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NASCAR Creates Their Own Celebrities
NASCAR doesn't merely rely on big names to endorse and promote their organization. Rather, they create and promote their own celebrities to carry the brand. Mike attributes DALE EARNHARDT JR. and his development into the sport's first true cross over star as one of the reasons for NASCAR's dramatic growth in the first part of this decade.
Based on that idea, if you cannot find a celebrity to endorse your dealership, you can just become one yourself. Think it is not possible?? Well in the age of YouTube, Social Media and the net, it's actually not.
Make yourself a local celebrity by beginning a blog, writing articles for your local publications, speaking before local groups, hosting seminars about smart car buying or credit strategies, hosting your own weekend radio show, etc. You can get a book or take seminar on DIY PR and begin getting your name in the press as a featured expert. Use social media to garner "fans" and build your celebrity status that way. Every little bit counts.
NASCAR Understands the Potential of Cross Promotions
You might be a little guy in a big dealer pond, but you definitely do not have to promote like one. In fact, you can play a bigger game in this area simply by associating yourself and your business with other popular entities in your area. When done right, this can help strengthen the potency of your message and protect you from being hurt financially and emotionally in the case of a failed promotion.
To break this down further, more promoting means teaming up with other companies and advertising one another. At times you see this in an auto mall, where multiple dealerships will pool their marketing dollars to create a bigger splash in the market. Sometimes you see this with multiple, non-competing businesses in a tight geographical area, where they combine their marketing bucks to bring shoppers to the general vicinity.
But if you want to cross promote similar to NASCAR... you will want to do what these other businesses are doing and take it to the MAX.
So forget auto malls and tiny marketing collaboratives... doing it the NASCAR way means partnering with famous (celebrity-like) businesses directly from the beginning. For example, Tag Heuer, the watch brand, already has Tiger Woods secured as a celeb endorsement. Perhaps you can connect with a local jewelry store which is a Tag Heuer retailer, to offer a Tag watch to one fortunate winner on Father's day. Your marketing could feature you and the jeweler (and Tiger). You can either share the cost of the marketing, or ask the Jeweler to provide the watch. You then have a big event, the jeweler is on site with a cut out of Tiger wearing a Tag watch, you have a putting contest (naturally, you could even tie in a golf course or country club for this, divide the marketing 3 ways!), you give away the watch, you sell some cars, and everybody goes home happy.
Realizing that there is power outside of yourself is the main element here. You ought to expand your thinking to give the possibility of working with others and leveraging their existing celeb connections. Not to mention, you would be spending less cash for greater exposure as you learn to pull your resources and share the costs of these incredible campaigns.
Here is some other great ideas you may need to think about.
You can tie with local celebrities such as news personalities, local authors, radio DJs, local musicians, etc. Again, promote them and ask them to promote you. Possibly propose to pay for a printing of the next batch of CDs produced by a local popular band... with your logo and offer on the CD or inserted inside. A friend of ours lately offered to host a reception in his coffee shop for a group of young pageant contestants. The result was the present Miss America came by to visit the contestants, signed autographs, tasted his coffee and declared, "Best Ever." Now he has a portrait of Miss America drinking his coffee which he could use forever.
As you expand your thinking on this, you will literally see opportunities everywhere. You just need to look through the lens of the power of celebrity to start seeing them all. You could come up with more than ten great ideas when you start to focus on this subject for an hour. Or, plant the desire in your subconscious by writing it down on a piece of paper and carrying that in your pocket for a week. In time, the ideas will pop right into your head while driving in traffic, or standing in the shower, or after waking up in the middle of the night.
One of the most influential and leverageable activities that can make you rich is focusing on this element of your business. While most individuals are moving cars around or writing on windshields or brewing coffee, you can be working on SPEED and quickly moving your business into the fast lane, while drafting behind the existing success and celebrity of someone else. That is the true power of NASCAR!
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