How Many Viewers Does The World Cup Get 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 a “good guy” thing, however, marketers have finally realized that this is a huge untapped and untapped advertising segment.

Admittedly, there are a lot of stereotypes about the typical NASCAR audience. Have you ever heard the description, “Red neck, long hair, tobacco chewing, smoking, good guy?” Well, that was true for NASCAR viewers, but auto racing is now one of the few sports that is gaining popularity across all demographic segments. Face it. Popularity equals advertising revenue and sales.

The two current market groups that NASCAR is targeting for viewership growth are the 50+ generation and women. Previously, little marketing was done to attract these viewers. They were outside of their perceived target market. Sponsors were usually auto companies, auto parts and suppliers, beer, soda, cell phones, and generally services and companies that were in the male domain. But now there are many avid NASCAR fans in the 50+ generation, myself included. So far, sponsors haven’t really sought them out as an audience.

When I did some marketing for an IROC driver, I was surprised to learn about the power of the fans. One thing that really came home was the brand loyalty of those who supported NASCAR. When a NASCAR driver endorsed a product, it was used by the vast majority of NASCAR fans; a much higher average brand loyalty than conventional markets.

An interesting campaign I’ve been following is the Crown Royal endorsement of NASCAR. The company continues to sponsor Crown Royal Ford Fusion no. 26, driven by NASCAR NEXTEL Cup star Jamie McMurray. Crown Royal is collaterally branding their campaign with new packaging and launching the Speedway Collector’s Series, a line of limited-edition packages tailored to highlight the 21 tracks that host races during the 2006 NASCAR NEXTEL Cup season. The Crown Royal purple bag, bottle label and carton will feature custom motorsports packaging, including logos for popular tracks like Daytona International Speedway and Talladega Super Speedway. Smart and unique marketing! Most product packaging efforts have been limited to diecast models and replicas of cars or typical car items.

So why am I interested? It’s all in the packaging, of course. In addition to advertising and endorsing an executive, companies are integrating all aspects of a marketing campaign and using packaging as a branding tool. If I were a smart marketer, I would look for unserved segments of viewers like Crown Royal has done. Although there have been a few female drivers who have tried unsuccessfully to break into NASCAR as professional drivers, the female market makes up 50% of the US population. In my opinion, it really hasn’t been called for. I would score a campaign that really hits home with women, regardless of their age. Look at the Dove For Beauty Real campaign as an example. It was adopted and supported long after the initial introduction of the advertising campaign.

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

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