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A major auto parts retailer sponsors a NASCAR auto-racing program that reaches a significant percentage of its consumer target market. The program taps into the very favorable 3:1 NASCAR consumer loyalty factor. With an ever-increasing number of DIY (Do It Yourself) consumers in the middle and upper income demographic market, the company was interested in Open Wheel auto racing to compliment its existing NASCAR program. The challenge was that the NASCAR program was using up a large portion of the corporate sales and marketing budget. PCG approached senior corporate executives with a turn-key Open Wheel auto-racing program that capitalized on PCG vertical integration with the company industry needs. PCG created a “top-down” corporate mandate and managed all aspects of the flow. The result is a complete turnkey Open Wheel auto-racing program;
Results:
- PCG’s vertical integration secured new business with a net profitable result
- The company secured Primary Marketing Rights to an Open Wheel Auto Racing Team
- The company tapped into the loyalty factor through TV and Print, and leveraged the racing property with retail stores
- PCG provided complete management of the transitional relationship and racing property
- The company marketing team maintained primary focus on the NASCAR Property, while PCG maintained primary focus on the Open Wheel property
- The company secured a high level auto-racing program without having to pay a cent
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