10-4 Magazine - For Today's Trucker

JANUARY 2005 SHOW & TELL
DESPERATELY SEEKING SPONSORS
By Roving Reporter Suzanne Stempinski

So, you think your truck is all that and a bag of chips – maybe even better than that. You know you’re capable of winning Best of Everything. Your rig is amazingly clean, inside and out. Your chrome and aluminum are shined to a mirror finish and your paint is impeccable. What you’ve done so far is sensational. But you want more!

You can envision exactly how your truck could look. And “more” costs money – money you don’t necessarily want or have to spend. You think you should have sponsors to help defray your expenses. After all, you have wonderful ideas – and if you could get this stuff for your truck, it would do nothing but good things for you, your truck, and the companies you think should sign on as your sponsors. How do you go about it? What’s the best way to reach into someone else’s pocket instead of just your own?

Before you start approaching companies, asking them to sponsor your truck with product, money, or other support, try competing in a few shows and get some awards under your belt. It means you have something to offer a company other than unlimited enthusiasm. Sponsoring companies know what they have. The question is – what do you have to offer them? Is your truck, because you’ve caught someone’s eye, scheduled for a photo shoot for a magazine or calendar? Are you committed to participating in 6 or 7 shows around the country where that potential sponsor’s product will receive significant visibility? Are you willing to participate in corporate events that would result in increased exposure for the sponsoring company? Can you afford to do that? Don’t just say you can, sit and think about the financial consequences of having your truck down for a week. Aside from the lost revenue, you need to consider the costs of cleaning, polishing, replacing lost or damaged parts, etc. Factor in the costs of hotel, meals and maybe even a rental car. It all adds up – fast! Don’t make promises you can’t afford to keep.

Take some pictures of your truck – or have someone else take them. Front, side, interior, day or night - whatever shows your truck looking its best. Put together a resume for your truck and include important information about yourself. Include year, make, model, and other pertinent specs about your truck. List the shows you’ve participated in and the awards you’ve received. If you’ve been featured in any magazines or calendars, done any television shoots, been selected to be included on a series of trading cards or received other publicity, include that information. If possible, include copies of coverage you’ve already received.

When talking about yourself, be sure to include activities you participate in with or without your truck that would create a favorable image. Are you active in local charities? Are you a Trucker Buddy? How long have you been with your current carrier? Have you received recognition or awards for superior customer service, employment longevity, safety? Are you part of a driver council? Are you an OOIDA member and active in lobbying legislators for trucking industry reform? Put together a package that paints a glowing picture of you and your truck.

If you already have some sponsors, acknowledge them. Encourage others to jump on the bandwagon and participate in your success. Make a bunch of high quality copies of your packet – consider having them printed on nice paper. Do not send raggedy looking photocopies that look rough and smeared or faded. Have your photographs duplicated. This should be a professional looking package when it’s done.

Identify a company or companies you’d like to have as a sponsor. Find out who is in charge of Marketing for that company. That’s the person you want to contact. It may take a little effort, but if you don’t target the right person, you’ve wasted your time. Phone first and discuss what you’re looking for, what you have to offer and ask for the opportunity to send your resume package for their consideration. Write a personal cover letter to the “go-to” guy or gal thanking him/her for their time and consideration. Remind that person what you’re looking for – and be specific about what you discussed. Looking for a discount on tires from one of the major manufacturers? Be sure your package includes a great picture of your truck’s tires – lettered and gleaming. Hoping for some chrome for your engine? Include a picture of your clean motor. And then be prepared to call back to follow up on everything. This may be extremely important to you, but no one will chase you down to offer you stuff. Be friendly and persistent. Even if the answer is no for now, it could change in the future as you keep racking up successes. Building good relationships with sponsors (and potential sponsors) can open doors to all kinds of opportunities – even ones you never dreamed of.

Does someone give you polish? Or a discount on your truck washes? Consider putting their name or logo somewhere on your truck or trailer. If you’re pulling your own trailer, think about using your back doors as a rolling billboard. “Follow Me To So & So’s Truck Wash & Polish Shop.” You’ll be surprised at how many people will holler at you on the CB and ask you about where you get your work done. Carry a supply of business cards to pass out whenever possible. Ask the people you refer to be sure to mention your name as the source of the recommendation. Happy customers lead to more business – and help to keep you in your sponsor’s good graces. Be sure to include any and all sponsors on a sign (known as a Brag Board) to display at the truck shows. Remember, you have an obligation to promote them to the very best of your ability.

Do not lie to get a sponsor – or to keep one. If you want to appear on the Shell Super Rigs Calendar, you’ve got to use Shell Oil. If you don’t, you can still win a trophy, but you won’t make the calendar if you’re not a customer. Consider contacting the manufacturer of a product you already use – and offering yourself as a spokesperson in some testimonial advertising. It’s very possible that they’ll take you up on your offer. And you might find yourself with complimentary product or the opportunity to do a little testing of new products.

Keep your sponsors informed as to how you’re doing. Scored a big win at a show? Made the local newspaper? Be sure to get a bunch of copies. Once or twice a year you’ll want to fire off an update – let that sponsor know his money has been well spent. “Please” and “Thank You” are essential. Christmas is always a good time to write a sponsor a thank you letter.

Just keep putting your best foot forward and you’ll succeed – with or without sponsors. You and your truck are a work in progress! I hope 2005 is the beginning of your best years ever.

PHOTOS: 1) A “Kool” (and true) license plate seen on a truck at the Mid-America Trucking Show; 2) Take it from NASCAR - sponsorships really pay off; 3) Vladimir Bilik and Chris Lewis show-off an article featuring themselves and their trucks in The Wall Street Journal; 4) The Talkington family picks up yet another trophy at a truck drag racing event while doing a good job of promoting their sponsor, Lucas Oil Products.