Amalie

A Talk with Amalie Motor Oil's
Own
Andrew Bornstein, Business
Development Manager

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Talking about Proposals....

In an interview with Amalie Oil’s Business Development Manger, Andrew
Bornstein, we discussed the pitfalls of many perspective marketing
proposals and what seekers of a marketing partnership might want to
consider before placing a stamp on 2006’s proposals. What I found was
rather interesting about Drag Racing’s marketing moguls and how they
approach the issues of new clients or properties.

I began my interview with all the basics of exploring the ins and outs of
doing business with such a large marketing partner, but it was to my
delight, since talking with so many representatives of so many companies,
that Mr. Bornstein (Andrew) was the type of person that likes to keep
things on a non-formal basis. It set the atmosphere of our discussion into
a more relaxed, personal mood. I began by asking Andrew the same
questions that so many have asked him before,

Ś²Ŧ© - “What is it that you would like to see in a marketing proposal to
Amalie Oil?”

A.B. - (There was a sigh followed with a slight snicker.) “Well to be
honest, I’d like to tell you what we do NOT look for? I review anywhere
from 350 to 600 marketing plans for each racing season, And the one
thing that I see as a major point of order, are the explanations and reasons
that I get as to why Amalie Oil should sponsor them. I can tell you that
simply telling us, “if you don’t sponsor me, I can’t compete.” This is most
defiantly NOT the right approach for creating a business relationship.”

** Note - There is a time and a place to disclose the needs of a racer and
his team. There is a time and a place to open up a financial dialog
between two marketing partners and there is a time and a place to express
sensitive issues. In the case of trying to build a business relationship
NONE of these issues should be on the top of the list marked, ‘Things To
Do:’. Mr. Bornstein explained that there are so many other options for
opening the lines of communications between you and your marketing
interest.

Ś²Ŧ© - “What would you suggest as a good plan to formulate a strong
marketing proposal, for those in the coming year?

A.B. - “Create an outline of the issues that would appeal to a company in
their marketing plans. Start by compiling a portfolio. Gather the press and
media that you have created on your own. Keep copies of sporting,
community, and public affairs. It will not only give you a basis to work from
but also gives your marketing ability a backbone.”

** Note – Companies such as Amalie Oil are no different than any other
company doing business in the free trade market. They are looking for a
way to get the best ‘bang for the buck’ and it will always be the most
important issue in reviewing a marketing proposal.

Ś²Ŧ© - “Can you give an example of a positive element in presenting a
marketing plan to you?”

A.B. - “I would say that using all the sources that are available in today’s
marketing world, try to cover all your bases. Show your value to the
company, don’t put a cap on your limitations as to what you can and will
do.
Explain that you can take advantage of using the tools that are around
you to promote your sponsor. I have seen many times a driver that shies
away from the camera as to not have to deal with them. Welcome it (the
camera), Let them know why you’re there and who you represent. I feel
that we have a great role model working with Amalie Oil right now. We
have sponsored him through even the toughest of times, and he’s never
let us down. Terry McMillen competes in the IHRA in the Top Alcohol
Funny Car Class, he is the first to offer his assistance to the cameras and
always backs our company. Perspective marketing properties should pay
close attention to his way of handling business.
The use of the Internet is another factor as to the commitment of a
client. Taking the time or having someone handling your web site shows
that you are going to do your best to get our name into the mainstream of
things. Remember, limitations are set by you and not by someone else.”

Terry McMillen
and the World
Famous Amalie
Motor Oil, Top
Alcohol Funny
Car, called
"The Insti-gator"

**Note – Andrew Bornstein takes great pride in his work, he also goes to
great lengths to give Amalie Oil the best possible options for the success
of the companies business. He stated that even though it may appear
that it’s a game in finding that special marketing partner, it involves
massive amounts of background checking. He will invest hours looking at
web sites that are created by perspective clients, he will review power
point presentations, and follow up on media material, but he feels strongly
about having ‘all the bases covered’ when it comes to selecting a
perspective marketing partner.

Ś²Ŧ© “With so many perspective marketing proposals landing on your
desk each year, what can one (person) expect as an outcome for a
marketing partnership?

A.B. “If you’ve taken the time to build your foundation and you’ve done
your homework, chances are the presentation will catch my eye. Of
course if the proposal is based upon the need for money, without
supported means, it will be less advantageous of getting much notice. I
can tell you that I do make return calls to those that submit marketing
proposals. Whether or not that we are interested in moving forward,
Amalie Oil and myself take pride in doing business with others, the same
way that we would want others to business with us.”

I thanked Andrew for taking the time to speak with me and expressed the
gratitude that I’m sure you (the reader) would have done as well. In many
cases, the constant battle of time vs. profits gets in the way of having a
businessman, such as Mr. Bornstein, being able to take and relay such
information to you about your future endeavors, however; it’s only going to
be useful information if you follow through with the plans and ideas he has
spoken of.   Use this information wisely, and apply it.

On another side note:

Andrew Bornstein’s job carries the weight of a company on his shoulders.
His days are unlike you or I, meetings, phone calls, contracts, more
meetings, travel, more phone calls and it just never stops. Best of all,
tomorrow will be the same for him. Here’s a small recap of a few basic
questions that I had for him as a sideline. So that you can get a dim
perspective as to his working conditions.

Andrew Bornstein will handle __________ in a month?
1.        375 phone calls about Amalie Oil internal affairs
2.        300 phone calls about Marketing Proposals
3.        600 emails about marketing issues with Amalie Oil
4.        15 to 25 meetings
5.        3 -10 teleconferences
6.        15 -20 travel related duties
7.        about 4000 cellular mobile minutes

Do the math? How many hours in a day? How about a month? Time
management is one thing that you might want to keep in mind when
dealing with a business and trying to ascertain a marketing deal. Many
marketing employees are overwhelmed with work and have to regulate
what and what not, they can deal with in a days time. Allow them the
needed time to review your information, drop them an email, but don’t
become discouraged. As the old adage says… Rome wasn’t built in a
day, but it only took one day to make it fall apart.