December 2003 - How To Make Your Next Event Burn Rubber!
How Lowe’s Motor Speedway puts a spin on direct marketing.
Whether you’re marketing a small event or a big one, the rules are the same. Set your objectives, identify your target audience and implement a winning
strategy. All within your timeframe and budget. Easier said than done, right?
At our December luncheon, we learned how it’s done at Lowe’s Motor Speedway. Doug Stafford, executive vice president, shared what it’s like to promote NASCAR
events like The Winston Cup and the Coca-Cola 600. Doug shared some of his direct marketing success stories, and how a "sniper" approach (vs. shotgun) is
yielding great results for the Speedway.
