Jackson Marketing, Motorsports & Events recently presented the Crandon International Off-Road Raceway Sponsor Summit in historic Crandon, Wis.
Held in conjunction with the spring TORC Series off-road races, the summit hosted a Who’s Who list of off-road racing partners including BFGoodrich, Red Bull, Mountain Dew/Pepsi, General Motors Dealership Group, Polaris, Miller Lite and others. The summit’s keynote address, “5 Mistakes That Could Undermine Your Experiential Marketing Program”, was delivered by David Jones, Jackson Executive Vice President and Chief Marketing Officer.
“Crandon International Off-Road Raceway and its annual World Cup Event are well-known to short-course, off-road racers nationwide and around the world,” Jones said. “As a major participant in the off-road racing industry, Jackson was delighted to be involved in this informative summit for enthusiast brand marketers.”
Added Marty Fiolka, Crandon spokesman and Principal of California-based The Rennsport Group, “We extend a heartfelt thanks to Jackson Marketing, Motorsports and Events for supporting Crandon International Off-Road Raceway’s first-ever Partnership Summit. DJ’s speech was a highlight of the event.”
Experiential marketing activities help build consumer relationships for the long term, with events like NASCAR, off-road races or fishing and hunting tournaments connecting with consumers on a more personal and emotional level, which often leads to better conversion rates.
Experiential marketing can generate sales and leads in the short term, increase awareness of a product and encourage positive word-of-mouth advertising. It also can be used successfully to:
• Build relationships
• Increase loyalty
• Establish relevance
• Encourage interaction with the brand and its products
• Create memories
• Change the mind of unsatisfied customers
• Verify the target audience
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