Motorsports marketing is one of the most exciting and beneficial types of marketing a business can engage in. Whether it be consumer-based, B2B or otherwise, UARA can help you to achieve a wide variety of marketing goals. Our experienced staff will consult with you on your objectives and desires to custom-form a plan that will achieve what you are looking for. Whether you have a $500 budget or a $500,000 budget, we’ll create the best program to maximize return on your investment.
Why does motorsports marketing work so well?
It’s versatile and it allows companies and organizations to be creative and effective. Race fans are extremely loyal to the organizations who support their favorite sport, whether it be on a consumer-oriented program or in a business-to-business situation. A shared passion can create a lasting business relationship.
Areas We Can Help
We have found that a significant number of businesses are looking for items that motorsports marketing through UARA can provide. While every case is different, and we look at each one uniquely, these are some of the objectives our current and former partners have sought to achieve during their involvement with the UARA.
- Increased visibility & exposure
- Increased foot traffic & sales leads
- Brand differentiation & identity
- Networking opportunities with other UARA-involved organizations
- Business partnerships
- Creating excitement about your brand, product, or organization
- Boosting customer/employee/vendor relations, morale, and loyalty
- Increased social media presence
- Additional “traditional media” placement and exposure (TV, radio, print)
- Any areas you think need improvement and attention with your business
Example Case Studies
Ford Motor Company (Performance engines and parts)
Ford Motor Company was looking for ways to increase awareness and acceptance of a new engine package they placed on the market. Through a contingency program, Ford was able to reach their customers directly and provide incentives for purchase and use of the product in a series dominated by GM products. In fact, UARA bypassed their expectations so much that Ford not only stayed on board as a partner of UARA, but also increased their involvement with the series while dissolving their involvement in other performance-based marketing initiatives. Ford Motor Company has been considered a core partner of the UARA ever since.
Arcoplate Wear Solutions (Mining machinery components)
Most people probably don’t associate auto racing with the mining industry, but Arcoplate partnered with UARA in 2012 to help build their US-based business through motorsports. Arcoplate is a leader in wear plate manufacturing for heavy equipment used in the mining industry such as dump trucks, bulldozers, loaders and more. As the company expanded from their Australian origin, they used racing in the United States as a means to do business with manufacturers, distributors and mining companies. Through a variety of programs including involvement with the UARA as a series and a team partner (No. 40 Brodie Kostecki and No. 99 Brandon White), the company has seen enough success in their marketing partnership with UARA to establish a US-based office in Mooresville, NC, for their domestic accounts.
Veristor (Data storage and related services)
While Veristor isn’t considered a year-long partner of the UARA, the data storage firm has found that their involvement with the series through periodic events and team involvement has been a very worthy investment. To help foster customer and vendor relations, in addition to employee morale, Veristor got involved with a UARA team (Devin Jones). On multiple occasions, the international business has had corporate outings such as the one at Anderson Motor Speedway in 2012 where over 80 employees, customers and vendors attended. UARA assisted the company with arrangements for their personal hospitality area and admission to the event where their car qualified 2nd-fastest and nearly won the race. Because of its success, Veristor has had multiple similar, but smaller, outings at UARA events with an annual “big event” at a race near their headquarters each year.
Courtesy Chevrolet (Auto sales – commercial & retail)
A long-time partner of the UARA, Courtesy Chevrolet has been a beneficiary of the UARA’s marketing advantages. Courtesy has used UARA events to help bolster their name recognition among vehicle-buying customers in and around the Tri-Cities area of Northeast Tennessee and Southwest Virginia. Courtesy generally partners with the UARA to title the races at either Kingsport Speedway or Lonesome Pine Raceway as the “Courtesy Chevrolet 150” and takes full advantage by using the event on multiple levels. Those who test drive (and of course purchase) vehicles are given free tickets to the UARA event at the Courtesy dealership, while prospective customers are able to see the vehicles available at Courtesy Chevrolet at each event where they partner with UARA. The midway is open to Courtesy to display the vehicles and cultivate sales leads. On some occasions, Courtesy has used a featured vehicle as the event’s pace car with a public address read to alert those in attendance to the features available on certain models. Through their continued partnership with UARA, Courtesy has proven that their involvement with the series has been beneficial to the company’s bottom line.
Will it work for me?
First, let’s be honest. If you didn’t think it might have a shot of working, you wouldn’t have read this far.
Second, no task is too great or too small. No budget is too miniscule or to large. Let us sit down and consult with you on what your goals are and how we can help you to achieve them. There’s no obligation to you. You owe it to yourself and your company to explore the exciting and rewarding world of motorsports marketing through the UARA.
To open the dialogue, send us an email at email@example.com (Kerry Bodenhamer) or firstname.lastname@example.org (Tony Stevens). Or call the UARA office at (828) 692-3833. We’ll be happy to discuss what we can do for you.