| NASCAR is a powerful business and marketing | | | | noticed and be heard. |
| machine. There's a lot you can learn about positioning | | | | Another motive why celebrities are influential marketing |
| your own dealership simply by studying the | | | | weapons is centered on the power of association. |
| lead-generating, profit exploding techniques of this | | | | People relate you to those they see you with. If you're |
| racing giant. | | | | hanging out with celebs then you ought to be one |
| You've probably heard of Dale Earnhardt Jr., Jimmie | | | | yourself. This is reassuring to your consumers and puts |
| Johnson, Kevin Harvick, Jeff Gordon and Tony | | | | you in a favorable light. And obviously potential |
| Stewart. They are all pretty famous NASCAR stars. | | | | customers would enjoy aligning themselves with you |
| But a name you may not know the name Mike Bartelli. | | | | as well, as they too want a piece of that celebrity pie. |
| Racecar driver? No. But he is a guy who knows a lot | | | | Not to mention, consumers 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 have never heard of. |
| "the" guy. | | | | Remember, boring is safe, but it will get you nowhere. |
| Mike is a specialist in motorsports marketing, and as | | | | Leverage the power of celebrity and your prospects |
| president of Millsport Motorsports he's aided NASCAR | | | | will be chasing you down for a sale. |
| see record growth in popularity and sponsorship. | | | | Think this doesn't apply to you? Think you can't use |
| Today Mike is chief marketing officer and senior VP | | | | superstars in your marketing because you cannot pay |
| of Petty Enterprises. | | | | for Dan Marino? Well think again. |
| In a recent interview, Mike divulged some of the tricks | | | | There's actually some low-cost means you can begin |
| to NASCAR's Marketing Success. We have since | | | | featuring celebs in your marketing immediately. |
| taken the ideas Mike shared and reshaped them to | | | | One strategy we like is designing a mail piece with a |
| suit the car business. We're now serving them to you | | | | full color envelope utilizing pictures of three well-known |
| on a silver platter so you can utilize them in your own | | | | celebs your target audience will resonate with... let's |
| dealership this year. | | | | say, Barack Obama, Tiger Woods, Oprah Winfrey and |
| So print this out, grab a highlighter or a pen and put on | | | | YOU! You could 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's getting opened. |
| In developing their own monster brand, one of | | | | Or you can make use of your marketing dollars to buy |
| NASCAR's key techniques was to make use of | | | | a celeb for direct sponsorship, endorsement or events. |
| celebs and celebrity endorsements to reach new fan | | | | Of course many of the A-listers may be out of your |
| bases. The NASCAR approach honed in on target | | | | price scale but there is always someone affordable |
| groups of potential fans who normally will overlook the | | | | that resonates with your target market. Older |
| sport and reached out to them utilizing a popular | | | | celebrities who are no longer in their hay-day or little |
| celebrity from film, television, music, sports, etc. | | | | known celebs like popular contestants on reality TV |
| You see, nothing gets attention like celebs... Definitely | | | | shows can normally be employed for surprisingly little. |
| NOTHING. Although NASCAR undoubtedly knows this, | | | | Also bear in mind that the depression influences |
| most dealers in this country do not. | | | | everybody. Even celebrities jump at the possibility to |
| The purpose of advertising is to get your prospective | | | | make some extra cash. More often than not it is our |
| client's attention. So if nothing works better in getting | | | | impression of celebrities and our ego, fear of the |
| attention than celebs, why not use it? | | | | unknown and apprehension created by star charisma |
| Demographics don't matter either. Wealthy investors, | | | | that keep dealers from leveraging this super-charger |
| CEOs, credit challenged, blue-collar, white-collar they're | | | | of a promoting resource. |
| all attracted to celebs. We believe the reason is reach | | | | You could find contact info on almost any celebrity in a |
| and frequency. Just as efficient marketing is about | | | | book by Jordan McAuley called the Celebrity Black |
| reaching a lot of individuals and more importantly | | | | Book available on or contact our office directly for |
| reaching them numerous times, celebrities have an | | | | celebrity agent recommendations. |
| enormous amount of reach as their job is to be | | | | |