Branding starts with a logo that is used in conjunction with the team name and is used on every item that sports the team name.  They go hand in hand.  The car, t-shirts, polo’s, hats, window decals and driver profile cards all need to have your logo. You can have a logo custom designed for a hundred bucks by “RCM Marketing”. If you are promoting yourself as a driver, your logo should include your autograph, as it is unique to only you. You are what the sponsor is buying in the early stages of sponsorship negotiations (I will discuss marketing tips for “Sponsorship Hunting” in a later blog.)

When you see a “Black #3” what’s the first thing that comes to mind? Dale Earnhardt? That’s branding!! Since you’re probably not racing in NASCAR’s premier division, I recommend you add your signature as mentioned above. Other helpful tips would include using your team/car colors, the font of the number on your car and adding your website if you have one. That way if someone is interested in sponsoring your car they can find out more about you and mail you a big fat check!! Check out this logo for my driver “Gary Hobbs #8 Late Model.”

See you at the races… ~Rico Childers

Race car driver Gary Hobbs’ perspective is that race day is payday, time to cash-in on the weeks or months of working on the car in their driveway, garage or small backyard race-shop. A brand new paint scheme for the new season, covered in sponsor decals for this year’s racing season. New parts under the hood to help the performance and a brand new set of “sticker tires.” The driver sports his favorite fire suit that might just be brand new for good luck! The Pit Crew uniforms are freshly pressed and the team is ready for action!! There is only one thing on the team’s mind…”In it to WIN it!”

Most teams will arrive at the track around noon or one to claim their favorite pit stall. Pit preparation starts with a good sweeping of the pad before everything takes its proper place and the team prepares for the “Hot Lap” and qualifying sessions. If the car “unloads” well and “gets through the corner” it will be a good night. Racing usually starts about 6pm and doesn’t conclude until after 10pm. It’s a long, hard day in the hot sun fueled by adrenaline, the smell of racing fuel and the roar of the engines.

It’s the positive attitude of winning, as the season starts with high expectations. In the back of every team member’s mind is how to handle the adversity of “kissing the wall” or “cracking up the car,” on the first night of the racing season. A win in the Main Event and “kissing the wall” is now a sign of achievement, how fast the car was and how well it “stuck in the corners.” Besides, if the car is going that fast, a little bit of paint from the wall just makes it look a little bit faster!

As the fans arrive at the track, the aroma of chili cheese fries, hot dogs and hamburgers fill the air. As the grand stands start to fill up, the sounds of the track announcer add to the excitement. Fans dawning mostly attire for their favorite NASCAR driver; hats, t-shirts and Hoodies, all make for a mosaic sea of colors and numbers. The track announcer plays pre-recorded driver interviews as the fans chat about their favorite driver and anticipate their car in Victory Lane! Friendly wagers are placed as each family member picks the car to win as the first class of cars rolls out on the front stretch. Fans are asked to rise and remove their hats in “Honor of Our Country,” as the National Anthem plays over the loud speaker. The crowd cheers as the Anthem comes to an end and the drivers fire their engines. The cars take a few warm-up laps and then over the loud speaker, “they’re getting the one to go,” fans come to their feet, the adrenaline pumping, in the stands and in the drivers, as the green flag waves…

This is Saturday Night Racing…take the family out for a night of fun, excitement and most of all…Quality Family Time!!

See you at the races… ~Rico Childers