REACH
CONSUMERS
STOCK CAR RACING IS ONE OF THE OLDEST FORMATS TO LEVERAGE POPULARITY TO CONNECT WITH CONSUMER BRANDS.
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PROS:
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POPULAR FOR TELEVISION VIEWING
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HIGH BRAND LOYALTY
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CONS:
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COMPLEX RELATIONSHIPS BETWEEN TEAMS AND DRIVERS
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LIMITED AND HIGH COST OF EVENT HOSPITALITY
REACH B2B
INDYCAR, AND OPEN-WHEEL RACING IN GENERAL, SHOWCASE TECHNOLOGY AND PERFORMANCE. SOPHISTICATED ENGINEERING, AND COMPONENTS ENDURING EXTREME STRESS. ​
PROS:
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INCREASING POPULARITY, NEW TV BROADCAST DEAL
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SOPHISTICATED AUDIENCE
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ENGINEERING, AERODYNAMICS FOCUS
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TEAMS ACCOMMODATING TO PUBLICITY REQUESTS
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EVENT HOSPITALITY IS VIP
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CONS:
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FEWER RACES PER YEAR WITH LESS CONSUMER VIEWING AUDIENCE
REACH RACING ENTHUSIASTS
SPORTS CAR RACING, SHOWCASES ENDURANCE. MUCH OF THE SOPHISTICATED ENGINEERING IS BEING DEVELOPED ON THE RACE TRACK FOR LATER USE IN TECH, INDUSTRIAL AND AUTOMOTIVE APPLICATIONS. ​
PROS:
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APPEALING TO MOTORSPORTS ENTHUSIASTS
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ENDURANCE, TECHNOLOGY DEVELOPMENT FOCUS
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VARIETY OF APPLICATIONS FOR BRAND ENHANCEMENT​
CONS:
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NICHE SERIES APPEAL NEEDS TO BE AIMED AT SPECIFIC AUDIENCES
A STORY FROM THE RACETRACK:
SALES ENGINEERS SPENT MULTIPLE HOURS IN TRACKSIDE HOSPITALITIES WITH CUSTOMERS THEY OTHERWISE SAW FOR MERE MOMENTS ON A TYPICAL SALES VISIT.
THEY STRENGTHENED RELATIONSHIPS THAT RESULTED IN ADDITIONAL REVENUE.
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THE BRAND BENEFITED FROM THE EXPOSURE, ADVERTISING AND PUBLICITY RIGHTS AND THE INCORPORATION OF MOTORSPORTS INTO THEIR EXISTING TACTICS.
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RESEARCH AND DEVELOPMENT USED ITS EXPERTISE TO HELP THE RACE TEAM IMPROVE ITS PERFORMANCE, WHICH THE COMPANY SHOWCASED TO ITS CUSTOMERS.
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AND THAT WAS JUST THE START.