SAC’s executive team has over 60 years of experience in affinity marketing, and during their five years of operating NASCAR’s affinity programs, SAC has identified a void at the convergence of high-affinity brand marketing and direct response marketing. Through the necessity of enduring the recent economic downturn while operating its NASCAR affinity programs, SAC has developed three specific areas of expertise:

 

1.       Lead Generation, database development and Fan DirectTM marketing.

2.       Multi-variable, test and control campaign management to optimize marketing spend.

3.       Development of continuity/subscription programs and acquisition/retention of members.

NASCAR Case Study

 

Since securing the long-term rights from NASCAR in 2004 to design, develop, and deliver its affinity program, SAC has utilized both online and offline lead generation programs while quickly building the single largest contextual database in the racing industry with over 3,800,000 identified fans.  SAC’s proprietary Fan DirectTM platform sits on top of this database and allows any web-enabled marketer to segment and target any combination of demographic and/or geographic data, thus facilitating the execution of direct-to-fan campaigns for internal and external stakeholders of the industry with the touch of a button.  Fan DirectTM has become a highly-effective marketing vehicle for NASCAR stakeholders like Chevrolet, Craftsman, Nationwide, Bank of America, Tissot and the Richard Petty Driving Experience.

 

Additionally, through rigid, multi-variable test and control campaign management, SAC’s methodology and supporting technology have managed campaigns that deployed and tracked thousands of iterations of creative and offer variables.  Each campaign iteration tests a single variable against a benchmark in an effort to determine iterative “winners” and ”losers.”  The resulting test cell matrix drives optimal delivery rates, open rates, and conversion rates, thus lowering cost per acquisition (CPA) and increasing campaign ROI. 

 

SAC also manages the Official NASCAR Members Club, and its platform delivers a “4-silo” value proposition that includes:

 

1.       Deals and Discounts in NASCAR-specific products and services plus everyday dining and entertainment.

2.       Exclusive NASCAR 24/7 Content delivered through a quarterly printed magazine produced entirely in-house, weekly enewsletters and dynamic content on a password-protected web site .

3.       VIP Treatment at NASCAR events including insider access to garage tours at races, exclusive opportunities to meet drivers and personalities all processed through SAC’s reservation allocation system.

4.       Local Chapters and supporting micro-site technology enabling race watching parties, charitable events and other social activities.

SAC has acquired over 250,000 new members into the Official NASCAR Members Club and has developed proprietary methodology and technology to acquire customers utilizing post-transaction, self-liquidating product offers (SLOOPTM) and lead generation to conversion (LG2CTM) techniques.

 

Summary

 

Like most high-affinity brands, SAC was forced to embrace the paradigm shift from high cost and hard-to-measure marketing channels (print, TV, radio, etc.) to highly-targeted, measureable ROI direct marketing channels.  SAC is not an advertising agency with a “good idea.”  We use our systems and platforms every day in the operation of the NASCAR affinity program.   And now, we are offering other affinity brands the opportunity to leverage the investment we have made in our tools and learnings to: 

 

·         Find more fans (i.e., contextual lead generation) and convert them into customers on behalf of internal and external stakeholders.

·         Utilize scientific, multi-variant, test and control methodology to optimize their marketing spend, enrich current internal programs and add more value to external stakeholders (sponsors, licensees, etc.).

·         Generate new revenue streams through subscription and continuity programs.

SAC has developed a due-diligence and predictive modeling process to assess the viability of adapting our systems and platforms for your high-affinity brand.