DRAGS, DOLLARS & SENSE: WILL THEY DO THE RIGHT THING?
Wed, 2010-10-13 18:54
Almost 10 years ago, in another forum, I wrote a column about NHRA’s 50th anniversary commemoration. The banner headline:
“A Golden Opportunity, Up In Smoke”.
I asked this question:
“When’s the party going to start?”
I said that the promised season-long celebration of speed reminded me of a host who entices guests to attend a dinner with a fancy engraved invitation, then turns cheap by trying to pass off weak tea as bourbon. One Top Fuel champion whispered to me the 50th was a “flop.” When I expressed my disappointment to someone with multi-decades of experience dealing with the sanctioning group, the response was: "You're not surprised, are you?"
“A Golden Opportunity, Up In Smoke”.
I asked this question:
“When’s the party going to start?”
I said that the promised season-long celebration of speed reminded me of a host who entices guests to attend a dinner with a fancy engraved invitation, then turns cheap by trying to pass off weak tea as bourbon. One Top Fuel champion whispered to me the 50th was a “flop.” When I expressed my disappointment to someone with multi-decades of experience dealing with the sanctioning group, the response was: "You're not surprised, are you?"
Now, a decade on – and from what feels like and is an entirely different sports marketing world – NHRA says it’s gearing-up for the 60th anniversary season in 2011.
No doubt we’ll be treated to a lot of remembering of great racing history. Based on NHRA’s own history, however, it’s entirely fair to wonder: Will the effort put forth be full throttle . . . or a peddle fest?
Yes, it’s quite fine to have a logo, some historic car displays, autograph sessions with the sport’s legends, maybe a panel of experts to come up with the top 60 moments. (Make Jon Asher and Dave Densmore the co-chairs and let fans participate via Internet voting.) And it would be terrific to update Dave McClelland’s remembrances shown on ESPN2 in 2001.
But the 60th should be much more than a trip down the quarter-mile/1,000-foot memory lane.
It should be a publicity and a sales event.
I have a few suggestions.
• Put one person in charge of the overall 60th anniversary project and empower him/her with managerial authority and a reasonable budget.
• Appoint an industry-wide (drivers, owners, promoters, sponsors, publicists, media) advisory council to generate ideas and provide big-picture guidance.
• Create a public relations task force from within the series to craft a focused media strategy and key talking points.
• Try this sales pitch: Drag racing is uniquely American . . . arguably, the most American of all American motorsports. That includes NASCAR and the Indianapolis 500 (which will be drum-beating for the 100th anniversary of its first running). Definitely not to promote illegal street racing, but who among us hasn’t felt that seat-of-the-pants thrill accelerating away from a green light or stop sign?
• Concentrate on talk radio: It’s relatively inexpensive to do, easy for drivers, and efficient from a Return on Investment standpoint. Don’t just pursue race markets: Think Detroit, Miami, Boston, San Diego, Philadelphia and don’t quit on St. Louis. Plus, outreach to places like Albuquerque, Hartford, Milwaukee, Nashville, Birmingham, Louisville, Oklahoma City, New Orleans, Baltimore and Washington, D.C. I’m not saying all will bite but it would be a useful attempt at upsizing NHRA’s footprint.
• A national Nationals sweepstakes, giving a lucky fan at each race the chance to greet drivers during introductions, stand at the starting line, be interviewed on the PA system, and join in winner’s circle ceremonies.
• Since there’s been no official beer replacement for Budweiser – and since business and beverage trade publications say unit sales are down about nine percent and the brand is chasing younger drinkers – offer Bud the official 60th celebration beer title for little or no fee but with a guaranteed-level of anniversary-themed advertising and in-market promotions. Extend a hand to try to woo the King back to the strip.
• Bring in, as consultants, on a commission or retainer basis, people who have a proven track record to help achieve these goals. Karen Holschlag, who managed the Budweiser/NHRA/Bernstein sponsorship, quickly comes to mind. Ditto Barry Bronson, the former Valvoline sports marketing and communications executive.
• Give Sarah Palin a blanket invitation to be grand marshal at any race she can fit into her schedule. Don’t laugh! . . . She’s been to the Daytona 500 and her husband, Todd, has raced snowmobiles. NHRA’s fan base matches nicely with that of the former Alaska governor. And, you want some mainstream national media attention? Well, wherever Palin goes, so goes the national media.
• Finally, in everything NHRA does, be more aggressive! For example: No more sitting on your hands, silently, while Izod promotes IndyCar with the false tagline of having “The Fastest Drivers/Fastest Race in the World.”
