NASCAR Marketing Strategies - Research Paper Example

? NASCAR Marketing Strategies December Marketing increases product and service demand. The research delves on NASCAR’s advertising types. The research delves on the phenomenon of advertising one’s products on the side of a NASCAR race car unit. The NASCAR entity has successfully enhanced the marketing strategy game. Description of the types of ads that NASCAR uses. The NASCAR Company uses different types of ads. The company uses word of mouth adverting. Each race fan spreads news of the NASCAR race events. The company uses news report advertising genre. The news networks report the race results of the NASCAR race events. The newspaper, radio, television, and internet genre report NASCAR race schedules, results, and other pertinent NASCAR topics. Further, NASCAR embarked on a very aggressive marketing plan. The company’s holding of regular car racing events precipitated to a growing racing fan database. The company’s aggressive marketing plan included the setting up of its online marketing website, http://www.nascar.com. The current and future customers can open the company’s website to get additional information about future race schedules. The current and future customers can also view the company’s websites to get updates of car racing entries, car racing results, and car racing promotional products. The company’s racing events has created a mindset among its current and future customers that watching a car race is like visiting an unforgettable celebrity night out. After seven continuous researches on car racing, NASCAR unfolded it architecture race car of the future. The new NASCAR car model promotes higher racing speeds. The new NASCAR car model allows more advanced car racing safety procedures (Solomon, 2008). By setting up its won online website, the company advertises its NASCAR racing events to current and future customers around the world. Viewing the website today, the NASCAR website includes stories on its car racers. Brad Keselowski is shown to fight for his first NASCAR Racing title. Brad Keselowski won the recently concluded 2012 Chase For the NASCAR Sprint Cup. The website sets the new racing champion on the same popularity pedestal as Frank Sinatra, in the Las Vegas environment. The NASCAR website mentioned that both Frank Sinatra and Brad Keselowski “did it their way” (www.NASCAR.com). Further, NASCAR racing events are major news topics. Consequently, many people are eager to hear news reports pertaining NASCAR racing events. Many television stations air the NASCAR racing events live. By watching the NASCAR racing event, the television audiences are glued for several hours to the suspenseful NASCAR racing action. During the entire time, the television audience views the NASCAR name. NASCAR race lovers meet to discuss their favorite pastime, watching the NASCAR games. ESPN, a 24 hour 7 days a week television station shows the NASCAR racing events both live and on a delayed show basis (http://espn.go.com/racing/NASCAR/). Furthermore, NASCAR uses the entertainment genre to advertise its brand. The entertainment avenue is sports. The mere mention of the word NASCAR immediately brings to mind the racing sports. The NASCAR advertising scheme is to connect with the product, NASCAR, with its product consumers. The company targets sports consumers, people who love car racing (Guinn, 2011). Moreover, NASCAR racing started prior to 1959. Colin Chapman joined the Formula 1 car race in the Indy NASCAR racing circuit. Colin Chapman entered his formula 1 car in the NASCAR races. After the tryouts, Mr. Chapman qualified to join the main NASCAR races. Chapman was one of the most successful NASCAR racers of all time. Another NASCAR Racer, Mr. Paul Goldsmith, was inducted into NASCAR’s Auto Racing Hall of Fame in 1958. (Wheeler, 2010). Description of the phenomenon that occurs when Companies get their name on a car. When people get their name on a NASCAR Racecar, the name is advertised around the world. The whole world sees the advertised brand as they monitor the NASCAR races for several hours. Consequently, the brand is advertised during the entire race event. If the NASCAR live race runs for three television hours, the brand strategically placed on the NASCAR racecar is advertised to the consumers for more the amount of time near the entire television show. Consequently, when people see the brand on grocery stores, supermarkets, and other retail and wholesale stores, the NASCAR –advertised brand crops up in the buyers mind. The NASCAR advertisement influences the store customers to buy or try out the NASCAR advertised products or services. Further, many brands have placed their names on the sides of NASCAR racing cars. The NASCAR racing news reports show Klondike’s name on the NASCAR’s side. Consequently, the Klondike brand is advertised around the world. In 2004, Unilever placed its brand on one of the NASCAR race cars. In 2007, Unilever sponsored 25 NASCAR races for several of the Unilever products. The Unilever products include personal care, food, and cleaning products. An A ACNielson research showed that the Unilever NASCAR car sponsorship triggered an immediate increase in the sales of the NASCAR-advertised products. The research showed that the high cost of NASCAR advertising is easily recuperated. The increase in the demand of the Unilever and other NASCAR –advertised products will offset the amount paid for sponsoring one or more NASCAR race. The advertisers include Suntrust, Emerson, Goodyear tires, State, and other top selling NASCAR –sponsoring brands (Shimp, 2008). Further, NASCAR race news is shown in more than 150 countries. NASCAR accepts advertisement painted on the sides of the car racers. The Companies sponsor one or more car racing entries. Research shows that NASCAR racing events is only overshadowed by one sports event. The sports event is the National Football League. The Popular NASCAR races include the Nextel Cup The NASCAR races reach more than 75 million NASCAR race fans around the world. In marketing terms, the amount paid for advertising one’s product on a NASCAR race car side is lesser than spending for the salaries of sales person to visit each current and future customer on a door to door basis around the world. Research shows that the brand normally pays an average $15,000,000to place one’s brand name on the side of a NASCAR race car. The NASCAR Race Driver Dale Earnhardt’s car side showed the Budweiser beer brand (Lamb, 2007). Summarizing the important points of the above discussion, marketing increases the demand for products and services. NASCAR’s advertising types include word of mouth, radio, television, newspaper, and online types. Advertising one’s products on the side of a NASCAR car unit increases the demand for the advertiser’s products and services. Evidently, NASCAR has successfully improved the marketing strategy game to higher customer demand levels. References: ESPN. NASCAR racing. Retrieved December 1, 2012 from Guinn, T. (2011). Advertising and Integrated Promotion. New York: Cengage Learning Press. Lamb, C. (2007). Marketing. New York: Cengage Learning Press. NASCAR. Brad Keselowski Wins the 2012 Chase for NASCAR Sprint Cup. Retrieved December 1, 2012 from Shimp, T. (2008). Advertising, Promotion, and Other Aspects of Integrted Marketing Communications. New York: Cengage Learning Press. Solomon, M. (2008). Launch! Advertising and Promotioin in Real Time. New York: Flat World Press. Wheeler, H. (2010). Growing Up NASCAR: Racing's Most Outrageous Promoter Tells All. New York: MotorBooks Press. Read More

 

Read More