Fleetwood RV Sponsorships Paying Off
26 November 1999
Fleetwood RV Sponsorships Paying Off As Jarrett Brings Home the NASCAR Winston Cup
RIVERSIDE, Calif.--Nov. 23, 1999--NASCAR involvement
-- Fleetwood RV executives available for interviews to
discuss sponsorships
The 1999 NASCAR Winston Cup series came to an end at the Atlanta Motor Speedway this weekend, with Fleetwood RV-sponsored Dale Jarrett and the Robert Yates Racing Team emerging as this year's champion.
The team's victory has led to heightened exposure for Fleetwood RV and validated the company's decision to shift its racing strategy, according to Dave Wilbert, RV Group Manager, Fleetwood RV Marketing.
"Two years ago, we announced our associate sponsorship of Jarrett as part of a deliberate change in marketing strategy aimed at increasing exposure of the product among the growing number of racing fans," said Wilbert. "We saw Dale, his team and family as ideal spokespersons for our product, because their values represent our family oriented core brand values."
At the same time, Fleetwood added multi-track sponsorships to its marketing program, designed to enhance RVers' racing experience with a variety of services, such as track-side maintenance. Fleetwood RV also implemented racing-related RV dealer and radio promotions, donations to Motor Racing Outreach, a motorsports apparel line and more.
According to Wilbert, company research estimates that 12 percent of Fleetwood RV's customers are directly influenced by the company's involvement with NASCAR, contributing to as much as $150 million in annual sales.
Through its sponsorship, Fleetwood RV has its logo affixed to the No. 88 Ford Taurus and to Jarrett's uniform. The sponsorship also includes appearances by Dale, his father Ned and son Jason. Fleetwood receives added exposure when the Jarrett family is seen enjoying life in their luxury American Heritage coach provided by Fleetwood RV.
Additional exposure comes from crew chief, Todd Parrott, when he dons his Fleetwood RV Racing gear, or spends race weekends with his family in their Fleetwood American Eagle motorhome.
"When we launched our sponsorship of Dale, we had a really good feeling about his future in racing and the overall positive exposure he could give our family oriented product," said Wilbert. "The Jarretts and the Robert Yates Racing Team have been ideal 'teammates,' working together with Fleetwood RV to deliver an overall quality racing experience to the fans who enjoy the RV lifestyle at the track."
In addition to the value that Fleetwood receives directly from its sponsorship, the company receives exposure from having a presence at race events year after year. Studies show that the millions of race fans have higher brand loyalty to products associated with NASCAR. A 1999 Performance Research study that questioned nearly 1,300 fans at three separate Winston Cup events reported that there is a distinct brand loyalty among NASCAR fans.
Approximately one-half (46 percent) indicated that they had a "higher trust" in products associated with NASCAR or the individual speedways, and that given a choice between two otherwise equivalent brands, they would "almost always" or "frequently" choose the one associated with NASCAR.
"The study also found a significant increase in the percentage of RV owners who felt 'more positive' about Fleetwood RVs upon learning we are an associate sponsor of Dale Jarrett," said Allison Hill, Fleetwood RV events marketing manager. "These study results, combined with our steadily increasing sales figures and Jarrett's victory, all point to a successful marketing program."
Note to Editors: Fleetwood RV executives are available for interviews regarding their NASCAR involvement.