| Service |
Brand Management & Product Marketing |
| Industry |
Retail |
| Company |
One of the largest national retailers in the United States. |
| Situation |
In its fourth year in NASCAR, the retailer wanted to expand its presence in the sport and create a new marketing campaign. |
| Goal |
Maximize current sponsorship assets while integrating other marketing and business goals of the company. |
| Approach |
An agreement was reached with an East Coast race track for the retailer to be the title sponsor of a summer race. Numerous initiatives met the goal:
- A philanthropic angle was added to support an autism charity which is supported by the retailer’s NASCAR driver as well. Employees manned collection stations at the track during the race weekend and participated in a walk around the track with celebrities.
- A special autism paint scheme adorned the retailer’s race car and the hood of the car was autographed by the driver and auctioned for the charity.
- The retailer’s loyalty club members and employees were given race tickets and enjoyed hospitality and driver’s appearances.
- The track began using the retailer’s gift cards in its ticket promotions.
- A private shopping event was held at a local store for NASCAR and race team employees, sponsors, and media members.
- Sales promotional material was given to campers and mailed to season ticket holders.
|
| Results |
5:1 return on investment. |
