What Can NASCAR Teach Us About Packaging?

What Can NASCAR Teach Us About Packaging?

The 1st NASCAR race of 2006 ran recently at Daytona and I was stunned by the quantity of new merchandise sponsors. For years NASCAR has been a “very good ol boy” point, on the other hand, entrepreneurs have lastly understood that this is substantial untapped and below marketed advertising phase.

We have to admit that there are masses of stereotypes about the regular NASCAR viewers. At any time heard this description, “Red necked, prolonged haired, tobacco chewing, cigarette smoking, excellent ol boy?” Well, that utilised to be correct of NASCAR viewers but vehicle racing now is a person of the couple of athletics that are gaining in level of popularity between all demographic segments. Confront it. Popularity equals promoting income and product sales.

Two current sector groups that NASCAR is chasing for elevated viewer ship are the 50+ era and women of all ages. Previously, minor marketing and advertising was performed to appeal to these viewers. They were outside the perceived focus on market place. Sponsors generally were car providers, auto parts and suppliers, beer, soda, cell telephones, and typically products and services and corporations that ended up in the male purview. But now there are a ton of avid NASCAR followers in the around 50 technology, myself provided. Until eventually now, sponsors haven’t seriously sought them out as an viewers.

When I did some promoting for an IROC driver, I was astonished to understand about the toughness of the followers. A single detail that definitely came residence was the brand name loyalty of those who supported NASCAR. When a NASCAR driver endorsed a product, it was utilized by an frustrating proportion of NASCAR aficionados a a great deal larger ordinary of brand name loyalty than conventional markets.

An fascinating marketing campaign that I have been pursuing is the Crown Royal endorsement of NASCAR. The organization continues to sponsor the No. 26 Crown Royal Ford Fusion driven by NASCAR NEXTEL Cup star Jamie McMurray. Crown Royal is collaterally branding their campaign with new packaging and launching the Speedway Collector’s Sequence, a line of constrained version packages that is custom made to emphasize the 21 tracks that host races throughout the 2006 NASCAR NEXTEL Cup period. The Crown Royal purple bag, bottle label and carton will show personalized motor sports packaging, such as logos for storied tracks like Daytona Worldwide Speedway and Talladega Super Speedway. Intelligent and exclusive marketing and advertising! Most solution packaging efforts have been confined to cast iron types and replicas of the autos or standard car or truck things.

So why am intrigued? It is really all in the packaging, of class. In addition to advertising and marketing and endorsing a driver, companies are integrating all aspects of a promoting marketing campaign and using packaging as a branding resource. If I had been a sensible marketer, I would glimpse for underserved segments of the viewers just like Crown Royal has done. Even although there have been many women motorists that have tried using unsuccessfully to penetrate NASCAR as qualified drivers, the women’s market place tends to make up 50{4b1fe63123713d31487550d3441c07e511f9c896d21719779d3ce493da6269bd} of the US populace. In my opinion it actually hasn’t been sought out. I might model a marketing campaign that seriously hits residence with gals no issue what their age. Look at the Dove Marketing campaign For Real Attractiveness as an case in point. Its being endorsed and supported long just after then preliminary promoting marketing campaign introduction.

So we have appear full circle. What does NASCAR have to do with packaging? It truly is a incredibly hot, escalating, untapped industry for those people who want consumers that demonstrate their brand name loyalty. Does this ring any bells or blow any horns for you?