Amsoil Co-Founder A.J. Amatuzio
I have written often in this column about the importance of self-promotion. You may recall the phrase I have used many times: “Toot your own horn because no one will toot it for you.” It is self-explanatory and I will not dwell on it here. To say it simply, if you are serious about building your AMSOIL business you should make every effort to promote your effort. At the very least, wear your AMSOIL colors and outfit your vehicle with AMSOIL signage. I could never list the number of stories I have heard from Dealers who have gained additional business simply by wearing an AMSOIL shirt, jacket or hat, and I have had countless Dealers tell me about customers they have brought on board because of their AMSOIL visibility on the road. Toot your own horn.
Corporate AMSOIL is doing its part to help you. It is important to understand that the great majority of multilevel-marketing companies do very little, if any, advertising for their distributors. The money that multi-level-marketing companies pay out to their distributors in the form of commissions would, in a traditional marketing environment, be directed toward advertising. AMSOIL is an exception among MLM companies. Despite the smaller margins we set on our products when compared to most other MLM companies, we invest heavily in advertising and promotional efforts. In fact, as I am writing this a group of employees here at corporate is preparing to head out to the Sturgis Motorcycle Rally. As the “Official Oil” of Sturgis, AMSOIL has secured an even stronger foothold in the motorcycle market. We are also, as you probably know, the official oil of Daytona Bike Week. The recognition this brings to AMSOIL Dealers, whether active in the motorcycle market or not, is substantial. It is all about increasing AMSOIL brand awareness. That benefi ts all Dealers.
Additional events we have partnered in have further increased our visibility. Our sponsorship as the official oil of the National Street Rod Association has reinforced the AMSOIL name in yet another ideal market. The NSRA is a dedicated network of more than 55,000 classic car enthusiasts. The organization conducts 13 national events per year that are attended by over 250,000 people. The real exposure, however, comes from the tremendous amount of magazine coverage we receive.
Along similar lines, AMSOIL is the official oil of the Diesel Power Challenge. This event brings the most dedicated diesel pickup truck owners in the nation together for two days of grueling competition, including drag racing, sled pulling and horsepower testing. The event, and AMSOIL, receives over 40 pages of magazine coverage and national television exposure. We are also the official oil of the Four Wheeler Top Truck Challenge. Participants from throughout North America converge to test their abilities and machines. Like the Diesel Power Challenge, the trucks are subjected to a series of rigorous tests, including a hill climb, obstacle course and towing competition. Our exposure is generated by full-blown coverage in Four Wheeler magazine and an hour long television feature.
Perhaps our most exposure is gained by our affiliation as the “Presenting Sponsor and Exclusive official Oil” of the premier off-road short course racing series in North America. The Traxxas TORC Series Presented by AMSOIL delivers national television exposure on ABC and ESPN2. Couple that with our sponsorship of several of the Series’ most popular drivers – Scott Douglas, Mike Oberg, Chad Hord, among others – and we are making our name a household word in another profi table market for AMSOIL Dealers. We also continue as the primary sponsor of North America’s most competitive and popular snocross series. Now titled the AMSOIL Championship Snocross Series, this affiliation, again, provides exposure in a market comprised of thousands upon thousands of knowledgeable and loyal AMSOIL customers. Although the competition is limited to a regional scope, all Dealers benefit by the extensive television coverage it receives.
The list of our official oil partnerships continues:
AMA Pro Road Racing, the F1 ChampBoat Series, Loretta Lynn’s Amateur Nationals, the Canadian Snocross Racing Association and more.
And all of these high-profile partnerships are supported by an aggressive magazine advertising campaign. This past year alone AMSOIL ads and press releases appeared in more than 400 publications. As you look to expand your AMSOIL business you can be assured that AMSOIL INC. will continue to evaluate its marketing options and make wise decisions in terms of the returns we receive on our investments. So go ahead and blast those horns. You have a business to run, and we will be there with you every step of the way.