Tradition says the correct 60th anniversary symbol is a diamond.
I hope NHRA doesn’t choose cubic zirconia.
“A Golden Opportunity, Up In Smoke”.
I asked this question:
“When’s the party going to start?”
I said that the promised season-long celebration of speed reminded me of a host who entices guests to attend a dinner with a fancy engraved invitation, then turns cheap by trying to pass off weak tea as bourbon. One Top Fuel champion whispered to me the 50th was a “flop.” When I expressed my disappointment to someone with multi-decades of experience dealing with the sanctioning group, the response was: "You're not surprised, are you?"
“A Golden Opportunity, Up In Smoke”.
I asked this question:
“When’s the party going to start?”
I said that the promised season-long celebration of speed reminded me of a host who entices guests to attend a dinner with a fancy engraved invitation, then turns cheap by trying to pass off weak tea as bourbon. One Top Fuel champion whispered to me the 50th was a “flop.” When I expressed my disappointment to someone with multi-decades of experience dealing with the sanctioning group, the response was: "You're not surprised, are you?"
Now, a decade on – and from what feels like and is an entirely different sports marketing world – NHRA says it’s gearing-up for the 60th anniversary season in 2011.
No doubt we’ll be treated to a lot of remembering of great racing history. Based on NHRA’s own history, however, it’s entirely fair to wonder: Will the effort put forth be full throttle . . . or a peddle fest?
Yes, it’s quite fine to have a logo, some historic car displays, autograph sessions with the sport’s legends, maybe a panel of experts to come up with the top 60 moments. (Make Jon Asher and Dave Densmore the co-chairs and let fans participate via Internet voting.) And it would be terrific to update Dave McClelland’s remembrances shown on ESPN2 in 2001.
But the 60th should be much more than a trip down the quarter-mile/1,000-foot memory lane.
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It should be a publicity and a sales event.
I have a few suggestions.
• Put one person in charge of the overall 60th anniversary project and empower him/her with managerial authority and a reasonable budget.
• Appoint an industry-wide (drivers, owners, promoters, sponsors, publicists, media) advisory council to generate ideas and provide big-picture guidance.
• Create a public relations task force from within the series to craft a focused media strategy and key talking points.
• Try this sales pitch: Drag racing is uniquely American . . . arguably, the most American of all American motorsports. That includes NASCAR and the Indianapolis 500 (which will be drum-beating for the 100th anniversary of its first running). Definitely not to promote illegal street racing, but who among us hasn’t felt that seat-of-the-pants thrill accelerating away from a green light or stop sign?
• Concentrate on talk radio: It’s relatively inexpensive to do, easy for drivers, and efficient from a Return on Investment standpoint. Don’t just pursue race markets: Think Detroit, Miami, Boston, San Diego, Philadelphia and don’t quit on St. Louis. Plus, outreach to places like Albuquerque, Hartford, Milwaukee, Nashville, Birmingham, Louisville, Oklahoma City, New Orleans, Baltimore and Washington, D.C. I’m not saying all will bite but it would be a useful attempt at upsizing NHRA’s footprint.
• A national Nationals sweepstakes, giving a lucky fan at each race the chance to greet drivers during introductions, stand at the starting line, be interviewed on the PA system, and join in winner’s circle ceremonies.
• Since there’s been no official beer replacement for Budweiser – and since business and beverage trade publications say unit sales are down about nine percent and the brand is chasing younger drinkers – offer Bud the official 60th celebration beer title for little or no fee but with a guaranteed-level of anniversary-themed advertising and in-market promotions. Extend a hand to try to woo the King back to the strip.
• Bring in, as consultants, on a commission or retainer basis, people who have a proven track record to help achieve these goals. Karen Holschlag, who managed the Budweiser/NHRA/Bernstein sponsorship, quickly comes to mind. Ditto Barry Bronson, the former Valvoline sports marketing and communications executive.
• Give Sarah Palin a blanket invitation to be grand marshal at any race she can fit into her schedule. Don’t laugh! . . . She’s been to the Daytona 500 and her husband, Todd, has raced snowmobiles. NHRA’s fan base matches nicely with that of the former Alaska governor. And, you want some mainstream national media attention? Well, wherever Palin goes, so goes the national media.
• Finally, in everything NHRA does, be more aggressive! For example: No more sitting on your hands, silently, while Izod promotes IndyCar with the false tagline of having “The Fastest Drivers/Fastest Race in the World.”
Tradition says the correct 60th anniversary symbol is a diamond.
I hope NHRA doesn’t choose cubic zirconia.
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