BRAND STRATEGY CONSULTING
AT MARTINSVILLE SPEEDWAY
At Martinsville Speedway, the roots of adrenaline fueled family fun run deeper than NASCAR itself. With the shortest track in the Sprint Cup Series, the Half Mile of Mayhem boasts sharp corners and close-quarters racing that no other track provides.
When the folks at Martinsville approached us, they had three goals: Increasing attractiveness to corporate sponsors, identifying new target audiences, and converting members of those audiences into die-hard fans.
Half MILE of Mayhem
In cooperation with a brand evaluation team, Outis conducted market and competitor research that provided business intelligence to develop a unique brand strategy.
With our help, Martinsville was able to confidently reach out to new demographics with a strategy that would yield certain long-term results. Additionally, the increase in ticket sales reinvigorated the Martinsville Speedway experience and drew new corporate sponsors whose audiences are newly represented at race events.