What images come to mind when you think of Nascar? Fast cars, screaming fans, cold beer and a good ol’ burger are a few of the essentials that make up a perfect day at the track. It just wouldn’t be the same with a glass of wine and a salad – buzz kill. Kevin Thomas, VP of Strategic Marketing for Roush Fenway Racing gave an exciting presentation on how performance of their cars can increase sponsors ROI over time.
Roush Fenway Racing knows just how to draw in the fans and give them what they want, which is why they are one of the top companies to sponsor. It’s not about the price, its about performance. Their creative approaches to PR have proven to not only justify a company’s sponsorship of their own hot rod, but the ROI usually exceeds expectations.
Take Cargill for example – a new sponsor of Roush Fenway Racing and looking for a unique approach to market their brand. In addition to increasingly good performance of their car, they went a step further to engage fans at the track – good ol’ cookout at the track, offering burgers to fans using their new finely textured beef. Not to mention, the opportunity to meet Ricky Steinhouse Jr.!
The results they saw showed that Cargill was more than just “paint on a fast car”. Not only did they see spikes in beef sales after races, they saw increased sales over time as racing performance increased. All while having a great time at the track, enjoying some great food and meeting famous drivers. Not too shabby for a hard days work!
Talia Short is Chief Wrangler at April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.