T-PED - "MARKETING WITH IMG"
Wed, 2008-07-02 10:28
Defending Funny Car world champion Tony Pedregon likes the progress
sports and entertainment company IMG is making at marketing NHRA Drag
Racing.
He’s already seeing an impact made on his behalf with the Hispanic markets.
IMG was retained to assist the NHRA in conducting brand studies and prepare recommendations on how to enhance sales, marketing and branding efforts of the NHRA.
“I’m impressed,” said Pedregon of his introduction to Latin Nation, a popular Hispanic television show. Defending Funny Car world champion Tony Pedregon likes the progress sports and entertainment company IMG is making at marketing NHRA Drag Racing.
He’s already seeing an impact made on his behalf with the Hispanic markets.
IMG was retained to assist the NHRA in conducting brand studies and prepare recommendations on how to enhance sales, marketing and branding efforts of the NHRA.
“I’m impressed,” said Pedregon of his introduction to Latin Nation, a popular Hispanic television show.
Such progress is something Pedregon says drag racing needs to move on to the next level of marketing and promotion.
“The people at IMG are already helping us generate media and that is a very important aspect of this sport,” Pedregon said. “We’ve got to promote it outside of our immediate racing world. That’s the only way this sport is going to grow.”
In drag racing’s early years, most of the marketing focused on the cars as the stars of the sport. This marketing plan now brings the drivers back to the forefront of the marketing program.
“When we are promoting the drivers, we are promoting the sport,” Pedregon said. “The drivers have to be the ones who deliver the message. Drag racing is a great product and I’ve already seen some activity with promoting diversity.
“I’ve shared that with my sponsors, like Prestone, and some of these companies that are targeting the Hispanic market. Those are some of the initiatives being taken now, so I know it’s happening here with me.
“Ashley Force has to leverage the fact that she’s a female and she’s the daughter of John Force. Antron Brown has to leverage the fact that he’s African American. So all of us as individuals … we have a different way of connecting with our audience and we’ve got to leverage that.”
He’s already seeing an impact made on his behalf with the Hispanic markets.
IMG was retained to assist the NHRA in conducting brand studies and prepare recommendations on how to enhance sales, marketing and branding efforts of the NHRA.
“I’m impressed,” said Pedregon of his introduction to Latin Nation, a popular Hispanic television show. Defending Funny Car world champion Tony Pedregon likes the progress sports and entertainment company IMG is making at marketing NHRA Drag Racing.
He’s already seeing an impact made on his behalf with the Hispanic markets.
IMG was retained to assist the NHRA in conducting brand studies and prepare recommendations on how to enhance sales, marketing and branding efforts of the NHRA.
“I’m impressed,” said Pedregon of his introduction to Latin Nation, a popular Hispanic television show.
Such progress is something Pedregon says drag racing needs to move on to the next level of marketing and promotion.
“The people at IMG are already helping us generate media and that is a very important aspect of this sport,” Pedregon said. “We’ve got to promote it outside of our immediate racing world. That’s the only way this sport is going to grow.”
In drag racing’s early years, most of the marketing focused on the cars as the stars of the sport. This marketing plan now brings the drivers back to the forefront of the marketing program.
“When we are promoting the drivers, we are promoting the sport,” Pedregon said. “The drivers have to be the ones who deliver the message. Drag racing is a great product and I’ve already seen some activity with promoting diversity.
“I’ve shared that with my sponsors, like Prestone, and some of these companies that are targeting the Hispanic market. Those are some of the initiatives being taken now, so I know it’s happening here with me.
“Ashley Force has to leverage the fact that she’s a female and she’s the daughter of John Force. Antron Brown has to leverage the fact that he’s African American. So all of us as individuals … we have a different way of connecting with our audience and we’ve got to leverage that.”
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