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NASCAR is a powerful business and marketing machine. There's a lot you could find out about positioning your own dealership simply by studying the lead-generating, revenue exploding strategies of this racing giant.
You have probably heard of Dale Earnhardt Jr., Jimmie Johnson, Kevin Harvick, Jeff Gordon and Tony Stewart. They're all pretty famous NASCAR stars. But a name you may not know the name Mike Bartelli. Racecar driver? No. But he is a guy who knows a lot about speed. Mike is a marketing guy and when it comes to NASCAR and motorsports marketing he is, "the" guy.
Mike is a specialist in motorsports marketing, and as president of Millsport Motorsports he's aided NASCAR see record growth in popularity and sponsorship. Today Mike is chief marketing officer and senior VP of Petty Enterprises.
In a recent interview, Mike divulged some of the tricks to NASCAR's Marketing Success. We've since taken the ideas Mike shared and reshaped them to suit the car business. We are now serving them to you on a silver platter so you would be able to use them in your own dealership this year.
So print this out, grab a highlighter or a pen and put on your thinking cap because you are about to go for wild ride.
NASCAR Understands the Power of a Celebrity Endorsement
In building their own monster brand, one of NASCAR's main strategies was to use celebrities and celebrity endorsements to reach new fan bases. The NASCAR approach honed in on target groups of potential fans that normally would overlook the sport and reached out to them utilizing a popular celebrity from film, television, music, sports, etc.
You see, nothing gets attention like celebs... Certainly NOTHING. Though NASCAR undoubtedly knows this, most dealers in this nation don't.
The purpose of marketing is to get your prospect's attention. So if nothing works better in getting attention than celebrities, why not make use of it?
Demographics don't matter either. Wealthy investors, CEOs, credit challenged, blue-collar, white-collar they all are attracted to celebs. We believe the reason is reach and frequency. Much like efficient marketing is about reaching many people and a lot more significantly reaching them several times, celebrities have a huge amount of reach since their job is to be noticed and be heard.
Another motive why celebrities are powerful marketing weapons is based on the power of association. People link you to people they see you with. If you're hanging out with celebrities then you should be one yourself. This is reassuring to your customers and places you in a positive light. And obviously potential clientele would like aligning themselves with you as well, as they also want a piece of that celebrity pie.
Not to mention, customers are more likely to refer business to the "cool" dealer that hangs out with celebs over the guy they've never heard of. Remember, boring is safe, but it will get you nowhere. Leverage the power of celebrity and your potential clients will be chasing you down for a sale.
Think this doesn't apply to you? Think you can't make use of celebs in your marketing because you can't pay for Dan Marino? Well think again.
There is in fact some low-cost ways you can start featuring celebrities in your marketing instantly.
One strategy we like is designing a mail piece with a full color envelope using images of three well-known celebrities your target audience will resonate with... let's say, Barack Obama, Tiger Woods, Oprah Winfrey and YOU! You could use the headline, "What Do Barack, Tiger, Oprah and Mr. Dealer Have In Common." Next to your image you'd put your name and "owner of ABC dealership in XYZ town." BANG, instant celebrity tie in. And that is getting opened.
Or you could make use of your marketing dollars to purchase a celeb for direct sponsorship, endorsement or events. Of course many of the A-listers might be out of your price range but there is always somebody affordable that resonates with your target market. Older celebrities who are no longer in their hay-day or little known celebs like popular contestants on reality TV shows could usually be hired for surprisingly little.
Also keep in mind that the recession affects everyone. Even celebrities jump at the possibility to make some extra money. More often than not it's our impression of celebrities and our ego, fear of the unknown and apprehension created by star mystique that keep dealers from leveraging this super-charger of a marketing resource.
You could find contact info on virtually any celebrity in a book by Jordan McAuley called the Celebrity Black Book available on Amazon.com or contact our office directly for celebrity agent recommendations.
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