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Our high gas prices hurting NASCAR attendants who started -- -- empty seats in the stands.
Our next guest recently developed a campaign to try to ease the pain of inflation for loyal NASCAR fans joining us now from Charlotte is mark -- motor sports -- -- president.
And CEO markets Brian -- big racing fan and I'm start to see holes you know you see ads buy tickets still tickets available for you know pocono -- some of the races up here.
Or are you notice in -- foot traffic.
-- -- Bland somewhat but you you know the sport of NASCAR has the greatest drive radius of any professional sports in America.
Fans come from hundreds of miles.
To these events but still with the challenging gas price in the economy.
NASCAR will host eighteen of the top twenty largest sporting events in the country this year.
And you're cutting your prices on your products because you're saying listen you know you -- people may not -- let's cut the price.
Well you know NASCAR's always been heralded as the most fan friendly sport in the country among professional sports.
And I think the tracks and and certainly our company want to reach out to the fans and tell them we appreciate them.
They are the most loyal fans every study that's that's ever been done by any sports marketing.
Agency we'll tell you that that's why there's more fortune 500 companies involved in sponsorship.
The sport of NASCAR the team level to track level than any other American professional sport.
But we're reaching out to the fans -- our whip inflation now or when program.
To give them more value not just cutting costs.
We're actually creating more value by creating product bundles and we're finding that the fans are actually spending more dollars because -- getting a greater value for the dollar.
Actually cutting branded lot of small business owners out there that might -- -- learn something from this which is.
You've been cutting their prices you've been making people know the you've been cutting your prices but they're actually spending more in total.
Buying more items.
Well yes because we're not cutting things across the board where where -- giving the that the fan that wants to spend a little more dollars.
Greater value by by actually discounting items on an incremental.
Basis now the -- or certain other industries are having to go up -- prices.
Obviously the airlines have tremendous issues with with jet fuel cost.
And we have issues -- -- mobile trackside business.
Which is a large business that goes around to this traveling show to 38 events around the -- to these massive NASCAR events.
Work finding if we give the fans more incremental value may be discount the second or third item that they buy.
That they're actually spending more but getting a greater value.
You know isn't -- these these things you put out are very cool -- even got the anti flip flaps here on this car that I'm holding but isn't this truly.
A consumer discretionary item I mean some NASCAR fans might disagree -- gotta have it but I mean isn't this the first thing you think people gonna cut when they cut their spending.
You would think that but again go back to the incredible brand loyalty.
The NASCAR fan you know this -- been around -- celebrating its sixtieth year.
It's a family business it's it's got tremendous stability.
The France family.
The patriarch of bill France senior started this wonderful sport sixty years ago in Daytona Beach, Florida.
The third generation France is the chairman and CEO Brian France the grandson.
Again sponsorship is that bad grade levels for this sport at the team level.
At the track level.
And -- NASCAR official status sponsorships and and were enjoying an outstanding year.
-- motorsports -- that makes.
Due in no small part to Dale Earnhardt junior and -- and the great success he's having with the Hendrick Motorsports and in the -- National Guard Chevrolet.
Well -- -- itself -- down on the points but but he does bring up an issue on hold this car look at Carl Stewart 99 the next your office Depot's going to Tony Stewart.
You got the -- stuff here for the new -- what happens to be old stuff what happens like this car when Edwards next year isn't driving -- Office -- The only unified kids -- like Ecuador playing with that I mean what what what happens to these -- when they go to other collectors items.
Brenda good news is that that the die cast -- is a limited edition it's truly a collectible item.
So the dye cast actually goes up in value when a driver changes is sponsored I don't know -- -- -- -- goes to an entirely different team.
Now the apparel.
Admittedly is a is a little different situation and we have to really watch your inventory levels.
When a driver is is at risk we call it when he may be moving to another sponsor another team and certainly Tony Stewart is a very high profile.
Situation and our sport this year.
May be announcing his new sponsor package here in the next couple weeks -- cup.
All right hey mark Dyer motor sports -- -- good stuff thanks for the interview good luck this year.
We'll see -- -- back thanks a lot.
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