Using The 3 Nascar Marketing Secrets To Turbo Charge Your Success This Year – Part 1

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

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