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NASCAR is a powerful business and marketing machine. There is a lot you will be able to learn 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 man 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 an expert in motorsports marketing, and as president of Millsport Motorsports he has helped 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 have from then 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 will be able to make use of them in your own dealership this year.
So print this out, grab a highlighter or a pen and put on your thinking cap as you're about to go for wild ride.
NASCAR Understands the Power of a Celebrity Endorsement
In developing their own monster brand, one of NASCAR's main strategies was to make use of celebs and celebrity endorsements to reach new fan bases. The NASCAR approach honed in on target groups of potential fans that usually 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... Definitely NOTHING. While NASCAR undoubtedly knows this, several dealers in this nation do not.
The purpose of advertising is to get your prospective client's attention. So if nothing works better in getting attention than celebrities, why not utilize it?
Demographics don't matter either. Wealthy investors, CEOs, credit challenged, blue-collar, white-collar they all are attracted to celebrities. We believe the reason is reach and frequency. Just like efficient marketing is about reaching several people and a lot more importantly reaching them many times, celebs have a huge amount of reach because their job is to be seen and be heard.
One more reason why celebrities are strong marketing weapons is based on the power of association. Individuals link you to people they see you with. If you're hanging out with celebrities then you must be one yourself. This is reassuring to your consumers and puts you in a favorable light. And obviously potential clientele will enjoy aligning themselves with you as well, as they also want a piece of that celebrity pie.
Not to mention, customers are more probable to refer business to the "cool" dealer who hangs out with celebrities over the guy they've never heard of. Keep in mind, boring is safe, but it will get you nowhere. Leverage the power of celebrity and your potential customers will be chasing you down for a sale.
Think this doesn't pertain to you? Think you cannot make use of celebrities in your marketing because you cannot pay for Dan Marino? Well think again.
There's in fact a few low-cost methods you could start featuring celebrities in your marketing instantly.
One strategy we like is designing a mail piece with a full color envelope utilizing pictures of 3 well-known celebs your target audience will resonate with... let's say, Barack Obama, Tiger Woods, Oprah Winfrey and YOU! You can 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 use your marketing dollars to purchase a celebrity for direct sponsorship, endorsement or events. Of course many of the A-listers may be out of your price scale but there is always somebody affordable that resonates with your target market. Older celebs who are no longer in their hay-day or more obscure celebs such as popular contestants on reality TV shows can usually be hired for surprisingly little.
Also remember that the depression affects everyone. Even celebrities jump at the chance to make some extra money. More normally than not it's our impression of celebs and our ego, fear of the unknown and apprehension created by star charisma that keep dealers from leveraging this super charger of a promoting resource.
You can find contact info on almost any celeb 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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