Getting the Right Fans to Nashville’s NASCAR Track
Our clients needed a partner in the city to ensure their marketing efforts targeted the true audience for the race in a way that would resonate with them and convey the spirit of Nashville. That’s what made GS&F the perfect partner—our experience with the Nashville Predators, the Tennessee Titans, the NFL Draft, the Music City Grand Prix and much more gave us insight into what makes the city tick and how to catch the eyes of even the most seasoned Nashvillians.
We conducted extensive audience research before we began any creative work, identifying three targets: Nashville diehard fans, traveling NASCAR fans, and Nashville experience seekers. The diehards would have the race circled on their calendars as soon as news broke that NASCAR was coming back to Nashville.
Our real work came in winning the support of the traveling fans who follow the Cup series. Each year, for the most part, the same tracks are in play for fans to choose from. But this year Nashville Superspeedway was new to the schedule, and that made it even more important for our team to approach ticket sales in a way that set us apart from the competition.
We also wanted to reach the experience seekers who are always on the lookout for Nashville’s latest and greatest, positioning this event as the next must-attend event in the city. Establishing this audience would help us gain traction for the venue long-term.