NASCAR Sponsorship

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At Zazzy Sports and Entertainment Company, we have the privilege to help and serve our clients. Some of our clients include colleges, universities, professional athletes, musical groups, singers, and many others. But today, we will be discussing one of our newest clients, Jorge Martinez. He is a professional Hispanic racecar driver involved with NASCAR as a member of the Elliott Race Team. Our objective is to produce 1.5 million dollars for our client. To produce 1.5 million dollars, we came up with various plans. First plan was to contact several companies. The companies we reached were Advance Auto Parts, Cheerios, Budweiser, Lowes, Panasonic, Dr. Pepper, Chiquita and Goodyear. Advance Auto Parts bought the Lower Hood part of the car, sponsoring 1 million dollars. Cheerios bought the B post of the car, sponsoring $150,000. Budweiser bought the C post of the car, sponsoring $50,000. Lowes bought the Deck lid of the car, sponsoring $750,000. Panasonic bought the TV Panel(rear) of the car for $500,000. Also, Dr. Pepper bought the side of the rear for $00,000, Chiquita bought the Lower Rear Quarter Panel for $100,000, and Goodyear bought the Front of Rear Tire for $50,000. As many of these sponsors promote their product on television, we figured that they can use Jorge Martinez to promote Hispanic audiences. We chose and asked Advance Auto Parts to have Jorge Martinez in their commercial to promote their product and to create huge attention toward Jorge Martinez. As Jorge Martinez appears on television, it created fans and another way to make more money. By having fans, we were able to sell merchandise including shirts, NASCAR working gloves, NASCAR model cars, hats, and jackets. The shirts were 0 dollars each, the NASCAR working gloves were 0 dollars each pair, the NASCAR model cars were 10 dollars each, the hats are 15 dollars each and the jackets were between $00.00-$00.00 (depending on size). Selling nation wide in Advance Auto Parts, we were able to sell 00 shirts, 150 working gloves, 50 model cars and 100 jackets. In merchandise, we were able to raise about $44,500. All together from sponsorships and merchandise our company raised $,44,500 for Jorge Martinez.

Our company chose the selected prospects because they were in fact very popular.

Advance Auto Parts, Cheerios, Budweiser, Lowes, Panasonic, Dr. Pepper, and Goodyear

are shown in commercials nation wide. As they all have been around a long time, we

knew they attracted many, many consumers. We indeed could have chosen others, but we

considered these to be the top prospects and top sponsors for NASCAR. Some of the

other prospects we could have chosen were Auto Zone or Federated Auto Parts, instead of

Advance Auto Parts, and Cheerios, instead of Kelloggs, Fruit Loops or Golden Grahams.

Instead of Budweiser, we could have also chosen Coors Light or Miller Light, and for

Lowes, we could have chosen Home Depot. Rather than Panasonic, we could have

chosen Sony, Hitachi, RCA, or Toshiba, and for Dr. Pepper, the choices went from Coca

Cola, Pepsi, 7-UP, Sprite, Mellow Yellow or Mountain dew. And finally for Goodyear,

we could have chosen Firestone or Bridgestone. These are called suggested leads, out of

all of these we only chose specific ones we knew that would be perfect sponsors for Jorge

Martinez. Our company has also prepared a Telephone script, but will be shown at the

end of this report.

Our company has prepared a chart to illustrate Jorge Martinez's features and

benefits chart, but it will be shown at the end of this report. We also created a sample

approach dialogue.

Our Company [walking up to Advance Auto Parts manager] Hello, Mr. Stevens.

As we already have done business before, I would like to talk to you about this other

offer.

Advance Auto Parts [smiles. shakes hand] Well, hello John. Sure, lets go to my

office and talk.

[both walk into Mr. Stevens office]

Advance Auto Parts [shows John a chair] Have a sit John.

Our Company [sits down and hands out information] Thank you, Mr. Stevens.

Now, about our business. We just received our newest client, Jorge Martinez. He is a

Hispanic, professional racecar driver involved with NASCAR. He will be driving a Ford

Thunderbird and he is a part of the Elliott Race Team. As you know, our company helps

the needs of the people but to help them, we also need your help.

Advance Auto Parts [crosses his hands and listens carefully] Well, John. I' am

somewhat interested but I would like to know more. How can Jorge Martinez help our

company?

