Public relations and marketing for action sports

Challenge Brings Opportunity

2009-01-10T14:44:00.006-05:00

Every American is affected by the economy at some level. Sports are becoming more deeply affected as Americans curb discretionary spending.

Traditional sports teams, like the Detroit Red Wings, that were selling out arenas for years are no longer doing so and now offering deep discount ticket packages. NASCAR teams are merging and corporate sponsors that have supported teams for years have pulled out. ESPN postponed its Moto X World Championships this year, even after high TV ratings in the inaugural 2008 year. Manufacturers are pulling back support of motorcycle racing, and many other sponsors are doing the same.

This can sound like doom and gloom. But not fret. Challenge brings opportunity. Be creative. Be innovative. Those who excel in tough economic times will likely be extremely successful when the economy turns around.

Action sports, motorcycle racing included, still brings great value to sponsors and fans. It is a targeted demographic. Fans continue to follow it because its still unique and fascinating. Athletes are easily accessible, and as such this offers opportunities for promotions and viral marketing. Motorcycle fans are loyal and as recently written by veteran motorsports broadcaster Larry Henry in his blog, we are still buying.

Now is an opportunity for athletes and teams to stand out in the crowd. Especially as manufacturers pull their support in a variety of series, it opens up more of a level playing field as more and more athletes are running with similar resources. Challenge yourself and the status quo.

Silly Season Selling

2008-10-25T13:34:00.003-04:00

As soon as the end of the summer nears, people all around the world, and notably in the United States, focus on their work in an effort to have a good showing for the current year and plan for the following year. This is no different whether you're in a technology company, own a baseball team, skateboard or race motorcycles. They 'hunker-down' sort-to-speak.

Beginning in August and sometimes sooner, business people and athletes make an effort to adjust to improve their results or continue their consistent fine showing. Then they start talking with others in a variety of areas about their plans for next year. They look back at their year, do a ton of research, pour over options, set a plan, and start selling it. In motorcycle racing specifically this is called the "silly season" where athletes vie to stay with a great program or move to a better program. In recent years the silly season has been starting in late spring.

Whether internal or external, you always need to sell your plan. Be it a marketing plan or a sponsorship plan the internal folks need to get behind your vision before you start "selling" it to respective parties. As an individual athlete this could be getting the people around you such as current sponsors, family. promoters and others to support your plan. Once set, you finish up your proposal and begin on your list of targets.

Like many things in life, marketing your 2009 program is about the presentation and the relationships. For instance if you call your close friend John about a football party this weekend he is more likely to call you back than if he receives a call from a random person about a party. John knows you will deliver on a good party. Many times selling racing programs is similar to this scenario, the company rep who already knows you well and sees that you work hard, will put your proposal up towards the top and spend more time reviewing it whether they will support it fully or not. That's why it is IMPERATIVE to build relationships throughout the year even if you have a stable, three-year contract. You may need those new contacts as you look for a new program in year three.

Relationships are even more important at the corporate sector where it could take months, even years to get to the right person who will review your proposal and take interest. Marketing reps and agencies are swamped with proposals. If you can build a relationship with attention-grabbing scenarios in months leading up to your selling, and then sell your program once you have their full attention of them and it feels like a right fit, that is ideal.

Your sponsors are your partners in your success, therefore its important to treat them as such through the courting, education, securing, and fulfilling the commitment.

A fan experience

2008-08-06T04:29:00.007-04:00

As an action sports fan it's a dream come true to attend the X Games. Through my work, I had the awesome opportunity to do so at this year's X Games 14 at the Home Depot Center in Los Angeles. One of our clients, David Pingree, was competing in the SuperMoto event and our production crew was also filming interviews for the Internet broadcast series of the XTRM/AMA Supermoto Championship. The X Games puts athletes on the world stage with TV coverage like no other event, creating an opportunity to maximize their story and sponsorship connections.

