At Dasher Lawless Automation we sponsor a NASCAR Racing team for two primary reasons that are tightly integrated: (1) altruistic and (2) pragmatic.
We believe that sports are the classrooms where true human virtue is nurtured. In providing sponsorship we enable a racing team to meet challenges both on and off the track. The driver, pit crew and mechanics all need to come together to work as a team through self-sacrifice, dedication to a common goal, and a commitment-to-excellence, so when the race finishes, it allows them to share in the ultimate prize found at a checkered flag. This experience is like no other and what is more important is that these skills in communications, compromise, understanding of the importance of each role absorbed by these young people transcends to other positions later in life. In short it fosters leadership, something we believe is always a treasured commodity.
NASCAR Racing provides our brand to be in the context of a thrilling back drop of NASCAR Auto Racing where speed, the roar of an engine and intense competition dominate one’s senses. It provides thrilling photo opportunities that draws people’s attention and is able to capture a real-life moment in time that is spectacular.
NASCAR Sponsorship is at the cornerstone of our comprehensive marketing plan and we use the race cars themselves at our trade-show booths and other sponsored events. The vehicles are an instant draw to a wider audience that allows us to expand our reach. They act as great “ice breakers”. At trade-shows it is not uncommon when we experience a passerby walk into our booth initiate a conversation about the race car, and after a while stop in mid-sentence and inquiry what our company does. Often it leads to potential business.
A racing venue also serves as the ultimate promotional event since we can spend significant quality time with both clients and vendors close to the action of the pits, time trials, and finally with a little luck the winner’s circle. It is a shared experience and unlike a golfing event where you are limited to only spending significant time with your foursome, a racing event provides ample time for all your invited guests. During the autograph session you can walk on track, see the cars up-close and interact with the drivers.
NASCAR races are run locally but followed nationally. This creates a wonderful balance of affecting the immediate market for fans whether it is Los Angeles or Las Vegas or somewhere in-between and still allowing expanded promotional opportunities via TV or internet coverage. Each track has its own personality which provides for changes in venue which keeps the excitement fresh for an entire season. And unlike a TV commercial or Ad or YouTube Video the fan base can relate to a person, the driver. It is as genuine as it gets. Interaction can be very personable with autograph sessions, photo opportunities or tracking race results that affect national rankings on-line.
Sponsorship of NACAR Race Team also bonds a company. It is fun to share a successful race not only internally between departments but also externally on social media. This allows our brand to appear on a Saturday night for posts on LinkedIn, Facebook, or YouTube.
We have options for sponsorship that allow you to be part of the action all season, or choose a specific race for a unique evening of entertainment of clients/vendors/staff that they retell often. If you would like to know more or have questions please contact me directly. We are happy to expand on how we meet our two interwoven goals.