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
10 Branded Metal Bottles To Consider For Your Next Campaign

10 Branded Metal Bottles To Consider For Your Next Campaign

With research revealing 85% of the UK public are worried about the impact of plastic pollution on the planet, there's never been a better time to consider a branded met...

The TM Edit: Our Most Popular Products Of 2020

The TM Edit: Our Most Popular Products Of 2020

With the end of the year edging ever closer, we've decided to shine a light on our most popular promotional products of 2020. These aren't just any old merchan...

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...

Promotional Products For Your Planned Events This Summer

Promotional Products For Your Planned Events This Summer

With Step 3 of the government's roadmap set to unlock from 17th May - which is just a couple of weeks away - there's no better time to consider your...

The TM Edit: 10 Must-Pack Promotional Products For UK Staycations

The TM Edit: 10 Must-Pack Promotional Products For UK Staycations

With thousands of holiday-hungry Brits eagerly anticipating a getaway this summer, now's the perfect opportunity to consider whether or not you want to tap into the pot...

The TM Edit: Best Branded Giveaways For Your Small Business

The TM Edit: Best Branded Giveaways For Your Small Business

Do you run a small business or start-up - and are looking for the perfect way to get your logo out and about? Enter our range of the best promotional giveaways that are ideal fo...