Keeping Up Appearances & The Right Attitudes

Good morning everyone! I had a lot of e-mail response to the entry on "How much fun vs. how much business" and quite a bit from teams. A lot of "thank you for letting people know just because you travel doesn't mean you are making a lot of money" and a lot of "what do these teams that got singled out do right that we can imitate?"

Regarding the part on racing for a living, that is a whole different post and I have very polarized views on that. It should be clear that I place a lot of responsibility on team management since there is a strong legion of people who want to race full-time but expect someone else to foot the bills or lack skills in economics 101. Make more, spend less. We'll cover that separately when I'm really in the mood to put my thoughts on the table.

I have been fortunate enough to know many racers of various budgets, skill levels, divisions, you name it through personal experience or conversations at seminars and workshops. One thing remains consistent across all differences, they are eager to know what they can do to improve their team both on and off the track. It's no mystery that winning races is the a golden ticket to boosting your stock value but there are other factors that leave an impact with current sponsors, potential sponsors, media, fans and fellow competitors. The difference between those few drivers I mentioned as examples and several others are they know these other factors and work to improve their program rather than thinking it is too much money or work.

Budgets are a big factor. I know this. I have been very flattered to have several local and regional teams in both dirt late models and open wheel contact me over the winter to do some work for them. I do not have the time for that and I really scaled back projects for ones that I can get fully-involved with to build something from the ground up. Plus, it's no surprise that my rates most can't swing in their budgets. I have tried to give genuine, fair advice to as many as possible or provide information so they can use some of the small guidelines I provided on their own to improve their racing operation. This, again, is where the seminar circuit would work in because I would get to have discussions and share these ideas directly with people in groups of 25-30 at a time so they can hopefully obtain solid information and tools to improve their program and still not have to detract from their racing budget because it was digging deep in their wallet. I don't look at it as cutting my own throat because hired guns have a place but sometimes you are better off doing your own sponsorship chases, networking and PR work because you know the team better so it has more of a personal tone. Do you have any idea how much success we've had with Brian's stuff in just under 1 year? A lot! And besides on track performance, a lot of it has to do with newsletters or feeling more involved because of communication coming out of the camp. I know a lot of the fans now feel like they know all of us. It's a nice feeling! I know there are a several other teams out there who mimic some of our methods and that's great. I feel like a proud mom when I get notes from PR or volunteer team helpers saying they used an idea they saw or want some advice.

With that said, a few simple ways to instantly give your team a makeover or increase your potential sponsor value:

* Race smart. I would say "win" but I said these are simple ways... if it was only that easy. You do not have to win to have a strong fan base and build strong partnerships. Sounds odd, but it is true. By racing smart I mean all give it your best shot, respect fellow competitors, race cleanly and focus on things such as progress or improvement.
* Use numbers to your advantage. Maybe it's only your 3rd year in dirt late models and you went from average finishes of 12th to 5th - let that be known. Similarly, if you had a rough start to the evening and had to transfer from the B-Main note starting position and finish. In pavement racing, this is the PR person's best friend. Required info that's as important as "finishing position" is start, finish, positions advanced and percentage of laps completed.
* Focus on the positive. See above. A novice mistake that both volunteers and even some hired hands make is placing blame. That makes me cringe!!! NEVER call someone out. It makes your team look very unprofessional. So maybe the 82 car did completely run across your nose or stuff you in the wall. Guess what? I'm sure you've been on the other end of that situation before too. Those who were there, involved or matter (aka sponsors) know what happened, no need to write a press release or official statement about it. If the shoe was on the other foot, imagine how that would elavate your blood pressure. It's racing, not ballet - schtuff happens. It's better to "spin" the situation stating that you were running in the X spot and word it like you were really on a tear "until a racing incident/contact with/unfortunate bobble with another competitor resulted in damage to the # SPONSOR NAMES HERE ride." Then go on and summarize if you were still able to continue on to a X place finish or it forced early retirement for the night. We all have bad spells but make it like "we were making up ground and will be back for more".
* Do not talk about money. This is another irksome thing. "We were able to outrun teams with bigger budgets." What is that about?! Not only does it sound like you are making excuses when you should have enough good things to talk about if you finished 5th or so in a big show but it's more of a slam of your own team than those who you claim have bigger budgets. 1) For some of your sponsors, it can give the attitude that "oh, I guess we're not doing enough" so think backlash 2) it could be worse - so maybe you don't have all of the bells and whistles - be blessed that probably your stuff is paid for and you don't have to worry about taking a Wells Fargo truck to the bank to make payments 3) how do you know what their budgets are? Don't assume... Don't worry about other people's business - focus on something you can change.
* Keeping up appearances. Clean and nice equipment makes such an impact. As I mentioned previously, I am in awe with Darrell Lanigan. That guy's dirt hauler is cleaner than my house. You may not know one thing about him but if you see his stuff you instantly can deduce one thing "this guy is a perfectionist". If he is meticulous with that, imagine how he is with the detail and attention to his race cars. I'm not stating that you need a new body after each race but it should be washed. Sponsor names should be clearly marked, free of surrounding clutter. Pit equipment, tools, trailers should be well-maintained and orderly. This stuff is for work not display but that doesn't mean you have to have it look like a scrap yard. Why would someone want to help you if you don't even respect what you have? I have seen some teams (lots of the 'travelers') who throw around $1000 jacks, $400 impacts, battery chargers and things like they are junk or even slam stuff around against cabinets if they are upset after a race. If I was more confrontational sometimes I would like nothing more than to bust them upside their heads. Not only do they look like complete fools and 3-yr-old kids but they wouldn't open their wallets to pay for it if something broke. Appreciate what you have!

