How NASCAR created a winning integrated marketing communications strategy
David Higdon Vice President Integrated Marketing Communications NASCAR @HigNASCAR 2 How NASCAR created a winning integrated marketing communications strategy
David Higdon Vice President Integrated Marketing Communications NASCAR @HigNASCAR 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?” 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.comCONFIDENTIAL – FOR NASCAR USE ONLY “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)
What is IMC? A holistic approach to delivering carefully coordinated messages efficiently through all channels
Why 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 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
CONFIDENTIAL – FOR NASCAR USE ONLY Case Study: NASCAR
December 2009 • Bad economy/revenue pressures • Rapidly shifting media landscape • Industry looking to NASCAR to lead a rapid evolution Case Study: Hard and Unbiased Assessment
Findings 1. Lack of integration 5. Need for clear voice 2. No strategic approach to 6. Behind curve in digital and social communications media/Turner rights 3. No clear fan engagement 7. Self-defeating approach to strategy measurement 4. Defensive position
Recommendation Build an IMC structure with a versatile and integration-minded roster of talent Finding 1: Lack of Integration
Entertainment Internal Communications Reputation Management Multicultural Digital TouringStakeholder Development RacingBrandBusiness Innovation Technology ContentBroadcast Production Racing Operations Public Affairs WeeklyConsumer Marketing NASCAR Foundation Social 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 Finding 4: IndustryDefensive Collaboration Position
Drivers Tracks
Council Council
Council Council OEMs Teams
CONFIDENTIAL – FOR NASCAR USE ONLY Finding 5: Need for Clear Voice
Sunday Monday Tuesday Wednesday • Tony Stewart takes the • Media outreach in • Danica Patrick media tour • Ricky Stenhouse, Jr. on checkered flag at support of Stewart win in NYC The Golf Channel’s Sonoma • Windshield Tribute • Daniel Suarez in Miami Morning Drive • Press conference media outreach • Kasey Kahne NASCAR • NASCAR: An American • QRT (Quick Response • Distribute race previews Snapchat takeover Salute promotion on Team) meets following for Daytona social/digital press conference • Darrell Wallace NASCAR Plaza car wash
Thursday Friday Saturday • Media reception • All-Driver Mid-Season • Media availabilities • Dale Earnhardt Jr. Meeting at track media availabilities • Media ride-along • NBC Weekend Today • Denny Hamlin with Kyle Busch at track media availabilities • Weather Channel • NBC Crisis Communications hits from track 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
• Growing and maintaining staff interest, focus and performance • Lack of cross-functional thinking • Enculturating new model to stakeholders
CEO CFO Business Units
Less difficult More difficult
Strategic Tactical Operational
22 Lesson 2: Bumps in the Road
Right-sizing the department – “Seed the business” 1. Plant the team 2. Grow the team 3. Transplant the team Right-sizing expectations - Selling concept
“What is Integrated Marketing Communications?” “Why are you going to a new model?” “How is this going to be better than before?” “What can I expect from the new IMC team?” “Who am I supposed to go to when I need something?” Lesson 3: The Dreaded “U”
SVP, SVP, Marketing Broadcast
Marketing Broadcast Communications Communications Successes
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
25 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 Johnson CEO of PJA Advertising + Marketing Example: Phil Johnson
“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.”
“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 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 Busch FOX 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