Title: Show car activation: a practitioner's recommendation for increasing brand equity

Authors: Mark Dodds

Addresses: Sport Management Department, SUNY Cortland, 156 G Studio West, Cortland NY 13045, USA

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.

Keywords: sponsorship activation; show cars; motor sport marketing; motor racing; motorsports; replica race cars; brand equity; brand affinity; sports branding; strategic planning; scheduling; staffing; advertising; public relations; sales promotion.

DOI: 10.1504/IJSMM.2010.033948

International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.49 - 56

Published online: 05 Jul 2010 *

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