Autoracing is one of the most popular sports in the United States, and NASCAR is the premier league for professional drivers. NASCAR events have penetrated American popular culture to the point where Danica Patrick, one of the most successful female competitors, was the most searched athlete on Yahoo over the course of 2011. To put this into perspective, this was over superstars like Kobe Bryant, David Beckham and more.
A small business looking to capitalize on this craze can implement a promotional advertising strategy to attract new customers. With important races like the Daytona 500 taking place in the spring, marketing managers can distribute promotional products with themes of specific teams and drivers. For example, a logo tote bag could feature a slogan like “Good luck at the Indianapolis 500!” or something more general like “NASCAR fans are the best!”
As with every promotional campaign, business owners should make sure to provide quality gifts that stay within legal boundaries. The NASCAR logo or likeness cannot be duplicated without express consent, but images of racecars and other themes are perfectly acceptable. With the right message and promotional items, a company can broadcast a reliable brand image during the NASCAR season.