Fisher Fans: Get the Door; it's Domino's!
By Bill Zahren
(Posted 01/26/05)
Richard Childress and Bill McAnally just became two of my favorite race people.
And it's Domino's tonight for dinner and some new NAPA car stuff in the morning.
Now that NASCAR car owner Richard Childress has hired Sarah Fisher to drive the full 11-race season in the West Series, a regional NASCAR division. She'll drive for Bill McAnally Racing with Childress' backing as part of NASCAR's diversity program. Childress said Fisher also could be entered in two Busch Series races later this season. Get the entire West Series schedule at racingwest.com.
With Sarah back in the saddle, it's time once again for the little Fisher Fans in the big racing business ocean to talk with our wallets.
1. Buy from the sponsors. Do the math: if 1000 people each buy a can of car wax and two a pizza (about $30 total), that's $30,000 in revenue directly associated with their Sarah Fisher sponsorship. If 10,000 Fisher fans buy wax and pizza, that's a $300k, baby. And six figures usually gets the sponsorship department's attention.
But ya gotta let 'em know. You have to make sure that Domino's and NAPA associate your purchase with their sponsorship of Sarah.
So make your purchases, copy the receipts and send them with a note of thanks and effusive love to the Domino's and NAPA corporate HQs:
Domino's Pizza LLC
Attn: Customer Care Center
30 Frank Lloyd Wright Drive
P.O. Box 997
Ann Arbor, MI 48106Genuine Parts
NAPA Marketing Department
2999 Circle 75 Pkwy.
Atlanta, Georgia 30339
Let them know you bought your pizza from Domino's rather than the competition and your upholstery cleaner or whatever at NAPA rather than at Target all because of Sarah Fisher, who NAPA/Domino's is sponsoring in the NASCAR Grand National Division, West Series. Thank them for sponsoring her. Including a copy of your receipt to really make your point. I did this and got a nice note from "Jenna" in Domino's customer service in reply.
2. Attend the race. Butts in the seats always get attention. Get to one of Sarah's races. Be sure you tell whoever sells you your ticket (whether on the phone or in person) that you're there to see Sarah Fisher. It's vital that you make a point of saying this right out loud. If just 500 fans say, "I'm here to watch Sarah Fisher race" that story will spread to the track management front office like wildfire.
If Sarah's participation causes even a 5% increase in attendance, people will notice. It's crucial that they credit Sarah for that attendance (an therefore revenue) spike.
3. Watch the race on TV if possible. If you get HDNet, watch the race live (if offered). Watch the replays on SPEED. Ratings points are an even bigger deal than track attendance because TV ratings are what generate huge money for big-time racing.
4. Visit some Web sites. Pop over to Bill McAnally Racing's site, www.billmcanallyracing.com/home.htm and the Richard Childress site at http://www.rcrracing.com. Pop in and say hi at racingwest.com. Web sites keep track of traffic. A huge spike corresponding with Sarah's participation sends a message that a lot of spending units are interested in her career.
5. Show Bill McAnally Racing and Richard Childress Racing some love. Use the Contact Us link on the BMR racing site to send the team a note of thanks. Remember, NO SPAMMING ALLOWED. Keep it very short and sincere. If they start selling Sarah Fisher t-shirts, that's an automatic buy. Then go sign up for the RCR Fan Club at http://www.rcrracing.com/fancentral/join.asp.
There. Five things you can do to help Sarah. So call Domino's and race out for some new car care accessories and let them know Sarah Fisher sent you.
Here's to seeing Sarah in victory lane.
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