Stock Car Racing
A sports and marketing phenomenon, more people attended NASCAR stock car racing last year than any other professional sport. NASCAR fans are intensely brand-loyal, devoted to their sport and its sponsors, and feature prime demographics. Indeed, 62% of NASCAR fans make over $30,000 annually, and 79% are between ages 18 and 44 -- the prime car buying years.
NASCAR commands fan attention because the cars they see racing are very similar to their own. When they see a Mustang beating a Camaro, it could be their Mustang. When they see a Taurus beat a Monte Carlo, they want that Taurus.
In the Nation's Capital, NASCAR's venue is Old Dominion Speedway in Manassas, Virginia. Known as a spawning ground of future national stars, with alumni in NASCAR's highest ranks, Old Dominion's four classes of exciting competition attract fans from as far as Richmond and central Maryland every Saturday night, 26 sellout weeks a year. Over 30,000 fans attended racing at Old Dominion last year.
Races at Old Dominion are also carried on local and regional cable television outlets, giving sponsors tremendous additional exposure -- at no additional cost. The track works hard to reward corporate involvement; cars are announced with their primary sponsors ("J.J. Gertler in the (Your Name Here) Ford"), and program lineups and text also refer to the cars by sponsor names.
Better yet, the proximity of legislators and policymakers makes NASCAR at Old Dominion a prime tool to achieve national impact on a local budget.
As you'll see, involvement in NASCAR racing can be very rewarding for the firm able to ally itself with the right combination of talent, experience, and speed.
It all adds up to
As many other businesses have found, involvement with NASCAR racing brings significant and immediate benefits. It's a sales tool, a marketing tool, and a motivational tool.
Racing Sells Product |
Racing can bring your firm a new, performance-oriented image. Manufacturers put tens of millions of dollars each year into NASCAR racing at the national level because they've seen that what wins on the weekend sells during the week. NASCAR fans are brand loyal; they prefer dealing with organizations that bring them the excitement of racing. When fans at the Speedway and watching on television see the Your Name Ford winning, they know that you run a winning organization. And this new image would add to, not replace, your existing customer base. |
A Sponsor is a Good Neighbor |
Racing sponsorship dramatically demonstrates your community involvement. Sponsorship of racing tells the public that, unlike other firms, you aren't just interested in taking their money, but are glad to give something back -- the gift of entertainment. |
Racing Inspires Performance |
Racing can be a key tool in employee motivation. It helps to foster a competitive spirit and pride in the organization. When your racing team wins, your whole business family will share in the victory. That adds energy and a positive attitude throughout your staff. |
Racing Brings In Traffic |
Racing is also a natural theme for promotions. Whether it's giving fans a discount with an Old Dominion ticket stub, offering race tickets as incentives for test drives, or using racing and race wins as themes for sale events, racing adds excitement to every part of the sales process. Parking a NASCAR stock car bearing your logo in front of the store guarantees brake lights as passersby turn into your lot. |
Racing Shows Success |
Racing also provides entertainment for prominent clients, suppliers, and associates. An evening at the races, seeing your team in action, shows business associates that you have a successful, aggressive organization. Best of all, these positive effects would support all your outlets. Race fans come from across the metro area -- they live in every part of your market. |
How do you know racing works? We could show you facts and figures, or you could ask your marketing agency. But the real proof is that your competitors are already there. They've found that racing sponsorship makes sense. That's why the same dealerships return to racing year after year -- and why their customers return to their showrooms. And you can stand above them all -- with the right combination of talent, experience, and speed.
|
|
J.J. Gertler has been involved in racing for over thirty
years. Growing up at the dirt tracks of New Jersey and the paved speedways
of New England, J.J. went from fan to crew member to team owner,
manager, and driver. In the early 90s, he led a rookie sports-car
team to third place in the nation. Now, he's come back to his
stock-car roots. An award-winning public speaker and broadcaster, J.J. represents his sponsors with a professional yet light-hearted demeanor. |
| For 2001, we have a NEW look, NEW body, NEW
power, and NEW speed! And it's already paid off with a WIN in the second week of the season! |
The good news: Involvement in NASCAR racing
For all the benefits it brings, NASCAR racing is your best marketing bargain.
Less Than TV |
For less than the cost of producing and placing a single 30-second TV spot, you can have free, extended exposure to thousands of car-oriented fans at the track and thousands more on television for the entire, 24-week season. That's four appearances, with at least four announcements of your name (and more if we do well), every week for six months -- a minimum of 88 placements in all. Your cars will be available to appear at store openings, trade shows, and other events. |
Less Than Staff Training |
For less than the cost of motivational training for the staff of two stores, you can have an unrivaled inspirational tool for all your locations. |
Less Than One Sale |
For less than the sale price of one car, you can have an entire season of exposure as the principal sponsor of a top NASCAR stock car -- helping you sell far more. |
Primary sponsorship of Hard Drive Racing's hot new stock car can be yours on a variety of plans.
Title Sponsor Package Investment - $14,500 one
year, $25,000 two years
Associate Sponsor Package Investment - $7,500 one year, $12,000 two years
Partner Sponsor Package Investment - $2,500 one
year
Weekly Sponsor Investment - $100 per week
Why Racing? |
Because it sells cars, creates a dynamic image, and brings in traffic like no other promotional tool. |
Why NASCAR racing? |
Because it's the most popular form of racing anywhere, offers direct identification with the product in the showroom, and is incredibly cost-effective. |
Why Hard Drive Racing? |
Our PR and broadcasting experience give you truly professional exposure; Our meticulous preparation and choice of unusual cars ensures that your name will be noticed; And we have the talent, experience and speed you need to keep your name out front! |