Our Company [looks directly at him] As we get into more of the business, for

example, Jorge Martinez can appear in one of your commercials. With fans producing,

merchandise will be stocked at your stores nation wide and more people can come to your

stores to buy. It would give you business as well as giving Jorge Martinez the money he

needs.

Advance Auto Parts [scratches his chin and nods] Hmm.. I like the sound of

that. What offerings of the car do you have left?

Our Company [smiles. stands up and shows him the parts] We have the lower

hood for 1 million, and the deck lid for 750,000 and other that's shown on the paper.

Advance Auto Parts [nods yes] Yes, we will take the lower hood for 1 million.

Our Company [smiles happily and shakes hands with him] Thank you, Mr.

Stevens! Thank you for your time and business. I am sure Jorge Martinez will be happy to

hear this.

Advance Auto parts [shakes hand] No problem, John.

Customers provide a lot of information through their body angle, facial expressions, arms, hands, and legs. Each of these channels are very imperative in face-to-face communication. Like in body angle, back and forth motions indicate a positive outlook, while side-to-side movements suggest insecurity and doubt. The eyes are the most important area of the face. By looking at a customer's eyes, salespeople can often determine when their presentations have made an impression. Eye Position can indicate a customer's thought process. Eyes straight ahead mean a customer is passively receiving information but showing little effort to analyzing the meaning and not really concentrating on the presentation. Interpreting arm movements is intensity. Customers will use more arm movements when they are conveying an opinion. Hand gestures are extremely expressive. Like, open and relaxed hands are a positive signal, especially with palms facing up. Self-touching gestures typically indicate tension. The dialogue up there clearly shows good listening skills and effective questioning technique.

Product presentation is very important to get customers to buy. Here are two

sample selling sentences. 1) Here we have various parts you can buy ) If you can

help us, products like these can appear in your store that will attract more customers.

We also provided selling aids like a picture of Jorge Martinezs merchandise(work

gloves) and a picture of Jorge Martinezs toy cars. Some demonstrations of selling points

are 1) Having the gloves just as gloves and showing another with designs of Jorge

Martinezs car and number. ) Having a race car toy with great designs of Jorge

Martinezs car and having a plain car that says NASCAR. Jorge Martinez can also get

into the products by having his signature in every work glove and toy car.

Although most of our sponsors were satisfied, we also received objections such

as 1) I need more time to think about it. ) Our company cant afford that right now. We

came up with suggested answers to these objections. First, you shouldnt force them and

instead of arguing, listen. Some answers are 1) I understand. I would also want to have

time to think about it and talk to my partners. If you do we agree of what we have to

offer, you would be very satisfied) Oh that's no problem, Mr. X! We have different

pricing range that you can choose from. It gives the same benefits to your company. By

answering the objections correctly, some customers changed their minds.

To close to sale, there are many options of closing methods. Two suggestions are

Which Close and Direct close. When we did a Direct close, it went something like this

Company- Based on what Ive shown you, how do you feel about this idea?

Customer- Yes. I like it. Lets go talk to my partners and work on it.

This method is when you ask for the sale. It is used when you did not already get your

customers agreement. When we did a Which close, it went something like this

Company-Which one do you prefer? This lower hood for 1 million or the B post

for 15,000?

Customer- I prefer the lower hood for 1 million since it shows more of our

logo.

This method encourages a customer to make a decision between two items. It makes it

easy for a customer because only one simple decision must be made.

To get our sponsors satisfied, we suggested services. We guaranteed that more

customers will arrive at their store by sponsoring Jorge Martinez. We also suggested that

we will be the one stacking merchandise at their stores. When we talked about this, it

went something like this

Sponsor-How are we for sure that more customers will come to our store?

Company-We guarantee that more customers will come to your stores by giving

you posters to hang up at your store to attract them.

By giving the sponsors guarantees and other products, they were satisfied.

Some follow-up strategies we did are

1) Calling the sponsors the date we promised. ) We sent a thank you note with our

business card. ) We used time immediately after the sale to plan our next encounters

with the sponsors.

Zazzy Sports and Entertainment has completed our task. We have raised enough money for our new client, Jorge Martinez. He thanks all the sponsors that were involved with this project. He is now off to a good start thanks to all our companies, Advance Auto Parts, Cheerios, Budweiser, Lowes, Panasonic, Dr. Pepper, Chiquita and Goodyear.

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