These days there is a lot more you can offer your potential sponsors than just sticker real estate on your bike.

The GFC. I'm getting pretty tired of hearing that evil little acronym. And just in case you require further clarification, no I'm not referring to the Geelong Football Club, I'm talking about the Global Financial Crisis. Why is this on my mind? Well because it seems to be everyone's magic answer for every finance-related question of late. Why are club memberships so low this year? Because of the GFC. Bike shops aren't doing so well right now? Yeah, 'cause of the GFC. Are you racing next weekend? Nah. Why? GFC. Why can't I get sponsored? GFC!!!

Yes the world economy has taken a beating, and Australia has been "pinched" but overall we were very lucky here and the GFC has become a very convenient covers everything excuse. It is a lot harder for new racers to obtain sponsors than it was just a couple of years ago, as many shop owners have had their confidence shaken by the gloomy world news. They are less inclined to part with their cash to unknown and/or unproven riders.

Will dropping off your glossy 10 page Race Resume change their minds? Unlikely. Truth be told, those printed resumes often end up in the bin, unread, many months after being shoved in the "To Do" pile of the store managers desk. Professional Proposals do still have their place of course, but for the average racer chasing support from their local shops, printed reports have well and truly had their day. Besides, what does the store get out of the deal? A few stickers slapped on your bike and a mumbled thank you in your trophy acceptance speech? The world today demands something much more dynamic. And the answer is right under your nose. Social media sites are easy to use and deliver a unique kind of exposure – one where the audience can interact with the subject immediately, giving real-time results and feedback. You probably already have a Facebook or Twitter account anyway. Now it is just a matter of switching on to the potential it holds.

Even in the absence of sponsors, you can begin promoting yourself and building your profile to gain a strong following – one that store owners will want to get their slice of. For obvious reasons, it makes sense to stick to the most popular sites. More site traffic equals more potential viewers. Facebook, Twitter and LinkedIn can all be employed to great effect for even the least tech-savvy among us. If you're confident of your video editing skills, a YouTube channel could be the ultimate self-broadcasting tool. Use these accounts to update your followers of racing results, riding pics, plans, and other race-related updates. Mentioning your sponsors services or products in this way, offers them a more attentive audience than the standard old stickers and thanks. One that is much more likely to convert into referred sales for the sponsor.

But just remember social media is a double-edged sword! Sponsors will be happy to be associated with you and your marketing efforts as long as it is in keeping with the company's delicate corporate image. They will probably cut your support short if they are mixed into your posts along with the rather unsavoury pics of your wild weekend out, or the expletive-rich comments left by your mates. Your best option is to set up a separate account specifically for managing your race image. Set up a separate email account just for that purpose, and link this to your racing profiles.

And the best part of all is that it costs you nothing but a bit of set up time to accomplish all this. In fact, once it is all set up, you could delegate your media releases to a trusted member of your crew such as a parent or a partner, giving you more time on the bike and less behind a keyboard. Another advantage there is that many people are uncomfortable promoting themselves. But a parent or partner will trumpet your successes with pride.

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