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