I haven't heard anything about it, this obviously transcends NASCAR. Though I wouldn't be surprised if SHR folks play a small role in getting the two groups together (or at least help by "passing along notes") since they have relationships with both.
I would agree with this. I remember the first time I met Mitch Covington (Monster sports marketing guy) several years ago we discussed lots of "cool things" Monster could be doing in the series, but he wasn't super receptive. His approach to marketing was pretty simple: just put a cool logo on cool things and cool people and consumers will just assume you're cool. Hard to argue against that approach, it's a great way to sell an energy drink. But it certainly doesn't work for getting eyeballs on a sport. I get that it's not their job to sell the sport...but like you said, it would be pretty cool if the title sponsor did do things which helped sell the series nationally.
100% agree. Monster doesnt have to sell the sport but at least Run some National Spots on the weekend before the race. Surely they can afford that.
Would Miller be allowed to stay?
I'm aware their approach. I may be more aware of their approach than I am of them. I won't claim to know squat about marketing, especially as related to sports and / or Millennials and / or energy drink consumers, but Monster has to be the most low profile sponsor I've seen associated with anything. I dunno, maybe their market responds best to the low key approach. I'm not likely to every buy their product anyway, but from my recliner they're darn near invisible.
It's their job to promote your business. However, a lot more people will see that driver promoting your business if you put the occasional sign in the window letting people know when he's driving. Just the sign alone may attract those who pull for other drivers but favor any business involved in sports.
That's completely understandable. They're not trying to reach my generation of boob-tube watchers, and we're not as likely to be swayed by marketing anyway. I acknowledge those other methods of consumption aren't ones I use. Heck, I probably haven't heard of some of them. While it does render them invisible to me, I've assumed they're reaching out to someone. It's just not on my radar.
I never understood how this was supposed to attract new customers for Monster or new fans for NASCAR. Maybe it's just me, but having a product I value associate itself with something isn't enough to draw me when I already don't care. The Charlotte Hornets could change their name to 'Jimmy Buffett and the Wild Birds Unlimited' but I still wouldn't show up at an NBA game. As you noted, most of NASCAR's existing fans don't consume energy drinks, and existing Monster drinkers are of a market that doesn't care much about traditional motorsports. The season is almost over and many of us on the outside are still going, 'Huh?'
That would be confusing for some.
Honestly...both...but in different ways. What you're implying is one of the biggest reasons why many companies have found dissatisfaction with NASCAR (or other forms of sponsorship). They treat it like a one way street. "Here's money, now bring me impressions that lead to business." That technique is a tried and true failure. A really good sponsorship works both ways. The driver and/or series promotes the business, while the business promotes their association with the driver/series as part of the DNA of their culture.
I would buy a ticket to see a Cruiser with a Hemi run a 1/4 mile.
What was odd? I completely understood both sides of that transaction.
Thats like throwing grass seed out in a drought.
Instead of Teleco's, its Energy drinks outside of that ones that are grandfathered in.
You could say the same thing about Winston and they were here during the most popular years of the sport when the big money really got involved.
The amount of time they were in place doesn't make it more or less of an appealing product to the consumer as you said about Monster. That's the only part I was referring to.
