Show car activation: a practitioner's recommendation for increasing brand equity
by Mark Dodds
International Journal of Sport Management and Marketing (IJSMM), Vol. 8, No. 1/2, 2010

Abstract: A show car program has become a common, if under-utilised, form of sponsorship activation. Show cars are replica race cars, complete with vehicle graphics, which allow race fans an up-close experience in the sport. A well-designed show car operation increases brand equity, strengthens brand-consumer connections and affinity, improves brand-consumer communication and provides a stream of revenue. An effective show car program is not a stand-alone effort but should be integrated into a broader sport marketing plan. This paper is written from a practitioner's point of view. It offers guidance to optimise this brand initiative via strategic planning, scheduling, staffing, advertising, public relations and sales promotion.

Online publication date: Mon, 05-Jul-2010

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