Pre-Race Analysis
Why Teams Struggle with Fan data capture with sponsors & how to fix it.
On Monday, I wrote a post about an F1 team's sponsorship goals and why it's so difficult to get fan data.
One of the biggest reasons is the nature of F1. It's a travelling circus for a reason. People are exhausted, often overworked and don't have enough hours to complete all the tasks.
If anyone has been to a race as a fan or worked it, you know how much of a mental toll it takes during the whole week.
Now, we are tasking them with gathering and analyzing fan data, a completely separate department at most large companies. My takeaway from the conversation was four solutions.
1. Fan platforms need to simplify their messaging
2. Solutions require an easy buy-in with the teams
3. Teams need an easy way to implement & track
4. There needs to be an automated process
Between the lines: We have many fan platform options available, and unfortunately, most of those founders and teams fail to understand the stresses and demands of motorsport. The messaging is complex, forcing the motorsport teams to move to the next task or push it on the to-do list. Their messaging has no urgency, and they should simplify how their solutions help.
What is an automated process? How can teams streamline the gathering and collecting of fan data more efficiently? Content already posted on their social media can be repurposed for their emails and newsletters. Most content on social media gets lost because of the algorithm gods. Building an email list makes things automated and predictable.
Post-Race Analysis
Charles & his Ice Cream brand Lec
Context: Why does Charles Leclerc have an ice cream brand? Like his new teammate next year, Leclerc is known to have passions outside of motorsport.
Leclerc’s brand is exclusively launching in Italy, before going international, so you may have to wait before sampling his selection of desserts. But as the insta bio says, "Delicious reduced-calorie ice cream... Why resist?"
Thoughts: Drivers are creating new brands; Albon has shoes, Lewis and a non-alcoholic tequila, and Danny has merchandise. So, I like that Leclerc is doing something different.
Here is why I question it. Brand fit. Now I might be being a bit anal here, but when you're asking money from your audience for a product/service, it needs to align somewhat with your personality and your association with your fans. Everyone loves ice cream, but is Leclerc known to be hugely passionate about ice cream?
It would make more sense for Yuki to have a food brand. His answers, his radio messages. There are jokes online about how he would open a restaurant instead. This is what I mean by brand fit.
You know what? I will let Jordan Rogers explain this through ASAP Rocky's collaboration with PUMA.
The ice cream is not wrong; it's confusing.
Or maybe I am just annoyed because we don't have his ice cream in Canada yet.
🍾 THE PODIUM
- Katelyn Bourgoin's tweet sums up where I think most people in motorsport go wrong.
- Andretti's Indycar livery announcement has to be the most unserious but stands out.
- Tom Littlechild, Global Head of the Brand at Formula 1, did a great job explaining their new Marketing Director position.
How I Can Help
- I created a sponsorship email course to teach people the growth hack way to acquire sponsors.
- If you're still looking for a job in motorsport and don't know what to do. Here is a free resource on what you need to know.
- Are you in motorsport and looking for help with your messaging and social. Book a call.
