Ran Out Of Formula Can I Use A Different Brand What Can NASCAR Teach Us About Packaging?

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What Can NASCAR Teach Us About Packaging?

The first NASCAR race of 2006 was recently held at Daytona and I was surprised by the number of new product sponsors. For years, NASCAR has been the “good guy,” but marketers have finally realized that this is a huge untapped and commercialized advertising segment.

We have to admit that there are a lot of stereotypes about the typical NASCAR crowd. Have you ever heard the description, “Red neck, long hair, tobacco chewing, cigarette smoking, good boy?” Well, that used to be the case for NASCAR viewers, but now auto racing is one of the few sports that is gaining popularity among all demographics. Face it. Popularity equals advertising revenue and sales.

The two current markets that NASCAR is chasing to increase viewership are the 50+ generation and women. In the past, little marketing was done to attract these viewers. They were outside the perceived target market. Sponsors were usually car companies, car parts and suppliers, beer, soda, mobile phones, and generally services and businesses that were the purview of men. But now there are many avid NASCAR fans among the 50+ generation, myself included. So far, sponsors have not really sought them out as an audience.

When I was doing the marketing for the IROC pilot, I was surprised to learn the strength of the fans. One thing that really hit home was the brand loyalty of NASCAR supporters. When a NASCAR driver endorsed the product, it was used by the vast majority of NASCAR fans; much higher average brand loyalty than in conventional markets.

An interesting campaign I’ve been following is the NASCAR Crown Royal Endorsement. The company continues to sponsor the No. 26 Crown Royal Ford Fusion driven by NASCAR NEXTEL Cup star Jamie McMurray. Crown Royal is adding a new package to its campaign with the launch of the Speedway Collector’s Series, a limited-edition line of packages customized to highlight the 21 tracks that will host races during the 2006 NASCAR NEXTEL Cup season. Crown Royal’s purple bag, bottle label and box display custom motorsports packaging, including the logos of storied tracks like Daytona International Speedway and Talladega Super Speedway. Smart and unique marketing! Most product packaging efforts have been limited to cast iron models and car replicas or typical cars.

So why am I interested? It’s all in the package, of course. In addition to promoting and supporting the driver, companies integrate all facets of the marketing campaign and use packaging as a branding tool. If I were a smart marketer, I would look for underserved segments of the viewership, as Crown Royal has done. Although there have been several female drivers who have tried unsuccessfully to break into NASCAR as professional drivers, the female market is 50% of the US population. I don’t think it’s really looked for. I would like to tag a campaign that hits women regardless of their age. Take Dove’s campaign for real beauty as an example. It was approved and supported long after the initial ad campaign was introduced.

So we’ve come full circle. What does NASCAR have to do with packaging? This is a hot, growing and untapped market for those who want consumers who demonstrate their brand loyalty. Does it ring any bells or blow horns for you?

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