| The first NASCAR race of 2006 ran recently at | | | | company continues to sponsor the No. 26 Crown |
| Daytona and I was surprised by the number of new | | | | Royal Ford Fusion driven by NASCAR NEXTEL Cup |
| product sponsors. For years NASCAR has been a | | | | star Jamie McMurray. Crown Royal is collaterally |
| "good ol boy" thing, however, marketers have finally | | | | branding their campaign with new packaging and |
| realized that this is huge untapped and under | | | | launching the Speedway Collector's Series, a line of |
| marketed advertising segment. | | | | limited edition packages that is customized to highlight |
| We have to admit that there are loads of | | | | the 21 tracks that host races during the 2006 |
| stereotypes about the typical NASCAR audience. | | | | NASCAR NEXTEL Cup season. The Crown Royal |
| Ever heard this description, "Red necked, long haired, | | | | purple bag, bottle label and carton will display |
| tobacco chewing, cigarette smoking, good ol boy?" | | | | customized motor sports packaging, including logos |
| Well, that used to be true of NASCAR viewers but | | | | for storied tracks like Daytona International |
| auto racing now is one of the few sports that are | | | | Speedway and Talladega Super Speedway. Smart |
| gaining in popularity among all demographic segments. | | | | and unique marketing! Most product packaging efforts |
| Face it. Popularity equals advertising revenue and | | | | have been limited to cast iron models and replicas of |
| sales. | | | | the cars or typical car stuff. |
| Two current market groups that NASCAR is chasing | | | | So why am interested? It's all in the packaging, of |
| for increased viewer ship are the 50+ generation and | | | | course. In addition to advertising and endorsing a |
| women. Previously, little marketing was done to | | | | driver, companies are integrating all facets of a |
| attract these viewers. They were outside the | | | | marketing campaign and utilizing packaging as a |
| perceived target market. Sponsors typically were | | | | branding tool. If I were a smart marketer, I would |
| auto companies, auto parts and suppliers, beer, soda, | | | | look for underserved segments of the viewers just |
| cell phones, and generally services and companies | | | | like Crown Royal has done. Even though there have |
| that were in the male purview. But now there are a | | | | been several women drivers that have tried |
| lot of avid NASCAR fans in the over 50 generation, | | | | unsuccessfully to penetrate NASCAR as professional |
| myself included. Until now, sponsors haven't really | | | | drivers, the women's market makes up 50% of the |
| sought them out as an audience. | | | | US population. In my opinion it really hasn't been |
| When I did some marketing for an IROC driver, I | | | | sought out. I'd brand a campaign that really hits home |
| was surprised to learn about the strength of the | | | | with women no matter what their age. Look at the |
| fans. One thing that really came home was the brand | | | | Dove Campaign For Real Beauty as an example. Its |
| loyalty of those who supported NASCAR. When a | | | | being endorsed and supported long after then initial |
| NASCAR driver endorsed a product, it was used by | | | | advertising campaign introduction. |
| an overwhelming proportion of NASCAR aficionados; | | | | So we've come full circle. What does NASCAR have |
| a much higher average of brand loyalty than | | | | to do with packaging? It's a hot, growing, untapped |
| conventional markets. | | | | market for those who want consumers that |
| An interesting campaign that I have been following is | | | | demonstrate their brand loyalty. Does this ring any |
| the Crown Royal endorsement of NASCAR. The | | | | bells or blow any horns for you? |