Story time. Back in the day, we are going way back, my dad used to race. Yes, scary thought. Well the folks were broke and his goal was to win the B-Main or something and make $17, load up and not run the feature and go home. That was grocery money. He was hell on wheels, still is, but one thing that he and my mom both talk about is how his stuff, battered and used, always looked good. He couldn't afford chrome back then but would make sure wheels were painted and everything was spic n' span. The real comedy is he couldn't afford new tires. So in keeping up with appearances, my mom would sit with a brush and white paint and remark the Hoosier on them all. A lot of people aren't like that these days. Too many want to sit and feel sorry for themselves on what they don't have. Get out there and change it - one way or another.
* Crew appearance. 3 piece suit required? Not quite. From experience, I know how tough it is to even get all of the crew to wear uniform shirts - they are worse than 9th grade girls complaining about uniforms. For a larger team, it is ideal that you at least have buttondowns for Victory Lane and some sort of polo or tees for work. T-shirts or polos are a great solution and black jeans are another. But more than anything - not looking like you just got done with a knock-down, drag-out with Exxon and the oil won. If you have to roll around in the dirt or get extra dirty, please put on a clean shirt once things calm down. If this is too much, at least try to mind your p's and q's during big shows or if media or sponsors are around
* Drivers are the most important team representative. Remember that. Appearance, attitude, sportsmanship all count. Besides things already covered, always know if you have an opportunity for an interview or media work to thank your sponsors by name. You shouldn't have to read them off of the car to do so! Prioritize from primary to secondary and then products. That way if you only have time to squeeze in 4, you get the big ones. Also, address sponsors personally if there is a chance. For example, yes J&J Steel and Peterson Fluid Systems have really helped our program but more than anything it's the support both on and off of the track from Johnny Johnson, Rod Thomson and Cathy Morten that matter. And if you have sponsors at the track, be sure to take the time to talk and thank them. Or even if there are people you have previously contacted about sponsorship present, be gracious - you never know but things may work out because of your hospitality and attitude.
* Expect the unknown. Everyone involved with a team should remember one thing --- you never know who you are talking to or who may be around to hear/see something. The stories I could tell with this one! Treat everyone kindly and be approachable - save the other stuff for behind closed doors. In the same tone, watch your language! Sheesh!!!
* This is not a frat house. If you are there racing for fun, more power to you. If you are trying to make this a business or if it is supposed to be one, remember that. Now I will take my lawn chair and plop myself on the side of the trailer out of the way but I have seen situations with groups of 8-10 people hanging out. Kind of makes me wonder but I know that I have had conversations with some of product sponsors and industry reps and they have mentioned this sorority/fraternity party situation. If you have friends or family, downtime chat is fine but they should know that this is work so we'll catch up later at Steak n' Shake. :)
* Treat others as you'd like to be treated. That speaks for itself.
* Fluff & hurl. If you do have a team website or press releases that go out. PLEASE, use spell checker! PLEASE!!! Also, if you are going to use a media list, please ask permission before you spam someone with it. Keep things clean so that you would feel OK if your mom, a 10 year old or 35 yr old checked updates. I'm not saying be dull but just use common sense.

I'm full of opinions - I know. Should be clear by now that I have a lot to say on many of these things. Some of it may be errant non-sense so that's OK, chalk it off, call me what you want. These are just my opinions and views based off of personal experience. Take it for what it's worth. If I wasted your time reading this, sorry. :)