Market and Operate Profitable Motorsports Events with High Gear Success CEO Heather Wilson Schiltz
Host Events or Motorsports Events? This is the episode to listen to.
Have you ever found out about an event after it already happened? Or heard someone say "I've never even heard of that" about an event that should have been packed? If you're hosting motorsports events, that is a visibility and marketing problem and it's costing you money.
In this episode, Crissy sits down with Heather Wilson Schiltz, CEO of High Gear Success and marketing and operations consultant for motorsports event organizers who host competition and recreational events. This is Heather's third appearance on the show, and she is bringing all the value no matter what type of event you host.
Heather breaks down why so many motorsports events are struggling to survive, what the most common mistakes look like, and how her four-step framework helps event organizers build a sustainable, profitable, and memorable event brand.
In this episode, you'll learn:
Why marketing is no longer optional for event organizers, it's a survival strategy
The most common mistakes Heather finds when she evaluates a motorsports event (hint: outdated pricing and lack of processes are at the top of the list)
What "poor branding" actually looks like in the events world and how to fix it
Heather's four-step process: Evaluate, Develop a Customized Strategy, Implement, and Assess
Why the post-event survey is one of the most powerful (and most skipped) tools for growth
The truth about AI-generated photos and why real photography is non-negotiable for events
How Heather helps event organizers overcome the fear of investing in marketing before seeing results
Why the whole marketing ecosystem has to work together, and why doing just one piece in isolation will always underperform
Connect with Heather Wilson Schiltz and High Gear Success:
Website: https://highgearsuccess.com
Join the FREE Fuel for Thought virtual meetup for event organizers, registration link at https://highgearsuccess.com/fuel-for-thought-virtual-meetup/
Other Visibility Impact Show episodes Heather has been a guest:
Building Brands in Motorsports: How Heather Wilson Schiltz Increases Visibility in Motorsports
Interview with Heather Wilson, Motorsports Marketing and PR Expert
FAQ's
What does a motorsports event marketing and operations consultant do?
They help event organizers evaluate where they stand, build a customized marketing and operations strategy, implement it, and assess results. Services can include websites, social media, email marketing, press releases, and registration platforms.
Why are so many motorsports events struggling to survive?
Most have failed to evolve. The most common issues are lack of processes, outdated pricing that doesn't cover costs, and little to no marketing strategy. Without visibility, even a well-run event won't be sustainable.
How important is photography and videography for event marketing?
Critical. Real photos and video give potential attendees a reason to show up. A professional photographer captures what a phone can't, and that content fuels your marketing for the next event. AI-generated images are not a substitute.
What is Fuel for Thought?
A free bi-monthly virtual meetup hosted by Heather Wilson Schiltz of High Gear Success, for motorsports event organizers. Each session includes a short training on a marketing or operations topic plus open collaboration with other organizers. Register at https://highgearsuccess.com/fuel-for-thought-virtual-meetup/
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