Kelvin Hassell Racing
Media, shows and publicity
Contents
Page 3 Introduction
Page 4 Local news
Page 13 National, International and specialist
publications
Page 22 T.V and video
Page 27 On-line Media
Page 28 Social Media
Page 30 Shows and other publicity exercises
Page 41 How we measure exposure for our
sponsors
Introduction
This presentation is designed to show, in more
detail, the kind of things we are involved with at
Kelvin Hassell Racing. Hopefully it will give you
ideas and inspiration on how Kelvin Hassell
Racing can help raise awareness of your brand,
product or services.
Local Media
Our press releases are
provided to all local media
outlets, ready to print and
with
photographs
provided.
We
enjoy
extensive coverage in the
Eastbourne Herald, the
Hailsham Gazette and the
Brighton Argus. We are
happy to liaise with local
media in your area if your
catchment is outside of
Sussex.
National, International and specialist
publications
Kelvin Hassell Racing has
found it’s way into a
plethora of publications
each meeting the
requirements of our
various associates, if you
have a preferred media
partner or publication,
we can provide editorial
or work with their team
to get you the coverage
you are looking for.
T.V and video
Kelvin Hassell Racing chooses races that provide
maximum exposure for our partners and that
includes Television. Have a look at the potential
reach of our current top race programs.
NASCAR Wheelan Euro
Series
•
•
•
•
• INTERNATIONAL TV BROADCASTING WITH
MOTORS TV
40 COUNTRIES – 50 MILLIONS HOUSEHOLDS
Albania, Austria, Belarus, Belgium, BosniaHerzegovina, Bulgaria, Croatia, Cyprus, Czech
Republic, Denmark, Estonia, Finland, France,
Greece, Hungary, Iceland, Latvia, Lithuania,
Malta, Macedonia, Monaco, Montenegro, The
Netherlands, Norway, Poland, Portugal,
NASCAR K&N PRO SERIES
• The NASCAR K&N Pro Series is
televised via the Speed Network. It has
a designated time slot on Thursdays
from 6-7pm providing consistent
messaging and destination viewing.
• The Speed channel is carried by
DIRECTTV, Dish Network and eight cable
operators including Comcast and Time
Warner. Speed can be found in more
than 72 million households in the US and
Canada.
ARCA RACING SERIES
•
•
•
•
5 Continents
37 Countries
Over 10 Million Viewers
ARCA Racing on FOX SPORTS and SPEED
networks
Clips of previous televised appearances can be
found by clicking the “Rowdyvision” link on our
website.
Rowdyvision
On-Line Media
The world of on-line media is vast and in a constant state
of flux. We frequently examine different on-line media
outlets to see where we can make an impact as well as
re-evaluating the outlets we use already. Obviously, the
first place for any news is www.kelvin-hassell.co.uk unless
a release embargo dictates otherwise. News for each of
the series we race in, relating to us, will naturally appear
on their website. All get linked through our social media.
Other places that regularly carry Kelvin Hassell Racing
related
news
are
www.motorsport.com,
www.thegrid.co.uk and www.ukovalracing.info . Kelvin
also writes for www.racingdriverblog.com providing a
personal insight to racing for a wider audience.
Social Media
2014 is going to be the year for social media at
Kelvin Hassell Racing. This year we intend to
make full use of all the tools it provides in
helping our partners to achieve their marketing
objectives. Kelvin Hassell Racing is available on
Youtube, facebook, blogger and twitter and we
regularly uses these mediums to interact with
our fan base.
Shows and other publicity exercises
Kelvin Hassell Racing never turns down the
opportunity to make a scene! Here is a small
sample of things we have done in the name of
entertainment.
Autosport International
with CAMSO
The Eastbourne
Motorshow with
The Eastbourne
And Ram Motor
Club
Autosport
International with
Aurora Bearings
The Autosport LIVE show with Currall Motorsport
Autosport International with Race
Car Direct
Autosport International Charity Kart Race with Roots V8 Racing
Rockingham Race Day with Curral Motorsport
Product promotion with
Albertsport Be
Promotion with Currall
Motorsport and Ferrari
Ecosse
Race School with Roots V8 Racing
Product promotion with
Lefthander Chassis
Truck Pulling at the Lydden
Truck Festival
Max Power Live with
Ford Racing
Karting with Team Awesome
Service promotion with MWR-AHM
How we measure exposure for our
sponsors
We provide this model to help our sponsors evaluate our
performance with regard to media exposure. We use this if the
sponsor does not already have an evaluation model in place.
We rate each item of media coverage based on two criteria:
1.
2.
The success of communicating the sponsor’s message.
The success in reaching the target market.
In all our proposals we talk about what the sponsor wishes to
achieve from the partnership. With regard to media
representation, it must be clear and agreed on the exact
message your company wants to send out and the exact
audience it wishes to receive it.
How we measure the marketing message
This is done using a scale from 0 to 10
0 = No mention of sponsor
4 = MAXIMUM number offered for visible logo OR a
simple mention. (i.e. The #88 “Sponsor’s name” Ford
Fusion ran a great race.)
6 = MINIMUM number allocated to communication of
the sponsors message.
How we measure the target market
Target market evaluation is based on the percentage of
target
market
reached
rather
than
overall
circulation/viewers. We use a magazine or papers
demographic information where available.
An article in Car and Mechanic will be more beneficial to
a company selling air filters than an article in
Cosmopolitan, despite the higher circulation of the latter.
We give 1 point for every 10% of your total target market
reach.
Results
We now have two scores which we multiply together
to give us a score out of 100.
Scores of 16 or lower are considered to be of little or
no value to our sponsors.
Scores of 16 to 36 are considered of medium value.
Scores of 36 or more are considered high value.
What would score 100?
A score of 100 would be the sponsor’s logo clearly visible and the
sponsor’s message in the headline, on a magazine or newspaper
dealing solely with the sponsor’s target audience. The reason we don’t
attach a monetary value to media coverage is that it would be
impossible to just buy the above example. It could only ever happen
through well placed sponsorship.
Depending on the type of sponsorship purchased, a graph will be made
available to sponsors at the end of the sponsorship period to show the
effectiveness of the media exposure side of the sponsorship package.
For more information on how our media coverage can help you, contact
us using the details provided in your marketing proposal.