The initial NASCAR race of 2006 ran lately at Daytona and I was astonished by the selection of new products sponsors. For several years NASCAR has been a “superior ol boy” thing, even so, marketers have eventually recognized that this is substantial untapped and under marketed promotion phase.
We have to confess that there are loads of stereotypes about the normal NASCAR viewers. Ever heard this description, “Crimson necked, very long haired, tobacco chewing, cigarette using tobacco, excellent ol boy?” Nicely, that utilised to be legitimate of NASCAR viewers but automobile racing now is one of the couple sports activities that are getting in level of popularity between all demographic segments. Face it. Acceptance equals marketing revenue and profits.
Two latest industry groups that NASCAR is chasing for increased viewer ship are the 50+ era and women of all ages. Earlier, small advertising and marketing was accomplished to attract these viewers. They were outdoors the perceived concentrate on market place. Sponsors usually were car firms, auto parts and suppliers, beer, soda, mobile phones, and typically services and companies that had been in the male purview. But now there are a whole lot of avid NASCAR supporters in the around 50 generation, myself included. Till now, sponsors haven’t truly sought them out as an viewers.
When I did some advertising and marketing for an IROC driver, I was stunned to study about the strength of the followers. A person thing that actually arrived property was the model loyalty of these who supported NASCAR. When a NASCAR driver endorsed a solution, it was used by an overpowering proportion of NASCAR aficionados a significantly increased average of brand loyalty than conventional marketplaces.
An intriguing marketing campaign that I have been pursuing is the Crown Royal endorsement of NASCAR. The organization carries on to sponsor the No. 26 Crown Royal Ford Fusion pushed by NASCAR NEXTEL Cup star Jamie McMurray. Crown Royal is collaterally branding their campaign with new packaging and launching the Speedway Collector’s Sequence, a line of limited version deals that is custom-made to highlight the 21 tracks that host races in the course of the 2006 NASCAR NEXTEL Cup season. The Crown Royal purple bag, bottle label and carton will display screen custom-made motor athletics packaging, including logos for storied tracks like Daytona Intercontinental Speedway and Talladega Tremendous Speedway. Sensible and exclusive marketing! Most item packaging initiatives have been restricted to cast iron types and replicas of the automobiles or typical auto stuff.
So why am fascinated? It really is all in the packaging, of program. In addition to promotion and endorsing a driver, providers are integrating all aspects of a promoting marketing campaign and employing packaging as a branding software. If I had been a sensible marketer, I would glance for underserved segments of the viewers just like Crown Royal has done. Even although there have been various women motorists that have attempted unsuccessfully to penetrate NASCAR as expert motorists, the women’s market can make up 50% of the US inhabitants. In my view it actually has not been sought out. I’d brand a campaign that seriously hits household with women no make any difference what their age. Seem at the Dove Marketing campaign For Serious Splendor as an instance. Its currently being endorsed and supported extended after then initial promotion campaign introduction.
So we’ve appear complete circle. What does NASCAR have to do with packaging? It is a sizzling, expanding, untapped market place for those people who want buyers that show their brand loyalty. Does this ring any bells or blow any horns for you?