Promotional Merchandise For The Silverstone Grand Prix

Last weekend I worked at Silverstone for the long awaited Grand Prix. My role was to sell the Mercedes, Ferrari, Maclaren and other various brands’ merchandise for crazy amounts of money (we’re talking £15 for just a lanyard…). On the final race day of the Grand Prix, a customer comes up to me and asks if he can take a look at the 2017 ‘Lewis Hamilton’ cap. The cap he was asking for was a black flat cap with ‘Hamilton’s wings’ on the back and a large Mercedes logo on the front. I showed it to him and as I did I noticed that he was wearing an identical cap, just that this one didn’t have the ‘wings’ on the back. I asked him why he would want to spend £50 on a nearly identical hat to the one he already has. His response? “Lewis Hamilton wears this hat, so I want to get the one he wears”. This interaction allowed me to see first hand the power of Lewis Hamilton and quite how influential he is in the racing world. Of course, I knew he was popular, but these fans were spending upwards of £500 on the latest merchandise just to be seen in the items Lewis Hamilton promotes!

What We Can Learn from the Silverstone Grand Prix

 

Above: the man purchasing the almost identical cap

 

As 47% of online consumers aged 18-24 use ad blockers, brands are further exploring influencer marketing. We are all guilty of spending a significant portion of our day on social media, therefore brands are now using influencers, the people we follow on social media and look up to, to get their products in front of a captive audience. The Silverstone Grand Prix weekend was an example of this in real life, as Mercedes pay Lewis to be wearing their branded products as he represents the brand, and consumers flock to buy the merchandise. In this way, Mercedes aren’t posting adverts saying ‘buy this product’, they are getting a looked-up-to British idol to naturally, and organically, sell their product.

What We Can Learn from the Silverstone Grand Prix

 

Above: the UK special edition ‘Lewis Hamilton’ cap retailing for £50

 

Influencer marketing is a proven strategy which delivers incredible results which I have witnessed first hand. Lewis Hamilton won the Silverstone Grand Prix which looks to push his commercial value further than any of Britain’s sports stars. He has an estimated net worth of £131 million, and, as well as this, he is loved by millions as every time his car zoomed past a grandstand everyone would get up and cheer (51 times).

Written by

Total Merchandise | Editoral Team

Our editorial team is drawn from a pool of experienced promotional merchandise product team members, account managers, marketers and other contributors. With such a wide range of skills and experience, they write about many aspects of promotional merchandise, wider marketing and business matters, as well as company news updates.

Connect with Total Merchandise on LinkedIn Connect with Total Merchandise on LinkedIn

Total Merchandise
Our 10 Best-Selling Promotional Pens To Inspire Your Next Campaign

Our 10 Best-Selling Promotional Pens To Inspire Your Next Campaign

It may well be mightier than the sword - well, according to some, at least - but one thing's for sure: a promotional pen is a highly-effective tool to help market your...

Cheers! Our Top Picks Of Promotional Drinkware This Spring

Cheers! Our Top Picks Of Promotional Drinkware This Spring

With temperatures reaching a welcomed 20+ degrees Celsius across parts of the UK this week, it's only fitting that we take a look at our spring and summer-friendly branded d...

Promotional Merchandise Items That Can Help Mental Wellbeing

Promotional Merchandise Items That Can Help Mental Wellbeing

The conversation around mental health and wellbeing is growing ever-louder and - it goes without saying - with due cause. With levels of stress, anxiety and depression at all-ti...

Add Some Fizz this Champagne Day with Promotional Sparkling Wine

Add Some Fizz this Champagne Day with Promotional Sparkling Wine

Hashtags at the ready people because it's almost time to celebrate #ChampagneDay 🥂 In fact, you will be able to raise a glass in t-minus (approximately) 12 ho...

Pretty in Pink Promotional Products for Breast Cancer Awareness Month 2021

Pretty in Pink Promotional Products for Breast Cancer Awareness Month 2021

We're all aware that October is a fully booked month, with events like the change in seasons, the clocks changing, Halloween, and - not forgetting - the start of the ru...

Huge Savings for Your Business this Autumn and Winter

Huge Savings for Your Business this Autumn and Winter

Are you looking for promotional products at prices that will have management lost for words? Yes? Then you've come to the right place. Here at Total Merchandise, w...