| NASCAR is a powerful business and marketing | | | | heard. |
| machine. There is a lot you will be able to learn about | | | | Another motive why celebrities are strong marketing |
| positioning your own dealership just by studying the | | | | weapons is based on the power of association. |
| lead-generating, profit exploding strategies of this racing | | | | Individuals relate you to those they see you with. If |
| giant. | | | | you're hanging out with celebrities then you ought to be |
| You've probably heard of Dale Earnhardt Jr., Jimmie | | | | one yourself. This is reassuring to your clientele and |
| Johnson, Kevin Harvick, Jeff Gordon and Tony | | | | places you in a positive light. And naturally potential |
| Stewart. They are all pretty famous NASCAR stars. | | | | clientele will enjoy aligning themselves with you too, as |
| But a name you might not know the name Mike Bartelli. | | | | they too want a piece of that celebrity pie. |
| Racecar driver? No. But he is a man that knows lots | | | | Not to mention, clientele are more likely to refer |
| about speed. Mike is a marketing guy and when it | | | | business to the "cool" dealer who hangs out with |
| comes to NASCAR and motorsports marketing he is, | | | | celebs over the guy they've never heard of. Bear in |
| "the" guy. | | | | mind, boring is safe, but it will get you nowhere. |
| Mike is an expert in motorsports marketing, and as | | | | Leverage the power of celebrity and your prospects |
| head of Millsport Motorsports he has aided NASCAR | | | | will be chasing you down for a sale. |
| see record growth in popularity and sponsorship. Now | | | | Think this does not pertain to you? Think you can't use |
| Mike is chief marketing officer and senior VP of Petty | | | | celebrities in your marketing because you cannot pay |
| Enterprises. | | | | for Dan Marino? Well think again. |
| In a recent interview, Mike divulged some of the tips to | | | | There is in fact a few low-cost methods you can |
| NASCAR's Marketing Success. We have from then | | | | begin featuring celebs in your marketing immediately. |
| taken the ideas Mike shared and reshaped them to fit | | | | One strategy we like is designing a mail piece with a |
| the car business. We're now serving them to you on a | | | | full color envelope utilizing images of 3 famous celebs |
| silver platter so you will be able to utilize them in your | | | | your target audience would resonate with… let's say, |
| own dealership this year. | | | | Barack Obama, Tiger Woods, Oprah Winfrey and |
| So print this out, grab a highlighter or a pen and put on | | | | YOU! You can use the headline, "What Do Barack, |
| your thinking cap because you're about to go for wild | | | | Tiger, Oprah and Mr. Dealer Have In Common." Next |
| ride. | | | | to your picture you'd put your name and "owner of |
| NASCAR Understands the Power of a Celebrity | | | | ABC dealership in XYZ town." BANG, instant celebrity |
| Endorsement | | | | tie in. And that is getting opened. |
| In building their own monster brand, one of NASCAR's | | | | Or you can make use of your marketing dollars to buy |
| main techniques was to make use of celebrities and | | | | a celebrity for direct sponsorship, endorsement or |
| celebrity endorsements to reach new fan bases. The | | | | events. Sure most A-listers might be out of your price |
| NASCAR approach honed in on target groups of | | | | range but there is always someone affordable who |
| potential fans who normally will overlook the sport and | | | | resonates with your target market. Older celebs who |
| reached out to them utilizing a popular celebrity from | | | | are no longer in their hay-day or more obscure |
| film, television, music, sports, etc. | | | | celebrities like popular contestants on reality TV shows |
| You see, nothing gets attention like celebs… Certainly | | | | could often be employed for surprisingly little. |
| NOTHING. While NASCAR undoubtedly knows | | | | Also remember that the recession impacts everyone. |
| this, several dealers in this nation don't. | | | | Even celebrities jump at the chance to make some |
| The point of advertising is to get your prospect's | | | | extra money. More normally than not it's our impression |
| attention. So if nothing works better in getting | | | | of celebrities and our ego, fear of the unknown and |
| attention than celebs, why not utilize it? | | | | apprehension created by star mystique which keep |
| Demographics do not matter either. Rich investors, | | | | dealers from leveraging this super-charger of a |
| CEOs, credit challenged, blue-collar, white-collar they're | | | | marketing resource. |
| all attracted to celebs. We believe the reason is reach | | | | You could find contact info on virtually any celeb in a |
| and frequency. Just like efficient marketing is about | | | | book by Jordan McAuley called the Celebrity Black |
| reaching many people and more importantly reaching | | | | Book available on or contact our office directly for |
| them numerous times, celebs have an enormous | | | | celebrity agent suggestions. |
| amount of reach since their job is to be noticed and be | | | | |