Experiential Marketing with

racing simulators

A guide

Marketing and promotion. Make the consumers aware of the experience that is available to them. Use webpages, social

network sites, more traditional media and word of mouth to generate buzz even before the event.

Thorough planning, good timing, the right location and a stage or event booth setup that looks cool, high tech or otherwise

communicates the image associations of the brand is key.

2

Brand it. Let the consumer know who is bringing them the experience. Spending a bit more to have aesthetically pleasing

props around the simulators is well worth the small incremental cost and you can adorn these with your logo(s).

Make it real. Consumers are starving for REAL and thrilling experiences, not Playstation gaming. Don’t make the mistake of throwing plastic steering wheels and cheap games at them. This

is the most common mistake we see at motorsport events.

3

Make it competitive. Giving the consumers something to strive for always ignites passion. Leaderboards, fastest time

display, side by side or head to head simulator placement, and additional LCD screens all build excitement.

Give them something they can win. It can be as elaborate and expensive as a real car, something that shows achievement

like trophies or certificates, or motorsports memorabilia items.

4

Use a podium or stage for celebrations. Standing up on a podium or stage in front of others is a once in a lifetime

opportunity for some of these consumers. Make it aspirational.

MC’s are good, they attract people and can raise the level of the excitement dramatically. Representatives from your

company, celebrities, pro drivers etc. can also add dramatically to the level of thrill.

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