As a hardcore enthusiast, I attend motorcycle races and action sports events in the Midwest and travel for them whenever possible. Typically these are part of a national series held at many different locations, therefore there is ample options to catch an event live. However, the X Games is a unique, athlete invite-only event (typically the best in the world at their discipline are invited) held on the West Coast that has an international audience. It was surreal to be at the X Games on August 1-3 and to be able to work with a number of athletes.

There were more disciplines at the event than could ever watch. The SuperMoto race was spectacular with multiple position changes, and the news that Nicky Hayden, 2006 MotoGP Champion was competing. Unfortunately, he crashed in practice and decided to call it a day as his focus is on MotoGP. But the dirt tracker turned road racer, showed great speed and a unique style on the asphalt/dirt course.

ESPN reported that there were 100,000 people at the Home Depot Center over the three days and after being there, I can attest to that especially the crowd at the Skate Park. And quite certain based on last year's figures that at least 2o million people watched it on TV. Thanks to ESPN for recognizing action sports and notably SuperMoto as it puts the athletes front-and-center for three days. This type of exposure and marketing tie-ins are nearly impossible to reach throughout the rest of the year.

It is fascinating to this day that SuperMoto was the first race-type event brought into the X Games and receives some of the highest ratings. Yes, SuperMoto was part of the X Games before Moto-X Race and Rally Car were, showing its ability to be entertaining and marketable to a very wide audience.

I am very proud and honored to be able to work everyday in a sport I am very passionate about.

- Bryan Peckinpaugh

Give it all you got...

2008-08-06T04:13:00.007-04:00

Trailer released for new XTRM/AMA Supermoto Championship Internet Broadcast Series to include highlights from opening round action
Event planner and motorcycle enthusiast serving as pit reporter

The wait is nearly over. The producers of the XTRM Networks AMA Supermoto Championship Internet Broadcast Series are proud to release a four-minute trailer with highlights from the first-round. In order to provide a quality broadcast for fans, they are taking an additional few days to complete the entire project. Meanwhile, Hillary Cooper has been selected to serve as the series’ pit reporter and participated in the first broadcast.

While the final touches are being made, the trailer can be viewed at http://www.youtube.com/watch?v=krs2WfqPdvE. The full download will be made available soon on www.xtrm.com.

“A Fine Mess Production has captured the vision we had to bring supermoto to a wide Internet audience,” said Bryan Peckinpaugh, president of MotoPR and executive producer of the broadcast series. “This broadcast is on the level of network TV and brings together hot musical acts with unique graphics to draw in a wide audience beyond the traditional fan.”

The series includes the debut of pit reporter Hillary Cooper of New York City who has a recording industry and special events background, and like the producers is a motorcycle enthusiast. Cooper’s resume includes the following:
- Professional career started in the music industry.
- Served as the director of special events for Russell Simmons’ non-profit, Rush Philanthropic.
- Currently a professional event planner working with various corporate clients.
- Began riding motorcycles four years ago and has ridden all styles of bikes, although supermoto is by far her favorite.
- Now rides a Honda CRF150F with ESMRA (Eastern SuperMoto Racing Association).

Cooper will serve as the primary pit reporter for this Internet broadcast series, while the SPEED TV broadcasts, produced separately by Chet Burks Production, will handle its own pit reporting.

Added Scott West, series producer and owner of A Fine Mess Production, “There were a number of racing elements and new graphics to put in place for the first broadcast that took many man hours. We want to make certain that the first show is produced at the highest level possible and keep setting the bar higher. We thank everyone for their patience. We are very happy to have Hillary on board as the pit reporter as she brings passion for the sport and has a great repore with the riders.”

MotoPR and XTRM Networks will announce in the coming days when and where the first full show of the XTRM/AMA Supermoto Championship Internet broadcast can be downloaded.

Gotta get one of these

2008-05-20T22:31:00.005-04:00

Late last year when I relaunched my PR agency to have emphasis on moving the sport of supermoto forward, I had never even ridden a supermoto bike or on a supermoto track. I've ridden many types of motorcycles and on many terrains--trails, motocross, snow, ice and the street. This is likely why supermoto is so appealing to me as a rider because it combines many different motorcycle disciplines and terrain challenges.

