Panoz DeltaWing Racing races the radically innovative DeltaWing coupe on the streets and tracks of North America in the IMSA WeatherTech SportsCar Championship. The coupe takes the innovative cumulative technology developed at DeltaWing Technologies and races competitively with approximately half the weight, drag and fuel of its competitors.
Expenses add up quickly in racing. To attract and retain sponsors, a race team has to show a return on investment. Investors see racing as an advertising platform to increase brand awareness.
Media contacts were limited to those they knew personally, were introduced to by a colleague or found through google. Success on an international level demanded they be able to generate and track, analyze and report on global coverage.
"Having access to a global database of journalists and receiving real time alerts on our race team and drivers, I am able to contact journalists talking about us and expand the conversation," says Marketing and PR Manager, Lucy Smith. "Within a month of having Meltwater, I already had extra radio interviews and stories written about us."
I use the dashboard to click on widgets and copy and download graphs showing our results. I then send them to executives in a report after each race. It’s all very intuitive.Lucy Smith Marketing & PR Manager
Meltwater helps Panoz prove the effectiveness of its marketing to sponsors and their own executives through competitive comparisons with other events, racing teams, and technologies. Reporting includes story mentions, event reach, and the monetary value of coverage year over year. The contact database identifies influential journalists and media outlets, including many unknown to the PR team.
Generating interest in new markets is a key focus for the communications team. Meltwater’s global monitoring allows Panoz to track all media coverage and identify which regions speak about important initiatives, like green technology trends, in the most positive manner.
Seeing the advertising value for each publication is invaluable when I’m determining the best outlets to pitch to. I’ve been able to build new relationships with quality journalists, and see the success in real time when they write a story about us.
Generate global media coverage
Cultivate relationships with journalists
Demonstrate ROI through reporting
"We can now show our stakeholders tailored reports highlighting our media attention and what we have achieved for them. We can transform the mentions and audience into a tangible return on investment. That’s huge.” - Lucy Smith, PR and Marketing Manager
We’re a race team, but we are also marketing and showcasing the technology that DeltaWing Technologies is able to build, develop and offer. There’s real value in being able to find new journalists in these different markets and industries that we can target with our press releases.” - Lucy Smith, PR and Marketing Manager
“I demoed seven products and Meltwater had by far the cleanest dashboard. It just made sense. Other products didn’t offer the ad value, which was the number one thing we wanted.” - Lucy Smith, PR and Marketing Manager