Stu Posted July 21, 2012 Share Posted July 21, 2012 (edited) I understand that DCI is way, way, way, smaller in scale than NASCAR and I am not comparing them as sport to sport or Major League to Major League.. However, why can't DCI, on a smaller scale due to financial constraints, follow the "marketing" lead of this article. I injected a few bold typed questions within the article, and please read all questions before blasting me on why I am out to lunch.: DAYTONA BEACH, Fla. -- NASCAR on Thursday concluded a comprehensive agency review that spanned nearly four months, by selecting Ogilvy & Mather as Agency of Record (AOR) to service the sport's evolving advertising and marketing needs. The agency will help NASCAR and the industry to execute a five-year industry action plan to engage and excite existing fans, while creating new ones. (Is it not also the plan for DCI to excite existing fans while creating new ones?) NASCAR embarked on a review to secure a class-leading, full-service advertising agency in early 2012 in order to expand the sport's marketing efforts and provide an integrated solution to help NASCAR grow its audience in Youth, Gen Y and Hispanic. As AOR, Ogilvy & Mather's responsibilities also will include target segmentation, brand vision/storytelling, media strategy, promotions and support for the growing NASCAR Digital team. (Why can't DCI go on a search for a similar type agency?) NASCAR received 110 inquiries and 75 sets of credentials from a host of agencies of all sizes and expertise. The list was carefully analyzed and narrowed to a field of fewer than 10 firms, each of which were visited by a cross-functional team of executives from key business areas across NASCAR. In June, a trio of finalists -- Leo Burnett, Ogilvy & Mather and McCann Erickson North America -- presented to a group of senior leaders, including NASCAR chairman and CEO Brian France. (Of these 110 firms who provided inquiries has any of them been approached by DCI?) "Significant changes in our ecosystem impacted how we deliver our message and position our brand to existing fans while increasing the appeal of NASCAR to new audiences," said Kim Brink, NASCAR managing director of brand, consumer and series marketing. "We were thoroughly impressed with the caliber of all three finalists; but Ogilvy's consistency, creativity and dynamic leadership were the key differentiators. We're delighted to join the agency's roster of big consumer brands." (Does not the language of changes in the branding sound like the issues DCI are going through?) "We view NASCAR as a lighthouse brand," said John Seifert, chairman and CEO of Ogilvy & Mather North America. "The sport blends marquee stars, jewel events, and some of the fiercest competition on the planet with an intricate ecosystem comprised of historic tracks and compelling personalities. From the beginning of the agency review process, it was clear to us that NASCAR was looking for a true business partner. We firmly believe that NASCAR is a valuable tool in the marketing mix and a place where big brands get high return on investment. We couldn't be more proud to add the sport to our portfolio of global brands." (Change the brand NASCAR and the word Tracks in this paragraph and replace them with the brand DCI and the word Stadiums, and why would it not work? I mean DCI does have some global brands already as some sponsors, not as powerful as some who sponsor NASCAR, but certainly global nonetheless) Ogilvy & Mather will complete a comprehensive on-boarding process in 2012, as the agency prepares to help NASCAR launch a new brand platform at the 55th running of the Daytona 500 in February 2013. (So why cannot that, with much sweat and blood work, be turned into, "XYZ company will complete a comprehensive on-boarding process in 2012, as the agency prepares to help DCI launch a new brand platform at the 41st DCI Finals held in August 2013.") Edited July 21, 2012 by Stu Quote Link to comment Share on other sites More sharing options...
Quad Aces Posted July 21, 2012 Share Posted July 21, 2012 Because firms like this cost a lot of money to hire, and where is that money going to come from when dealing with a non-profit? NASCAR is not a non-profit. I agree, though, that DCI could use some marketing help. Quote Link to comment Share on other sites More sharing options...
GUARDLING Posted July 21, 2012 Share Posted July 21, 2012 funny how people say what a unique activity we are yet always compare it to something ordinary.........if you are unique you have unique challenges so IT ISNT THE SAME Quote Link to comment Share on other sites More sharing options...
whitedawn Posted July 21, 2012 Share Posted July 21, 2012 ...because Ogilvy (and every other "big" agency) charges more than DCI can pay, just for their services (without including ad buys)? Quote Link to comment Share on other sites More sharing options...
Stu Posted July 21, 2012 Author Share Posted July 21, 2012 Funny how all three responses so far apparently missed the following questions: Why can't DCI, *on a smaller scale due to financial constraints*, follow the "marketing" lead of this article? Why can't DCI go on a search for a *similar* type agency?) Of these 110 firms who provided inquiries has *any* of them been approached by DCI? Quote Link to comment Share on other sites More sharing options...
whitedawn Posted July 21, 2012 Share Posted July 21, 2012 Funny how all three responses so far apparently missed the following questions: Why can't DCI, *on a smaller scale due to financial constraints*, follow the "marketing" lead of this article? Why can't DCI go on a search for a *similar* type agency?) Of these 110 firms who provided inquiries has *any* of them been approached by DCI? OK, well, even assuming that a similar project would be undertaken, the activity is unlikely to grow a substantial non-music fan base, even with significant investment in the right marketing and advertising. DCI is already the "gold standard" of marching music to its audience -- high school marching band kids and parents, and drum corps alumni and parents. Spending money to try to attract other markets is not likely to justify the return on investment. Quote Link to comment Share on other sites More sharing options...
Stu Posted July 22, 2012 Author Share Posted July 22, 2012 OK, well, even assuming that a similar project would be undertaken, the activity is unlikely to grow a substantial non-music fan base, even with significant investment in the right marketing and advertising. DCI is already the "gold standard" of marching music to its audience -- high school marching band kids and parents, and drum corps alumni and parents. Spending money to try to attract other markets is not likely to justify the return on investment. Just curious: Why does it have to be focused on large scale with large scale name brands? Don't those hundreds of thousands of fans across the nation purchase deodorant, toothpaste, lawn mowers, computer software, cell phone accessories, insurance, dog toys, tissues, office supplies, chewing gum, breath mints, or any other millions of small scale items which could be advertised through DCI? Quote Link to comment Share on other sites More sharing options...
Jeff Ream Posted July 22, 2012 Share Posted July 22, 2012 Funny how all three responses so far apparently missed the following questions: Why can't DCI, *on a smaller scale due to financial constraints*, follow the "marketing" lead of this article? Why can't DCI go on a search for a *similar* type agency?) Of these 110 firms who provided inquiries has *any* of them been approached by DCI? Ask DCI. My hunch is they did some checking and the price tag scares em off Quote Link to comment Share on other sites More sharing options...
Jeff Ream Posted July 22, 2012 Share Posted July 22, 2012 Just curious: Why does it have to be focused on large scale with large scale name brands? Don't those hundreds of thousands of fans across the nation purchase deodorant, toothpaste, lawn mowers, computer software, cell phone accessories, insurance, dog toys, tissues, office supplies, chewing gum, breath mints, or any other millions of small scale items which could be advertised through DCI? It's possible smaller companies don't see enough potential bang for their buck. Face it: we are band nerds. That's not a market advertisers want. Quote Link to comment Share on other sites More sharing options...
Stu Posted July 22, 2012 Author Share Posted July 22, 2012 Ask DCI. My hunch is they did some checking and the price tag scares em off Well, you gotta spend money "on" marketing to make money "through" marketing. That is just part of business 101. Quote Link to comment Share on other sites More sharing options...
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