In violation of Sections 12-4-A (actions detrimental to stock car racing)
Did NASCAR's Short Lived Foray into Mexico Pay Dividends?
NASCAR took a lot of heat from the most vocal portions of "The Nation" when it first announced, then carried out the promise, by holding four Nationwide events at Autódromo Hermanos Rodríguez in Mexico City, Mexico.
Some of that criticism was easily dismissed as xenophobic frothing at the mouth. Still others, others meaning the saner sections that reside within NASCAR Nation, made valid points.
The inaugural visit in 2005 was filled with logistical problems - and remained thru the events history - and there was early and widespread concern over ticket sales.
Attendance figures that went over the 100,000 mark for that event and the subsequent 3 events put that worry to rest.
But one overriding question remains; Was the NASCAR effort at marketing to Hispanics gain any traction among the largest and fastest growing segment of American society?
For the first time there may be some evidence to suggest it was.
A new study conducted by rEvolution (an independent sports marketing agency) and Knowledge Networks (a Top 25 market research firm) looks at the "cultural values and preferences of U.S. Latinos related to the sport - and how these point to key actions for expanding Latino involvement with NASCAR."
The key points and conclusions of the study (Hispanic NASCAR Fans: Breaking Through to Deeper Engagement) are listed below:
* Know your Casual Fans: Two-thirds (67%) of Hispanic NASCAR fans are only "a little bit" interested in the sport; and the demographics of Casual Fans are much different from Avid Fans - so growing the fan base by catering to existing Hispanic devotees will not work.
* Socialize it: Hispanic fans relate to NASCAR in a more isolated way - by themselves, through TV at home or video games, for example - and don't feel the sense of community that has helped make NASCAR a draw for Caucasian fans. The more you can do to socialize the NASCAR experience for Hispanics, the better.
* Focus on speed: The speed of stock cars racing around the track is one of NASCAR's main draws for Hispanic fans; 59% say they were first attracted to the sport by the speed of the cars. So promotions and advertising campaigns that emphasize the speed of the cars may have an advantage with this group.
* A good driver is a winning driver: Since they're so much less engaged with the sport, most Hispanic fans don't even have a favorite driver - a major difference from NASCAR fans in general. Those few Hispanics who do have a favorite driver gravitate to winners; whether the driver is Hispanic is, for the most part, a secondary concern.
"This report helps shatter some misconceptions about Hispanic Fans and allows agencies like rEvolution to create solid marketing programs to energize NASCAR's Latino fan-base," said rEvolution's President, John Rowady.
The Study, Hispanic NASCAR Fans: Breaking Through to Deeper Engagement, is based on findings from a nationally representative sample of 661 Hispanic NASCAR Fans and 680 Hispanic Non-Fans and was conducted in November, 2008.
So, was the NASCAR effort worth it?
Obviously without any data from a period prior to NASCAR's marketing efforts in Mexico it's extremely hard to judge, but in general this study points out fairly good news to those at NASCAR HQ.
What they do with the knowledge is an entirely different matter.
As an aside, who can answer this related trivia question:
When and where was the first points-paying race held outside of the United States?
The first respondent with the complete and correct answer is eligible to receive one of the following"Grand Prizes."
1. A spare and unused ignition key fitting a Mercury Marquis Coupe.
2. All expense-paid trip to Wally World.
3. An Autographed picture of Digger. (Comes with a book of matches and a can of lighter fluid)
Good luck one and all.
Some of that criticism was easily dismissed as xenophobic frothing at the mouth. Still others, others meaning the saner sections that reside within NASCAR Nation, made valid points.
The inaugural visit in 2005 was filled with logistical problems - and remained thru the events history - and there was early and widespread concern over ticket sales.
Attendance figures that went over the 100,000 mark for that event and the subsequent 3 events put that worry to rest.
But one overriding question remains; Was the NASCAR effort at marketing to Hispanics gain any traction among the largest and fastest growing segment of American society?
For the first time there may be some evidence to suggest it was.
