Best practices for selling NASCAR programming to local advertisers. Click on "View this email in your browser" to view past issues.
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Selling Speed

The MRN Local Sales Newsletter

A sales resource focusing on your efforts as an MRN radio partner to sell NASCAR programming to your local clients! Contact me to schedule a NASCAR local sales teleconference for your staff at (704) 262-6713.
Bob Quick - Manager, Radio Partnerships - Sales

Pit Strategy

Marketing Complementing Brands

When I sold local radio, especially if I was in front of a new business that had never advertised before, I made sure that I presented a marketing plan using all the resources I had at my disposal that made sense for the client. I’d create a package for multiple stations, our websites, and any other option I had that might fit their needs. I not only wanted to train the new business on how to “advertise on the radio,” I also wanted to leave the impression that I was the marketing expert they needed on their team. It was also a way to ask for their entire advertising budget.

I came across an example of this holistic type of marketing strategy recently from our affiliate WDFN, 1130 The Fan. Nick Gnau & Shosh Abromovich have put together a great team at iHeart Media/Detroit. Don Kowalewski is one of their sales stars who worked with his client Victory Lane Quick Oil Change on an innovative partnership that not only exposes Victory Lane to WDFN listeners but also exposes Victory Lane customers to WDFN.

I asked Lauren Cialella, Chief Operating Officer at Victory Lane Quick Oil Change about why an association with WDFN and NASCAR was appealing to them. She told me that the relationship is a natural fit, “As you can see with the checkered flag racing stripe in our logo, the words “victory lane” in our name, the quick change “pit crew” aspect of our business…racing just makes sense for our brand. In fact, in the past, 4-time Indianapolis 500 winner Rick Mears was once a spokesman for the company.”

The advertising package goes beyond radio commercials. There are recorded promo mentions on WDFN and its sister rock station WDTW, 106.7 The D, commercials and promos on both station’s iHeart Radio streams, a sponsorship of NASCAR TODAY MIDDAY on WDFN, iHeart Radio app targeted display ads, and added exposure on in the form of a featured scrolling ad prominently displayed on the homepage, a featured web module all their own, and website banners on both and All launching in early September in time for The Chase for the Sprint Cup.

And it’s a two-way partnership. Victory Lane will be outfitting their employees on race weekends in t-shirts cross promoting the MRN NASCAR coverage on WDFN. Why not remind Victory lane customers  that they can find the races on WDFN, they’ll hear the Victory Lane commercial that much more and continue to build their brand for the 26 locations they have in Detroit. Added benefit, their employees enjoy a t-shirt day, getting out of their normal uniform, once a week!

The cross promotion doesn’t stop there. Each week WDFN’s NASCAR coverage will be featured in the Victory Lane Quick Oil Change database marketing email to thousands of their customers paired up with a NASCAR themed discount or special. So, even if a customer didn’t come in for an oil change that week they will still be exposed to the NASCAR/WDFN cross promotion. Victory Lane will be promoting the partnership with WDFN in its social media too.

It’s a multifaceted, multi-channel, cross promotional messaging opportunity for both partners exposing fans of both brands to each other. Say that three times fast.

And it’s exactly what moves an advertising proposal from the bottom of the stack, to signed and approved.

I love looking at interesting affiliate NASCAR packages and learning about unique sponsor opportunities. If you have one you’d like to share, please email me at

Bob Quick - Manager, Radio Partnerships - Sales

Featured Talent –
Mike Bagley

Known as “Bagman” in the NASCAR garage and by his fans, Mike Bagley’s connection to MRN goes as far back as 1988 while he was still in High School. His first announcing assignment was in 1992 for the Fays 150 at Watkins Glen International. Mike’s a multi-talented utility player for MRN and has been a turn announcer for all three national touring series, spent time in the broadcast booth, and even hosted shows during his tenure.

Growing up not far from Dover International Speedway, he went to his first race at the age of 5 and as a child would listen to MRN while recreating the track on his living room shag carpet and the race action with his Matchbox cars. It’s a lifelong love for motorsports that has fueled his career in racing.

Mike is host of the long running Motor Racing Network program NASCAR LIVE where fans have direct interaction with the stars of the sport by phone or through social media.

For interview opportunities call Steve Tate at (704) 262-6715.
Copyright © 2016 Motor Racing Network, All rights reserved.

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