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

[Zach Leahy]

Yes but I believe all the teams shouldbe required to put to use their
sponsor's product while in the race.

Just think about the Pfizer car.....  :)

Z

On 4/25/06, Mark Nunnally <marknunnally@joimail.com> wrote:
> I'm sure there is a whole matrix of metrics they used to measure, but one of the big ones they mentioned was the number of "on the spot sign ups" they get at their booths, while physically at the racetrack.  I forget the numbers and can't even remember where I saw the article, but the number of folks who sign up or put down "interested" far exceeds what they get in other venues, like a college or high school "career day", etc.
>
> I guess with the Army it's a bit different, as their "sales" aren't represented in dollars or product, but simply be getting folks recruited.  With other companies though, say Valvoline, or Dupont, Mobil 1, etc  $15m ain't that much to have their name plastered on the cars for as much airtime and publicity, and brand recognition they get on Speed, Fox, NBC, etc.  When you watch a commercial that's 30 sec, there are millions of dollars in production costs, and airtime (more in airtime) just for that one spot running a few dozen times, so the "airtime" they get with the name on the car although expensive, is bang for the buck probably the best advertising $$'s they spend.
>
> >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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--
Zach Leahy
Fort Wayne, IN
1985 BMW K100RT - For Sale!!
1992 SHO MTX - Arrest Me Red
1993 SHO MTX - Green Racecar