how nascar created a winning integrated marketing ......• tony stewart takes the checkered flag at...

David HigdonVice PresidentIntegrated Marketing CommunicationsNASCAR

@HigNASCAR

How NASCAR created a winning integrated

marketing communications strategy

2

David HigdonVice PresidentIntegrated Marketing CommunicationsNASCAR

@HigNASCAR

How NASCAR created a winning integrated

marketing communications strategy

1. We work in silos

“Not my job.”

2. The world has changed and we don’t know it

“Isn’t Instagram for taking photos of your food?”

CONFIDENTIAL – FOR NASCAR USE ONLY

3. The world has changed and we won’t accept it

“What if we don’t change

at all…

and something magical

just happens?”

Copyright 2004 by Randy Glasbergen

www.glasbergen.com

“Willingness to change is a strength, even

if it means plunging part of the company

into total confusion for a while.”~Jack Welch

Integrated Marketing Communications (IMC)

A holistic approach to delivering carefully coordinated messages efficiently

through all channels

What is IMC?

An organization’s unified message will have a greater impact on a consumer

than a number of disjointed messages delivered inconsistently, without

alignment to each other

Why IMC?

CONFIDENTIAL – FOR NASCAR USE ONLY

What makes IMC unique?

• Breaks down silos

Depends on complete integration

• Keeps you informed

Relies on multidirectional interaction

• Maintains your relevance

Establishes meaningful connections with specific

consumer groups, influencers, media

Case Study: NASCAR

• Bad economy/revenue pressures

• Rapidly shifting media landscape

• Industry looking to NASCAR to lead a rapid evolution

December 2009

Case Study: Hard and Unbiased Assessment

5. Need for clear voice

6. Behind curve in digital and social

media/Turner rights

7. Self-defeating approach to

measurement

Build an IMC structure with a versatile and integration-minded roster of talent

1. Lack of integration

2. No strategic approach to

communications

3. No clear fan engagement

strategy

4. Defensive position

Findings

Recommendation

Finding 1: Lack of Integration

BusinessRacingRacing OperationsProduction

Innovation

Reputation Management

Technology Content

Touring

Weekly

Multicultural

DevelopmentDigital

Social

Brand

Consumer MarketingNASCAR Foundation

Entertainment

Broadcast

Internal Communications

Stakeholder

Public Affairs

Finding 2: No Strategic Approach to Communications

Integrated and Proactive vs. Disconnected and

Reactive Communication Planning

• Daniel Suarez’s first national series victory

was on Saturday, June 11, 2016.

• The communications plan for this historic event

was drafted and approved in 2015.

Finding 3: No Clear Fan Engagement Strategy

Fan and Media Engagement Center

CONFIDENTIAL – FOR NASCAR USE ONLY

Finding 4: Industry Collaboration

Team

Drivers Track

OEM

Council Council

CouncilCouncil

Defensive Position

s

ss

Finding 5: Need for Clear Voice

Sunday• Tony Stewart takes the

checkered flag at Sonoma

• Press conference• QRT (Quick Response

Team) meets following press conference

Monday• Media outreach in

support of Stewart win• Windshield Tribute

media outreach• Distribute race previews

for Daytona

Tuesday• Danica Patrick media tour

in NYC• Daniel Suarez in Miami• Kasey Kahne NASCAR

Snapchat takeover

Wednesday• Ricky Stenhouse, Jr. on

The Golf Channel’s Morning Drive

• NASCAR: An American Salute promotion on social/digital

• Darrell Wallace NASCAR Plaza car wash

Thursday• Media reception• Dale Earnhardt Jr.

media availabilities• Denny Hamlin

media availabilities

Friday• All-Driver Mid-Season

Meeting

• Media ride-along with Kyle Busch

• Weather Channel hits from track

Saturday• Media availabilities

at track

• NBC Weekend Today at track

• NBC Crisis Communications Meeting

• Green flag drops in Daytona

Finding 6: NASCAR Digital and Social

2001 - Turner Sports fully managed NASCAR.com and all online content.

Approvals were required for new mobile applications, social media handles, all

videos shot at a track during race weekends, and more.

Today - NASCAR regained social media rights and editorial control

of NASCAR.com.

NASCAR now manages the sport’s online image and has introduced a new array of

content which are in alignment with brand messages.

Finding 7: Self-Defeating Approach to Measurement

Lesson 1: Barriers to Entry

22

OperationalStrategic Tactical

Business UnitsCFOCEO

Less difficult More difficult

• Growing and maintaining staff interest, focus and performance

• Lack of cross-functional thinking

• Enculturating new model to stakeholders

Lesson 2: Bumps in the Road

“What is Integrated Marketing Communications?”

“Why are you going to a new model?”

“How is this going to be better than before?”

“Who am I supposed to go to when I need something?”

“What can I expect from the new IMC team?”

Right-sizing the department – “Seed the business”

1. Plant the team

2. Grow the team

3. Transplant the team

Right-sizing expectations - Selling concept

Lesson 3: The Dreaded “U”

SVP,

Marketing

Marketing

Communications

SVP,

Broadcast

Broadcast

Communications

Successes

25

Six winning attributes of NASCAR’s integrated marketing

communications team

1. Integration with core media

2. Aggressive pitching versus passive catching

3. Storytelling

4. Integration with key business units

5. Proactive communications planning

6. Pursuit of non-endemic media

Example: Phil Johnson

“Short story. I went to Chicago and met some

guys from a NASCAR team. I told them

I thought NASCAR was boring.”

~Phil JohnsonCEO of PJA Advertising + Marketing

Example: Phil Johnson

“It’s the business side that really got my attention. I may

be late to the NASCAR party, but I see a gold mine

for smart brands.” (2/20/12)

~Phil Johnson

CEO of PJA Advertising + Marketing

“The drivers are gladiators, and you feel some real

electricity … they’re notably accessible … and

although they’re getting ready to risk their lives, or at

least their cars, they acted like meeting me was the

highpoint of their day. It must be the culture. . .

The entire day is a great spectacle.”

Example: Phil Johnson

Impact: Phil’s clients are now being counseled by an advocate, not a ‘hater’

Pre-IMC: Car of Tomorrow

“I’m still not a very big fan of these

things. I can’t stand to drive ‘em.

They suck.”

~Kyle BuschFOX Broadcast LIVE

Post-IMC: Project Ignition

Strategy

• Sixth generation stock car = “Gen-6 Car”

• Consumer-facing messaging around benefits of new car

• Secured commitment for “one voice” via industry integration

2013 Gen-6 Launch

“The car has really awesome potential … It really gives me a lot

of sensations that are similar to the old car that we ran 10 years

ago.”

~Dale Earnhardt Jr.

“Fans … will be fixated on the sleeker cars, which are designed to resemble their

Chevrolet, Ford and Toyota showroom counterparts with more distinctive character lines

and shapes than the previous COT model that was much maligned for its homogenized

appearance.”

~Nate Ryan

USA Today

I would say the coolest part of this #daytonatesting

is the way these cars look! @nascar and all the

manufacturers did a great job!

“It is not the strongest of the species that

survives, nor the most intelligent that survives.

It is the one that is the

most adaptable to change.”~Charles Darwin