Q&A by Preston McClellan '14
Lauren Hoffman '08, Manager of Partnership Marketing at Richard Childress Racing, answers some questions about her marketing success and challengers, her experience at OU, and more.
1. What is your day-to-day role as Manager of Partnership Marketing at Richard Childress Racing?
- As a partnership marketing manager, I work with our corporate sponsors here to execute their partnerships with RCR. This means I work with about 12 different sponsors on a day-to-day basis to ensure every contractual element is fulfilled. This ranges from paint schemes on the race cars, to driver and crew fire suits, to sponsor hosting on-site at NASCAR races throughout the country, to strategically planning B2B relationships between various partners. I also work with our larger marketing team to plan and execute special events from sponsor summits to RCR fan festivals.
2. How is marketing in NASCAR/racing different than in other sports?
a. Marketing in NASCAR is unique because there is incredible access that fans and sponsors can have to our drivers and assets both at the race shops and tracks. It’s unlike anything else I’ve worked with in the sense that thousands of people get to have up-close-and-personal experiences with the biggest and best names in NASCAR, week-in and week-out. The opportunities we can provide to our partners is endless meaning we are able to provide unique experiences whether you’re a diehard race fan or a first-time attendee. NASCAR is also unique because of the endless business-to-business opportunities that can take place amongst sponsors. This is sponsors within RCR, but also within NASCAR or those who partner with the various tracks.
3. What would you say is the biggest marketing challenge you face today? What have you and your team thought about to fix it?
a. Trying to get new sponsors and potential sponsors to see the value in NASCAR, and the many assets that we can provide and can be provided can be tricky. If brand managers who we are pitching are not NASCAR fans, it can be tough to sell them on the sport, or at least get them to experience it and allow them to understand the value. Each brand has their own goals and priorities and due to the number of elements and opportunities that NASCAR teams can provide, we are able to help companies of all different types achieve their goals (whether it be television exposure, or customer hosting, for example).
4. What was the importance of the Ohio Sports Administration program in your career and personal development?
a. The most important part of the Sports Ad program in my career and personal development was working with people, as well as getting to know people. The teamwork that took place throughout my entire time at OU was more valuable than I could have realized. Learning how to work with different personalities as well as people who think differently than I do is an important life lesson no matter where you work, or what you do. The relationships I built with the people at OU, as well as those who went through the program before (or after) me are one of the most important parts of my life. The connection and network of our program’s alumni is one that you can’t find anywhere else. We are a special group of people, one which you can never put a price on, and we are lucky to have each other!
5. What is the biggest piece of advice that you could offer someone trying to get into sports marketing?
a. I would say that you should never close a door to potential opportunities based on what sport the job is in, or what city/state the job is in. Your first job will never be your last job, and the more diverse jobs you take, the better experience you’ll have going into your “dream job.” You may not be excited about the sport or city that a job opportunity is in, but closing doors is only limiting your opportunity. I also have always said that you shouldn’t work for your favorite team. It’s like finding out that the Wizard of Oz is simply a man behind a curtain! You are better off not knowing what goes on behind the scenes of your favorite team, and when you do it can tarnish your thoughts/outlook on them. It’s easier, and a lot more fun, to simply be a fan!
6. What is the coolest thing you've seen lately in NASCAR/racing marketing?
a. One of the biggest projects taking place in the NASCAR world right now is the renovation at Daytona International Speedway. During the Fourth of July race weekend, the track partnered with Caterpillar (who I work with at RCR on the No. 31/Jeff Burton program) to do a groundbreaking ceremony for media coverage. They used current and past drivers, including Jeff Burton, and featured Caterpillar machines to break ground. It is a historic, multi-year development that is taking place at the track in order to enhance the overall experience for the Speedway’s fans, marketing partners and the motorsports industry by creating a world-class facility with premium amenities. It was a unique event to be part of, and great exposure for Caterpillar and Jeff Burton.
Check out the latest from Ohio Sports Administration (@OhioUSportsAd) on Twitter, Facebook (OhioUSportsAd), and Instagram (OhioUSportsAd)
