Selling Speed: The MRN NASCAR Local Sales Podcast: Recent Episodes
Bob Quick from MRN
Driving local radio revenue with the purchasing power and extreme loyalty of the NASCAR fan.
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Much like the changing makeup of the American population, the NASCAR fan is changing and there are sales opportunities we can take advantage of because of it.
Also covered what we know about the 2025 schedule so far.
sales
sports
radio
advertising
marketing
media
NASCAR
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Seasoned pros to rookies...these are three common mistakes radio stations make selling NASCAR.
Link to 2023 NASCAR NextGen Fan Study
NASCAR
Sports
Radio
Marketing
Media
Advertising
Business
Sales
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In this episode we look at selling our short form ancillary programming.
Links mentioned this month:
2024 MRN Sales Kit
Selling Speed: 2022 January (Best practices for selling races)
Selling Speed: 2022 September (with Loyd Ford & Ed Knight-Selling NASCAR)
Audio 1 Support for new XDS
Call Audio 1 at 214-396-9405 or Email support@audio1.com
Weather Delays and Affiliate Bulletins
@4MRNAffiliates
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NASCAR negotiated with 5 TV partners for its new broadcast deal spanning from 2025-2031. There are three main reasons how these new deals will help you sell NASCAR to your local radio clients.
Links Mentioned:
NASCAR TV Deal Details
More on the deals
Restaurant Growth Troubles
Red Lobster's Miss
NASCAR
Sports
Marketing
Media
Radio
Advertising
Sales
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This is an extra episode of Selling Speed where we will play the audio from our latest sales webinar looking at the 2023 NASCAR Next Gen Fan Study. Follow the links in the show notes to download your copy of the presentation and the webinar video. It’s very powerful selling information to help you mine for new business, find places to promote the race broadcasts, and defeat objections.
Links referenced in this episode:
2023 NASCAR Next Gen Fan Study PowerPoint
2023 NASCAR Next Gen Fan Study Webinar Video
NASCAR
Radio
Sports
Media
Marketing
Sales
Advertising
Business
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Way back in 2016, one of my very first Selling Speed articles (before we expanded to a podcast version), we looked at the common objections stations get when selling NASCAR. The objections haven’t changed but there is some new data we can add to help fight the good fight. So, we’ll revisit what I wrote in 2016 and add a little 2023 color just in time for selling your 2024 NASCAR packages…
Links referenced in this episode:
NFL & MLB research on fans who listen to the radio while watching their games.
U.S. Regional Population
2023 NASCAR Next Gen Fan Study PowerPoint
2023 NASCAR Next Gen Fan Study Webinar Video
NASCAR
Radio
Sports
Media
Marketing
Sales
Advertising
Business
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Breaking Through...to a new ad category. Richard Childress Racing added sponsorship recently to the number 3 & 8 cars with mega personal injury law firm Morgan & Morgan. This is an ad category I have been talking about since I sold local radio and why there needs to be more of this category on the radio. We talk about why radio and NASCAR make sense for personal injury lawyers in this episoide.
Links:
Richard Childress Racing
Morgan & Morgan
Survey Question
radio
sales
NASCAR
Sports
media
advertising
marketing
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Those of us of a certain age remember the great Paul Harvey and his newscasts each noon daily for decades on radio stations across the country. There has been so much good news on the NASCAR scene this season, I’m sure you have not been able to keep up. These items are presented to you to help spread the news of the growth of the sport, to help you engage with your clients who are fans and continue to defeat the uninformed “NASCAR is dying” objection/opinion when faced with it.
So, I will attempt to inform and entertain as the late Mr. Harvey once did…and now the news! Links to the 8 news stories mentioned in the podcast are below.
