•
Home
• About Us
• History
• Facilities
• Marketing & Racing
• Marketing Partners
• Photos
• Links
• Contact Us
• Tech Advice
• Schedules
• Track Weather
• Tribute to Tim
• Online
Store
•
(NEW)
The Scorpion Zone
Visit
our Marketing Partners:
|
RACING FANS ARE YOUR TARGET DEMOGRAPHIC
Race fans flocked to tracks all over the country last season, breaking
attendance records at events of all types. The Goodyear Tire and Rubber
Company, who has calculated track gate receipts over the last three decades
for the major sanctioning organizations, estimated that overall attendance
for the 12 major racing series in this country was just over 19-million last
year, up about 5 percent from the previous year’s figures.”. Race fans are
no longer stereotypical, cutting across all social, ethnic, and religious
strata. The Sports Car Club of America (SCCA) recently polled its membership
and found that the median age for an SCCA member is 40.5 years. Twenty
six-percent fall between the age of 30 and 40, and 50 percent between the
age of 25 and 44. A solid majority of these people hold professional or
managerial occupations (57-percent) and 61-percent hold college degrees or
post-graduate degrees. In addition to the more traditional race fan, the
recent upswing of interest in aftermarket import performance components and
import racing activities has opened the doors for a new youth-oriented
demographic as well. These Generation X and Y enthusiasts are not that much
different than the big-bore racing enthusiasts of past generations. They
still buy on Monday what wins on Sunday. Be it cars, performance bolt-on
products or sponsor’s services, they are incredibly loyal consumers.
RACE FANS HAVE MONEY TO SPEND WITH YOUR COMPANY
SCCA members have significant
disposable income, with 78-percent earning 50-thousand dollars per year or
more. The median household income among SCCA members is $71,000; with the
average income being $82,550 per year. 73 percent of all SCCA members own
two or more cars with 23-percent owning four or more. These are active demos
with 58-percent attending one to ten race-related events each year. The
average member makes four trips to the track each season spending an average
of $565 per trip, which interpolated across the entire organization
represents a SCCA fan travel market of over 1-billion dollars annually. Once
they get to the track, SCCA fans are active as well with a full 87-percent
participating in some capacity. Southeast region members also reflect these
upscale national figures, which present a highly desirable, affluent, and
well-educated consumer to potential sponsors. In addition, the dramatic
increase in Japanese performance cars has created an entire industry based
on aftermarket items for these vehicles. According to the Specialty
Equipment Manufacturers Association’s (SEMA) most recent figures, retail
consumers spent 19.3-Billion dollars plus last year on performance-related
aftermarket automotive products.
TAKING ADVANTAGE OF THE
OPPORTUNITY
The upsurge in interest in all types of auto racing has created an
incredibly large fan base. From NASCAR to Formula I, to CART, to Pro Rally,
to NHRA, to Dirt Track, and even to Lawn Mowers enthusiastic fans flock to
racing events. Cable and satellite channel “Speed Channel” features motor
racing 24 hours a day 7 days a week. The bidding war and eventual purchase
of the rights to most NASCAR Winston Cup races by Fox television indicates
how mainstream auto racing has become in our society. The government
mandated withdrawal of RJ Reynolds as a sponsor of racing events has
initiated a high-powered scramble for corporate sponsorships of Nascar and
NHRA events, vividly illustrating that corporate America recognizes the race
fan as a viable marketing target. In the recent past, even Hollywood has
jumped on the racing bandwagon, releasing the movies “Driven”, “The Fast &
Furious”, and “2 Fast and 2 Furious”, all with racing-oriented plot lines. A
list of licensed major advertising sponsors for NASCAR events (not including
those for individual cars or teams) takes up two pages single-spaced and
includes the likes of AT&T, Craftsman Tools, Eastman Kodak, Coca-Cola, GNC,
McDonalds, Nabisco, Visa, Conseco Financial Services, Gatorade, and
Kellogg’s. Companies all over the world are targeting auto racing and the
auto-racing enthusiast with marketing campaigns for both auto-related and
increasingly more non-auto related products.
RACING = FAMILY ACTIVITY
Race fans are incredibly loyal to their
sport and their sponsors. Track operators all across the country expected a
drastic decrease in attendance following the September 11, 2001 terrorist
attacks on the US but have experienced just the opposite. NASCAR facilities
that held races following the September 11th tragedies actually reported up
to a 15-percent increases in ticket sales. The SCCA Valvoline National
Championship runoffs at the end of the 2001 season were held at the same
time as the disaster occurred, were run in the rain, actually had few
cancellations from participants, and a record number of spectators for the
race weekend. Following President Bush’s request for the country to return
to “normalcy”, people made a concerted effort to do just that. What is
different from prior to September 11th is that “normal” has taken on the
meaning “family”. For the first time in recent history adults all over the
country are turning to activities where all members of their immediate
families can participate. Rather than individual pursuits, groups are
looking for family-related activities and racing provides that kind of
wholesome entertainment. Racing provides excitement for all age groups, at a
reasonable price, close to home. The racetrack is a perfect venue for an
advertiser to target these families, marketing goods and services to them
while they are participating in an enjoyable activity.
LOCAL TRACKS=LOCAL
REVENUE
Research has shown that race fans not only watch and attend national race
events, they support local venues as well….
A survey recently taken of race fans and participants at Summit Point
Raceway in West Virginia (the Washington DC region’s home track) shows that
almost 80-percent of all race fans attending events at the track come from
the Washington DC metro area. 41-percent come from Northern and Central
Virginia, 34-percent call Maryland home, and 3-percent live in the District
of Columbia. Advertising at this venue to these Mid-Atlantic race fans is a
perfect marketing opportunity for a business based in that region. Gen X and
Y race fans are becoming more and more of a target consumer group. One look
at a performance car from this generation will tell you they are also not
shy about demonstrating their loyalty to their favorite brands…logos from
HKS, Flowmaster, Autometer, Eibach, MSD, Pioneer, Rockford- Fosgate adorn
the windshield shades and body panels of many of the vehicles of today’s
younger performance enthusiast. These younger loyal race fans have
tremendous amounts of disposable income and they regularly buy products from
local retailers. Again, race fans buy on Monday what they see advertised on
local racer’s cars at the track on the weekends.
COST
EFFECTIVE TARGETED ADVERTISING
According to a national radio consulting firm, an effective Radio
advertising campaign motivates about 5-percent of it’s total audience to
purchase an advertised item…TV motivates approximately 3-percent of it’s
audience toward purchase activity…and Print motivates less than 1-percent to
buy an advertised item. In comparison, a racing advertiser has a captive
audience of rabid fans seeing the company’s logo passing in front of them,
lap after lap. Those gross impressions will result in an almost Pavlovian
response when it comes to purchasing goods and services the following week
and into the future.
If your business would benefit by tapping into this demographic then
marketing through racing might be the “out of the box” type of
promotion/advertising program for you!
See More Details Here
|