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The Next Step Is YoursPosted 6/8/2003By Odis Lloyd I'm proud to announce that NASCAR and NASCAR.com have joined forces with your organization, ASA, to launch a new program that we hope will utilize the power of NASCAR to bring you more business. Quite simply, we want to harness the affinity NASCAR's 75 million fans have toward their vehicles and direct them to ASA member locations for their service needs. All this through one of the stickiest sites on the Internet - NASCAR.com. It's well known that more than $60 billion worth of unperformed maintenance is lost each year. The industry is doing a fantastic job in bringing this to light with the "Be Car Care Aware" consumer education campaign and we are gladly doing our part to help. But we feel we can do more. You see, NASCAR in and of itself is an automotive culture. Our drivers race cars. Our teams are made up of crew members (technicians) that service those cars. And our fans have a love of cars. Research shows on average our fans own more vehicles - with some owning at least three vehicles in the household. Our fans are also more likely than non-fans to own older vehicles and, of course, have a bigger need of service to repair those vehicles. If we dive into the research further, we find NASCAR fans typically drive more miles than non-fans, some indicating they travel more than 250 miles a week. So we know a majority of the 75 million NASCAR fans have a true affinity for cars. How can that be applied to your business? Let me back up. Seven years ago, in 1996, NASCAR's Automotive Aftermarket department was charged with developing "automotive-related" marketing programs for an industry that has been a key stakeholder in our sport since its inception. We knew there wasn't a more relevant category to our sport and it was in our best interest for the aftermarket to be healthy and thriving. Stage One of our program was to partner with leading brands in key categories - including Exide, Raybestos, Wix, 3M, Moog, Fel-Pro, Mobil, Goodyear Belts and Hoses and Airtex, among others - to develop marketing strategies and drive sales. Stage Two was to develop a fully functional platform across all media to help spread the word about NASCAR's automotive culture. NASCAR Performance TV airs to SPEED Channel's 57 million U.S. households. Babcox Publishing helps us distribute NASCAR Performance, The Professional's Magazine, and we also air NASCAR Performance Car Care Tips on MRN race broadcasts. Stage Three was the launch of the NASCAR Technical Institute in May of last year. UTI and NASCAR teamed up to address the drastic shortage of technicians that faces the aftermarket. When the school is at full capacity, it will train 1,900 technicians a day. That brings me back to Stage Four - the NASCAR Performance Network. Through our marketing and media we want to encourage NASCAR fans to service their vehicles more regularly. And when they do, we want them to find an ASA shop through NASCAR.com. The site serves 3.5 million unique users a month. A simple click on the "Automotive" button gains access to our network of ASA mechanical and collision repair shops. The next step is yours. We hope you see the value in tying into NASCAR, one of the premier sports today, and how it will benefit your business. Call ASA at (800) 272-7467, ext. 295, and learn how you can become part of the NASCAR Performance Network.
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