This spring, thanks to client Dave Duprey of MISuperMoto.com, I was able to take to a supermoto track on his well-tuned supermoto bike. The same bike in this photo that is ridden by Duprey.

The first time out last month, I had not ridden a full-size dirt bike in a few years. Often ride a street bike but they are much different. I was blown away and didn't fully adjust to the track or the bike the first day out. The next time out, just recently at the MISuperMoto Test and Tune Day at Auto City Speedway in Clio, Michigan, I rode a whole lot better. While I still had problems in the dirt section, my speed and body positioning was significantly better on the asphalt. At one point I was having so much fun on Duprey's Honda CRF450R that I was yelling "wooooo-who" down the straightaway. After spending a long time on the track, I came back and said "I have to get me one of those [bikes]!"

While what I bring to the supermoto and action sports world is a decade of PR and marketing experience, it's the passion for the sport that will help my agency take our clients to the next level. And being able to take to a supermoto track and a well-prepared bike gives me greater understanding of how to promote this fascinating and unique sport of supermoto.

Consistency

2008-05-13T00:08:00.003-04:00

How do you stand out? There is a crowded advertising landscape with television, radio, billboards, Internet banner ads, e-blasts, You Tube videos, blogs, etc, etc. You have mainstream media. You have your particular industry media. Creativity can give impact. More importantly, is having a consistent platform with a consistent message using one or a variety of advertising mediums.

Companies and consumers want to get behind reputable companies/people that consistently deliver on the message they promote. Take the example of the age old phrase that parents throw out, "don't do as I do, do as I say." This doesn't work in marketing your racing program, series, product, company, or person. You need to be saying and doing the same things. And it's better to under-promise so that you can later you over-deliver.

I've seen this work effectively so many times. When you do this right, word-of-mouth will carry your message even farther. Where it doesn't work is when you are so inconsistent with your message, placement, and basic product, people loose interest. Consistency is the key just like in championships!

Lessons Learned

2008-02-10T21:18:00.000-05:00

The general public does not realize this: you can learn a lot about business principles from a non-profit. I certainly have.

First of all most non-profit budgets are focused on service delivery, which they very well should. Therefore if you are trying to publicize the need for support to the non-profit agency and access to services, then you have a very limited budget. Most non-profits have MERE dollars for public relations and marketing. Even medium-sized and large agencies have only tens of thousands to spend to educate the public. And in this day-and-age that is a drop in the bucket. As a donor you may not want a charity spending money on marketing, but how will you know what programs it provides and show where the money is being used without at least dollars spent towards a web site and simple marketing materials? Believe me that most professionals at non-profits work tirelessly to maximize the donated dollars.

Since the non-profit public relations and marketing budgets are so slim, you need to become creative with the use. Maximizing the dollars by working with volunteers who can bring expertise and partnering with corporations and other agencies that will offset the costs in order to show their goodwill. Believe me, after working in the non-profit sector it can be done and rewards will be reaped.

I certainly believe that leading a public relations and marketing team in a non-profit has allowed me to look at how to maximize relationships and dollars. It has made me an overall stronger professional.

Besides the budget aspect, you also wear many hats. In a corporation you may be strictly writing the internal employee newsletter. In a non-profit, you will be doing that plus managing the web site, writing the external newsletter for supporters, media relations, among others. It offers you the experience to learn about every aspect of public relations and marketing, enabling you to become a much stronger person at the trade.

One thing that non-profits are beginning to realize they need to do more in the competitive landscape is marketing. Typically non-profits focus efforts on public relations which is focusing your activities on altering the perception of your agency/company and/or product/service. That means publications, web sites, speaking engagements, and media relations for instance. Now add the need for marketing which is packaging and promotion through advertising among other tactics.

You can learn a lot from a non-profit and in turn non-profits can learn much from the business world.

