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| Features |
| PR and Marketing Tips – Having Materials on Hand is a Promotional Key |
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by Rhonda Mims-Brown
 | | A quick facts-autograph card has many uses and helps build public retention |
Drivers who desire a professional image should always seek out ways to promote their selves via media kits, quick facts/autograph cards, fact sheets, news releases and the use of a personal web site. Construction of a media kit, news releases and photos can be accomplished relatively inexpensively; however, doing a personal web site is typically costly, time consuming and beyond the ability level for the average person lacking in extended computer skills. In this PR and Marketing Tips segment, we will discuss two inexpensive alternatives, the EKN Premium/Ultra sites and the Quick Facts/Autograph cards.
To the right is what I refer to as a “quick facts/autograph card.” This was designed for me by Ken Johnson with state of ART Design, a company specializing in karting applications. Johnson made these into a 5” X 7” design that I can inexpensively take to Kinkos and have copied onto a glossy card stock and printed out two per 8.5” X 11” page. I will print about 50 pages at a time where they will cut and provide me with 100 cards each trip at a cost of approximately .50 cents per card. I have often taken these with me to many races and special events and passed out when others asked about my racing activities. A “visual keep” helps others remember who you are. I know of many other drivers who have these on hand and they are highly recommended by the Lyn St. James Foundation as “essentials to have.” Lastly, pass some along to your sponsors, I'm sure they'd love to have some as pass outs on their store counter.
To carry things further, another essential I have utilized are EKN’s Ultra Site/Premium profile for my personal web page and have also created fact sheets and media kids to assist in getting the word out. The Premium Ultra Sites are an excellent alternative, easy to set up and update, and inexpensive at only $9.99 per month. Virtually hundreds of drivers have already set up their basic info under the driver’s link at the top of the home page. The basic info is offered free from EKN as a service to their users. The Ultra Sites, referred to as “Premium” in the set up logs, go way beyond the standard and provide drivers the opportunity to have their own basic web page with a personal web site address, the opportunity to plug in photos, an extended bio and news updates. It can be updated (at no additional charge) as often as you wish and provides sponsors, media, potential sponsors, friends and family a place to check out your latest news and information.
When doing race reports, I (and others) often refer to the driver’s section of EKN to find out a driver’s age, hometown, and chassis/engine or team info. Finding additional info about a driver is always a plus to help me in race coverage. As I’ve mentioned in previous PR and Marketing Tips features, if you don’t promote yourself, don’t sit back and wait for others to do it for you. This basic info about a driver is in great demand by the media and it doesn’t arrive to them in their sleep. Often, this means the difference in gaining exposure and not. Making information easily accessible and keeping it updated is a primary key for success.
The Ultra Sites are now available for any drivers wishing to upgrade from their standard profiles or those who are not currently listed. Utilizing the Premium/Ultra Site upgrade is fast and easy and will put your name up top in the listings and provide distinction from other regular profiles.
For those already registered and set up with a standard free profile, all you need to do is click on the “drivers’” link at the top of EKN’s home page. From there, look to the right of this page and you will see the link to “edit your profile.” Click on this link, place a check in the type of profile you desire (premium) and continue on to add in the additional information for the Premium/Ultra site not offered in the standard info. You can add in your own biography, race schedule, photographs and news updates on each of your races or give your sponsors a pitch and let others know who they are and what they do. The ability to further distinguish yourself is available by selecting your own “format-page style” from a list of several to choose from. Lastly, for payment details, you will be transferred to “Pay Pal” where you can then set up your payment information. Once submitted, your info will be sent to the EKN web master for review and approval. Once approved, you profile will display on EKN. Make note of your web address at the top of your premium profile and pass it along to sponsors, family and friends. In addition, add it to the bottom of your signature line making it accessible to all those who read your forum posts. You can go to Forums and then “Edit Profile” to accomplish this.
For those not listed in the driver’s profile, the process is basically the same; but you’ll need to register as a user for EKN if you haven’t already done so and then fill in the standard and premium info required.
In our next “PR and Marketing Tips” segment, we’ll explore the basics of writing a news release.
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