for those first-timers: when you attend live, and a car flies by you at 225 mph – if you don’t get goosebumps – than you need a saliva test because you’ve flatlined. It’s unbelievable.
So, for all these reasons, the Big Red “M’ is in the race.