AMA Supermoto Schedule Released

2008-02-10T21:10:00.000-05:00

As I have written here once this year, supermoto is one of the most exciting and fascinating sports to watch. Late last week, the AMA (American Motorcyclist Association) released the schedule for its 2008 AMA Supermoto Championship, the premier series in the United States. This is an impressive schedule with a variety of events including rounds tied into the ESPN Summer X Games, an IndyCar race, and on the city streets of Austin, Texas. One of the coolest aspects of supermoto is that it can be held anywhere--city streets, stadiums, or a permanent road course. If you have yet to see supermoto, check out www.redbullcopilot.com and click on "Red Bull Supermoto." That will give you an idea of the thrill. Hope to see you at one of the races!

2008 AMA Supermoto Championship Schedule
April 11-12 Qualcomm Stadium
San Diego, Calif.*
July 13 Pacific Grand Prix, Pacific Raceways
Seattle, Wash.
Aug. 1-2 Home Depot Center
Los Angeles, Calif.*
Aug. 10 New England Supermoto Classic
Hartford, Conn.
Aug. 24 USA International Raceway
Shawano, Wis.
Sept. 7 Miller Motorsports Park
Tooele, Utah
Nov. 1 Auditorium Shores
Austin, Texas
Nov. 8 TBA
Las Vegas, Nev.
http://www.redbullcopilot.com/

What is this thing called supermoto?

2008-01-20T23:31:00.000-05:00

Supermoto is not a "super special motto" for someone! It is still a fairly new genre of motorcycle racing that is extremely exciting to tens of thousands of people in the United States and many more in Europe.

Supermoto was created more than 20 years ago as part of the ABC-TV Superbikers series where it would pit the best motorcycle racers from roadracing, flat track and motocross on a course that included pavement and dirt sections. The racers competed on specially-prepared motocross machinery with slick tires and large front brakes. The winner would become a grand national champion beating his peers. After a few years, the races went away.

A decade later, Europeans brought it back as Supermotard or Supermoto in English. Supermoto is really super-intense moto-ing. It caught on quick in Europe where motorcycle racing draws massive crowds like NASCAR does in the United States. MotoGP, the roadracing world series, draws crowds over 100,000 people. Back to supermoto in Europe with manufacturer involvement that included producing "supermoto" bikes for purchase, it started catching on again in the United States with a number of folks and a few regional series.

The American Motorcyclist Association (AMA), which is the lead rider membership and race organization in the United States started the new AMA Supermoto Championships series in 2003 with extensive support from Red Bull. There was a ton of initial hype. Riders from all genres of racing tried it out and in the coming years it looked like the racers with a motocross background were excelling the most (and still are). Former AMA Motocross Champion Jeff Ward is a two-time AMA Supermoto Champion. The series drew world champions as well as American champions from other racing genres.

Besides the uniqueness of the bikes and the terrain (70/30 pavement/dirt split typically), supermoto is so versatile that venues can range from road racing circuits that integrate a dirt section with jumps, to parking lots, to city streets like past races in Reno, Nevada. The unique aspects bring a variety of fans.

The bikes have evolved and supermoto has created a whole new subset of the motorcycle industry.

Supermoto has infinite potential and is only scratching the surface. From crossing nearly every genre of motorcycle racing to its location versatility to its easy-to-understand racing style. ESPN has included it as an event in the last three Summer X Games and will include it in the new Moto-X World Championships, further recognizing that supermoto and motocross have a substantial audience.

Supermoto is definitely a super-good time. Check it out and you'll be hooked. Visit www.supermotoracer.com, www.supermotoonline.com, and www.amasupermoto.com.

Now for Go!

2007-12-18T13:56:00.000-05:00

Today marks the official re-launch of Moto Public Relations (MotoPR) that originally started in 2002. During that original first year, the agency started out of a necessity based on three clients that had been secured from a great friend who referred them to me.