· Goodyear’s NASCAR Sponsorship Tops All
· The Business of NASCAR in 2023
· Sellouts, we’ve had a lot of them including Pocono
· “Windy City” Economic Impact from NASCAR
· NASCAR Next Gen Fan Study
· NASCAR Day Giveathon
· NASCAR's Ben Kennedy Named to SBJ's "40 Under 40" List
NASCAR
advertising
sports
radio
media
marketing
sales
· A NASCAR/NFL Connection
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In this BONUS episode we share the audio recording from NASCAR Next Gen Fan Study Webinar - MRN Lunch & Learn on June 7th. We revealed all the great data and sales information we got from our completed study of 5 markets using the Local Radio Analysis (LRA) product from FMR Associates. Download a copy of the presentation and the complete video recording for your sales efforts and for training new staff members at a later date.
2023 NASCAR Nest Gen Fan Study
June 7th MRN Lunch & Learn Video Recording
radio
sales
NASCAR
sports
marketing
media
advertising
A Selling Speed x The Encouragers: The Radio Rally crossover episode entitled "The Next Gen NASCAR Fan Study" with Loyd Ford of Rainmaker Pathway Consulting Works, Kent Phillips from FMR Associates & TCCP Radio, and major market air talent Meg Butterly lends her talents to help keep us focused and on topic.
Bob, Loyd, & Kent go over findings from a recent consumer study of the 21st century NASCAR fan and just how powerful the NASCAR brand is among almost all radio formats.
NASCAR
Radio
advertising
marketing
sales
sports
media
In this month's episode Bob interviews Marc Greenspan from Research Director, Inc. They discuss two of NASCAR fan's biggest strengths for sellers, loyalty and spending power.
Links to the original Radio Ink articles written by Marc discussed in this episode:
Selling Audience Loyalty
Selling the Value of Your Older Audience
MARC GREENSPAN
FOUNDER/CEO - RESEARCH DIRECTOR, INC.
Office: 410-295-6619 x11
mgreenspan@ResearchDirectorInc.com
sales
NASCAR
radio
sports
media
advertising
marketing
The winning team at the 2023 Daytona 500 has a unique sponsorship model that we can emulate on the local NASCAR sales level with a little creative thinking and a little creative selling.
Links from this episode:
Ricky Stenhouse, Jr.
JTG Daugherty Racing
Kroger
Kroger Vendor Program Article
Cottonelle JTG Sponsor Activation Article
WDNG NASCAR Craftsman Truck Series Social Post
WDNG Broadcasting at Daytona Pictures
WLIJ NASCAR Coverage Post
WECO NASCAR is Back Video Post
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In this month's Selling Speed we look at legacy ideas that still have legs.
Links mentioned in this episode:
Legacy Motor Club
advertising
radio
marketing
sports
media
nascar
In this episode of Selling Speed we examine 4 categories that will spend billions on advertising in 2023 according to a recent BIA Advisory Services webinar.
BIA Advisory Services
http://www.biakelsey.com/
Top Recession-Proof Opportunities for 2023 Webinar
2022 Sports Business Journal reader survey
We discuss the massive momentum for NASCAR heading into their 75th Season and how it can relate to sales.
Links included in the episode:
GFK
WDNG-AM "The New 95.1, The Mountain"
nascar
radio
sales
advertising
sports
marketing
media
The NASCAR Race to Revenues in 2023 event was a collaboration with Loyd Ford of Rainmaker Pathways Consulting Works, Alec Drake of Drake Media Group, and Ed Knight of WECO-FM radio. In this BONUS episode we talk about finding all the available revenue streams when you have an affiliation with Motor Racing Network and use NASCAR to enhance your selling, when is the best time to sell NASCAR on the calendar, NTR and other untraditional NASCAR targets, and so much more.
Bob Quick, Sr. Manager Radio Partnerships - Motor Racing Network
704-262-6713
bquick@mrn.com
Loyd Ford, Rainmaker Pathways Consulting Works
864-448-4169
ford@rainmakerpathway.com
Alec Drake, Drake Media Group
214-529-2007
adrake@drakemediagroup.com
Ed Knight, WECO Radio
In this month's episode, we talk with Chris Fleming, EVP at El Dorado Broadcasters in Victorville, CA, a local radio broadcaster who has successfully sold digital products in multiple markets he has worked in. Here are some helpful links from the episode:
To buy Chris' books:
cdmediaconsulting.com
What his digital news sites look like:
HDdailynews.com
His email marketing partner:
Site Impact
Creative services outsourcing website:
fiverr
NASCAR Foundation car donation program details:
learn more about the program
In this month's episode, we explore prospecting the service industry for your NASCAR sales.
