[Shotimes] Re: New Ford shooting brake with SHO intake?

[Donald Mallinson]

Dave,

Like any major company (and the military runs that way most of the time) 
they track results from advertising.  If they get more bodies in the 
door to sign up, that is a "sale" for them.  The Army gets good results 
from their drag racing sponsorship or they wouldn't be putting out the 
money.

If they get the people to enlist, doesn't make any difference if the ad 
is in a commercial on TV, or a race car in front of live people AND on TV. 

For companies selling things or service, same applies, they track the 
advertising and put it where their target market is.  NASCAR right now 
is a pretty good deal.  There are other companies that make their living 
counting exactly how many seconds a sponsors logo is on the TV during 
races, and how many times it gets mentioned by the announcers.

Heck in my neck of the woods, Caterpillar Tractor is doing well with 
NASCAR.  They sponsor both a Cup and Busch series car.  Too bad they 
aren't winning, but even as a mid-pack car, they get a lot of TV time, 
and I guess they figure some decission makers are watching.  I wouldn't 
think a lot of people that buy quarter million dollar construction 
equipment watch NASCAR, but I guess they do.

Don Mallinson

Dave Kegel wrote:

>Granted, I'm not a marketing guy, but I just don't understand how they
>can measure something like this.  How do they know what the heck they
>get from their  $15m?  And "Front Row Joe" doesn't always get the
>airtime as some of the others because he's not regularly in the front,
>or if he is, it's often not for long.
>
>It just seems almost impossible to say that the $15m they're paying is
>really amounting to something worthwhile.
>
>Dave
>-----Original Message-----
>From: shotimes-admin@autox.team.net
>[mailto:shotimes-admin@autox.team.net] On Behalf Of Mark Nunnally
>Sent: Tuesday, April 25, 2006 8:32 AM
>To: G Kerby Haltom; TechSHO@topica.com; 'SHOtimes'
>Subject: Re: [Shotimes] Re: New Ford shooting brake with SHO intake?
>
>One article from the Army team that sponsors Joe Nemecheck in NASCAR
>basically said yeah we pay $15 million to sponsor the car, and it's
>still a deal based on the exposure and back end we get from it.  You got
>the impression that if it cost $50 million they would still do it.  So
>long as the sponsors are willing to foot the bill, does keeping costs
>down really matter?
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