The work MotoPR did for Action Sports Authority (ASA), the Women's Motocross League (WML) and the AGP Racing/Yamaha female motocross team was successful on a part-time basis. However, during that time I was promoted to Marketing Manager at the American Red Cross in Detroit, which is the sixth largest Red Cross chapter in the country. It was an opportunity I couldn't pass up so I had to leave motorcycle PR behind for a while.

After four years in the marketing management role at the Red Cross developing and leading public relations campaigns and leading a great team of professionals it was time to move back into the motorcycle world. Too many things were pointing in that direction. While at the Red Cross, I worked with the team to develop a unique public relations campaign with all five major Detroit sports teams that set a benchmark, counseled executives and government leaders on media interviews and speaking events, led $1.4 million fundraising campaigns, served as the primary spokesperson for the organization in a top-10 media market, co-developed a summer-long concert series, developed and managed relationships with billion dollar corporations, and various other projects. Honestly, it would literally take a book to list all of the campaigns and projects that were done during the last five years. I am proud of all that my team did during that time frame and I strongly believe the stage is set for the successes to continue at the Red Cross in Detroit.

In the past 10 years I've also developed a number of professional relationships with people who are experts in creative design, broadcast media, event promotion, among others. Many of these people/companies have agreed to work with MotoPR on our new ventures.

Again, the past few months all the pieces have fell into place to re-launch MotoPR. Fortunately, I have maintained many of my original contacts. These people and others have been quite receptive to the return of the expanded agency. Over the past two months I have been spending the time putting the proper pieces together to make this a full-time agency in 2008.

The focus for MotoPR is on taking the public relations tools that are successful in the corporate world and in stick-and-ball sports to the motorcycle arena to increase the marketing value of athletes, teams and the sport to draw more attention. Great emphasis will be placed on working outside of the industry to engage the corporate and mainstream media world. And since there are so many racing genres in motorcycling the focus will be on motocross and supermoto.

I want to thank innovators such as Pat Schutte of High Profile PR and Scott Skepovic of Crown Athlete Management for breaking substantial ground. There is room for one more guys!

I sincerely expect MotoPR to make waves in the industry in 2008.

Setting a new course

2007-11-02T00:20:00.000-04:00

Action sports are not new to this world nor is motorcycle racing. Both have been around for decades and motorcycle racing, namely motocross, is the original action sport. But the growth of action sports has been phenomenal within the past five years due to many factors including the athletes likability, TV involvement, the ESPN X Games, corporate interest, and technology.

Likewise, public relations and marketing practices are not new to the world. However, nearly everyday the practices are honed more and more for greater benefit utilizing technology and human creativity. Public relations specifically is altering/improving/supporting the perception of a product, service, company or individual through a variety of mediums. Marketing is the union of product, placement, promotion, and distribution.

Marry these two things--action sports and public relations/marketing--and you have a vast number of opportunities. A chance to be innovative. A chance to involve and evolve. A chance to take an athlete's passion and a fan's passion, marry it with corporate and media involvement. A company can reach extremely loyal consumers like no where else while the athlete and sport gains resources.

Think about this... over the past few years most of the professional motocross events sell out or are close to selling out. The U.S. MotoGP in California (world motorcycle road racing championship) is one of the biggest sporting events in the nation, so much so that there will be two rounds in 2008 including one at the famed Indy Speedway.

When I was a kid, little did I know that I was preparing for this. I would get nearly every motocross magazine produced and check out the advertisements, who was sponsoring who, and what new products were out. My career has primarily focused on public relations with success in sponsorship, promotion and advertising as well. My passion remains for the action sports while my successful work has involved other areas.

With heightened public interest and enthusiasm for motorcycle racing and other action sports, now is the time to take these public relations and marketing skills to help evolve the sport. Which is why I created Moto Public Relations, or MotoPR.

[I want to thank the founders, athletes, promoters, motorcycle companies, sponsors, industry media, existing PR professionals, and others who have been instrumental in taking the sport to this level. As a fan it is... as I said phenomenal.]