There are many “official” products of NASCAR and its various affiliates. Some tie in beautifully. Some, not so much. But few have done as good a job with direct branding as Ask.com, its “official search engine.” Since very early this racing season, Ask.com has been more than a sponsor name. It’s been a very visible [...]
Agree with their methods or not, GoDaddy, the huge Internet hosting company, definitely understands direct response.
Witness their presentation during last Saturday’s (4/25/09) Nationwide series race. For an engaged audience, they crafted a nearly irresistible response magnet.
As branding campaigns come more and more under the budget-cutter’s knife, and as marketing budgets get squeezed hard for ROI, direct response is emerging as a relevant option for marketing campaigns. It’s actually emerging as a necessary component for marketing spends. “Branding” campaigns, the love child of overpriced media and pompous agency suits, are tied [...]
t’s all about the ROI.
Return on investment. For a motorsports sponsor, in the final analysis, it’s all about a pretty simple equation:
What am I getting for my money? And how much of it am I getting?
Traditionally, motorsports sponsorship value has been determined by factors related to “branding.” In rough terms, it works like this: If somebody sees your logo enough times, Mr. or Ms. Sponsor, they’ll remember you when it’s time to purchase whatever it is that you sell.”