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Another area where marketers face a steep challenge is attracting and engaging executive decision makers to trade shows, conferences and large-audience events. With big spenders like Marc Benioff hiring rock bands for Not Responsible - Razorcut - Gone Are Those Days. (Vinyl) conferences, how do the rest of us compete?
So how do important brands actually get busy executives to attend the conferences and take meetings with brand sales teams instead of sending their lower-level staff? This is essential as part of an ABM strategy.
We designed a bucket list VIP experience for clients to consider that include renting the a local sports car track for their respective conference dates. The strategy included three components:.
The VIP guest could experience a high speed lap on the road course and access an optional driving lap with HD video capture as a keepsake.
This is just one of many concepts that can be used to create ABM sales momentum in the latter stages of a buying cycle to engage executive decision makers. We were talking with one of the VIP guests at the season opening race whose credentials include successful executive marketing roles with Dell, Rackspace, and other technology firms. We began to share some simple truths that Tech CMOs know to be true about long lead-time, enterprise sales:. Digital marketing is effective for reaching lower-level members of the buying committee who gather information, evaluate vendor alternatives, and make a recommendation to senior executives.
So how do modern marketing and sales organization build relationships with executive decision makers to convert CRM Opportunities into closed sales? Despite spending handsomely on marketing technology many companies are still struggling to convert Opportunities into closed revenue because their digital obsession has crowded out the human factor. Unlike a dinner meeting or whispering on the fairway at the US Open, sportscar racing engages the senses with high-impact sights and sounds and invites connection at a primal level.
There is no equal to the sensory experience of driving a race car at mph or feeling the visceral rush of 30 exotic super cars rushing past you on a race track. Sportscar racing features exotic cars that successful people aspire to own. Luxury brands such as Porsche, Aston Martin, Bentley, Ferrari, McLaren, and Lamborghini represent the very best in automotive technology, design and lifestyle — thus, people are drawn to them and they add to the exclusiveness of the VIP experience.
Unlike a dinner or sports luxury box, sportscar racing offers unparalleled networking. Unlike large sporting events and even NASCAR races, the down time between practice, qualifying, and the races results in lots of time for dining, drinks, and conversations in private meeting rooms, luxury RVs, and VIP hospitality tents.
Real business conversations and deals get done. Petersburg and offers a wide range of recreational activities, including luxury hotels with spas and nearby vineyard tours. The track side experience is also a more intimate atmosphere where wives can relax. Relationship building with high-value accounts prior to contract renewal to avoid churn.
And perhaps the best part is the assisted attribution can be tracked via CRM. Attracting and retaining top talent was somewhat routine. You even had a reliable process for attracting new money into your funds. So what happened? Thanks to a lack of willingness to normalize interest rates and an overheated stock market, the smart money is now searching for new places to invest. Ditto for companies seeking funding — they have more choices than ever for funding and have more leverage in shaping their terms.
Life has changed considerably in the last few years for fund managers and partners. In our conversations with VC firms the principals share that like mostthey have three primary goals:. Many firms lack a truly unique way to engage entrepreneurs and investors to cut through the clutter and accelerate their deal pipeline. Enter VIP experiences. The way to engage successful people is to offer them something they cannot easily obtain. Exclusivity fuels intrigue and thus a willingness to engage. Successful people are drawn to being able to access privileges designed for the elite few think American Express Centurion card.
Nobody remembers the score of the ball game they attended at the last vendor event, but people do remember driving an Aston Martin race car on a professional race circuit followed by private wine tastings, business networking, and a custom menu dinner experience with the race team. You are not selling vacuum cleaners whereby two tickets to a 49ers game is going to impress — so go big and play to win. Adobe Road Winery, based in Sonoma County is a highly acclaimed small-lot boutique winery, producing memorable wines from some of the most revered vineyards in California.
Similar to a world-class racing team, operating an award winning winery requires preparation, passion and dedication. From years of relationship building, The Racers Group and Adobe Road have special access at the finest restaurants and event venues on the North American racing circuit, like quiet bistros in Carmel, brash steakhouses in Austin and glamorous seafood restaurants in South Beach.
Your browser does not support the video tag. Why Sportscar Racing? Sportscar racing gathers the highest profile of individuals looking to leverage B2B and networking opportunities in one of the most affluent environments in professional entertainment. Motorsports is Undergoing Transformation In the past, motorsports ROI was largely represented as a form of client entertainment and paid media mph billboards where metrics were measured in fuzzy ad impressions.
Those days are gone. Sponsors today focus on tying the investment back to ROI, and revenue, as their very livelihood funding depends upon it. TRG transforms routine corporate events into memorable experiences. Leverage the exclusive brands, our racecars, drivers, hospitality, and simulators to spice up your conferences, seminars, press events, team building exercises, product launches, award ceremonies, and executive retreats, just to name a few.
Schedule some ideation time to brainstorm how a motorsports sponsorship and activation strategy can help deliver on those corporate objectives. Identify stakeholder groups: for each corporate objective, there will be stakeholders that are responsible for delivering on them. Typically, there are four stakeholder groups that are obvious places to start i Marketing is responsible for generating demand and converting demand into quality leads, ii Sales is responsible for converting Leads into Opportunities, and Opportunities into closed revenue, iii HR is responsible for attracting, developing and retaining top talent as well as overall employee engagement, and iv Corporate Social Responsibility is responsible for company initiatives relating to environmental and social well-being similar functions exist for community outreach tied to giving to charity and nonprofit initiatives.
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