A new study conducted by rEvolution (an independent sports marketing agency) and Knowledge Networks (a Top 25 market research firm) looks at the "cultural values and preferences of U.S. Latinos related to the sport - and how these point to key actions for expanding Latino involvement with NASCAR."
The key points and conclusions of the study (Hispanic NASCAR Fans: Breaking Through to Deeper Engagement) are listed below:
* Know your Casual Fans: Two-thirds (67%) of Hispanic NASCAR fans are only "a little bit" interested in the sport; and the demographics of Casual Fans are much different from Avid Fans - so growing the fan base by catering to existing Hispanic devotees will not work.
* Socialize it: Hispanic fans relate to NASCAR in a more isolated way - by themselves, through TV at home or video games, for example - and don't feel the sense of community that has helped make NASCAR a draw for Caucasian fans. The more you can do to socialize the NASCAR experience for Hispanics, the better.
* Focus on speed: The speed of stock cars racing around the track is one of NASCAR's main draws for Hispanic fans; 59% say they were first attracted to the sport by the speed of the cars. So promotions and advertising campaigns that emphasize the speed of the cars may have an advantage with this group.
* A good driver is a winning driver: Since they're so much less engaged with the sport, most Hispanic fans don't even have a favorite driver - a major difference from NASCAR fans in general. Those few Hispanics who do have a favorite driver gravitate to winners; whether the driver is Hispanic is, for the most part, a secondary concern.
"This report helps shatter some misconceptions about Hispanic Fans and allows agencies like rEvolution to create solid marketing programs to energize NASCAR's Latino fan-base," said rEvolution's President, John Rowady.
The Study, Hispanic NASCAR Fans: Breaking Through to Deeper Engagement, is based on findings from a nationally representative sample of 661 Hispanic NASCAR Fans and 680 Hispanic Non-Fans and was conducted in November, 2008.
So, was the NASCAR effort worth it?
Obviously without any data from a period prior to NASCAR's marketing efforts in Mexico it's extremely hard to judge, but in general this study points out fairly good news to those at NASCAR HQ.
What they do with the knowledge is an entirely different matter.
As an aside, who can answer this related trivia question:
When and where was the first points-paying race held outside of the United States?
The first respondent with the complete and correct answer is eligible to receive one of the following"Grand Prizes."
1. A spare and unused ignition key fitting a Mercury Marquis Coupe.
2. All expense-paid trip to Wally World.
3. An Autographed picture of Digger. (Comes with a book of matches and a can of lighter fluid)
Good luck one and all.
Replies to This Discussion
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Permalink Reply by Marc on -
Not when you're not even close - by a few decades - to the correct answer.
Sorry.
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Permalink Reply by Clance' McClannahan on -
1905 Belgium Victor Hémery
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Permalink Reply by Marc on
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Geesh Clance!
Did you have to replace the rabbit before pulling that one out of your hat? That said I see where the "rabbit" came from.
But alas and alack, you like jimmie are off by a few decades. In the opposite direction.
Come on... try harder. There's nothing more I would like than to present the winner with the autographed picture of Digger.
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Permalink Reply by Marc on
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I see I have to claim my own Grand Prizes and declare myself the winner.
According to the source the first points paying NASCAR event held outside of the good ole USA was in July of 1952.
17 NASCAR Grand National cars did battle on a half-mile dirt oval on the Canadian side of Niagara Falls.
By the time the dust had settled on the converted horse track, only three of those 17 cars were still running. Buddy Shuman of Charlotte, N.C. won by nearly three full laps, getting his Hudson across the line ahead of eventual series runner-up Herb Thomas. The highest finishing Canadian was Albert Lemieux of Montreal, who rolled across the finish line 10th.
Don't ask!
Yes, I will thoroughly enjoy cruising the strip in the 1979 Mercury Marquis Coupe, now that I have a key.
All I have to do now is figure a way to extract the Maple Tree that has grow up through the windscreen and get the damn thing off the blocks.
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