Barrett Sports Media article link:
https://barrettsportsmedia.com/2022/06/17/the-dental-industry-is-hot-and-your-hosts-can-help-you-rake-in-ad-dollars/
Loyd Ford - Rainmaker Pathway
https://rainmakerpathway.com/
In the May 2022 edition we interview Tony Garcia of Global Media Services and Now Media, home of the Bob & Sheri Show. The similarities between what Tony does on a daily basis and what I do here at MRN are almost identical even though the target demographics might be different. Fans of both Bob & Sheri and those of NASCAR are so completely loyal, that we can learn from one another the best way to promote, program, and sell our products.
Contact Tony at Global Media Services, Now Media, or the Bob & Sheri Show or garciatony60@gmail.com.
Link to a listing of MRN covered events from the ARCA Menards Series:
2022 ARCA Menards Series schedule
This month we speak with Loyd Ford, radio consultant with Rainmaker Pathways Consulting. We discuss best practices for promoting, programming, and selling NASCAR plus talk about radio in general and the challenges local stations face in 2022.
Find Loyd at rainmakerpathway.com.
NASCAR
Radio
Sales
Advertising
Marketing
Media
Sports
Business
Bisnus2Business
In the January edition we look at the success of the 2021 season, look ahead to the changes for the 2022 season, and how they affect sales. We go over the strengths of the loyalty and demographics of the NASCAR fan plus cover best practices for prospecting, packaging, and pricing. It is a replay of our January MRN NASCAR Local Sales webinar.Webinar video link:https://nascar-my.sharepoint.com/:v:/g/personal/rquick_mrn_com/Ec64LdU70VdHo_B9Vt68KuEB4XdhudI2xB_TpqOXYTX9zg?e=smAsZKPresentation deck link:https://nascar-my.sharepoint.com/:p:/g/personal/rquick_mrn_com/Efd8MfZ0efNAjnF2D7F62vwBRDUymxhrs26l5bBcUitK7g?e=oCv7VK
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In the December edition, we look at updating our NASCAR packages and ahead to prepare for the 2022 season.
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Using emerging online audio platforms to leverage local NASCAR radio sales
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We look at "The Question" and how to defeat it in this month's edition.
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We explore using the NASCAR Playoffs to spark 2022 sales. Links discussed in this episode:Kyle Larson sponsorship: https://apnews.com/article/technology-sports-business-auto-racing-formula-one-606642ed696ea380ffa48d2215b39ad4Hendrick Automotive Locations: https://www.hendrickcars.com/locations/index.htmJayski.com driver sponsor list: https://www.jayski.com/nascar-cup-series/2021-nascar-cup-series-team-driver-chart/NASCAR Standings: https://www.nascar.com/standings/nascar-cup-series/Hannah Newhouse All Access Women to Watch: https://www.allaccess.com/net-news/archive/story/209701/in-all-access-women-to-watch-column-charese-fruge-
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We share a great idea to promote your stations and NASCAR to your local market...and make money from it.
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As station employees wear more hats than just sales, efficient execution of MRN programming becomes more vital to save time and sell more
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In this episode, we look at prospecting Business to Business clients and look at one of the most famous B2B NASCAR sponsors, Interstate Batteries. I reference this great article from Forbes as well:http://www.forbes.com/sites/gregengle/2021/05/05/how-a-30-year-long-nascar-sponsorship-came-to-be/
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In this month's episode, we look at new brands using NASCAR in 2021 and what categories to mine for new business locally.
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The the August 2018 episode we dive deeper inside an affiliate mid-season upsale and extension and introduce you to NASCAR local sales expert Ed Knight from WECO-FM.
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