Marketing Proposal

NASCAR

Busch Silver Celebration 250

Gateway International Raceway

Madison, Illinois

Executive Summary

Gateway International Raceway serves as the host of NASCAR’s Busch Silver Celebration 250 on July 28, 2008. This particular race is a celebration of the track’s 10th season and the 25th Anniversary of Busch Beer’s support of NASCAR. Gateway is located in Madison, Illinois, a city near St. Louis, Missouri. Since the track has a close proximity to five major cities in the mid-west region of the United States, Gateway is an opportune location for a population of 7.7 million to either attend the race or watch it on local television.

In the past few months NASCAR has experienced low-ratings and vacant seats at the race track. This raises a concern for its television sponsors and partners; however, the implementation of a new marketing plan proposal provides Gateway International Raceway an opportunity to increase sales despite external threats.

The utilization of traditional and non-traditional marketing media is strongly suggested. The implementation of a trivia contest poses as a great opportunity to create traffic on Gateway’s website as well as give viewers an incentive to hinder the fast forwarding of commercials. As a result, television ratings will increase and NASCAR partners will continue to sponsor events. Non-traditional advertising, such as text messaging, should also be utilized to allow Gateway to market directly to their target market.

The implementation of these additional strategies will potentially increase sales 20%, and attract reputable drivers 10% by August 2009. The estimated revenue in 2008 totals $8.16 million at the estimated expense of $2.476 million.

Busch Silver Celebration 250

Gateway International Raceway

Madison, Illinois

Situation Analysis

According to Nielson, NASCAR is currently experiencing low television ratings, and future contracts with television sponsors and partners are being questioned. The rise in gas and energy prices is preventing race car fans from traveling to the races; as a result, tickets are not being sold out and a significant number of seats are vacant. Through the implementation of a marketing plan proposal, Gateway International Raceway has the ability to increase revenue despite external factors and threats.

Market Summary

Gateway International Raceway utilizes marketing research to identify its target markets and formulate appropriate strategies in an attempt to increase sales and maintain customer loyalty. Further research will help Gateway to better understand race car fans through recognition of their needs and past purchasing behavior.

Target Markets

 75 million race car fans internationally

 Approximately 7.7 million citizens in the following cities surrounding Gateway International Raceway:

o St. Louis, Missouri

o Madison, Illinois and cities within a 60 mile radius

o Chicago, Illinois

o Indianapolis, Indiana

o Memphis, Tennessee

o Kansas City, Kansas

 Local sponsors and corporations

 Nationwide sponsors

Market Demographics

The profile for the typical NASCAR customer is comprised of the following geographic, demographic and behavior factors:

Geographics

 The total targeted population is 75 million race car fans in over 150 countries.

 The total population in the 7 surrounding cities of St. Louis and Madison, Illinois is 7.7 million.

 Fans between the ages 25 – 54 generate 70% of the race car fan population.

 More Fortune 500 companies participate in NASCAR than any other sport.

 NASCAR does not have a particular target area due to its international network of fans and corporate sponsors; however, the specific target area of Gateway International Raceway includes St. Louis, Chicago, Indianapolis, Memphis and Kansas City. Through the use of extensive internet marketing, leverage of race car fan customer loyalty, and effective advertising efforts, the marketing team of Gateway will have the ability to target television viewers and fans attending the race.

Demographics

 Gender:

o 46,500,000 Males: 62%

o 28,500,000 Females: 38%

 Age

o Under 18: 3%

o 15 – 24: 15%

o 25-34: 29%

o 35 – 44: 25%

o 45 – 54: 16%

o 55 + : 12%

 Marital Status

o Married: 64%

o Single: 22%

o Divorced/Widowed: 14%

 Education

o Some high school or less: 12%

o High school graduate: 88%

o Some college, college graduate: 37%

 Employment Status

o Full Time: 72%

o Part Time: 10%

o Retired/Unemployed: 18%

 Occupation

o Professional/Managerial: 27%

o Sales: 21%

o Craft precision: 13%

o Unskilled Labor: 10%

o Retired/Unemployed: 12%

o Other: 17%

Behavior Factors

 Sponsors more likely to buy air time when they know viewers are going to be watching, especially the commercials.

 Sponsors are also more likely to buy air time when they know their audience.

 Race fans are more likely to buy merchandise when it is limited edition and is unique to a particular event.

 Race fans will have parties to watch the race with friends and family. As a result, they can be referred to as a consumer community or reference group because they will be influencing each other’s purchasing decisions.

 Consumers spent over $2 billion in annual licensed product sales and are the most brand loyal consumers of all sports.

Market Needs

Gateway International Raceway must strive to keep its customers and sponsors satisfied with their experience before, during and after the race. The experience must also extend far beyond the weekend of the race so as to maintain customer loyalty and the future sponsorship.

The following benefits are important to NASCAR Fans:

1. Quality entertainment before, during and after the race.

2. Reputable drivers.

3. Accommodations made easy.

The following benefits are important to Corporate Sponsors:

1. The number of consumers watching the race and viewing their advertisements

2. A chance to build a relationship with fans and acquire or maintain customer loyalty.

The following benefits are important to Drivers competing in the race:

1. Well-endowed purse given to the winner and runner-ups.

2. A significant number of points awarded upon winning the race.

Market Trends

NASCAR is the second largest spectator sport, following closely behind the National Football League (NFL), and the number of fans continues to steadily increase. When a race car fan purchases tickets to a particular race, he or she also wants to participate in the sponsored events surrounding the stadium. As a result, NASCAR provides events such as concerts, autograph signings and car museums to entertain fans throughout the entire weekend of the race. Race car fans also enjoy tailgating and camping in their recreational vehicles (RV). Tim Buckman, spokesman for Fox Sports, states that the fastest growing segment of the television audience for

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